Apple has ignited a storm of online criticism following the unveiling of its latest accessory, the iPhone Pocket. Priced at £219.95, the product, described as a novel carrying case for iPhones, has been widely mocked for its resemblance to a piece of knitted footwear and its seemingly exorbitant cost. Social media users were quick to deride the accessory, with one X user quipping, ‘$230 for a cut-up sock.’ Renowned tech YouTuber Marques Brownlee labeled it a ‘litmus test’ for Apple enthusiasts who ‘buy or defend anything Apple releases.’ Apple defended the product, stating it was part of a limited-edition collaboration with Japanese fashion label Issey Miyake, inspired by ‘a piece of cloth’ and the concept of ‘creating an additional pocket.’ The accessory, available in multiple colors, features a short or long strap design. However, critics on social media questioned its practicality, highlighting the lack of security features like a zipper, especially given the prevalence of iPhone thefts. Some users humorously compared the product to the bright green mankini worn by Sasha Baron Cohen’s character Borat. Despite the backlash, supporters argued the price reflects the collaboration’s exclusivity and Apple’s historical ties to fashion. Social media analyst Matt Navara noted the pricing aligns with luxury fashion norms but suggested Apple might be ‘testing the limits of brand loyalty.’
£220 ‘for a cut-up sock’ – Apple’s new iPhone Pocket ridiculed online
