Apple’s latest product launch has turned into a viral talking point — and not for the reasons it hoped. The tech giant recently unveiled the iPhone Pocket, a colorful 3D-knitted carrying case priced at £219.95 (around $230), which immediately drew mockery across social media platforms.
Many users compared the minimalist pouch to an ordinary cut-up sock, with one X (formerly Twitter) user joking, “$230 for a sock — Apple has done it again.” Others posted memes and parodies, turning the accessory into an internet sensation overnight.
Even popular YouTuber Marques Brownlee joined the conversation, calling the new release “a litmus test for Apple fans who buy or defend anything the company makes.”
According to Apple, the iPhone Pocket is a limited-edition collaboration with the renowned Japanese fashion house Issey Miyake, known for its pleated clothing and artistic design philosophy. The product was “inspired by a piece of cloth,” Apple explained, emphasizing craftsmanship and versatility. It’s available in eight short-strap colors and three long-strap options, designed to complement any iPhone model.
Apple has launched the new iPhone Pocket, a new limited edition designer strap accessory 🚨
— Apple Hub (@theapplehub) November 11, 2025
You can order one today and will be available this Friday in either short or long sizes for $149.95 and $229.95 respectively pic.twitter.com/dg3sjs6xKI
Critics, on the other hand, say that the item shows Apple’s move into high-end fashion prices and tests how loyal customers are to the brand.. One user commented, “No zip, no structure, no security — just brand value.”
Still, some fans defended Apple’s creativity, pointing out that the collaboration pays tribute to Steve Jobs’ iconic black turtleneck, also designed by Issey Miyake.
The iPhone Pocket officially launches on November 14, available in select Apple Stores and online across the U.S., U.K., Japan, and other major markets — just in time for the holiday shopping season.
As the argument continues, the launch shows how Apple’s design choices can go viral, similar to how ChatGPT updates often start conversations about AI innovation and how people see it.
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