If you thought Apple’s $19 polishing cloth was ridiculous, wait until you hear about Apple’s newest product: The limited edition iPhone Pocket is a cloth sling for your phone, which retails for $149.95 in the short size and $229.95 in the long, crossbody size.
The item itself seems like it could be rage-bait. Apple’s website says that it is inspired by the concept of “a piece of cloth,” in which just one piece of fabric comprises the entire design.
But the iPhone Pocket actually makes a lot of sense in the context of the fashion world — I’d buy a small, bright yellow sock pocket to tie to my azalea-pink Telfar bag if the price did not horrify me. But admittedly, I am probably not in the income bracket that a three-figure sock targets.
If you’re at all familiar with Issey Miyake, the Japanese label behind the iPhone Pocket, then this design should sound familiar. Miyake, the late, revered designer, pioneered the APOC (“a piece of cloth”) concept in 1997, which showcased his innovative, tech-forward approach to fashion while also reducing waste.
“Featuring a ribbed mesh structure with the qualities of the original pleats by Issey Miyake, iPhone Pocket is a beautiful way to wear and carry iPhone,” Apple says. “When stretched, the open textile subtly reveals its contents and allows you to peek at your iPhone display.”
It’s no wonder that Miyake’s quiet genius caught the attention of Steve Jobs, another businessman known for his creativity. The two became friends, and in the ’90s, Jobs asked Miyake to design a uniform for Apple employees, like those he saw at Sony in Japan. Jobs’ team balked at the prospect of dressing the same every day, but Jobs still liked the idea — so he and Miyake worked together to create his own personal uniform.
Yes, Issey Miyake, the label behind Steve Jobs’ iconic black mockneck shirt, is also responsible for the iPhone Pocket. (But Miyake himself was not involved in the design of the Pocket, since he passed away in 2022). While the Miyake label and Apple have never actually worked together, their collaboration feels like it’s been a long time coming, since it was Miyake who cultivated the Jobs aesthetic, which came to symbolize the sleek elegance of Apple under his purview.
In its long, crossbody size — which comes in just three colors — the iPhone Pocket is building on the existing trend of crossbody phone accessories. Apple even released its own $59 crossbody strap this year, which we found to be well-made, though a bit finicky for regular use. (Some photographers, however, claim that it’s the perfect camera strap).
But in the short size — which we expect will be more popular, given its lower price and wide color range — Apple could be riffing on Labubu. Hear me out.
Like the iPhone Pocket, the popularity of Labubu seems frivolous and incomprehensible in a way that only made them more interesting to those who bought them. While a single “blind box” Labubu costs around $30, some rare variations of the monster plush keychains could cost up to $10,000 at the height of the craze. But the more obvious comparison between the Labubu and the short iPhone Pocket is that they are accessories for your accessories. (Perhaps this is downstream of yet another befuddling trend: accessorizing your Stanley Cup).
With Tap to Pay technology, or literal wallets that attach to your phone, you can leave the house with just your phone and navigate the world just fine. (Bonus points if your door unlocks by inputting a code — no keys!) It’s no wonder that more bags are being designed for phones. Think about how popular those miniature Trader Joe’s bags were, or how the small crossbody Telfar remains an “it” bag. Brands like Free People, Baggu, Lululemon, and even IKEA are selling keychains that are just tiny versions of their existing bags. It’s not that much of a stretch to say that a sock could be next.
Will the iPhone Pocket become the Labubu of 2026? I wouldn’t bet on it. But if it does catch on as a holiday gift this season, I’ll still say I told you so.
