Apple’s newest limited-edition accessory triggered scenes more reminiscent of a designer fashion release than a traditional tech unveiling. Early Friday morning, large groups gathered outside Apple’s SoHo store in New York to get their hands on the iPhone Pocket, a wearable pouch priced between $150 and $230 and created in partnership with Japanese fashion label Issey Miyake. Both the in-store and online inventories disappeared almost immediately, fueling the hype.
The iPhone Pocket stands out because it merges fashion with function. Crafted from Miyake’s distinctive 3D-knit fabric and offered in both short and long variants, the accessory reflects the brand’s design philosophy. Miyake’s historical link to Steve Jobs—whose black turtleneck became iconic—adds another layer of allure. For many fans, the draw isn’t practicality but the chance to own a collectible that blends the identities of two globally admired brands. New York designer Lee Aizner called it “so cool” and admitted the anticipation of it selling out only heightened her desire for it.
Part of the frenzy stemmed from scarcity. Apple revealed that only ten stores worldwide would carry the pouch, with SoHo being the only location in the U.S. The remaining outlets are in major fashion hubs like Paris, Tokyo and Milan. By the time customers arrived moments after doors opened, shelves were already empty. One buyer, Owen Sanders, managed to snag the last pink short pouch for his wife, an Issey Miyake fan.
The release also fits into Apple’s growing interest in wearable phone accessories. After unveiling a crossbody phone attachment in September, the company has leaned further into fashion-driven tech. The new pouch, with its stretchable knit and karate-belt-like texture, is designed to hold essentials such as AirPods or lip balm and can be styled in multiple ways—worn crossbody, carried by hand or attached to a bag.
Some longtime Apple followers see the product as a modern nod to the nostalgic iPod Socks from the early 2000s. Still, despite enthusiasm, online responses have been divided. Critics on Reddit mocked the pouch as unnecessary or tone-deaf during uncertain economic times. Yet within fashion circles, this scepticism only cemented its appeal as a niche luxury item. For those buyers, exclusivity is the point—and the near-instant sell-out proves Apple and Miyake targeted exactly the right audience.