Apple Faces Online Backlash Over £220 ‘iPhone Pocket’ Accessory
Apple is facing widespread ridicule after unveiling its latest accessory – a minimalist carrying case for its iPhone range that retails for £219.95.
The product, named the iPhone Pocket, was announced on Tuesday as part of a limited-edition collaboration with Japanese fashion brand Issey Miyake. However, social media users quickly dismissed it as an overpriced “cut-up sock,” mocking its simple design and lack of security features.
On X (formerly Twitter), one user wrote, “$230 for a cut-up sock,” while tech YouTuber Marques Brownlee described the product as a “litmus test” for die-hard Apple fans willing to “buy or defend anything Apple releases.”
According to Apple, the brightly coloured accessory was inspired by “a piece of cloth” and designed to add “an additional pocket.” It comes in short-strap and long-strap versions, available in eight and three colours respectively.
Despite Apple’s artistic explanation, online critics were unconvinced. Some mocked the bag’s open-top design, with one user questioning, “No zip, no structure – and considering how many iPhones get stolen these days… no security?” Others compared the product to comedian Sacha Baron Cohen’s bright green “mankini,” sharing memes that went viral within hours of the announcement.
Still, a few defended Apple, arguing that the premium price could be justified by its partnership with Issey Miyake, whose late founder famously designed the black turtleneck worn by Apple co-founder Steve Jobs.
Social media analyst Matt Navarra told the BBC the accessory’s price tag is less about practicality and more about “form, branding, and exclusivity.”
“This kind of pricing is not new in luxury fashion or designer collaborations,” Navarra said. “But for most consumers, it feels like Apple is testing the limits of brand loyalty.”
