Apple has officially entered its ‘fashion era,’ and the internet can’t decide whether to clap or cringe. The tech giant just launched the iPhone Pocket, a 3D-knitted sleeve designed in collaboration with Japanese design studio Issey Miyake, and priced at a jaw-dropping $230 (around ₹20,000). Yes, twenty thousand rupees, for a bag that looks suspiciously like your grandmother’s hand-knit sock. Read to know more here.
Apple Knit Bag
According to Apple, the accessory is “a beautiful way to wear and carry iPhone,” crafted from a single piece of fabric using a zero-waste knitting technique in Japan. The design is sleek, minimalist, and—let’s be honest—peak Apple aesthetic. The pouch comes in two variants: a short-strap version available in eight vibrant shades, including lemon, pink, peacock, and cinnamon, and a long-strap option in more muted tones, like sapphire and black. It’s made to stretch and cradle your iPhone (and maybe a lip balm if you’re lucky), while letting you ‘wear’ your device like a fashion statement.
The product will go on sale on November 14 in select Apple Stores and online across the US, UK, Japan, and Singapore. Naturally, the announcement sent social media spiralling into a frenzy. Memes flooded X (formerly Twitter), with users joking, “Apple just sold us a sock for ₹20,000” and “My mom can knit me one for free.” Even fashion insiders raised eyebrows, calling it both “ingenious minimalism” and “tech consumerism dressed in couture.”
Still, some fans are defending it, arguing that the Miyake collaboration gives the pouch an art-meets-utility appeal—like something straight out of a MoMA gift shop. It’s not the first time Apple has transformed a basic concept into a designer collectible (remember the $19 polishing cloth?).
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The iPhone Pocket, love it or hate it, is classic Apple—beautifully designed, wildly unnecessary, and guaranteed to sell out because, well, it’s Apple. Sure, it’s chic. But if you’re dropping ₹20K on something knit, maybe make sure it at least charges your phone too.
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