Customers are having a laugh, noting that Apple seems to be selling something akin to a sock.
The tech giant unveiled its latest accessory this week: an iPhone holder crafted from ribbed material that looks suspiciously like a sock. Priced at up to $230, the announcement sparked surprise and amusement online.
“Cut socks cost $230,” one user quipped. “Apple enthusiasts will fork over for anything as long as it has the Apple logo,” another noted on X.
The iPhone Pocket, which is a collaboration with noted Japanese fashion designer Issey Miyake, takes inspiration from the idea of “a piece of cloth.” Apple explained that the design, resembling a crossbody strap, was envisioned to create an extra pocket.
Available in vibrant shades like lemon yellow, purple, and pink, it accommodates any iPhone model.
The shorter strap is offered for $149.95, while the longer version retails for $229.95, both set to go on sale this Friday at select locations, including Apple’s SoHo store in Manhattan, as well as online in the U.S., U.K., China, South Korea, Singapore, Japan, Italy, and France.
Customers didn’t hold back their mockery online, drawing comparisons to the notorious yellow “mankini” worn by Sacha Baron Cohen in “Borat.” Some have pointed out that the pricey iPhone Pocket is reminiscent of Apple’s earlier iPod Socks, which were launched back in 2004 for protecting iPods during travel.
“2025 – Apple iPhone socks for $230,” a user remarked on X. “2004 – Steve Jobs introduces six iPod socks for $29.”
Another user commented, “You could get an Android smartphone for the same price as an iPhone sock.” Lower-end models, like the Samsung Galaxy A16, are available for significantly less than $230 at stores like Best Buy and Target.
Someone else joked that you could buy ordinary gym socks for just 15 cents. Another user labeled the whole release as a “peak brand delusion.”
Technology analyst MG Siegler referred to the iPhone Pocket as a “fucking expensive sock” in a newsletter. However, he did mention that Miyake was one of Steve Jobs’ favorite designers.
“The most intriguing aspect of this product is that it further pushes the trend of making the iPhone wearable,” Siegler pointed out.
“What began as an armband for athletes has evolved into a daily accessory for many.”
