Apple just dropped something completely unexpected. The tech giant partnered with renowned Japanese fashion house ISSEY MIYAKE to launch iPhone Pocket, a 3D-knitted accessory that transforms how we think about carrying our devices. Available in 11 colorways across two designs, this isn't your typical tech collaboration - it's a fashion statement that happens to hold your iPhone.
Apple is making an unusual play for the fashion-conscious tech crowd. The company's surprise collaboration with Japanese design house ISSEY MIYAKE produces iPhone Pocket, a 3D-knitted accessory that reimagines the humble phone case as wearable art.
The timing couldn't be more strategic. With the holiday shopping season approaching, Apple's betting that premium accessories can drive additional revenue beyond device sales. The iPhone Pocket launches November 14 at just 10 select flagship stores worldwide, from Apple SoHo in New York to Apple Ginza in Tokyo.
"Inspired by the concept of 'a piece of cloth,'" according to Apple's announcement, the accessory uses singular 3D-knitted construction designed to fit any iPhone model. But this isn't just about phones - ISSEY MIYAKE's influence shows in the versatile design that accommodates "all pocketable items."
The collaboration spans two distinct styles. The short strap version comes in eight vibrant colors including lemon, mandarin, and peacock, priced at $149.95. The long strap design offers a more subdued palette of sapphire, cinnamon, and black at $229.95. Both price points position iPhone Pocket firmly in luxury accessory territory.
This marks Apple's most ambitious fashion partnership since its early Apple Watch collaborations with brands like Hermès. While those partnerships focused on traditional luxury watchmaking, iPhone Pocket represents something different - a tech accessory that prioritizes form over function.
The limited availability strategy speaks volumes about Apple's positioning. By restricting sales to flagship stores in fashion capitals like Paris, Milan, and London, Apple's treating iPhone Pocket less like a mass-market accessory and more like a collectible fashion piece. Apple Specialists will help customers "mix and match different lengths and colors with their iPhone," turning device purchasing into a styling session.
ISREY MIYAKE brings serious fashion credibility to the partnership. The brand's innovative pleating techniques and minimalist aesthetic have influenced designers for decades. Their involvement suggests Apple's serious about competing in the luxury lifestyle space, not just selling functional accessories.
