If you found Apple’s $19 polishing cloth absurd, just wait until you see Apple’s latest offering: the limited-edition iPhone Pocket, a fabric holder for your phone, priced at $149.95 for the small size and $229.95 for the long, crossbody version.
This product may seem designed to provoke. According to Apple’s website, it draws inspiration from “a piece of cloth,” where the entire design is made from a single piece of fabric.
However, the iPhone Pocket actually makes a lot of sense within the fashion landscape — I’d consider purchasing a small, bright yellow sock pocket to attach to my azalea pink Telfar bag if the price wasn’t so outrageous. Yet, I concede that I probably don’t belong to the income bracket targeted by a three-figure sock.
If you have any familiarity with Issey Miyake, the Japanese brand responsible for the iPhone Pocket, this design should seem familiar. Miyake, the late and esteemed designer, pioneered the APOC (“a piece of cloth”) concept in 1997, showcasing his forward-thinking and inventive approach to fashion while minimizing waste.
“Showcasing a ribbed mesh structure with the qualities of the original pleats by Issey Miyake, iPhone Pocket presents a stylish way to wear and carry iPhone,” Apple states. “When stretched, the open textile subtly reveals its contents and allows a peek at your iPhone display.”
It’s not surprising that Miyake’s understated brilliance attracted Steve Jobs, another businessman celebrated for his creativity. The two became friends, and in the 90s, Jobs asked Miyake to create a uniform for Apple employees, similar to those he observed at Sony in Japan. While Jobs’ team resisted the idea of wearing the same outfit every day, Jobs remained fond of the concept — so he collaborated with Miyake to develop his own personal uniform.
Indeed, Issey Miyake, the brand behind Steve Jobs’ signature black mockneck shirt, is also behind the iPhone Pocket. (However, Miyake himself was not involved in the Pocket’s design, as he passed away in 2022). While the Miyake brand and Apple haven’t officially collaborated before, this partnership feels overdue, given that Miyake shaped the Jobs aesthetic that came to represent Apple’s sleek elegance under his leadership.
In its long, crossbody form — available in just three colors — the iPhone Pocket builds on the existing crossbody phone accessory trend. Apple even launched its own $59 crossbody strap this year, which we considered well-made, although somewhat inconvenient for daily use. (However, some photographers argue that it serves as the perfect camera strap).
However, with the short size — which we anticipate will be more popular, considering its cheaper price and diverse color options — Apple might be drawing inspiration from Labubu. Allow me to explain.
Like the iPhone Pocket, Labubu’s popularity appears frivolous and incomprehensible, which only made them more appealing to those who purchased them. While a single “blind box” Labubu is priced around $30, some rare versions of the monster plush keychains reached prices of up to $10,000 during the height of the trend. But the clearer comparison between Labubu and the short iPhone Pocket is that they both serve as accessories for your accessories. (This may stem from another perplexing trend: accessorizing your Stanley Cup).
Thanks to Tap to Pay technology, or literal wallets that attach to your phone, you can leave the house with just your phone and navigate the world effectively. (Extra credit if your door unlocks with a code — no keys needed!). It’s no wonder that more bags are being designed specifically for phones. Consider the popularity of those miniature Trader Joe’s bags, or how the small crossbody Telfar remains an “it” bag. Brands like Free People, Baggu, Lululemon, and even IKEA are selling keychains that are simply tiny versions of their existing bags. It’s not a big leap to suggest that a sock could be next.
Will the iPhone Pocket become the Labubu of 2026? I wouldn’t bet on it. But if it does become a popular holiday gift this year, I’ll be sure to say I told you so.
