Although many of Apple’s upcoming iPhones, iPads, and other gadgets tend to leak to some degree before their official release, today’s new offering wasn’t something anyone anticipated for 2025.
This new item is Apple’s latest iPhone Pocket, and I find it utterly perplexing. So much so that I had to confirm the date to ensure it was indeed November and not April 1st.
Indeed, it’s not an April Fool’s prank; it’s an innovative method for storing and transporting your precious iPhone. The Pocket was created in collaboration with the Issey Miyake brand, a renowned Japanese design studio recognized for its clothing and scents.
It’s, and I’m not kidding, “Influenced by the idea of ‘a piece of cloth,’” according to the official announcement.
A throw-back?
Everyone at GadgetLad HQ laid eyes on this item and instantly exclaimed “iPod sock” (imagine the Leonardo DiCaprio pointing meme).
If that doesn’t ring a bell, Apple’s little sock-like case for the iPod was tremendously popular back in the day. In fact, similar pouches were a favored option for phone storage in the early 2000s, prior to the silicone case era.
But, does anyone really desire this type of ‘tech fashion’ to return?
Apple
I certainly don’t, but perhaps I’m just too old and cantankerous. The item appears extremely awkward to carry on your forearm and resembles a place to stash a battery pack for a microphone – ideal if you fancy playing pretend on a reality show, I guess.
I’m sure the item is crafted well, featuring its “unique 3D-knitted structure.” Furthermore, some of the color options are quite appealing, but it doesn’t seem very secure whatsoever.
To echo our Deputy Editor’s words, “This seems like an inventive way to invite your phone to be stolen.”
It gets worse…
As if this item wasn’t sufficiently perplexing on the ‘who approved this’ scale, the iPhone Pocket becomes even more baffling.
Apple
The price starts at £139.95/$149.95 for the shorter strap version. The longer strap, available in only three colors, is an astonishing £219.95/$229.95.
For context, that’s on par with the Apple Watch SE 3 (or $20 less in the US). And no, branding it as a ‘limited-edition release’ doesn’t rationalize those costs.
It would need to be crafted from unicorn hair for me to consider spending my money on it.
If you absolutely must have it (and I would love to understand why), it will be available for purchase starting 14 November.
WTF Apple: The Pocket That Left Me Stunned
Apple’s iPhone Pocket is a puzzlement encased in a riddle and drenched in perplexity. It’s reminiscent of the iPod sock era but with a price tag only a unicorn could appreciate. If you relish the idea of your phone being snatched away with flair, this could be right up your alley.
