What Exactly Are You Buying with Apple’s $1899 iPhone “Sock”?
iPhone Pocket: Apple × Issey Miyake
Last night, Apple’s official website unveiled a wearable carrying pouch called iPhone Pocket, instantly igniting heated discussions across social media worldwide.
Price & Versions
This pouch — shaped like a sock — comes in long and short versions, priced respectively at:
- RMB 1,899 (long version)
- RMB 1,299 (short version)
An iPhone sock for two thousand yuan?
The iPhone Pocket draws inspiration from Issey Miyake’s A Piece of Cloth (A-POC) concept, featuring a single-piece 3D knitting structure. It can hold:
- Any iPhone
- Small personal items (e.g., AirPods, lipstick)
It can be hand-carried, attached to a bag, or worn crossbody. The textile design mirrors Issey Miyake’s iconic Pleats Please pleats, offering both flexibility and style.
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Public Reaction
- Some see it as an Apple-branded accessory, making the price shocking even for Apple.
- Others admire the design but balk at the price tag.
- Many are waiting for Huaqiangbei knock-offs or creating DIY budget versions.
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Is the Pricing Really That High?
Contrary view: Pricing is typical for Issey Miyake.
- Product is primarily designed and produced by Issey Miyake, with Apple as collaborator.
- Issey Miyake pouches/wallets often cost over ¥1,000+ RMB.
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Brand Alignment
Issey Miyake’s designs emphasize:
- Innovative textile techniques
- Pleated structures
- Minimalist, functional aesthetics
This ethos closely aligns with Apple’s own design philosophy.
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Historical Ties
Steve Jobs was a fan of Issey Miyake — his famous black turtleneck was designed by Miyake.
Anecdote:
On visiting Sony’s Japan factories, Jobs saw uniforms designed by Miyake (with detachable sleeves). Jobs invited Miyake to design Apple uniforms, but employees rejected the idea.
▲ Sony uniforms by Issey Miyake
Miyake also appeared in Apple’s “Think Different” ads.
▲ Issey Miyake in Apple advertisement
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The A-POC Concept — "A Piece of Cloth"
A-POC is Issey Miyake’s revolutionary approach to garment-making:
- One thread enters a programmed machine
- A fully formed garment comes out — no cutting, no sewing
- Minimizes waste (vs. 15–30% offcuts in traditional manufacturing)
Origins
- Launched in 1997 with textile artist Fujiwara Dai
- Produces garments (dress, shirt, socks, gloves, hat) all from one piece of fabric
- Embedded cut lines allow customized shapes
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Environmental Benefits
- Near zero waste production
- Aligned with fast-fashion efficiency goals
- Adopted mostly by Issey Miyake — until Apple’s collaboration
Apple emphasized One Piece of Cloth to echo Miyake’s sustainability ethos.
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Philosophy
Why “One Piece of Cloth” instead of “One Thread”?
A thread feels industrial; cloth speaks to the essence of clothing — wrapping the body.
Core ideas:
- A-POC is a reminder that a piece of cloth is infinite
- Complexity hidden behind simplicity
- Highest form of design is design that disappears
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Apple’s Perspective
Apple VP of Industrial Design Molly Anderson:
> We didn’t start with the idea of a collaboration… we were just intrigued by Issey Miyake’s way of working, curious about what we could learn from them — and vice versa.
Result: Apple and Miyake mirror each other in ethos.
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Apple's Accessories Evolution
iPod Socks Nostalgia
In 2004, Apple introduced colorful iPod Socks:
- $29 set of six colors
- Knit fabric fit most iPods
- Held earphones, cables, even doubled as screen cleaners
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From iPod to iPhone
- Smartphones have replaced iPods
- People seek warmth, personality, and style in tech accessories
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Self-Expression Through Accessories
Molly Anderson explains:
> How people carry and mix products has changed. It is increasingly becoming a means of self-expression.
iPhone Pocket styles:
- Short version: hand-carry, bag charm
- Long version: crossbody bag
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Market Trends
- Casetify’s CEO Wesley Ng: double-digit growth in sales of charms & straps
▲ Casetify phone charms
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Apple's Accessory Strategy
- 2024 iPhone 17 series introduced long phone lanyards for cases
- Product appearance & accessories now a major battleground as hardware innovation slows
- Users decorate old devices for fresh emotional appeal
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What’s Next?
The ¥1,899 iPhone Pocket targets niche buyers, but signals Apple’s deeper push into design-centric accessories.
Future plans:
- More color, branding diversity
- Wider material experimentation
- Packaging influence
Apple is learning from high-fashion collaborations like Miyake’s.
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Key Takeaways
- Apple × Issey Miyake iPhone Pocket blends tech and couture.
- Price point is consistent with designer accessory norms.
- A-POC aligns perfectly with Apple’s sustainability and minimalist ideals.
- Accessories are becoming central to Apple’s identity, not just functional add-ons.
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For creators and brands, collaborations like this highlight the growing intersection of technology, fashion, and lifestyle. Open-source platforms such as AiToEarn官网 enable cross-platform publishing, AI content generation, and monetization—echoing the same versatility Apple now seeks in its accessory lineup.
