Tech titan Apple (AAPL) has been ridiculed on social media today following the recent launch of its new iPhone Pocket carrying case.
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Limited Edition
Apple revealed earlier this week that the new brightly-colored case would go on sale for nearly $300 in stores across a range of countries such as the U.S, U.K, France and China. It is part of a limited edition range created in collaboration with the Japanese fashion label Issey Miyake.
The late fashion designer previously worked with the tech firm to create the black turtleneck jumpers famously worn by the company’s co-founder Steve Jobs.
“Inspired by the concept of “a piece of cloth,” its singular 3D-knitted construction is designed to fit any iPhone as well as all pocketable items,” Apple said of the pocket. “When stretched, the open textile subtly reveals its contents and allows users to peek at their iPhone display.”
The hype and the price were, however, a little too stretched for social media fans.
The BBC reported that one user on X likened it to a “cut-up sock.” Popular tech YouTuber Marques Brownlee said it was a “litmus test” for fans who “buy or defend anything Apple releases.”
Another X user said: “No zip, no structure and considering how many thefts of iPhones there are these days… no security?”
Loyalty Test
And some even posted pictures of the actor Sacha Baron Cohen as the fictional character Borat, suggesting the product bore similarity to his bright green mankini.
Social media consultant and analyst Matt Navarra told the BBC the price tag looked to be less about “function” but more about “form, branding and exclusivity”.
“This kind of pricing is not new in the world of luxury fashion or designer collabs,” he said. “But for most consumers, it feels like Apple is testing the limits of brand loyalty.”
It’s another blow for Apple, which said earlier this week that it is delaying the release of a new iPhone Air, which was originally planned for fall 2026. This comes after the first model didn’t sell as well as expected.
Reputation matters for tech retail firms like Apple and it is why Ability to Sell is such a key risk for both the stock and investors looking to add to their portfolios.
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