While most of Apple’s new iPhones, iPads and other devices get leaked to some extent ahead of launch, today’s new product was not on anyone’s bingo card for 2025.
The product in question is Apple’s new iPhone Pocket and I’m thoroughly baffled by this thing. So much so that I had to check the calendar to be absolutely sure it was November and not 1 April.
Sure enough, it isn’t an April Fool’s joke; it’s a new way of storing and carrying your beloved iPhone. The Pocket has been designed and developed with the Issey Miyake brand, a Japanese design house known for clothes and fragrances.
It’s, and again I’m not joking, “Inspired by the concept of ‘a piece of cloth,’” to quote the official press release.
A throw-back?
Everyone at Tech Advisor towers saw this thing and immediately shouted “iPod sock” (picture the Leonardo DiCaprio pointing meme).
If that means nothing to you, then Apple’s little sock-like pouch for the iPod was very popular back in the day. In fact, similar socks and pouches were a popular choice for phone storage in the 2000s before the era of silicone cases.
Only, does anyone want this piece of ‘tech fashion’ to come back around?
Apple
I certainly don’t, but maybe I’m too old and grumpy. The thing just seems incredibly awkward to carry on your forearm and looks like somewhere to store a battery pack for a microphone – great if you want to pretend to be on a reality show, I suppose.
I’m sure the product is well made, with its “singular 3D-knitted construction”. Plus, some of the colours are nice enough, but it doesn’t look very secure at all.
To quote our Deputy Editor, “This seems like a cool way to get your phone stolen”.
It gets worse…
As if this thing wasn’t quite high enough on the ‘who signed off on this’ scale, the iPhone Pocket gets more perplexing still.
Apple
It costs at least £139.95/$149.95 and that’s for the shorter strap option. The longer strap, which only comes in three colours is a mind-boggling £219.95/$229.95.
To put it in context, that’s the same price as the Apple Watch SE 3 (or $20 off in the US). And no, calling it a ‘limited-edition release’ does not justify those prices.
It would need to be knitted from unicorn hair for me to part with my money.
If you really must have one (and I’d love to hear why), then it goes on sale 14 November.
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