Apple’s new $230 ‘iPhone Pocket’ sold out within hours despite mixed reviews and ‘cut up sock’ comparisons

Apple’s newest product, the iPhone Pocket — a $230 phone strap — went on sale Friday. Despite drawing mixed reviews, it sold out within hours.

“Born from the idea of creating an additional pocket, its understated design fully encloses iPhone, expanding to fit more of a user’s everyday items,” Apple announced in a statement last Tuesday. “When stretched, the open textile subtly reveals its contents and allows users to peek at their iPhone display.”

The tech company says the iPhone Pocket — developed with Japanese fashion designer Issey Miyake — was designed to be worn directly on the body, tied onto bags or purses or handheld. There are two designs: a short strap design that’s available in eight colors and is priced at $149.95, and the long strap design, which comes in three colors and retails for $229.95. Both versions, in all colors, have sold out.

“The color palette of iPhone Pocket was intentionally designed to mix and match with all our iPhone models and colors — allowing users to create their own personalized combination,” said Molly Anderson, Apple’s vice president of industrial design.

It “features a 3D-knitted construction” made from nylon (14%), polyester (85%) and polyurethane (1%).

“iPhone Pocket explores the concept of ‘the joy of wearing iPhone in your own way,’” said Yoshiyuki Miyamae, design director of Miyake Design Studio, which helped create the product. “The simplicity of its design echoes what we practice at ISSEY MIYAKE — the idea of leaving things less defined to allow for possibilities and personal interpretation.”

The iPhone Pocket went on sale on Nov. 14 in select Apple stores and on Apple.com in the following countries: France, Greater China, Italy, Japan, Singapore, South Korea, the U.K., and the United States.

Reviews of Apple’s new product have been mixed for multiple reasons, including the hefty price tag and design.

“$230 for a cut up sock. Apple people will pay anything for anything as long as it’s Apple,” one X user wrote.

“AI is changing the world right now and what is Apple launching? A completely overpriced iPhone Pocket,” another user wrote.

Some have compared it to the lime green mankini Sacha Baron Cohen’s comedic character wears in the Borat films.

Others are in favor of Apple’s new wearable product.

“I am 100% supportive of Apple experimenting with fabrics/materials. There is a clear connection to wearables & the eventual dawn of smart clothing,” a user on X wrote.

“I am all for extra!! Apple just launched the iPhone Pocket and I didn’t know I needed it until now 😄,” another user wrote on social media.