When Apple unveiled its latest creation, the iPhone Pocket, the internet collectively paused, squinted, and laughed. Tweets ranged from bewilderment to outright mockery: "Is that a sock for my phone?" one user asked. Another quipped: "Borat called—he wants his neon mankini back."

Yet, just three days later, the iPhone Pocket was sold out across the US, UK, and Japan, proving once again that Apple's devotees have a unique relationship with brand loyalty: ridicule is no barrier to purchase.

The iPhone Pocket, launched on 14 November, is a 3D-knitted pouch designed to hug any iPhone model from the original to the iPhone 17 Pro Max.

It can hold AirPods, lip balm, keys, or whatever else fits, and comes with either a short strap wristlet version ($150) or a long crossbody strap ($230/£219.95). Apple describes it as a "clever extra pocket," but critics weren't convinced.

The accessory is the product of a collaboration with Japanese fashion legend Issey Miyake, the designer behind Steve Jobs' iconic black turtleneck.

The Pocket embodies Miyake's signature pleats and single-piece knitting construction, giving it fewer seams, more flexibility, and a slightly…sock-like appearance. It is available in eight short-strap colors and three long-strap hues—none of which lasted long online.

Critics wasted no time in calling out the accessory's simplicity and steep price. Tech reviewers and social media users compared it to everything from a "cut-up sock" to Apple's previous infamous luxury accessories: the $20 Polishing Cloth, $30 iPod Socks, and the $700 Mac Pro wheels kit. Security concerns were also raised: an open-top pouch seems ill-advised in an era when iPhone thefts are common.

Yet, in the face of mockery, Apple fans bought in droves. Analysts note that this reaction isn't about function—this is a "litmus test" for brand loyalty.

The high-fashion collaboration, limited edition release, and Apple's knack for blending tech with lifestyle all contributed to instant sell-outs.

Industry insiders point out that the Pocket fits into a broader trend of wearable tech. Armbands gave way to crossbody straps, turning smartphones into part of daily fashion.

Here, the iPhone Pocket straddles the line between practical accessory and luxury statement piece. Young consumers in particular are drawn to the idea of wearing their iPhone as an outfit accent.

The dichotomy between ridicule and rapid sell-out highlights Apple's mastery of branding: even a product that looks like a "cut-up sock" can command a premium if it carries prestige, rarity, and a designer pedigree.

In a way, the iPhone Pocket functions less as a utility and more as a wearable art piece—expensive, slightly absurd, and immediately desirable.

Molly Anderson, Apple's VP of Industrial Design, called the Pocket a "natural accompaniment to our products," emphasizing the shared design philosophy with Issey Miyake: craftsmanship, simplicity, and delight.

For Apple, delight may now include an accessory that's part sock, part purse, and all status symbol.

Whether you see it as overhyped or overvalued, one thing is clear: Apple has turned a humble pocket into a cultural conversation starter, and its fans will happily pay the price—even if the rest of the world can't stop laughing.

The information and opinions presented in this article have been compiled from contributions by multiple independent agencies and sources, including, Forbes, CNet, BBC and CNN

Apple / iPhone