Apple is facing criticism and confusion after the technology giant announced a new special-edition accessory called the iPhone Pocket, which some consumers have described as an expensive remake of its classic iPod Socks.

While a six-pack of iPod Socks retailed for $US29 back in 2004 (that’s about $US50 today, or $77 in Australia), a crossbody iPhone Pocket strap will set you back $US150 ($230) for the short version, or $US230 ($350) for the longer one.

The iPhone Pocket is a collaboration between Apple and the fashion house of late Japanese designer Issey Miyake, which made the iconic turtlenecks worn by late Apple co-founder and CEO Steve Jobs.

Some consumers in Asia — where crossbody phone straps have surged in popularity — shared their excitement about the new accessory, while others have been confused by Apple’s revival of the sock design and dismayed by the company’s pricing.

“They're bringing back iPod socks, and charging crazy prices,” one social media user wrote on Wednesday.

“I know Apple does things like this to position themselves as a luxury brand and as a shareholder I still do not buy the idea stunts like these are what's best for the company,” wrote another.

“This feels like a litmus test for people who will buy/defend anything Apple releases,” wrote prominent YouTuber and technology reviewer Marques Brownlee.

Apple said it would begin selling the iPhone Pocket online on Friday, 14 November, but only in France, China, Italy, Japan, Singapore, South Korea, the United Kingdom, and the United States.

The product will also be available at select Apple Store locations in fashion capitals such as Shanghai, New York City, London, Milan, Paris, Tokyo, Hong Kong, and Singapore.

The ‘cultural element’ behind iPhone Pocket

Canadian-based technology journalist Jon Fingas argued there was a “cultural element” which explained why Apple had co-created the iPhone Pocket.

“Crossbody phone holders are hugely popular in places like China, Japan, and South Korea (hence the countries and retail stores involved),” he wrote on LinkedIn.

“This isn't about practicality — this is Apple getting into a fashion segment that could directly impact iPhone sales in the region.”

Apple has continued to push hard into China and other large Asian markets in recent years, where it has seen mixed success amid strong competition from local brands.

The company introduced its first crossbody strap for iPhones in September, which some analysts attributed to the increasing popularity of such accessories in parts of Asia and Europe.

The strap had reportedly been “a priority of the company’s design team”, according to a report from Bloomberg ahead of the product's announcement.


Apple released its first crossbody iPhone strap (pictured) in September 2025. Image: Apple / Supplied

Inspired by ‘a piece of cloth’

The iPhone Pocket was “inspired by the concept of ‘a piece of cloth’”, according to Apple, which described the accessory as having a “singular 3D-knitted construction”.

The strap’s stretchy design could hold any size iPhone, as well as “more of a user’s everyday items”, the company said.

Molly Anderson, Apple's vice president of industrial design, said Apple and Issey Miyake shared “a design approach that celebrates craftsmanship, simplicity, and delight”.

“This clever extra pocket exemplifies those ideas and is a natural accompaniment to our products," she said.

Yoshiyuki Miyamae, design director of Miyake Design Studio, said iPhone Pocket’s simplicity highlighted “the idea of leaving things less defined to allow for possibilities and personal interpretation”.

While Issey Miyake crafted the iPhone Pocket in Japan, the Apple Design Studio “provided insight into design and production throughout”, Apple added.

The company's partnership with Issey Miyake was its first major fashion house collaboration since French luxury brand Hermès created several official Apple Watch straps.