Ask Onix
Apple's $230 iPhone 'sock' case sparks backlash and mockery online
Apple faced widespread ridicule on Tuesday after unveiling the iPhone Pocket-a £219.95 ($230) carrying case resembling a knitted sock, part of a limited-edition collaboration with Japanese fashion label Issey Miyake. Critics slammed its high price and impractical design, comparing it to a "cut-up sock" and questioning its security features.
Design and pricing draw skepticism
The iPhone Pocket, described by Apple as inspired by "a piece of cloth" and the concept of "an additional pocket," features an open-top design with no zipper or structural reinforcement. Social media users quickly mocked its resemblance to everyday footwear, while others highlighted its vulnerability to theft, given the lack of secure closures.
Tech YouTuber Marques Brownlee called the product a "litmus test" for Apple loyalists, suggesting it would reveal "who will buy or defend anything Apple releases." Meanwhile, comparisons to comedian Sasha Baron Cohen's bright green Borat mankini flooded platforms like X (formerly Twitter).
Defenders cite luxury collaboration
Some supporters argued the steep price reflected the prestige of the Issey Miyake partnership, noting the late designer's history with Apple, including the iconic black turtlenecks worn by co-founder Steve Jobs. The case will be available in eight colors for the short strap and three for the long strap, emphasizing its fashion-forward appeal.
"This kind of pricing isn't new in luxury fashion or designer collabs. But for most consumers, it feels like Apple is testing the limits of brand loyalty."
Matt Navara, social media analyst, in comments to the BBC
Broader reaction: Brand loyalty vs. practicality
Analysts like Navara framed the iPhone Pocket as a play for exclusivity over functionality, leveraging Apple's cult following. Yet the backlash underscored a growing tension between the company's premium pricing and consumer expectations for utility. The case's open design, in particular, drew criticism amid rising concerns over smartphone theft in urban areas.
Apple has not responded to the criticism. The product remains listed on its website as part of the limited-edition collection.
