Apple's $230 iPhone bag sold out immediately after launch, the collaboration with Issey Miyake sparked a buying frenzy

Apple's limited edition iPhone Pocket bag quickly sold out worldwide. This product, created in collaboration with Issey Miyake, is priced at up to $230.

Early Friday morning, crowds lined up outside Apple's SoHo store in New York, waiting to purchase this new item "inspired by a piece of fabric." Despite skepticism on social media, fashion fans flocked to it as a collectible.

The iPhone Pocket is a wearable phone strap bag designed in collaboration with the renowned Japanese brand Issey Miyake, which previously created the iconic black turtleneck for Apple co-founder Steve Jobs.

This product is available in two sizes: a short version for $150 and a long version for $230, with multiple color options. As of Friday morning, all colors and sizes showed as sold out for online orders.

Apple is selling this product in only 10 retail stores worldwide, with the only U.S. location being the SoHo store in New York, while other stores are located in major cities such as London, Milan, Tokyo, Hong Kong, and Paris.

Buying Frenzy

The iPhone Pocket features 3D knitting technology and can accommodate any size iPhone.

This accessory is expandable to hold small items like AirPods or lipstick, but it may look slightly awkward if stuffed with extra items. Its texture and size are similar to a karate belt, allowing it to be worn crossbody, tied to a bag, or held in hand.

The brand appeal of Issey Miyake is a key driving force behind this buying frenzy. 26-year-old women's wear designer Lee Aizner said:

From a design perspective, this is very cool because it was designed by Issey Miyake. As a designer, I love it. I immediately wanted one when I heard it was sold out.

She owns several Issey Miyake pieces and originally hoped to buy the black long version, but it sold out just minutes before she arrived.

29-year-old Owen Sanders bought the last pink short version at the SoHo store as a gift for his wife. He said:

She is a fan of this designer, and every time someone wears a black turtleneck, people say you look like Steve Jobs. That’s the influence of Issey Miyake, which is very meaningful.

Polarized Market Reaction

The reaction to the product on social media has been critical.

Some Reddit users believe that launching high-priced accessories during tough economic times seems out of touch, while others mocked the release. One commenter wrote:

Thought this was a joke.

Another asked:

Is today April Fool's Day?

But fans of Issey Miyake do not care about external opinions. Content creator Michael Josh specifically wore a navy blue Issey Miyake pleated suit to purchase multiple iPhone Pockets. He stated that some people might not understand the hype, but he believes these accessories are like owning a piece of art or a fashion collectible. Apple has previously launched several high-end accessories, including a $19 polishing cloth and a $999 monitor stand, which often sparked controversy.

The iPhone Pocket continues this tradition, highlighting Apple's ongoing exploration in the high-end accessory market and the strong appeal of brand collaborations to specific consumer groups