Apple’s latest collaboration with the late Issey Miyake’s design studio has produced an unusual accessory: the iPhone Pocket. This isn’t a case, a charger, or even a strap—it’s a vividly colored, ribbed knit pouch designed to hold a smartphone. The product, released Friday, immediately sparked debate, with some questioning its practicality and others praising its experimental design.
A History of Collaboration: The partnership stems from a long-standing connection between Apple founder Steve Jobs and Miyake. Jobs, inspired by Miyake’s functional designs for Sony employees, commissioned similar attire for his Apple team. The result was the black mock turtleneck that became Jobs’ signature uniform, alongside blue jeans and New Balance sneakers—a style that influenced tech leaders for decades.
The current collaboration, though decades in the making, feels like a natural evolution of both brands’ philosophies. Yoshiyuki Miyamae, design director of Miyake Design Studio, emphasized the importance of continuing the spirit of collaboration between Jobs and Miyake. “We discussed how, as the next generation of designers, do we continue their philosophy?” he said.
The Design Philosophy: The iPhone Pocket isn’t about simple utility. It’s designed to challenge the user, forcing them to think creatively about how to integrate it into their lives. This approach aligns with Miyake’s broader design ethos—often unconventional and open to interpretation. “Design should be leaving things a little bit less defined to allow more creativity from the user side,” Miyamae explained.
This echoes the reception to Miyake’s garments, which often require wearers to experiment with how to style them. The idea is not to dictate use but to invite exploration.
A Growing Trend in Tech-Fashion Hybrids: Apple’s move is part of a wider trend of tech and fashion brands collaborating. Apple has previously partnered with Hermès on watch bands and AirTag holders. Meta has a partnership with EssilorLuxottica (Ray-Ban and Oakley) for smart glasses. Other brands, including Chanel and Sandy Liang, are tapping into the tech consumer base.
This trend is driven by the increasing integration of technology into everyday life. As Justine Ezarik, a tech reviewer (iJustine), noted, “We’re using tech every day…it does sort of become a piece of fashion.” Collaborations allow brands to capitalize on this convergence.
Echoes of the iPod Socks: The iPhone Pocket recalls Apple’s early foray into quirky accessories: the iPod Socks. Released in 2004, these brightly colored pouches were initially dismissed as a joke but gained a cult following before being discontinued. The iPhone Pocket, priced at $149.95 for the shorter strap and $229.95 for the long strap, could follow a similar trajectory.
A Question of Adoption: Whether the iPhone Pocket will gain mainstream acceptance remains to be seen. While phone wrist-straps are gaining popularity, cross-body straps haven’t fully caught on in the U.S. market. The price point may also deter some consumers.
However, as phones grow larger and hands-free convenience becomes more appealing, the iPhone Pocket could find its niche. The product isn’t about practicality alone—it’s a statement piece, a design experiment, and a continuation of the creative spirit that once united Steve Jobs and Issey Miyake
