Apple's $230 iPhone pouch sold out immediately after launch; Issey Miyake collaboration sparks buying frenzy

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The limited edition iPhone Pocket tote bag released by Apple sold out rapidly worldwide. This product, created in collaboration with Issey Miyake, is priced as high as $230.

Early Friday morning, crowds lined up outside Apple’s New York SoHo store, waiting to buy this new product "inspired by the concept of a piece of cloth." Despite skepticism on social media, fashion fans still flocked to it as a collectible.

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

The product comes in two versions: a short one for $150 and a long one for $230, available in various colors. As of Friday morning, all online orders for all colors and sizes showed sold out.

Apple released the product at only 10 retail stores worldwide, with the US availability limited to the New York SoHo store. Other stores are located in major cities such as London, Milan, Tokyo, Hong Kong, and Paris.

Buying Frenzy

The iPhone Pocket uses a 3D knitting process and can fit any size iPhone.

This accessory can expand to hold small items like AirPods or lipstick, though adding extra items may make it look slightly awkward. Its texture and size are similar to a karate belt; it can be worn crossbody, attached to a bag, or carried by hand.

Issey Miyake's brand appeal was the key driver behind the rush. 26-year-old women's wear designer Lee Aizner said:

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

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

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

She’s a fan of this designer. Whenever someone wears a black turtleneck, people say you look like Steve Jobs—that’s the influence of Issey Miyake. It’s very meaningful.

Polarized Market Response

Social media reactions to the product have been largely critical.

Some Reddit users think that launching high-priced accessories during hard economic times is out of touch, and others mocked the release. One commenter wrote:

Thought this was a joke.

Another asked:

Is it April Fools’ Day?

However, Issey Miyake’s fans don’t care about outsiders’ opinions. Content creator Michael Josh came dressed in navy Issey Miyake pleated suit to buy several iPhone Pocket bags. He said some people may not understand the hype, but in his view 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—products that have often sparked controversy.

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

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