Apple has once again stirred the internet—this time not with a new iPhone, but with a $230 iPhone Pocket. The limited-edition accessory, created in collaboration with Japanese design house Issey Miyake, is being marketed as a “carry solution” for your phone — essentially, a minimalist bag available in vibrant colours. The launch has triggered a wave of memes and disbelief online, with many users calling it a “sock with a strap” and joking that Apple is testing fan loyalty. The debut follows Apple’s recent product misfires — from the easily scuffed iPhone 17 Pro to the “Cosmic Orange” phones turning pink. Yet, in true Apple fashion, the brand has once again turned absurdity into aspiration — and controversy into marketing gold.
