Why the Issey Miyake iPhone Pocket Sold Out Instantly
▼ Summary
– The iPhone Pocket is a new Apple accessory designed with fashion label Issey Miyake, featuring a 3D-knitted construction that fits all iPhone models and small items.
– It sold out rapidly on apple.com within hours of its November 14 release, with all colors and sizes quickly becoming unavailable in the U.S. and other regions.
– The product faced criticism for its design and was called “Apple’s lamest product ever” by some, but the controversy may have contributed to its fast sales.
– Its appeal stemmed from the limited edition collaboration with Issey Miyake, Apple’s rare fashion partnerships, and its status as a fashion collectible for style-conscious customers.
– The collaboration marks Apple’s first with a fashion house since the 2015 Apple Watch Hermès, highlighting a growing trend of tech and fashion brand partnerships.
The iPhone Pocket, a new accessory from Apple created in partnership with the esteemed Japanese fashion house Issey Miyake, sold out almost immediately upon its release on November 14th. This rapid sell-out highlights the powerful appeal of limited-edition collaborations between major technology companies and high-end fashion brands, capturing the attention of both tech enthusiasts and style-conscious consumers.
Apple describes the iPhone Pocket as being “inspired by the concept of ‘a piece of cloth.'” Its unique 3D-knitted design is intended to accommodate any iPhone model, from the very first to the latest iPhone 17 Pro Max, while also providing room for other small, pocketable items. Despite its practical description, the product quickly became a topic of debate online. Some critics on social media platform X derided it as little more than “a cut-up sock,” with one user commenting that Apple fans are willing to purchase anything bearing the company’s logo. The accessory also faced scrutiny from industry commentators, with one self-described Apple enthusiast labeling it potentially “Apple’s lamest product ever.”
However, the controversy surrounding the iPhone Pocket may have inadvertently fueled its popularity. The collaboration with Issey Miyake was never expected to be a budget-friendly item, and its premium price point seemed to be a non-issue for its target audience. The combination of a prestigious fashion name, the product’s novel design, and the powerful “Special Edition” labeling signaled a limited release that would not be widely available. Apple rarely partners with external brands, and the company has not indicated if more stock will be produced, creating a sense of urgency and exclusivity. As noted by Vogue, this partnership marks Apple’s first major collaboration with a fashion house since the Apple Watch Hermès in 2015, making the release a significant event.
The scarcity was evident across global markets. In the United States, every color and length variant was listed as sold out on Apple’s website within hours. Reports from New York City’s SoHo Apple Store described long queues, with the “peacock” (a teal turquoise shade) being the first color to disappear. Celebrated content creator Michael Josh, who attended the launch in a navy pleated Issey Miyake suit, purchased several Pockets. He suggested that while some may not understand the excitement, many view these accessories as collectible fashion items, comparable to owning a piece of art.
This successful launch is part of a broader trend of alliances between the technology and fashion industries. The New York Times highlighted how such partnerships are becoming increasingly profitable, citing Apple’s long-standing work with Hermès on watch bands and AirTag holders, as well as Meta’s collaboration with EssilorLuxottica on smart glasses. Other luxury labels, including Chanel, have also found ways to engage the tech-savvy consumer.
Initial international availability showed a slightly slower sell-out. In the UK, for instance, the shorter version of the iPhone Pocket remained in stock for a short time after the US sell-out, though the longer models were immediately gone. By November 15th, most short models in popular colors like black, peacock, pink, purple, and mandarin were also sold out in the UK, with only a few shades like lemon, cinnamon, and sapphire lingering briefly. Given the rapid sales pace, it was anticipated that all remaining stock would be claimed within days. In Japan, the home country of Issey Miyake, every option sold out instantly.
What began as a polarizing product subject to online ridicule has proven to be a resounding commercial success for Apple, demonstrating the potent market demand for exclusive, fashion-forward tech accessories.
(Source: Forbes)
