November 12, 2025
Sock-and-awe
£220 'for a cut-up sock' — Apples's new iPhone Pocket ridiculed online
Fans split between fashion flex and sock scam as memes erupt
TLDR: Apple launched a £219.95 “iPhone Pocket” and the internet called it a pricey sock. Comments split between buyers embracing the Issey Miyake collab, skeptics mocking the open top, and strategists saying Apple is stress-testing loyalty — proof tech now lives inside luxury fashion debates.
Apple dropped a bright, knitted-looking “iPhone Pocket” for £219.95, and the internet instantly screamed: “$230 for a cut‑up sock.” Tech star Marques Brownlee dubbed it a litmus test for die‑hard fans who “buy or defend anything Apple releases,” while memes flew — from Borat’s neon mankini to DIY sock hacks. Critics piled on the open‑top design: no zip, no structure, no security, with one X user warning thieves would love it.
But the thread exploded because not everyone is laughing. Some are ready to flex: “It may be stupid, but I’m buying it,” promised one poster, while another predicted it will sell anyway. Defenders say this isn’t random; it’s a limited collab with fashion house Issey Miyake, the brand tied to Steve Jobs’ iconic black turtleneck — a nod to Apple history and high‑fashion pricing. The strategy crowd chimed in too: Apple didn’t price to sell the most units, they priced to maximize revenue.
Analyst Matt Navarra backed that view, calling it more form, branding, and exclusivity than function. So the comment war splits into three camps: meme‑makers shouting “sock!”, luxury fans calling it fashion, and strategists arguing Apple is stress‑testing brand loyalty — and loving the free publicity.
Key Points
- •Apple announced the iPhone Pocket accessory priced at £219.95.
- •The item is a limited edition collaboration with Japanese fashion label Issey Miyake.
- •Apple said the design was inspired by a piece of cloth and the idea of an additional pocket.
- •The accessory has an open-top, sock-like design; short straps come in eight colors and long straps in three.
- •Public reaction was mixed: widespread online mockery and concerns over practicality, alongside defenses citing luxury collaboration; analyst Matt Navara framed the price as branding-driven.