On the morning of November 14, eager customers formed a long line outside Apple’s SoHo store in New York, hoping to be among the first to snag the new pouch.

The draw of Issey Miyake remains strong in fashion circles, which explains why the launch drew excitement akin to a Supreme or Nike “drop.”

“The design is amazing because it’s made by Issey Miyake,” said Lee Aizner, 26, a women’s fashion designer based in New York. “As a designer, I loved it at first sight. Hearing it was sold out made me want it even more.” Aizner had her eye on the long black version, which was already gone just minutes before she arrived.

The iPhone Pocket comes in two sizes: a short version priced at 150 USD and a long one at 230 USD.

Both are made with 3D-woven stretchable fabric designed to accommodate all iPhone sizes.

Users can also fit in small items like AirPods or lip balm. With its texture and shape, the pouch resembles a karate belt and can be worn across the body, tied to a bag, or carried by hand.

A global exclusive

According to Apple, the iPhone Pocket is being sold in only 10 locations worldwide. SoHo in New York is the only U.S. store to carry it. Other launch cities include London, Milan, Tokyo, Hong Kong, and Paris.

The product was also available online but sold out in all colors and sizes by the morning of November 14.

Owen Sanders, 29, was lucky enough to grab the last short pink pouch to gift his wife. “She’s a Miyake fan,” he said. “Whenever someone wears a black turtleneck, people say it looks like Steve Jobs. That’s the legacy Miyake created. It means something special.”

Apple’s history of high-priced accessories

Apple has long been known for luxury-priced accessories that sometimes raise eyebrows - from the infamous 19 USD polishing cloth to the 999 USD display stand.

Just this past September, the company introduced another iPhone add-on: a strap-like case that turns the phone into a crossbody bag - a fashion trend long popular in Asia.

The iPhone Pocket also brings to mind Apple’s iPod Socks, a brightly colored set of knit covers for iPods launched over two decades ago for 29 USD.

Divided opinions online

Online reaction to the iPhone Pocket announcement was swift and polarized.

Many Reddit users criticized Apple’s move as tone-deaf during uncertain economic times. “I thought this was a meme,” one user commented. Another joked, “Is it April Fools’ Day already?”

Still, Issey Miyake fans weren’t surprised by the hype.

Michael Josh, a content creator who wore a pleated navy Miyake suit to the launch and bought several pouches, said critics just don’t get it.

“To some, it may seem like nothing special,” he said. “But for Miyake fans, it’s like owning a piece of art or a collectible fashion item.”

Hai Phong (Bloomberg)