London \u2014 Apple has built its reputation on cutting-edge devices and sleek design, but the company\u2019s latest product is decidedly more low-tech.<\/p>\n
The iPhone Pocket is a knitted strap developed in conjunction with fashion designer Issey Miyake, \u201cborn from the idea of creating an additional pocket,\u201d Apple announced<\/a> in a statement Tuesday.<\/p>\n Designed to fit any iPhone, the Pocket will be released Friday and will be available in a range of colours.<\/p>\n \u201cApple and ISSEY MIYAKE share a design approach that celebrates craftsmanship, simplicity, and delight,\u201d Molly Anderson, Apple\u2019s vice president of industrial design, said in the statement.<\/p>\n \u201cThis clever extra pocket exemplifies those ideas and is a natural accompaniment to our products,\u201d she added. \u201cIts recognizable silhouette offers a beautiful new way to carry your iPhone, AirPods, and favourite everyday items.\u201d<\/p>\n However, eyebrows have been raised by the hefty price tag of what Apple says is a product \u201cinspired by the concept of \u2018a piece of cloth,\u2019\u201d with the short Pocket set to cost US$149.95 and the long version $229.95.<\/p>\n \u201c$230 for a cut up sock. Apple people will pay anything for anything as long as it\u2019s Apple,\u201d wrote one user on X.<\/p>\n Others likened the Pocket to the neon-green mankini worn by Sacha Baron Cohen\u2019s comic character Borat, with another X user posting a picture of the lime-green Pocket alongside an image of Borat in his revealing swimwear. \u201cSame vibe,\u201d reads the caption.<\/p>\n While there was incredulity in some quarters, others had a more nuanced reaction.<\/p>\n