London
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Apple has constructed its repute on cutting-edge gadgets and modern design, however the firm’s newest product is decidedly extra low-tech.
The iPhone Pocket is a knitted strap developed along side designer Issey Miyake, “born from the idea of creating an additional pocket,” Apple (AAPL) introduced in an announcement Tuesday.
Designed to match any iPhone, the Pocket will probably be launched Friday and will probably be accessible in a spread of colours.
“Apple and ISSEY MIYAKE share a design approach that celebrates craftsmanship, simplicity, and delight,” Molly Anderson, Apple’s vice chairman of commercial design, stated within the assertion.
“This clever extra pocket exemplifies those ideas and is a natural accompaniment to our products,” she added. “Its recognizable silhouette offers a beautiful new way to carry your iPhone, AirPods, and favourite everyday items.”
However, eyebrows have been raised by the hefty price ticket of what Apple says is a product “inspired by the concept of ‘a piece of cloth,’” with the quick Pocket set to value $149.95 and the lengthy model $229.95.
“$230 for a cut up sock. Apple people will pay anything for anything as long as it’s Apple,” wrote one consumer on X.
Others likened the Pocket to the neon-green mankini worn by Sacha Baron Cohen’s comedian character Borat, with one other X consumer posting an image of the lime-green Pocket alongside a picture of Borat in his revealing swimwear. “Same vibe,” reads the caption.
While there was incredulity in some quarters, others had a extra nuanced response.
Technology analyst MG Siegler known as it “an insanely expensive sock” in his Spyglass newsletter Wednesday, earlier than exploring the rationale behind the product.
Siegler stated Miyake was certainly one of Steve Jobs’ favourite style designers.
“I think the most important/interesting aspect of this product is actually the continuing trend of turning the iPhone into a wearable,” he wrote.
“What started with armbands for runners back in the day is now more of a daily wearable strap for many people, it seems,” added Siegler, citing the launch earlier this yr of Apple’s iPhone Crossbody Strap, which retails at $59.
“It’s another accessory and a way to splash some color upon your outfit,” he stated, referring to Apple’s newest providing.