The iPhone Pocket completely divided the internet in half.
Who did Apple make the iPhone Pocket for?
If you hate the iPhone Pocket, you are not the target audience.
Apple released the iPhone Pocket in two sizes, one for $150 and another for $230. Is it way more expensive than the original iPod sock? Absolutely.
But keep in mind that was back in 2004. Twenty-one years later, Apple has completely transformed their brand positioning.
Apple partnered with Issey Miyake, the legendary Japanese fashion designer known for merging technology with fashion (and yes, the same designer behind Steve Jobs’ iconic black turtleneck).
Issey Miyake pieces regularly cost thousands of dollars, so $150-$230 for a collaboration piece is somewhat affordable for the typical Issey Miyake shopper.
It’s clear that Apple’s aiming to do more than sell iPhones,MacBooks, and iPads. What they’re trying to do is sell an ecosystem, a design philosophy, and an aspirational identity.
And the iPhone Pocket embodies their mission by blending premium craftsmanship with minimalist design and innovation. The 3D-knitted construction, the multiple wear options (from crossbody to bag charm), and the fashion-forward aesthetic is a statement piece for Apple fans.
The people who bought the Pocket are Apple’s core audience:
The ones who upgrade to the newest iPhone every single year, even when their current one works perfectly fine
The attendees at Apple keynotes and store events who want to be first in line
The design enthusiasts who understand the value of an Issey Miyake collaboration
Apple isn’t targeting casual Apple users who buy an iPhone because theirs broke. Their core audience are the ones who are invested in Apple’s brand world.
The iPhone Pocket reinforces their brand identity but also tests loyalty thresholds while creating exclusivity. It sold out within minutes so clearly, this launch was a success for them.
When you try to please everyone, you end up standing for nothing and Apple understands that what resonates with their core audience matters more than appeasing the masses.
So whether you think this is innovative or absurd is irrelevant. The people who wanted it, bought it and the people who didn’t, weren’t supposed to.
What are your thoughts on the iPhone Pocket?