It’s no secret that the mutual admiration between Apple and Issey Miyake has been decades in the making, beginning with Steve Jobs’ enduring love for his iconic Issey Miyake black turtleneck. It’s now almost impossible to picture the late co-founder of Apple without that signature piece.
For years, the relationship remained one of quiet respect with no formal collaboration, but that is changing with the launch of the iPhone Pocket — a 3D-mesh rectangular pouch designed for everyday essentials, including your iPhone.
Made to fit all iPhone models, the pouch serves as an additional pocket that can be worn across the body, looped through a bag, or fastened around the wrist. Its streamlined design hugs the iPhone closely and expands to hold small essentials such as keys or AirPods, adapting to the shape of whatever is inside. The open ribbed structure pays homage to Issey Miyake’s signature pleating techniques, while the overall design draws inspiration from the brand’s concept of “a piece of cloth.”
The clever product comes in two sizes and a range of playful colours. The shorter model is available in eight shades, while the longer version comes in three.
It’s a bold move for Apple to venture further into the world of fashion and style, and a timely one as technology and fashion continue to merge. By joining forces as two brands celebrated for their sophistication and design clarity, the collaboration feels like a natural evolution for both.
“The design of iPhone Pocket speaks to the bond between iPhone and its user, while keeping in mind that an Apple product is designed to be universal in aesthetic and versatile in use,” shared Yoshiyuki Miyamae, design director of MIYAKE DESIGN STUDIO. “iPhone Pocket explores the concept of ‘the joy of wearing iPhone in your own way.’ The simplicity of its design echoes what we practice at Issey Miyake — the idea of leaving things less defined to allow for possibilities and personal interpretation.”
“Apple and Issey Miyake share a design approach that celebrates craftsmanship, simplicity, and delight,” said Molly Anderson, Apple’s vice president of Industrial Design. “This clever extra pocket exemplifies those ideas and is a natural accompaniment to our products. The colour palette of iPhone Pocket was intentionally designed to mix and match with all our iPhone models and colours — allowing users to create their own personalised combination. Its recognisable silhouette offers a beautiful new way to carry your iPhone, AirPods, and favourite everyday items.”
The collaboration will be available from 14 November at select stores and through Apple’s website. The short strap model is priced at $149.95 USD, while the long strap version retails for $229.95 USD.
