How Apple Ended Up Making a $300+ iPhone Sock With Issey Miyake

Japanese tech journalist Nobuyuki “Nobi” Hayashi and other media recently got an early look at Apple’s new surprise iPhone Pocket, a $300-plus CAD knit sleeve created with Japanese fashion brand Issey Miyake.

The product was shown at a launch event in Japan yesterday, where Apple and Miyake designers also opened up about how this unusual collaboration began.

Here’s another hands-on from the Apple Ginza store:

Nobi writes that the goal behind the accessory is simple: bring the iPhone even closer to everyday life — almost like wearing it. The iPhone Pocket is a slim, pleated 3D-knit sleeve recognizable as something straight out of Issey Miyake’s world.

It comes in two versions: a short strap for 25,800 JPY and a long strap for 39,800 JPY. The short version can wrap around a bag handle or be carried like a small purse, while the long version hangs at the hip when worn cross-body.

Through its open knit, the screen softly glows when a notification arrives. Nobi describes it as “lightweight, soft to the touch, and beautifully coloured,” and says it “feels less like a gadget case and more like a piece of clothing that happens to hold technology.”

Although it looks simple, the construction is extremely technical. Nobi notes that trying to recreate it with normal sewing “would likely tear or distort,” and even the small side tag — attached with no visible seam — isn’t possible with a standard sewing machine. Instead, it was achieved through Issey Miyake’s advanced 3D knitting and Apple’s custom engineering.

That blend of fashion and tech was exactly what brought the two companies together. Apple’s Morley Anderson, who leads Industrial Design, told Nobi, in an interview for Elle Decor Japan (translated): “We didn’t set out to collaborate from the beginning. We’ve always had deep respect for Issey Miyake’s work.” She said the partnership developed naturally as the teams got to know each other, adding, “Apple and ISSEY MIYAKE share a design approach that celebrates craftsmanship, simplicity, and delight.”

Issey Miyake design director Yoshiyuki Miyamae explained that things started casually: “It all started when Apple’s design team came to Japan and wanted to see how we make things… Nothing formal. Just a very comfortable connection between two teams.”

Apple eventually approached Miyake with a direct request: “They told us people wanted more fun and personal ways to carry their iPhones, and asked if we could help explore that.”

Early drafts looked too much like regular bags, which Miyamae said felt uninspired, explaining: “We tried bag-like ideas at first, but that felt too ordinary.” The breakthrough came when someone suggested using stretchable pleated knit and shaping it into a pocket. According to Miyamae: “Someone on the team said, ‘What if we just stretch the fabric?’ That became the starting point.”

Apple loved the prototype. Anderson recalled: “The solution they shared was full of delightful surprises… The idea of using 3D knit as ‘one piece of cloth’ was simple but brilliant.”

Both teams discovered they shared similar instincts. Anderson said, “Their curiosity and dedication to a single core idea felt very similar to Apple’s approach.” Miyamae agreed, saying Apple inspired them to push further: “If something doesn’t exist, we should build it ourselves.”

Even the colour lineup came from that shared spirit. Miyamae explained: “Apple told us we didn’t need to match their colours — they wanted it to feel like Issey Miyake.” He also laughed that “Apple kept pushing for one specific orange… Later we found out it was the theme colour for the iPhone 17 Pro.” Now that’s pretty cool to read.

The technical challenges kept the collaboration tight. Miyamae said the precise tag placement was nearly impossible: “We wanted the tag stitched in a very specific place… Apple 3D-printed a custom machine attachment to make it possible.” Anderson called that detail “a small sign of both companies working together.”

Even the packaging represents both brands. Anderson said, “We care deeply about the unboxing experience… The package is entirely paper-based… light and elegant.” Miyamae added that the final design — inspired by the Chitose-ame candy bag — was something people might spot on a train and wonder what it is.

The iPhone Pocket launches November 14, 2025, across select Apple flagship stores worldwide, including Tokyo Ginza, New York SoHo, London Regent Street, Paris, Milan, Singapore, Shanghai, Hong Kong, Taipei, and Seoul. It won’t be sold in Issey Miyake stores — reinforcing that this is an Apple product shaped by Miyake’s design DNA.

Looking back on the partnership, Anderson said, “We’re excited to see how people react.” Miyamae added: “Working with a team that shared our passion for design was the best part.”

The iPhone Pocket is not available in Canada. It’s already sold out online and Apple also held a launch event today at the Apple Store in New York City.