Apple Unveils Collaboration with Issey Miyake
Criticism Mounts Over Price and Design
After Apple unveiled the limited-edition accessory 'iPhone Pocket,' created in collaboration with the Japanese designer brand Issey Miyake, the product has faced widespread criticism from around the world. Many have pointed out that this is an excessive premium strategy focused more on 'form and brand image' than on function.
Apple's collaboration with Japanese designer brand Issey Miyake presents the 'iPhone Pocket'. Apple website
On November 12 (local time), Apple announced the iPhone Pocket through its official website. This product is a minimalist pouch-style accessory that can hold an iPhone and a few small personal items. It can be used in various ways, such as hanging from the wrist, wearing it crossbody, or attaching it to a bag. Apple described it as "the most beautiful way to carry your iPhone," and introduced it as "featuring Issey Miyake's craftsmanship and sense of form."
The iPhone Pocket is available in two versions: one with a short strap and one with a long strap. The short strap version comes in eight colors: lemon, mandarin, purple, pink, peacock blue, sapphire, cinnamon, and black. The long strap version is available in three colors: sapphire, cinnamon, and black. The short strap version is priced at $149.95 (approximately 220,000 won), while the long strap version is priced at $229.95 (approximately 340,000 won).
Apple's collaboration with Japanese designer brand Issey Miyake presents the 'iPhone Pocket'. Apple website
However, the market response has been cold. On the major U.S. online community Reddit, negative comments such as "Over $200 for a piece of fabric?" "It's the new iPod sock," and "Is this an April Fool's joke?" have appeared. On domestic social networking services, critical responses have continued, including "34,000 won for a sock?" "It looks completely impractical," "It looks like something Daiso would sell for 2,000 won," "Even die-hard Apple fans won't buy this," and "I'd rather just put it in my pocket than pay 300,000 won for that."
Matt Navarra, a social media consultant and analyst, said in an interview with the BBC that the product's price "focuses more on form, branding, and exclusivity than on function." He added, "Such pricing strategies are nothing new in the world of collaborations with luxury fashion brands or designers," but also pointed out, "For most consumers, it feels like Apple is testing the limits of brand loyalty."
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