Appears to Be a Result of Limited Sales Strategy
Emphasis on Rarity and Design Over Practicality
The limited edition smartphone pouch 'iPhone Pocket', launched through a collaboration between Apple and Japanese designer Issey Miyake, sold out worldwide immediately after its release. All colors and sizes were marked as unavailable for order on the online store, and only a very small quantity was sold at offline stores, highlighting its scarcity.
Apple's collaboration with Japanese designer brand Issey Miyake presents the 'iPhone Pocket'. Apple website
This product is a fabric pouch made using 3D knitting technology and comes in two versions: one with a short strap and one with a long strap. The short strap version was priced at 150 dollars, while the long strap version was set at 230 dollars, which is approximately 220,000 won and 330,000 won, respectively, based on the domestic exchange rate. Apple described it as a "wearable sling accessory that can hold an iPhone and small personal items," and also noted that the shape may change during use.
Apple limited sales to just 10 stores worldwide, with New York Soho being the only offline sales location in the United States. Due to this restricted supply, the online store sold out completely right after launch, and in some regions, the purchase page was suddenly closed.
After the product was unveiled, debates over the price erupted on social media and online communities. Some users criticized the product, saying, "330,000 won for a simple fabric pouch is excessive," and "It lacks practicality." On the other hand, other users recognized the design value as a "limited edition designer collaboration" and expressed their intention to purchase it.
Industry experts analyzed this complete sell-out as an extension of Apple's high-priced accessory strategy. In the past, Apple has introduced 'premium accessories' such as a 19-dollar polishing cloth, a 999-dollar monitor stand, and a 350-dollar keyboard, maintaining steady sales despite ongoing controversy. The iPhone Pocket is also being evaluated as a successful case of this strategy.
Social media consultant Matt Navarra told the BBC, "The iPhone Pocket is a product focused more on form, brand value, and exclusivity than functionality," adding, "For some consumers, Apple's pricing policy may feel like a test of brand loyalty."
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