Apple's Dh845 iPhone 'Sock' has the internet in stitches

Dubai: Apple dropped what might be its most baffling product yet and the internet isn't holding back.

The tech giant unveiled its new iPhone Pocket on Tuesday, a colourful knitted case that'll set you back approximately Dh844.49. Yes, you read that right. Nearly, Dh844.49 for what many are calling a glorified sock.

Social media erupted almost immediately. "£230 for a cut up sock," one X user tweeted, whilst popular tech YouTuber Marques Brownlee called it a "litmus test" for fans who "buy or defend anything Apple releases."

A designer collaboration – or just an expensive sock?

Apple insists there's a method to the madness. The accessory is part of a limited edition range created with Japanese fashion house Issey Miyake – the same label that made Steve Jobs' iconic black turtlenecks.

According to Apple, the design was inspired by "a piece of cloth" and "the idea of creating an additional pocket." The late designer Issey Miyake pioneered something called APOC (A Piece of Cloth) back in 1997. 

The iPhone Pocket comes in eight colours with a short strap, or three colours with a long strap.

Not exactly a new trick

Apple's tried this before. Remember the iPod Socks from 2004? Those retailed for just around Dh106.50 That's quite a leap to Dh550.69, and the long strap design at Dh844.49, even accounting for inflation and designer credentials.

Fashion statement or security nightmare?

The backlash has been swift. Critics have pointed out the open-top design and sock-like structure offer virtually no security, a particular concern given how often iPhones get nicked these days. "No zip, no structure... no security?" one amused user on X wrote.

Reddit users joked it's essentially a pickpocket's dream product.

Testing brand loyalty

Not everyone's mocking it, though. Some defenders argue the price reflects the Issey Miyake collaboration, calling it "a nod to Apple's history."

Social media analyst Matt Navara told the BBC the pricing is less about practicality and more about "form, branding and exclusivity."

"This kind of pricing isn't new in luxury fashion or designer collaborations," he explained. "But for most consumers, it feels like Apple is testing the limits of brand loyalty."

Whether it's a stroke of fashion genius or an overpriced sock remains to be seen. One thing's certain that Apple has given the internet plenty to talk about.

The writer is a trainee at Gulf News.