Apple’s latest collaboration has people doing a double take—and not because of any new tech breakthrough. The company has introduced the iPhone Pocket, a $230 wearable accessory designed in partnership with Japanese fashion house Issey Miyake. The product’s purpose is simple: it holds your iPhone. The price, however, is anything but.

Made from a 3D-knitted fabric inspired by Miyake’s “A-POC” (A Piece of Cloth) design philosophy, the iPhone Pocket stretches to fit an iPhone and a few small items. The translucent weave slightly reveals what’s inside, blending minimalism with a bit of flair. Apple describes it as “a beautiful way to wear and carry iPhone,” while Miyake Design Studio calls it an exploration of “the joy of wearing iPhone in your own way.”

Two versions are available. The long-strap model costs $229.95 and comes in sapphire, cinnamon, and black. The short-strap model is $149.95 and adds more color options, including lemon, mandarin, purple, and pink. Both launch November 14 at select Apple Stores and online in several countries, including the U.S., U.K., and Japan.

Functionally, it’s a small shoulder pouch—something between a mini crossbody bag and a high-end phone sleeve. The knit design gives it a premium feel, and the craftsmanship is what you’d expect from both Apple and Miyake. Still, the accessory’s price has raised eyebrows among users and tech commentators. One reviewer noted that the iPhone Pocket “turns a basic phone pouch into a status symbol,” while others pointed out that Apple seems to be leaning further into fashion as its devices mature.

That observation isn’t far-fetched. In recent years, Apple has blurred the line between tech and luxury goods, from Hermès-branded watch straps to titanium-finished MacBooks. The iPhone Pocket fits that pattern, positioning itself as a wearable piece of design rather than a simple case. Whether consumers see it as stylish innovation or a costly novelty will depend on their appetite for high-fashion utility.

At the very least, the accessory proves Apple knows how to get people talking. It’s part fashion experiment, part social statement, and all Apple—polished, minimal, and priced to start a conversation.