There was controversy, but the result was 'sold out worldwide'
Apple collaborated with Japanese designer Issey Miyake
to create the limited-edition pouch, 'iPhone Pocket.'
Immediately after its release, it sold out in an instant worldwide.
Both online and offline stores reported zero stock,
causing its scarcity to skyrocket.
A fabric pouch for 220,000 to 330,000 won?... The power of the '3D Knitting' limited edition
The iPhone Pocket is a fabric pouch made with 3D knitting technology.
priced at about 220,000 to 330,000 won in Korea.
Apple introduced it as a "wearable sling pouch for carrying your iPhone and essentials"
and also noted that its shape may change with use.
Sold only at 10 stores worldwide... Completely sold out right after launch
Apple sold the product at only 10 stores worldwide.
In the United States, it was available exclusively at the New York SoHo store.
With such extremely limited supply,
the online store saw all colors and sizes sell out instantly,
and in some regions, the purchase page itself was suddenly closed.
"A pouch for 330,000 won?"... Polarized reactions on social media
After the product was unveiled, debates erupted online.
"330,000 won for a fabric pouch is excessive"
"It's not practical"-such criticisms poured in,
while others said, "If it's a limited-edition collaboration with Issey Miyake, it's understandable,"
"It has collectible value"-these were some of the positive reviews.
Despite the controversy over its price, the fact that it sold out
is seen as further proof of Apple's brand power.
Why do expensive items sell so well?... Once again, Apple's premium accessory strategy works
Industry insiders view this sell-out as a result of
'Apple's high-priced accessory strategy.'
Apple has previously released products that sparked price controversies,
from a $19 polishing cloth to a $999 monitor stand and a $350 keyboard.
Despite the heated debates, each time the products achieved steady sales,
demonstrating the strength of the Apple brand.
Matt Navarra, a social media consultant,
said, "The iPhone Pocket focuses more on form, brand, and exclusivity than on function."
"For some consumers,
Apple's pricing policy may feel like a test of brand loyalty," he added.
Apple once again precisely targeted consumers who respond to brand and exclusivity.
This is an example that shows Apple's premium strategy is still effective.
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Reporter Kim Eunha galaxy656574@asiae.co.kr
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Edit Hur Eunmi eungmimon@asiae.co.kr
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