Apple(US:AAPL) Huan Qiu Wang Zi Xun·2025-11-14 05:31Core Viewpoint - The collaboration between Apple and Japanese fashion brand Issey Miyake has sparked significant debate, particularly regarding the pricing of the iPhone Pocket, which ranges from 1299 to 1899 yuan, leading to discussions about brand loyalty and consumer perception in the luxury accessory market [1][4]. Product Overview - The iPhone Pocket is designed as a "new carrying method," inspired by a piece of cloth, featuring Issey Miyake's signature 3D knitted structure without seams, accommodating all iPhone models and small items like AirPods and cards [4]. - Available in short and long versions, the product comes in vibrant colors for the short version and more subdued tones for the long version, allowing for multiple usage methods [4]. Market Response - Despite the controversies, consumer enthusiasm remains high, with the long cinnamon version selling out on the first day and market prices reaching 2399 yuan for the long version and 1699 yuan for the short version, indicating a premium of up to 500 yuan [7]. - Supporters appreciate the unique design, which serves both as a fashion accessory and a functional item, while some users have creatively modified similar items to mimic the iPhone Pocket [7]. Brand Strategy - The pricing strategy reflects a focus on "form, brand, and uniqueness," rather than just functionality, positioning Apple as a brand testing the limits of consumer loyalty [7]. - Apple's history of high-priced accessories, such as the iPod Socks and the Hermès Apple Watch bands, illustrates a consistent strategy of elevating brand value through collaborations with luxury brands [8]. Industry Analysis - Apple's accessory strategy has evolved beyond mere functionality, continuously exploring the balance between "functional value" and "brand value" through luxury collaborations [9]. - The immediate market response indicates a willingness among consumers to pay for design and brand sentiment, although concerns about potential consumer fatigue and the sustainability of high pricing remain [9].