Core Viewpoint - Apple has launched the iPhone Pocket in collaboration with Japanese fashion brand Issey Miyake, which quickly sold out, sparking market discussions about its pricing and design [1][3]. Group 1: Product Details - The iPhone Pocket weighs only 38 grams and is available in eight fashionable colors, utilizing a 3D knitted one-piece technology inspired by Issey Miyake's "one piece of cloth" concept [3]. - The product is priced at 1,299 yuan for the short version and 1,899 yuan for the long version, leading to a rapid sell-out on the release day [1]. Group 2: Market Reaction - On second-hand platforms, the iPhone Pocket has seen a price premium of up to 500 yuan, particularly for the cinnamon-colored long version, while e-commerce platforms have introduced cheaper alternatives priced between 20 to 80 yuan [7]. - Social media has seen a surge in DIY trends, with users creatively replicating the design using socks and yarn, humorously critiquing the original product [7]. Group 3: Pricing Strategy and Brand Loyalty - The pricing strategy of the iPhone Pocket focuses on "form, brand, and uniqueness" rather than functionality, indicating Apple's testing of brand loyalty limits among consumers [9]. - Apple's history of high-priced accessories, such as the iPod Socks and Hermes Apple Watch bands, shows a trend of expanding the price boundaries of accessory products, often leading to these items becoming collectibles post-discontinuation [9][10]. - The phenomenon of high-priced ordinary products in the luxury sector is noted, with examples from other luxury brands, suggesting that Apple's strategy transcends mere accessory functionality to enhance brand premium [9]. Group 4: Consumer Behavior and Future Considerations - Despite ongoing controversies, the immediate market performance with price premiums indicates a significant consumer willingness to pay for design, brand, and sentiment [10]. - However, the potential for consumer fatigue and the risk of overextending brand loyalty due to high pricing of similar products remain long-term challenges for Apple [10].