Faithful to Apple’s history of paper engineering, the packaging comes with ceremony—and a Japanese twist. The long, frosted paper that contains the iPhone Pocket was inspired by the rice paper candy bags used for a Japanese children’s festival where long sweets are given to symbolize prayers for a healthy life ahead. For Miyamae, it evokes a childlike sense of excitement and anticipation: “The idea is that you’re opening a gift that’s full of candy.”
The accessory also signals how our phones are increasingly becoming part of our outfits; a natural extension of a phone case. “The way that people carry and style their products has changed and is becoming even more of an expression of yourself,” says Anderson. Working with a fashion house like Issey Miyake helps Apple adapt to the shift. “It allows us to be a bit more playful in terms of color, branding, and material…and to flex a little bit into other spaces. We’ve certainly learned things in the process, which perhaps influences our next round of packaging or next round of product,” she says.
Though Miyake and Jobs are not around to see it, there is a significance to the collaboration that transcends the product. “Both these great masterminds are now gone, but what we have in common is how we continue to challenge ourselves to be innovative, and to create new and original things,” says Miyamae. “It’s a moment of connecting the dots.”
The iPhone Pocket short strap will retail for $149.95 (U.S.) and the long strap for $229.95 (U.S.), from Friday November 14 at select Apple Store locations worldwide and from apple.com
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