An Issey Miyake pocket to store your iPhone.

The world's most valuable brand according to Brand Finance 2025 has partnered with fashion house Issey Miyake to design a new accessory: the iPhone Pocket. Inspired by the concept of "a piece of cloth," the device allows users to store their phone and other small items like an extra pocket , and can be carried by hand, worn over the shoulder, or attached to a bag . For Molly Anderson, Apple's Vice President of Industrial Design, the piece "pays homage to craftsmanship, simplicity, and delight" and "naturally" complements the multinational's existing product offerings.