This limited-edition collaboration with the Japanese fashion label Issey Miyake is available for an eye-watering $229.95, in blue, brown or black. A shorter version is available in additional color options (including bright orange, yellow, purple, pink, and turquoise) for $149.95, which can be hooked over your arm or tied to a bag.

Effectively, it is a sock with a strap. But at £139.95/$149.95 for the short-strap version and £219.95/$229.95 for the long-strap variant, Apple has to wax lyrical while looking people straight in the eye to convince them, without smirking, that this is a must-have item.

Apple has partnered with Issey Miyake - the company who made Steve Jobs' turtlenecks - to produce made a wild new limited-edition knitted holster for your phone — the iPhone Pocket.

The iPhone Pocket, launching Friday, November 14, features what Apple and ISSEY MIYAKE describe as a “singular 3D-knitted construction” inspired by the concept of “a piece of cloth.” The stretchy, ribbed accessory fully encloses an iPhone while allowing users to glimpse their screen through its open textile when stretched.