Eh.

It’s a limited-release phone case, essentially. This is a marketing campaign meant to go viral to reaffirm brand identity with customers, not a new product they’re putting into production. Think: “Oh Apple makes those fun pleated phone holders, they’re the fun brand, I’ll get my son’s next phone form there!” “Oh Dodge makes those super powerful muscle cars, they’re the ‘real man’s’ car brand, I’ll get my family’s next grocery-getter from there!” etc., etc.

A need for what? Fucking pockets? That’s been well and truly addressed for hundreds if not thousands of years already.

Can never have enough pockets. I don’t know about you, but I also hate putting my phone in my pants pocket. Kind of like how modern cars still don’t have a real solution to phone storage, most modern clothes still don’t have a good way to store $1,000 electronic devices that for most people carry their whole identity. It’s neat, it’s novel. Anyone who follows any kind of fashion should recognize Issey Miyake and understand that Apple at least did things right and hired a real celebrated human designer for this.

This is 200% that.

Maybe in a long way if you consider that Apple invented the first smartphone fifteen years ago (which they didn’t), but like I said, this actually tries to solve the problem of carrying an expensive smart device that I personally have experienced for years.

tl;dr: if this was just called the ISSEY MIYAKE Phone Carrier, 99% of ya’ll would look at it for ten seconds, call it a silly, overpriced novel designer accessory that’s been around forever and go about your day without getting all eschatological about it.

Someone’s milk was spoiled this morning.