What Apple wants with the 1.7 million VND strap

While not new to Asia, Apple's $60 strap for the iPhone 17 could help spread the tech fashion trend globally.

Apple's Crossbody Strap when attached to the iPhone Air. Photo: Bloomberg .

When launching the iPhone 17 and iPhone Air lines, Apple made a splash by announcing a new accessory that allows users to wear their phones across their waist like a handbag.

According to Bloomberg , the $60 accessory (nearly VND 1.7 million in Vietnam) has attracted curiosity in the US, especially among those new to the fashion -meets-function trend.

Unlike in the US, the idea is not new in Asia, where Apple faces fierce competition. If it catches up with the trend and improves the features, Apple could make phone straps a global trend.

Is Apple a latecomer?

For many years, Asian users have easily chosen smartphone cross-body straps with many colors and affordable prices at markets and shopping malls.

In fact, Apple's Crossbody Strap is not very groundbreaking. The accessory is somewhat normal, supporting a hook or a port cover, and can be compatible with most phone cases.

By comparison, Apple's straps use a snap to attach to a loop, and the company says this connector works best with some of its own cases.

A phone strap from Wego (Japan). Photo: Bloomberg .

The colors of Apple straps are currently quite limited, only suitable for the back color of the iPhone 17 or iPhone Air. If you want a different design, buyers can only choose third-party accessories.

Hong Kong-based accessory maker Topologie launched a rock climbing-inspired iPhone crossbody strap in 2019. Year-to-date, the company’s sales have increased by more than 50%, reaching nearly 700,000 units.

Starting at $28 , the straps come in more than 10 colors and materials like polyester, elastic rubber, soft fabric, and leather.

“We were quite surprised that Apple released the strap so late,” Carlos Granon, founder of Topologie, said of Apple's strap for the new iPhone.

Why straps are a trend

In addition to Topologie, major retailers like Muji have also launched similar products. According to Granon, about 65% of Topologie's customers are women, aged 20-40.

According to Granon, the increasing size of smartphones, taking up more space in handbags, has led many women to choose to wear their phones cross-body. When smartphones also integrate electronic wallets or digital keys, the usefulness of the strap increases.

The popularity of the straps has helped Topologie expand in many markets, with around 30 flagship stores globally, including Paris (France) and Tokyo (Japan). The brand also opens its first store in New York (USA) in late 2024.

Other companies have also jumped on the phone strap trend. Another Hong Kong brand, Casetify, has been selling crossbody straps since late 2020.

According to the company representative, this product line accounts for about 4% of revenue. Although most of the designs are aimed at women, Casetify still has some products for men.

A sample phone strap from Topologie. Photo: Bloomberg .

This is not the first time that Asian tech fashion trends have spread to the world . In April, Motorola introduced Swarovski crystal-encrusted headphones, inspired by the over-ear product launched by Huawei (China) in 2023.

According to Bloomberg , this is also a long-standing challenge for technology companies, to design products for women without being too feminine or having to shrink the hardware.

“Looking back a few years ago, you'll see this trend was more focused on men, but it's important to grow and cater to all segments.

“We’re trying to balance the product for a wide audience, it’s more about perspective than gender. We’re seeing men be interested in these products,” said Ruben Castano, VP of Design at Motorola.

Agreeing, Granon said the mentality is changing, with more and more Asian men using phone straps.

Despite the delay, Apple's launch of iPhone straps could help popularize the accessory globally, similar to how AirPods turned wireless headphones into a popular fashion item.

“I believe things will change quickly when Apple introduces this product,” Granon said.

Source: https://znews.vn/apple-muon-tao-xu-huong-thoi-trang-moi-post1593768.html