Apple has entered the crossbody phone strap market with a $99 accessory announced at its recent hardware showcase, attempting to tap into a fashion-meets-function trend that has dominated Asian markets for years.

The Crossbody Strap allows users to wear their iPhones like a handbag, a concept that drew curiosity in the US but is well-established across Asia, where shoppers have long had access to colourful, inexpensive crossbody bands in markets and malls.

“We are surprised they launched it so late,” said Carlos Granon, founder and CEO of Hong Kong-based Topologie, which added rock climbing-inspired crossbody straps to its lineup in 2019.

Major retailers including Muji have already launched similar products.

Topologie has seen sales jump more than 50% this year to almost 700,000 bands sold.

Starting at $40, the straps are available in over a dozen colours and materials, from polyester rope and bungee cord to puffer and leather designs.

Apple’s first attempt in the category has notable constraints.

While existing lanyard hooks work with virtually any phone case, Apple’s strap features two thin connectors that work best with certain company-branded cases.

The adjustable sliding mechanism is discreet, but the monotone palette matching Apple’s newest phones and cases offers limited appeal for shoppers seeking elaborate designs.

Roughly 65% of Topologie’s customers are women aged 20 to 40.

Granon attributed the trend’s growth to increasing smartphone sizes and the lack of pockets in many women’s clothing.

As phones increasingly function as wallets and digital keys, hands-free carrying has become more practical.

Hong Kong-founded Casetify began selling crossbody straps in late 2020, with the product line now comprising about 4% of the company’s business.

While most designs target women, others appeal to men, and Granon noted that mentalities are evolving with more Asian men adopting the style.

Topologie’s success has enabled expansion to around 30 flagship stores globally, including Paris and Tokyo.

The brand opened its first US location in New York’s SoHo district in late 2024 and a second in Costa Mesa, California, last month.

The accessory reflects ongoing challenges in designing products for women without defaulting to pink or smaller hardware.

“If you go back a few years, it was more male-centric, but it’s important to develop and cater to all segments,” said Ruben Castano, vice president of design at Motorola.

Apple’s endorsement could globalise the trend, similar to how AirPods transformed wireless earbuds into a fashion essential.

“I am confident that after Apple’s introduction, things will change fast,” Granon said.