From an advance copy of Adam Lashinsky's upcoming Inside Apple book, NetworkWorld notes an interesting bit of information about how Apple approaches retail packaging.
Perhaps it should be no surprise, given the elegance of some of Apple's product packages, but Apple is said to have a secretive packaging room where a package designer goes through hundreds of iterations to find the right combination:
One after another, the designer created and tested an endless series of arrows, colors, and tapes for a tiny tab designed to show the consumer where to pull back the invisible, full-bleed sticker adhered to the top of the clear iPod box. Getting it just right was this particular designer's obsession.
What's more, it wasn't just about one box. The tabs were placed so that when Apple's factory packed multiple boxes for shipping to retail stores, there was a natural negative space between the boxes that protected and preserved the tab.
NetworkWorld also points back to an old internal video created by Microsoft's own packaging team as a humorous look at branding and packaging issues for marketers. The video imagines if Microsoft were to redesign the iPod retail packaging:
Apple's obsession with even the product packaging is a reflection on Steve Jobs' views of the matter. Both Steve Jobs and Jonathan Ive are known to have spent time on the packaging of their products. From Walter Issacson's Steve Jobs biography:
"Steve and I spend a lot of time on the packaging," said Ive. "I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story."
Bloomberg's Mark Gurman has high expectations for Apple's first foldable iPhone.
In his Power On newsletter today, he said the foldable iPhone will be "the most significant overhaul in the iPhone's history."
"iPhone 4, iPhone 6 and iPhone X were clearly a big deal, but this is a whole new design," he said.
Like Samsung's Galaxy Z Fold 7, the foldable iPhone will reportedly open up like ...
iOS 26.5 is now available for developers, and while it doesn't include any new Siri capabilities, there are some major changes for the European Union, and smaller tweaks for features available worldwide.
Suggested Places
In the Maps app, there's a new "Suggested Places" feature that recommends locations to visit based on trending places nearby and recent searches. When Apple launches ads in ...
Apple has been celebrating its upcoming 50th anniversary by hosting surprise performances and other events around the world over the past few weeks, and now Bloomberg's Mark Gurman has revealed details about the company's grand finale.
In a social media post, Gurman said Apple's celebrations will conclude this week with a finale at its Apple Park headquarters for employees.
A special...
Bloomberg's Mark Gurman has high expectations for Apple's first foldable iPhone.
In his Power On newsletter today, he said the foldable iPhone will be "the most significant overhaul in the iPhone's history."
"iPhone 4, iPhone 6 and iPhone X were clearly a big deal, but this is a whole new design," he said.
Like Samsung's Galaxy Z Fold 7, the foldable iPhone will reportedly open up like ...
iOS 26.5 is now available for developers, and while it doesn't include any new Siri capabilities, there are some major changes for the European Union, and smaller tweaks for features available worldwide.
Suggested Places
In the Maps app, there's a new "Suggested Places" feature that recommends locations to visit based on trending places nearby and recent searches. When Apple launches ads in ...
Apple has been celebrating its upcoming 50th anniversary by hosting surprise performances and other events around the world over the past few weeks, and now Bloomberg's Mark Gurman has revealed details about the company's grand finale.
In a social media post, Gurman said Apple's celebrations will conclude this week with a finale at its Apple Park headquarters for employees.
A special...
I love that quote....And it's true, most stuff I buy I just rip the packaging off it to get at the contents....With Apple, it's different, I really enjoy the experience of opening up their stuff, and I have all the original boxes for all my Apple products.
