For Apple, Packaging is Part of the Appeal

Known for its clean and minimalist design, Apple packaging has become nearly as famous as the products it contains. As an example, I got a new iPhone a little over a month ago, yet the box it came in still sits on my bedside table. It is empty and does absolutely nothing, but for whatever reason, whether it is the high quality or simple “coolness” factor of the box, I can’t bring myself to just throw it away. A round of applause for you, Apple, you deserve it.

As Apple begins to revamp their physical Apple Stores, my case would seem to support the changes being made to their packaging and presentation. It seems that Apple’s packaging is part of the entire Apple package, and they know it. According to 9to5mac.com, Apple Store employees have recently been notified that new packaging for third party accessories will soon be revealed at physical retail locations. These boxes will be co-designed by Apple in an effort to make them more closely resemble Apple’s own boxes, giving stores a more consistent aesthetic.

The list of companies given this honor is small, and reportedly includes Incase, Tech21, Sena, Life Proof, Mophie, and Logitech, all of which make some of the most popular product accessories. The new packaging will look similar to Apple’s. It will most likely be white, matching current apple boxes, and feature new photography, a minimalist feel with simpler fonts, and higher quality materials. Apple is also trying to make clearer compatibility labeling across its products. This push comes after Apple has made other requirements for third party products such as environmental guidelines, protection measures, and a ban on leveraging early iPhone leaks, Mark Gurman of 9to5mac.com points out.

So what does this mean in the long run for the beloved fruit’s stores? Consistency is key, and apparently the new packaging will be out sometime in July so that all accessories can conform to the new look Apple is pushing. This is in time for the makeovers headed to Apple Stores across the county. This also means that there will be fewer items offered in the brick-and-mortar Apple Stores, but they will be higher quality. Apple will eventually work with a greater number of companies to support their new packaging, and over time will eliminate products that are not in keeping with its new style.

A sneak peak of what the new stores and accessory sections will look like can be seen at Apple’s new Upper East Side location in New York City.