Roger Fingas
Apple Stores are already beginning to sell third-party accessories with packaging co-designed by Apple, giving the company even greater control over the presentation and marketing of products sold in its retail outlets.
Redesigned packages for several Mophie battery packs were spotted at an Apple Store in Japan by Macotakara this week. The boxes match the style used for Apple's own products, with large images and minimalist text against a stark white background. It's unknown how many other companies may have updated boxes on shelves.
On Monday, however, it was reported that Incase, LifeProof, Logi, Sena, Tech21, and others will ultimately be taking part in the initiative, and indeed Apple itself is expected to change some accessory packaging to adapt to the new "premium feel" motif.
Under retail head Angela Ahrendts and chief design officer Jony Ive, Apple has been working to revamp Apple Stores as more fashionable places, mostly with the goal of selling the Apple Watch.
The "premium" philosophy may also see some products disappear from shelves, as Apple is allegedly trying to limit accessories to higher-quality offerings.
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37 Comments
Somebody forgot to remove the sticker from the box. That is certainly not Apple like. :D
Do I care about 'designer' packaging? Not at all. It's quickly ripped apart and discarded. Those who "oooh" and "ahhh" while they open a box are just being silly.
Well Powerstation Plus, which is it? 2X or 3X?
I never "rip" into any boxed apple product. And I keep all the original boxes. Reason being is not just because I'm a pack-rat, but because I often resell my old apple products when I no longer have need of them. I put them back into the original box they came in. Buying a used apple product and getting it in the original box is a much better experience than just getting a bunch of parts in a plastic bag. Also, when moving between apartments, I pack my computers, routers, displays, etc back into their original packaging. They were designed to be moved safely in those boxes.
Do I care about 'designer' packaging? Not at all. It's quickly ripped apart and discarded. Those who "oooh" and "ahhh" while they open a box are just being silly.
You may rip them apart at home, but it's the In Store Display that matters and can help sell the product. What you do once you leave the store is up to you.