Apple seeks patent for iPad Smart Cover packaging designed by Jony Ive
Neil Hughes
Apple's design chief Jony Ive is one of the inventors credited with designing the packaging for the magnetic iPad Smart Cover.
The filing, made public this week by the U.S. Patent and Trademark Office and discovered by AppleInsider, is simply entitled "Packaging Assembly." It notes that competition in the consumer electronics market has made it necessary for device makers to spend time designing product packaging in addition to the products themselves.
"Appealing retail packaging may encourage purchase of products that a consumer may otherwise overlook," the filing states. "Accordingly, design considerations for packaging have become increasingly important."
But the design of packaging should go beyond just aesthetic appeal, Apple argues, and should make it easy to insert the product and also for the customer to remove it once they have purchased it.
"While many designs and techniques used to package products have generally worked well in the past, there is always a desire to improve packaging, such that improved functionality and/or appearance is provided," the application reads.
In March of 2011, when the iPad 2 Smart Cover was first released, AppleInsider detailed the product's smart packaging, dubbed "frustration free." The design of the packaging makes it easy for consumers to return it without destroying the packaging.
The retail package is held closed by an adhesive-backed tab that holds the cardboard back of the box to its clear plastic front. Users can open the packaging by simply pulling a tab on the back, and no scissors are necessary.
Once the tab has been removed, the box opens to reveal a recyclable plastic film that slides out of place to access the Smart Cover.
In addition to Apple's renowned design chief Ive, the full list of inventors includes Jody Akana, Bartley K. Andre, Jeremy Bataillou, Daniel J. Coster, Danielle de Iuliis, Evans Hankey, Julian Hoenig, richard P. Howarth, Duncan Robert Kerr, Shin Nishibori, Matthew Dean Rohrbach, Peter Russel-clarke, Christopher J. Stringer, Eugene Antony Whang, and Rico Zorkendorfer.
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23 Comments
Apple patenting something that should actually be patentable. This is a refreshing change.
I heard they patented the Jambalaya in the cafateria 3 days ago
Apple patenting something that should actually be patentable. This is a refreshing change.
I disagree completely. I see no difference between this and most of the software patents Apple has applied for (and usually been granted). This is just as likely to have prior art, is just as likely to be considered "obvious," and is just as likely to annoy the heck out of someone who independently implements a similar solution and thereby violates the patent. So I would say if you hate software patents, you should hate this for the same reasons. If you think software patents appropriately motivate people (and companies) to innovate knowing that they will be rewarded by a time-limited monopoly on their implementation, then you should support this.
To me this this fits right in that grey area been "obviously should be patentable" and "give me break." The fact that plastic rather than bytes are involved doesn't come into play.
If all those that seem to think Apple shouldn't patent anything I'd just ask them why it seems almost every tech company these days with competing products to Apple feel that Apple's design ideas are the only obvious designs they have to also use? Sadly this even extends to packaging these days and that can lead to people buying something they assume is Apple's so I say good for Apple. Patent, Trademark and protect everything you can. Perhaps then other companies might actually hire people with imaginations. I'm sure there are plenty out there.
"The packaging is intended to make it easy for customers to open needing using tools like scissors." — Appleinsider
WHAT!!! Outsourcing your copy editing to a foreign country is not a smart move.