Roger Fingas
Apple is reportedly beginning to enforce a mandatory policy of standardized, Apple-like product packaging for at least some third-party accessories sold in Apple Stores, according to an internal company memo.
Boxes must now have white backgrounds, Apple-approved typefaces, and "consistent placement" of logos and icons, a document obtained by Business Insider indicates. Product photos must match the angles Apple uses, and the company is even demanding "better quality packaging material." Older, pre-policy packages are being sent back to the warehouse.
Only Incase, LifeProof, Mophie, Sena, Tech21, and Logitech (now Logi) are identified as firms having to conform to the new standard. The memo, which the publication paraphrased to protect its source, states that the goal of the policy is to give an "elevated" look to third-party accessories, making the accessory shelves at Apple Stores "more visually appealing and easier to navigate."
The new memo says that Apple has been working with the named companies for the past six months. So-called "premium" packaging began appearing at Apple Stores in early July, debuting on Mophie products, though the other firms were also said to take part.
Apple has been working on a high-end aesthetic revamp for its retail chain, an effort which ramped up with the launch of the Apple Watch. Typically this has involved renovating and reorganizing stores, with plans reportedly crafted jointly by retail chief Angela Ahrendts and design czar Jony ive.
William Gallagher
Charles Martin
Marko Zivkovic
Mike Wuerthele
Malcolm Owen
Andrew Orr
Christine McKee
31 Comments
Their stores, their rules.
[quote name="AppleInsider" url="/t/187702/apple-making-premium-accessory-packaging-mandatory-at-apple-stores-report#post_2760417"]Apple is reportedly beginning to enforce a mandatory policy of standardized, Apple-like product packaging for at least some third-party accessories sold in Apple Stores, according to an internal company memo.[/quote] I hope this is nothing but a rumor. I am all for design guidelines and design 'education', but please allow for design originality and creativity.
I bought an Incase 6 Plus case in the new packaging at the Plaza Apple Store in KC. It was nice to test the case out before buying vs the hard plastic anti theft regular retail packaging that cut my hands up just trying to open it.
[quote name="jamesreb" url="/t/187702/apple-making-premium-accessory-packaging-mandatory-at-apple-stores-report#post_2760424"]I bought an Incase 6 Plus case in the new packaging at the Plaza Apple Store in KC. It was nice to test the case out before buying vs the hard plastic anti theft regular retail packaging that cut my hands up just trying to open it.[/quote] OK, if it means no more 'impossible-to-open, impossible to touch and try' plastic packaging I'm definitely supporting the initiative. Much as aI like Apple's packaging I hope third party manufacturers will not be forced into mimicking Apple. But stiff plastic, welded shut solutions must go, no question.
[quote name="jamesreb" url="/t/187702/apple-making-premium-accessory-packaging-mandatory-at-apple-stores-report#post_2760424"]I bought an Incase 6 Plus case in the new packaging at the Plaza Apple Store in KC. It was nice to test the case out before buying vs the hard plastic anti theft regular retail packaging that cut my hands up just trying to open it.[/quote] God I hate that hard ultrasonically-welded anti theft plastic packaging. And I've seen them slashed open anyway (with merchandise missing) at stores as evidence of retail theft, so it's not working to stop loss. Like CurrentC, it's designed for the benefit of retailers, not customer needs. Even Amazon sells some things in "frustration free packaging." And the environmental impact of tossing a shit load of plastic packaging, ugh.