Apple Has an Unboxing Room to Test Hundreds of Variants of their Product Packaging

[MacRumors]

http://images.macrumors.com/im/macrumorsthreadlogo.gif (http://www.macrumors.com/2012/01/24/apple-has-an-unboxing-room-to-test-hundreds-of-variants-of-their-product-packaging/)


http://images.macrumors.com/article-new/2012/01/104709-6gen_ipod_nano_unbox_colors.jpg

(http://images.macrumors.com/article-new/2012/01/104709-6gen_ipod_nano_unbox_colors.jpg)
iPod nano packaging photo by iLounge (http://www.ilounge.com/index.php/news/comments/unboxing-photos-of-ipod-nano-6g-touch-4g-posted/)
From an advance copy of Adam Lashinsky's upcoming Inside Apple (http://www.amazon.com/Inside-Apple-Americas-Admired---Secretive--Company/dp/145551215X/ref=sr_1_1?s=books&ie=UTF8&qid=1327394715&sr=1-1) book, NetworkWorld notes (http://www.networkworld.com/community/node/79642) 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 (http://www.networkworld.com/community/node/79642) back to an old internal video created by Microsoft's own packaging team as a humorous look (http://www.ipodobserver.com/story/25957/) at branding and packaging issues for marketers. The video imagines if Microsoft were to redesign the iPod retail packaging:

EUXnJraKM3k
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."

Article Link: Apple Has an Unboxing Room to Test Hundreds of Variants of their Product Packaging (http://www.macrumors.com/2012/01/24/apple-has-an-unboxing-room-to-test-hundreds-of-variants-of-their-product-packaging/)

[Icaras]

"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 magical. Packaging can be theater, it can create a story."

Fixed. :)

[Macman45]

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.

A testing room? Well....Think different :)

[bungiefan89]

I know where I want to spend my next birthday...:cool:

[Macman45]

I know where I want to spend my next birthday...:cool:

Only if they give you what's IN the boxes! :D

[G4DP]

You are kidding me?

Are we going to get an article on "Apple has a restroom"?

Are we going to have a made up quote from Ive, saying he and Steve "sPent lots of time in the bathroom together?

Arn, please bring the site back from this sort of carp.

[SiriusExcelsior]

You are kidding me?

Are we going to get an article on "Apple has a restroom"?

Are we going to have a made up quote from Ive, saying he and Steve "sPent lots of time in the bathroom together?

Arn, please bring the site back from this sort of carp.

I found it interesting. I doubt many companies have a secret room to test out packaging. Not many big companies make packaging that's worth keeping, either. You're welcome to not read this article if it grates you so much. :cool:

(..And that sounds like something that would be said on Engadget or something, before sending them to MacRumors/Apple Secrets/Gizmodo/etc..)

[alex00100]

the most interesting thing here is the video :D its hilarious!

[verwon]

You are kidding me?

Are we going to get an article on "Apple has a restroom"?

Are we going to have a made up quote from Ive, saying he and Steve "sPent lots of time in the bathroom together?

Arn, please bring the site back from this sort of carp.

There's already articles out about Steve soaking his feet in the toilets!

[BobbyRond]

Why is everyone criticizing MacRumors so much?

Apple does a lot more than just Macs nowadays and you all probably check MR a few times a day (I do anyway) and I'd rather read something than look at the same article dating back to December 28th (Ivy Bridge processor launch date) until there is something new to report.

If the article doesn't interest you, skip it.

[SilianRail]

http://images.wikia.com/simpsons/images/6/69/Box_factory_1.png

[G4DP]

A few of us are voicing opinions about the site because of two things.

Firstly, the quality of the articles posted has fallen. Secondly, anything now gets posted as "Front Page" news. There was a time, when only important things made it to the front page. Substantial rumours about a new product. Unlike now however, where everything and anything appears to be posted.

It appears to some of us, we know it is just a few, that the site is no longer about quality but page clicks.

[TM WAZZA]

The video is hilarious.

[Steve121178]

It's just packaging! Who cares!

(Why am I even commenting on a thread about packaging..?)

----------

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.

A testing room? Well....Think different :)

"I really enjoy the experience of opening up their stuff"

Seriously?

No offence meant, but your life sounds a little empty.

[GubbyMan]

Looking forward to a redesigned iPhone 5 package this year. :)

[MattInOz]

They just wanted a room where it was Christmas everyday.

[Ccrew]

Are we going to get an article on "Apple has a restroom"?



Don't need to. It just works :)

[greygray]

It's just packaging! Who cares!

(Why am I even commenting on a thread about packaging..?)

----------



"I really enjoy the experience of opening up their stuff"

Seriously?

No offence meant, but your life sounds a little empty.

To each his own, IMO. The experience of turning something seemingly mundane (unboxing products) is much more fun when you realize that Apple takes careful consideration in every product's packaging and this eye-for-detail is reflected in the final product. As such, opening an Apple packaging is no longer something usual but rather, a new experience that represents money well-spent.

I wouldn't want to say that someone's life is empty merely by defining life as 'the opening of packages making one happy'. If so, I could say that the browsing of a rumor site online validates my point and thus, I can say that your life is a little empty too, for the fact that you could be having so much more 'fun' doing something else rather than visiting MacRumors.

[lostngone]

You are kidding me?

Are we going to get an article on "Apple has a restroom"?

You sir, have obviously never been in an Apple restroom!

It is revolutionary, no. Magical!

[batchtaster]

Does not surprise me in the least.

To the incredulous, Apple designs the entire experience, end-to-end. This should come as no surprise considering the attention to detail in the Apple Stores and iTunes, their distribution channels. So why is attention to the packaging so hard to believe? "It's just a box". It's just a computer, just a store, just a music player, just a phone. So why would do we care about the polished glass and the brushed aluminium of the product itself, when internally a Mac is largly indistinguishable from a regular Intel PC? We just do, because it's a Mac and it's from Apple.

Part of the end-to-end experience is having the thoughtfully designed product inside a thoughtfully designed box. And, really, if they couldn't even design a decent box, what hope would there be for a decent gizmothingybob within? As they say, first impressions count.

[twietee]

as i'm not a native speaker, i just visited the thread if i understood the topic right...couldn't believe it.

but then again: hope to unbox a new mac pro soon...

[Eadfrith]

The video is hilarious.

...and stunningly accurate.

[MonkeySee....]

What's with all the hate, people?

Just enjoy the whole experience. From buying, to opening, to using. Thats what its all about!

And thanks MacRumours. I didn't know Apple had this room until you posted it so ignore the moans.

[Steve121178]

To each his own, IMO. The experience of turning something seemingly mundane (unboxing products) is much more fun when you realize that Apple takes careful consideration in every product's packaging and this eye-for-detail is reflected in the final product. As such, opening an Apple packaging is no longer something usual but rather, a new experience that represents money well-spent.

My iPhone was packaged no different to my previous phone, HTC Desire (small white box, everything packed tightly inside)

My MacBook Air was packaged no different to my VAIO (small thin but sturdy box, sheet over the keyboard protecting the screen, laptop sealed etc).

Apple are doing exactly the same as everyone else who sells "premium" goods.

[arn]

Wirelessly posted (Mozilla/5.0 (iPhone; CPU iPhone OS 5_0_1 like Mac OS X) AppleWebKit/534.46 (KHTML, like Gecko) Version/5.1 Mobile/9A405 Safari/7534.48.3)

You are kidding me?

Are we going to get an article on "Apple has a restroom"?

Are we going to have a made up quote from Ive, saying he and Steve "sPent lots of time in the bathroom together?

Arn, please bring the site back from this sort of carp.

http://blog.zachklein.com/post/33211013/sign-in-bathroom-at-apple-headquarters-via-alex

[MonkeySee....]

My iPhone was packaged no different to my previous phone, HTC Desire (small white box, everything packed tightly inside)

My MacBook Air was packaged no different to my VAIO (small thin but sturdy box, sheet over the keyboard protecting the screen, laptop sealed etc).

Apple are doing exactly the same as everyone else who sells "premium" goods.

You mean this packaging...

http://i00.i.aliimg.com/photo/v0/485482880/US_Version_Phone_PACKING_BOX_For_HTC.jpg


Ask yourself when the iPhone came out and then when the HTC Desire came out.

[GekkePrutser]

That video :D :D :D :D :D

By the way I wonder, if Microsoft was using that very video to show their marketing staff how not to suck at packaging.... Why do they still suck at packaging?

When I looked at the Microsoft webcams in store last week they still looked like this. With some added holographic 'tape' to show that the camera was like... super great or something... I guess :eek:

[Steve121178]

Ask yourself when the iPhone came out and then when the HTC Desire came out.

It doesn't matter. It's just packaging!

----------

By the way I wonder, if Microsoft was using that very video to show their marketing staff how not to suck at packaging.... Why do they still suck at packaging?

When I looked at the Microsoft webcams in store last week they still looked like this. With some added holographic 'windows' to show that the camera was like... super great or something... I guess :eek:

So how would you design it?

[Icaras]

My iPhone was packaged no different to my previous phone, HTC Desire (small white box, everything packed tightly inside)

My MacBook Air was packaged no different to my VAIO (small thin but sturdy box, sheet over the keyboard protecting the screen, laptop sealed etc).

Apple are doing exactly the same as everyone else who sells "premium" goods.

Sure, but your timeline is off.

[MonkeySee....]

It doesn't matter. It's just packaging![COLOR="#808080"]

It is "just" packaging but my point was that you just easily dismissed their efforts because everyone else does it?

Lets not debate it though. It doesn't really matter.

[haruhiko]

My iPhone was packaged no different to my previous phone, HTC Desire (small white box, everything packed tightly inside)

My MacBook Air was packaged no different to my VAIO (small thin but sturdy box, sheet over the keyboard protecting the screen, laptop sealed etc).

Apple are doing exactly the same as everyone else who sells "premium" goods.

My iPhone was packaged no different to my previous phone, HiPhone Pro bought in Shenzhen, China (small white box, everything packed tightly inside, what's more, the picture on the front of the box are also the same!)

[Winni]

What's with all the hate, people?

Just enjoy the whole experience. From buying, to opening, to using. Thats what its all about!

And thanks MacRumours. I didn't know Apple had this room until you posted it so ignore the moans.

You probably also didn't know that they have rooms where they test their own software on different systems. And yet, although that's more important to the entire user experience, nobody has ever written about that.

Microsoft even has full blown sound studios where they record their system sounds. Did you ever read a story about that? No. You actually have to read their job ads or watch some videos about other stuff that's going on at Microsoft to discover that.

Anyway. Apple have some nice packaging for their products. But I must say that the boxes for the iPhone or iPod Touch remind me more of Fahrenheit perfume boxes than they remind me of digital equipment...

----------

You mean this packaging...

Image (http://i00.i.aliimg.com/photo/v0/485482880/US_Version_Phone_PACKING_BOX_For_HTC.jpg)


Ask yourself when the iPhone came out and then when the HTC Desire came out.

Yes. And then ask yourself when Douglas, Christian Dior, Calvin Klein and all the others came out... They "invented" that boxing style. Not Apple.

[kayloh20]

Upcoming book? I saw that book in Barnes & Nobles yesterday :O. Is it like a second edition or what?

[Expee]

"From Issac Walterson's Steve Jobs biography:"

That dude's name is Walter Isaacson. :rolleyes:

[marcusj0015]

Yeah, this is it. I'm gonna work there.doing some kind of design. not sure which type yet.

[MonkeySee....]

You probably also didn't know that they have rooms where they test their own software on different systems. And yet, although that's more important to the entire user experience, nobody has ever written about that.

Microsoft even has full blown sound studios where they record their system sounds. Did you ever read a story about that? No. You actually have to read their job ads or watch some videos about other stuff that's going on at Microsoft to discover that.

Anyway. Apple have some nice packaging for their products. But I must say that the boxes for the iPhone or iPod Touch remind me more of Fahrenheit perfume boxes than they remind me of digital equipment...

----------





Yes. And then ask yourself when Douglas, Christian Dior, Calvin Klein and all the others came out... They "invented" that boxing style. Not Apple.

You're a very Angry man aren't you.

Why would I care what MS do with their products on an Apple forum?

Those EDT's you just described just have white boxes. Not sure what your point is?

[G4DP]

Wirelessly posted (Mozilla/5.0 (iPhone; CPU iPhone OS 5_0_1 like Mac OS X) AppleWebKit/534.46 (KHTML, like Gecko) Version/5.1 Mobile/9A405 Safari/7534.48.3)



http://blog.zachklein.com/post/33211013/sign-in-bathroom-at-apple-headquarters-via-alex

Nice Arn.

[ramuman]

Image (http://images.wikia.com/simpsons/images/6/69/Box_factory_1.png)

Best internet post ever.

[GekkePrutser]

So how would you design it?

I don't know, I'm not a designer...

However I am a customer and I would say the Apple packaging is far superior. Some people at Microsoft must agree or they wouldn't have made that video, painstakingly showing the thought process that leads to such cluttered packaging. Or did you think they were serious? A system requirements fold-out flap.. Really :)

[Kilamite]

I thought at first this was an 'Unboxing Room' in a new Apple Store! I always open my laptops in the Apple Store so I can check for dead pixels (I'm not bothered about minor scratches or whatnot, but I am very fussy about the screen since I'll be looking at it all the time).

Doesn't surprise me that this exists, given that they give a lot of attention to packaging, they'll need this for that to happen.

[Shivetya]

what an excellent video... and so true of how many other brands package

[Jwood2313]

Love that video. Not seen it before, good on MS.

[greygray]

My iPhone was packaged no different to my previous phone, HTC Desire (small white box, everything packed tightly inside)

My MacBook Air was packaged no different to my VAIO (small thin but sturdy box, sheet over the keyboard protecting the screen, laptop sealed etc).

Apple are doing exactly the same as everyone else who sells "premium" goods.

Yes but as other posters have mentioned, it has taken quite a while for others to emulate Apple's packaging, which means it is either worthy of respect or is a separate entity from the mass market's packaging. Which company goes as far as Apple to reduce it's packaging size to cut down on ecological footprints that others consider less important? In any case, the 'premium' that Apple charges for it's products can be justified IMO, and I'm willing to pay for it, knowing that they are willing to go to such great extent for their consumers, even taking into mind packaging which is usually the least on the buyer's mind.

Just my 2 cents worth.

[Shrink]

I'm not much for gushing about Apple's attention to detail - although I enjoy the esthetic.

This thing about packing - pretty amazing. Clearly pathological - but amazing.:rolleyes: :D

[David085]

I always love unboxing Apple Packaging is enjoyable

[justperry]

I thought at first this was an 'Unboxing Room' in a new Apple Store! I always open my laptops in the Apple Store so I can check for dead pixels (I'm not bothered about minor scratches or whatnot, but I am very fussy about the screen since I'll be looking at it all the time).

Doesn't surprise me that this exists, given that they give a lot of attention to packaging, they'll need this for that to happen.

The time you bother unboxing your new Laptop in the store will soon be over when the retina display Laptops come out, no need to look for dead pixels since you won't be able to see them:D

The video was hilarious:)

[mr.datsun]

You're welcome to not read this article if it grates you so much. :cool:


But then you're also welcome to not read criticism if it grates you so much. :cool:

If comments were only ever super positive and some might even say fawning or toadying then macrumors would be missing out on valid comments and insights about their editorial stance and their audience perceptions of it. We're all adults here and anyone who wants to create/publish what is, after all, an influential website must be capable of taking criticism on the chin.

[ChristianJapan]

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.

Same here. It's the whole positive experience end-to-end. I could buy via Internet or the next discounter at the corner.
Or:
I go to an Apple Store, have friendly staff around, getting a nice Apple bag, have a good feeling when I leave (even when I spend a pile of money) and looking forward to unbox the new toy.
And while I unpack I can be sure every thing moves smooth in and out. It just handle well.
As you said: enjoy.


The video is hilarious.
Yup; really funny video and nailed the reality.


It's just packaging! Who cares!
It doesn't matter. It's just packaging
you would wonder how important packaging is (in different cultures at least). Take Japan: sometime the wrapping is more important compared to the content; wrapping follows rules and rituals. It's not just packaging. Its is part of the content and the thoughts one spend to prepare the present (or product).

But hey: others like junk food ...

[Kilamite]

The time you bother unboxing your new Laptop in the store will soon be over when the retina display Laptops come out, no need to look for dead pixels since you won't be able to see them:D

If they do bring out a retina MacBook Pro, I imagine the dead/bad pixel policy will be very strict, like the iPhone 4, where they want their displays to have no dead pixels. I've lived with dead pixels in the past (bottom right of screen, not a big deal), but since the nearest Apple Store is a 40 min train ride away, I've always opened them up in store to give them a check over! The guys are usually more understanding when I tell them I stay in another city.

Wonder what the packaging will be like for a retina MacBook Pro?

[*LTD*]

Yet another example of Apple's attention to detail. End-to-end control and design of the User Experience.

This sort of perfectionism is rare. Which is why Apple's level of success is also rare. It's never *just* a box. It's never *just* a store. You start thinking that the seemingly insignificant is just.... insignificant, and before you know it, that ATTITUDE has spread to everything else you do. And then you're just an also-ran.

Yes, Apple gives enough of a damn about that they do, that even their packaging represents their philosophy. Even the colour of one of the "o"s in the Google logo, when appearing in and Apple interface, is of significance (as Jobs demonstrated.) Yes, it's not immediately noticeable, but when you let all the little things slide, those little touches, then eventually that attitude infects the big stuff.

Some people obviously don't get this. Yet they are drawn to Apple gear all the same, without knowing what part of their psyche Apple has impressed.

We need more Psych majors in here and fewer IT drones.

[samcraig]

Meh - no big deal.

The phrasing is interesting though. How "secret" do you think this room really is. A secret from whom. Are we really to believe that the employees don't know that their packaging is designed in a room they don't have access to?

And as a consumer - I would just assume they have a room where they design packaging.

The article seems to imply that Apple's headquarters is Willy Wonka's chocolate factory. Perhaps I'm just cynical - but I would imagine any corporation that deals with IP, prototypes, consumer products, etc all have rooms with privileged access - including the packaging room.

No big revelation there.

[justperry]

If they do bring out a retina MacBook Pro, I imagine the dead/bad pixel policy will be very strict, like the iPhone 4, where they want their displays to have no dead pixels. I've lived with dead pixels in the past (bottom right of screen, not a big deal), but since the nearest Apple Store is a 40 min train ride away, I've always opened them up in store to give them a check over! The guys are usually more understanding when I tell them I stay in another city.

Wonder what the packaging will be like for a retina MacBook Pro?

Just one small spec of dust on the display will have the same affect if not bigger on those retina displays.
I am not saying I disagree with you, the displays should be 100% but just saying that its overrated.
I am sure you won't clean your display every time you see something on it.
Its bothering Me only when it gets too dirty, especially when the background is white as on this site and in OS X finder for instance.

[UK-MacAddict]

This is so true. Every product I buy whether it be Apple or not my favourite part is the unboxing. The packaging to me is part of the product.

Before I open any new product I always take 5 minutes to appreicate the packaging before I open it. :o I just love how everything is neatly wrapped and packaged in to the box. If its a new game I love the cellophane wrapping lol. I refuse to buy a game if its has not got the shrink wrap on it. :p

In terms of the product itself, it could have the best class leading features in the entire world but if it doesnt look good I wont buy or use it.

[george-brooks]

PLEASE give me this job, Apple!!!

[NutsNGum]

You probably also didn't know that they have rooms where they test their own software on different systems. And yet, although that's more important to the entire user experience, nobody has ever written about that.


Winni, cheer up.

You don't ever actually seem to like anything that's posted here. By anyone. Ever.

[Digitalclips]

The video is hilarious.

I have to think those responsible within Microsoft for making it were not exactly thanked by senior management. It is so startlingly accurate and unbelievably scathing. I have to think there was more than humor going on, it was a primeval scream from people who knew better and were trying to point out the problem and point out how much better Apple is at this sort of thing. Hopefully the creators (or perhaps creator?) of the video left and now are happily working for a good design company. Maybe even Apple.

----------

This is so true. Every product I buy whether it be Apple or not my favourite part is the unboxing. The packaging to me is part of the product.

Before I open any new product I always take 5 minutes to appreicate the packaging before I open it. :o I just love how everything is neatly wrapped and packaged in to the box. If its a new game I love the cellophane wrapping lol. I refuse to buy a game if its has not got the shrink wrap on it. :p

In terms of the product itself, it could have the best class leading features in the entire world but if it doesnt look good I wont buy or use it.

I keep all my packaging! It is art. I have all the iPod and iPhone boxes lined up on a shelf like trophies. It's nothing to do with trying to show all the products I've had, it's about loving the boxes. I didn't really think about how weird that is till now though ... :o

p.s. At least I keep all the Apple Monitor, MacBookPro and Mac Pro boxes in the attic.

[LastLine]

Wirelessly posted (Mozilla/5.0 (iPhone; CPU iPhone OS 5_0_1 like Mac OS X) AppleWebKit/534.46 (KHTML, like Gecko) Version/5.1 Mobile/9A405 Safari/7534.48.3)



http://blog.zachklein.com/post/33211013/sign-in-bathroom-at-apple-headquarters-via-alex

You win sir.

[Thunderhawks]

I always love unboxing Apple Packaging is enjoyable

+1

Anybody with an eye for design has to admire the simplicity of their packaging design. There is a certain wow factor.

I can see that it is not important for everybody, but it costs about the same to do beautiful packaging and design, rather than something garish.

One of the secrets of good design is to leave things off.

That info hasn't gotten to Microsoft yet.

Brilliant video, enough chuckles:-)

As Albert Einstein already said:

Everything should be made as simple as possible, but not one bit simpler.

[danuff]

You are kidding me?

Are we going to get an article on "Apple has a restroom"?

Are we going to have a made up quote from Ive, saying he and Steve "sPent lots of time in the bathroom together?

Arn, please bring the site back from this sort of carp.

Thank you for finally saying what I've been thinking for a while now.

If Arn is going to post this crap, then he should take down the slogan:

"News and Rumors you care about"

and change it too

"Just something else to get a story up for today."

[MatLane]

It adds to the Apple experience. Some people look at the me gone out when i explain the packaging experience....but when you have just spend a lot of money on something, you expect that. Apple products deliver in all areas and are well thought out. every little helps!

:apple:

[JHankwitz]

It's just packaging! Who cares!

Apple packaging (unpackaging) is always the highlight of my day. It's totally facinating to see how they are able to design simple raw materials into basic simple yet totally functional componenets, and still maintain their simplistic style and attractive looks. I usually let out several verbal WOWs before I even get my hands on the product. Anyone that doesn't see what they do is missing out on a large portion of their lives. They're missing oult on the unlimited creative arts surrounding them at all times, wherever they go. I guess I feel sorry for them.

[arcite]

A few of us are voicing opinions about the site because of two things.

Firstly, the quality of the articles posted has fallen. Secondly, anything now gets posted as "Front Page" news. There was a time, when only important things made it to the front page. Substantial rumours about a new product. Unlike now however, where everything and anything appears to be posted.

It appears to some of us, we know it is just a few, that the site is no longer about quality but page clicks.

We are on the threshold of iPad 3 rumor mania. To which, there will be insane posts ten times a day, each more insane than the next. We should all cherish this down-time at MR, collect ourselves, and chill out! :apple:

[ChrisTX]

I can honestly say the last Apple product I purchased which was my MacBook Pro. I actually looked through the entire contents of the box before actually getting to the masterpiece itself! I always feel like theres something more to what's inside an Apple box vs. other companies.

[arcite]

I can honestly say the last Apple product I purchased which was my MacBook Pro. I actually looked through the entire contents of the box before actually getting to the masterpiece itself! I always feel like theres something more to what's inside an Apple box vs. other companies.

Most laptop boxes are incredibly boring, just twist tied cables, manual stuffed in the side, and the main computer poorly wrapped in a piece of cardboard. With Apple, each item is in its special place, boxes within boxes, there is a symmetry. Like a bento box!

[mutantteenager]

Image (http://images.wikia.com/simpsons/images/6/69/Box_factory_1.png)

This!!!

[thekev]

Image (http://images.wikia.com/simpsons/images/6/69/Box_factory_1.png)

I guess that would be ..... Boxconn :D (someone had to be cheesy here)

[Ingot]

Image (http://images.wikia.com/simpsons/images/6/69/Box_factory_1.png)

I love you. You are my twin.

[Gemütlichkeit]

That video is awesome haha.

[rdlink]

My iPhone was packaged no different to my previous phone, HTC Desire (small white box, everything packed tightly inside)

My MacBook Air was packaged no different to my VAIO (small thin but sturdy box, sheet over the keyboard protecting the screen, laptop sealed etc).

Apple are doing exactly the same as everyone else who sells "premium" goods.

And if you think about it, those products copied the Apple way of packaging. Think about what electronics packaging looked like before Apple became as big as they are. HTC and Sony are copying Apple here. Just goes to show that they realize it's important, too.

----------

Thank you for finally saying what I've been thinking for a while now.

If Arn is going to post this crap, then he should take down the slogan:

"News and Rumors you care about"

and change it too

"Just something else to get a story up for today."

Ya know, you could just spend your days going somewhere else, instead of whining about the content you get on this FREE site.

Never ceases to amaze me how self-centered some people can be. Did it never occur to you that a large segment of the hundreds of thousands of others who visit this site might find these articles interesting? Or is it just because you need the attention so much that you can't just say to yourself, "Doesn't interest me." and move on to something else in your day?

[jonnysods]

Opening up any new Apple product is certainly a memorable event. I love the way they package stuff.

[kiljoy616]

The video said it all. Dam every time I see something like this, I get the feeling I am missing someone oh yeah; how we will miss that workaholic. :(

To bad he did not get a chance to hear Adobe drop flash from phones. What a smile that would have brought.

----------

Just one small spec of dust on the display will have the same affect if not bigger on those retina displays.
I am not saying I disagree with you, the displays should be 100% but just saying that its overrated.
I am sure you won't clean your display every time you see something on it.
Its bothering Me only when it gets too dirty, especially when the background is white as on this site and in OS X finder for instance.

Maybe but I wipe my displays every morning and some times in mid day. Mastiffs have this tendency to drool a lot and shake. :rolleyes:

[*LTD*]

You are kidding me?

Are we going to get an article on "Apple has a restroom"?

Are we going to have a made up quote from Ive, saying he and Steve "sPent lots of time in the bathroom together?

Arn, please bring the site back from this sort of carp.

Your motives here are obvious:

http://forums.macrumors.com/search.php?searchid=25999609&pp=25

But for what it's worth, others are running the story as well.

http://www.appleinsider.com/articles/12/01/24/book_details_apples_packaging_room_interests_in_advanced_cameras_.html

http://www.networkworld.com/community/node/79642

http://www.cultofmac.com/142167/apple-has-an-entire-room-dedicated-to-testing-product-packaging/

http://9to5mac.com/2012/01/24/inside-apple-offers-a-glimpse-into-apples-secret-unboxing-room/

In fact, some of them are posting via the MR story.

[zoetmb]

I go to an Apple Store, have friendly staff around, getting a nice Apple bag, .

Actually, that bothers me. While the Apple plastic drawstring bags are very nice, it's still plastic and most people don't reuse them. I would really like to see Apple move to a cloth bag (although my understanding is that you now only get a plastic bag if you ask for one). I'm sure Apple would design a cloth bag that is more special and better designed than anyone else's cloth bag.

There's a high-end DVD/Blu-ray player company called OPPO who also pays much attention to packaging (although still not as nice as Apple's). But when you open the box, the player is contained within a reusable cloth bag.

I have mixed feelings about the emphasis on packaging. On the one hand, it's just packaging and eventually gets tossed, just like garbage packaging from other manufacturers. On the other hand, Apple understands that packaging supports branding and is actually quite important. And I think most people believe that if Apple pays that much attention to the packaging, then the quality of what's contained within the package must also be very high.

But one can also make the case that all the effort that goes into packaging might be better utilized by even more improvement of the product itself. And my personal feeling is that people who go to the trouble of making "unboxing videos" border on the insane.

[hobo.hopkins]

What a clever video! I'm happy that Apple spends time on packaging; their products are nice to open and don't waste any space. Good for consumers, Apple, and the environment.

[wizard]

A few of us are voicing opinions about the site because of two things.

Firstly, the quality of the articles posted has fallen.

Yep a zero effort approach seems to be the order of the day. Admittedly get ahold of rumors is pretty tough, but that doesn't mean that there is a lack of related news stories. For one Macrumors could put more effort into tracking technology developments especially those related to ARM processors, flash memory and display tech. It's a big world out there and more open companies can give one a sense of what Apple could be capable of.
Secondly, anything now gets posted as "Front Page" news. There was a time, when only important things made it to the front page. Substantial rumours about a new product. Unlike now however, where everything and anything appears to be posted.

I suspect that it has gotten much harder to come up with Apple news that doesn't come from official sources. That is hard to deal with, but the problem is publishing fluff to have a daily publication only goes so far. Now fluff isn't something unheard of, newspapers used filler for centuries. The problem as I see it is that there is much happening in the tech world that could be covered by Macrumors but often seems to be ignored. Following processor developments at ARM and Intel is one example. Developer tools is another.

So what I'm saying is that fluff is not unexpected in the publishing industry, but it can become excessive. In this case the subject matter is interesting even if the presentation sucked. Frankly though I'd rather see some good old fashion technical reporting with some meat in it, even if what is reported is only loosely related to Apple. Such reporting might not interest everybody but at least it is credible.

It appears to some of us, we know it is just a few, that the site is no longer about quality but page clicks.

Well page clicks do pay for the site! The problem as I see it is that Macrumors has to be careful that they don't drive away viewers. I use to visit TUAW regularly but after their last redesign and a general regression in quality I don't go there as often. Worst I don't stay there very long.

By the way to much in the way of technical reporting can get in the way too. It has to be balanced as a filler. Macrumors can't depart from their primary mission (all things Apple) but Apple isn't news everyday.

[GekkePrutser]

Actually, that bothers me. While the Apple plastic drawstring bags are very nice, it's still plastic and most people don't reuse them. I would really like to see Apple move to a cloth bag (although my understanding is that you now only get a plastic bag if you ask for one). I'm sure Apple would design a cloth bag that is more special and better designed than anyone else's cloth bag.


I always reuse those bags forever. They're great for bringing my wet swimware from the pool (they're plastic so they don't leak) and you can strap them on your back when walking home because they can be worn like a backpack.

I've seen my colleagues with them as well, they're so cool nobody throws them out.

I always keep Apple's packaging as well, in case I want to resell my stuff. It's worth more boxed. And their Mac packaging is really very minimal now.

[lkrupp]

What's with all the hate, people?

Just enjoy the whole experience. From buying, to opening, to using. Thats what its all about!

And thanks MacRumours. I didn't know Apple had this room until you posted it so ignore the moans.

Because hate is what it's all about. MacRumors now has more haters than fans posting. This joint has become the watering hole for Apple haters. :cool:

[motulist]

anyone have a pic of the "tab" they're talking about?

[notjustjay]

Actually, that bothers me. While the Apple plastic drawstring bags are very nice, it's still plastic and most people don't reuse them.


And of course if you're walking through a mall carrying an Apple bag, you're pretty much a walking target for thieves. You're right about the bags, though. I have a few white plastic Apple bags lying around somewhere that I have yet to reuse. Maybe as a laundry bag?


And I think most people believe that if Apple pays that much attention to the packaging, then the quality of what's contained within the package must also be very high.


Yes, thoughtful packaging implies thoughtful product design elsewhere, and contributes to positive user experience: if you're already happy and excited before you even turn the product on, you'll probably enjoy it more than if you're frustrated and your fingers are cut up from opening a plastic blister pack.

Amazon is doing a good job of packaging the Kindle and accessories -- not so similar as to feel like they're copying Apple, but nicely done all the same.


And my personal feeling is that people who go to the trouble of making "unboxing videos" border on the insane.

I don't generally watch unboxing videos but I can certainly understand the excitement of opening a new toy. It's like Christmas morning! Though sometimes unboxing videos are helpful because they show you what's all in the box.

[wizard]

Sometimes Apples packaging reminds me of those trick snaps on a bra that even Houdini couldn't disconnect in the dark. Sometimes it isn't ideal to package up the goods to effectively.

In some cases I'd have to say Apples packaging is down right wasteful. Especially in this modern age when we should take efforts to minimize moact on the environment. If anybody has followed my posts you will realize I'm far from what many of the environmental wackos are, but that doesn't mean I look kindly on waste. Packaging should be functional and attractive but not extravagant and wasteful.

[rdowns]

Sometimes Apples packaging reminds me of those trick snaps on a bra that even Houdini couldn't disconnect in the dark. Sometimes it isn't ideal to package up the goods to effectively.

In some cases I'd have to say Apples packaging is down right wasteful. Especially in this modern age when we should take efforts to minimize moact on the environment. If anybody has followed my posts you will realize I'm far from what many of the environmental wackos are, but that doesn't mean I look kindly on waste. Packaging should be functional and attractive but not extravagant and wasteful.


I'm sorry you have trouble un-doing bras.

Apple has reduced the size of their packaging for years now. You could fit 3 MacBook boxes in the one that my iBook came in. The iPhone box used today is probably 40% smaller than the one the original iPhone came in.

[Noodlefarmer]

Packaging is part of the whole experience. We have become so used to stuff being packaged in boring cartons/boxes, that we don't expect much more. Apple understands how packaging can enhance the whole purchasing experience. For some, it doesn't matter. But it is a small and subtle way to make someone feel like they are getting something special. If you get a present which is in a crappy gift bag and one that is beautifully wrapped, most people enjoy the experience of opening the beautifully wrapped one. It seems more special. For those that couldn't care less, no big deal. But Apple goes the extra step to make the whole experience a special one. It may not be measurable, but I think it has an effect.

[w481]

"god is in the details"
"less is more"
mies van der rohe (architect)

i am a graphic designer so i appreciate nice packaging. but some people may be oblivious to the effort made by apple inc. but why the hate? ignore it if you cannot appreciate it. as for the environmental impact, any manufactured product impacts the environment. but at least apple is making an effort to reduce this, by reducing the size of the packaging.

[scoobydoo99]

It's just packaging! Who cares!
"I really enjoy the experience of opening up their stuff"

Seriously?

No offence meant, but your life sounds a little empty.

My iPhone was packaged no different to my previous phone, HTC Desire (small white box, everything packed tightly inside)

My MacBook Air was packaged no different to my VAIO (small thin but sturdy box, sheet over the keyboard protecting the screen, laptop sealed etc).

Apple are doing exactly the same as everyone else who sells "premium" goods.

LOL. if you really are that clueless, you probably should just stick with low-end crappy products from HTC and Sony, you obviously have no appreciation for art, design, or quality materials. I could go into the differences in everything about Apple's packaging from the feel of the finish on the box to the font they use, but such details would be lost.

----------

Packaging should be functional and attractive but not extravagant and wasteful.

Extravagant, beautiful, and sublime are what I'm paying for. It's the same reason there is much more "wasted" space in a Louis Vuitton store than in the cramped Sampsonite section at Macy's - luxury is about the intangible feeling of not being rushed, cramped, or constrained to "just enough". If Apple can accomplish that feeling with some extra white space on the box, a nice acrylic tray for the phone, and a heavy-duty drawstring bag, that's great.

[Rychy]

That's awesome! I love unboxing stuff, there is something special about it. I also like how Apple tries to minimize packaging.

[anthonymoody]

Still laughing at that video. Hilarious, and spot on!

[Apple Key]

There's no doubt that Apple sells more products because of the elegant packaging designs.

[charlituna]

There's no doubt that Apple sells more products because of the elegant packaging designs.

While I'm sure you signed up just to post what you intended to be a snide and snarky comment, actually some folks do buy Apple in part due to the packaging design. Says a little something about a company and how they feel about quality when they bother to make even the box a little something special. That care can help to make folks willing to pay that extra "apple tax" instead of jaunting over to Best Buy for that $400 Acer netbook that can do everything an iPad can do and is a 'real computer' etc

[Apple Key]

While I'm sure you signed up just to post what you intended to be a snide and snarky comment, actually some folks do buy Apple in part due to the packaging design. Says a little something about a company and how they feel about quality when they bother to make even the box a little something special. That care can help to make folks willing to pay that extra "apple tax" instead of jaunting over to Best Buy for that $400 Acer netbook that can do everything an iPad can do and is a 'real computer' etc

I most certainly did not. I meant that completely seriously. It seems that many people don't realize how the entire purchasing experience affects a sale. The design of the apple store, the apple website, packaging, product design... It is just one of the many things which makes Apple so successful and stand out from it's competitors.

[MattG]

To each his own, IMO. The experience of turning something seemingly mundane (unboxing products) is much more fun when you realize that Apple takes careful consideration in every product's packaging and this eye-for-detail is reflected in the final product. As such, opening an Apple packaging is no longer something usual but rather, a new experience that represents money well-spent.

I wouldn't want to say that someone's life is empty merely by defining life as 'the opening of packages making one happy'. If so, I could say that the browsing of a rumor site online validates my point and thus, I can say that your life is a little empty too, for the fact that you could be having so much more 'fun' doing something else rather than visiting MacRumors.

This is absolutely true.

I'll tell you, 10+ years ago when I bought my first Mac on a whim (the dome-shaped flat-panel iMac G4), the first thing I thought to myself as opening it was, "Wow, they really give a damn." For them to put forth that much time and attention to detail just on the packaging alone really speaks volumes. They care about the entire experience, and it's more for them than just throwing a bunch of components into a box. You can tell it's a well-made product that a lot of thought went into.

[moderately]

You sir, have obviously never been in an Apple restroom!

It is revolutionary, no. Magical!

Ignore him, he was just taking a piss.

[danahn17]

While I'm sure you signed up just to post what you intended to be a snide and snarky comment, actually some folks do buy Apple in part due to the packaging design. Says a little something about a company and how they feel about quality when they bother to make even the box a little something special. That care can help to make folks willing to pay that extra "apple tax" instead of jaunting over to Best Buy for that $400 Acer netbook that can do everything an iPad can do and is a 'real computer' etc

I'd take an Apple product in mediocre packaging if it meant I didn't have to pay the Apple tax :p

[entatlrg]

You are kidding me?

Are we going to get an article on "Apple has a restroom"?

Are we going to have a made up quote from Ive, saying he and Steve "sPent lots of time in the bathroom together?

Arn, please bring the site back from this sort of carp.

Interesting. Apple pays attention to every detail - cool.

Your post on the other hand G4DP - USELESS :D

[buntz7]

Video is funny, must be made with a mac

[JGowan]

A few of us are voicing opinions about the site because of two things.

Firstly, the quality of the articles posted has fallen. Secondly, anything now gets posted as "Front Page" news. There was a time, when only important things made it to the front page. Substantial rumours about a new product. Unlike now however, where everything and anything appears to be posted.

It appears to some of us, we know it is just a few, that the site is no longer about quality but page clicks.I am a print and web designer. Many that come to this forum are as well. This type of news is very relevant to us as many of us sweat the details in our own designs, mainly of because of Steve and Apple's influence to really try to find the perfection in everything that we do.

Even if you're not a designer BUT love Apple products, this article is still relevant because it shows to the level that Apple is willing to go to make sure that EVERYTHING it does will benefit the customer. Even the arrows on tabs. That is obsession and this site is dedicated to those whose appreciation merge with that obsession.

You didn't get three big deals of this article...

• The story comes from an advance copy of a book, "Inside Apple".
• The story comes first from NetworkWorld (they thought it newsworthy).
• The story includes an entertaining video supporting its relevancy.

This article is most definitely front page news and you, sir, are a very rude fellow and I wish Arn would ban you for life.

[britboyj]

In some cases I'd have to say Apples packaging is down right wasteful.

:confused:

Go and buy an iPod shuffle, Nano, an Apple TV or hell, even a MacBook Pro. They're pure expressions of minimalism. Try, just TRY putting that stuff back in the boxes once you've taken it out!

[stevejobsson]

You are kidding me?

Are we going to get an article on "Apple has a restroom"?

Are we going to have a made up quote from Ive, saying he and Steve "sPent lots of time in the bathroom together?

Arn, please bring the site back from this sort of carp.

Attention to details is what made Apple the success it is. It is unfortunate others do not share in that appreciation.....Even the bathroom sign exhibits the cleverness I expect from Apple!

[notjustjay]

I'd take an Apple product in mediocre packaging if it meant I didn't have to pay the Apple tax :p

Wish granted!

http://store.apple.com/us/browse/home/specialdeals

[JGowan]

So why would do we care about the polished glass and the brushed aluminium of the product itself, when internally a Mac is largly indistinguishable from a regular Intel PC? We just do, because it's a Mac and it's from Apple.I get your point, but you must not have seen the internals a Mac since Steve has been back. The inside of my 2010 Mac Pro is prettier than the outside.

See my cobbling to illustrate the point:

http://a8.sphotos.ak.fbcdn.net/hphotos-ak-ash4/408063_3138336382230_1379504631_33230129_1267711168_n.jpg

[notjustjay]

I get your point, but you must not have seen the internals a Mac since Steve has been back. The inside of my 2010 Mac Pro is prettier than the outside.


Mac hardware is standard PC hardware with better industrial design. Granted, that applies to the inside as well as the outside. But "electrically", the processors, chipsets, video cards, RAM, hard drives, etc. are all the same parts (as evidenced by the fact that you can run Windows on a Mac and you can "hackintosh" on a PC.)

[G4DP]

I am a print and web designer. Many that come to this forum are as well. This type of news is very relevant to us as many of us sweat the details in our own designs, mainly of because of Steve and Apple's influence to really try to find the perfection in everything that we do.

Even if you're not a designer BUT love Apple products, this article is still relevant because it shows to the level that Apple is willing to go to make sure that EVERYTHING it does will benefit the customer. Even the arrows on tabs. That is obsession and this site is dedicated to those whose appreciation merge with that obsession.

You didn't get three big deals of this article...

• The story comes from an advance copy of a book, "Inside Apple".
• The story comes first from NetworkWorld (they thought it newsworthy).
• The story includes an entertaining video supporting its relevancy.

This article is most definitely front page news and you, sir, are a very rude fellow and I wish Arn would ban you for life.

Thankfully, Arn appears to be able to take on board other peoples opinions. Whether he agrees with them or not.

[DreamRaj]

Had a great laugh! Thanks for the Microsoft packaging video.

[ChrisTX]

Most laptop boxes are incredibly boring, just twist tied cables, manual stuffed in the side, and the main computer poorly wrapped in a piece of cardboard. With Apple, each item is in its special place, boxes within boxes, there is a symmetry. Like a bento box!

Completely agreed. I also acquired a firesale touchpad but didn't really care about the contents of the box as much.

[bossxii]

First off, thank you Arn for posting such topics. People can complain all they like, this is the type of article that shows why the "details" matter and why Apple's growth has been and will continue to be incredible. Packaging and product placement are very important in marketing and sales.

If you think "it's just a box" then you have zero clue about how companies think about packaging and product placement. Packaging is the "first impression" consumers get about a product. Cheaply packed... vs well packed and designed gives you an instant opinion about the contents. If you don't believe me go to the grocery store and check out the "Always Save/Generic" brand vs any major label brand such as Libby, Hunts etc...

The video is funny only because it's true how Microsoft packages vs Apple. One tries to appeal to the IT/tech minded person that cares about every single detail and technical spec while the other appeals to everyone on the planet with a simple but powerful message of what the item inside does. Clutter vs simplistic, done correctly one appeals to the masses, the other confuses.

[Mr. Retrofire]

Why is everyone criticizing MacRumors so much?
Because we do not visit MR, just to see how perfect MR is.

[JGowan]

Mac hardware is standard PC hardware with better industrial design. Granted, that applies to the inside as well as the outside. But "electrically", the processors, chipsets, video cards, RAM, hard drives, etc. are all the same parts (as evidenced by the fact that you can run Windows on a Mac and you can "hackintosh" on a PC.)I think you got my point. Let's not strain gnats, ok?

I posted a picture for crowing out loud! ;)

-------

Side note: MR isn't as fun as it use to be. But it's not MR's fault. The fault belongs to all the complainers, trolls and bullies that have joined in the meantime.

[Asclepio]

Thank you Macrumors for daily apple's propaganda.

[Antares]

I love unboxing well packaged products (Apple or otherwise). It adds to the excitement of owning a new product. The anticipation. The sheer pleasure of discovering the new product. Your first impression goes a long way.

It's just packaging! Who cares!

(Why am I even commenting on a thread about packaging..?)



You are kidding me?

Are we going to get an article on "Apple has a restroom"?

Are we going to have a made up quote from Ive, saying he and Steve "sPent lots of time in the bathroom together?

Arn, please bring the site back from this sort of carp.

Let me ask you guys this...on Christmas (or whatever other gift giving holiday you may celebrate) or your birthday, would you rather recieve your present in a plain old plastic shopping bag from the store that the gift was bought in or do you like it wrapped up nicely in wrapping paper, bow, etc.?

Sure, the gift/product is what's important. The product, itself, is what you will be using and it's design and function is the most important thing. However, for some people (dare I say, "most"), the packaging is that nice extra that makes the entire experience more enjoyable. The packaging or the wrapping paper, etc. is obviously not critical to anything. But that extra attention to detail, which you may not consciously realize, increases you satisfaction with the product and brand.

I will tell you one thing...and what I think everyone will agree with 100%....is bad packaging can ruin your day or at least make you unhappy about the brand or product before you even use it. I can't tell you how many times I cut my hand trying to open something sealed in a plastic shell or got paper cuts trying to open something...or trying to help a frustrated child who can't get to his toy which is wrapped in wire, then taped to cardboard, then sealed in a box.

Apple is thankfully concerned about both the functional design of packaging and the aesthetic design. We, as consumers benefit from both, whether you appreciate it or not.

For those of us who care, we find this article interesting. For the people (like you) who don't, you can easily skip this article. Why waste your time reading it, much less posting in it, if you don't care about the topic? That seems like more a waste of you time. Shouldn't you, instead, spend your time reading (and posting) in topics that you DO care about?

To some people, Apple products (and the compay, itself), are just that. To others, Apple and its products are more than simple objects. We have a deeper interest. Articles, like this, help satisfy that interest.

[smoledman]

Honestly once the product is out of the package, do fanboys go back months later and play around with the box? :rolleyes:

[Yamcha]

Thats awesome, I agree even the packaging makes your experience a lot better.. Now I wonder If that Apple smell was done deliberately ? I personally like that smell as well..

[ayedgaf]

i keep all my apple boxes ;)

[Nunyabinez]

Is there really such thing as an Apple Tax any more? Back when I was purchasing Performas or Power Macs there certainly was a large difference in price compared to comparable IBM compatibles. But, if you really compare apples to apples (sorry for the pun) I don't think there is much difference in the cost of an Apple product with a really comparable alternative.

The iPad has caused problems because no one can make a tablet at that same price point with the same capabilities. The Macbook Air has frustrated competitors because they can't make a comparable model at that price point. And even for Macs, if you really compare components of the same quality (forgetting the design aesthetics) the price isn't that far off.

Now, I know some people will say "I can build a comparable machine for a lot less." Yes and no. I have build several Hackintoshes and compared to my Macs they are still inferior. Yes, one of them is faster than my iMac (2600K overclocked substantially) but it is still a far cry from an Apple made machine. And when people talk about being cheaper to build one, they never include the hours of labor and tweaking it takes. So, I for one, think it's time to declare the Apple Tax a thing from a bygone era.

[Steve121178]

bad packaging can ruin your day or at least make you unhappy about the brand or product before you even use it.

*ferocious belly laugh* Please stop this nonsense. Please!

It's just packaging...

[LostSoul80]

Go and buy an iPod shuffle, Nano, an Apple TV or hell, even a MacBook Pro. They're pure expressions of minimalism.

Of course that's your opinion.
I'd better see something like this (http://www.youtube.com/watch?v=84yOJvTwX6g). Frustration free and recyclable.

[notjustjay]

*ferocious belly laugh* Please stop this nonsense. Please!

It's just packaging...

While I'm sure the other guy was exaggerating just a little bit, I actually have been cut and scratched up on my hands by poorly designed blister packs. It didn't ruin my day, but it certainly didn't make me happy. That's an extreme example, but it does happen.

[ChristianJapan]

Like a bento box!

Like my wife: she spend (mostly) every day (!) time to prepare the bento box for my son' kindergarten.

321370

The bentos's I get from her have a bit less effort but also well organized and hell of tasty :D

It's not only about the calories but also the presentation of the food.

[the8thark]

"So what do you do for a living?"

"I open boxes"

[Mal]

*ferocious belly laugh* Please stop this nonsense. Please!

It's just packaging...

No part of the Apple experience is "just" anything. Apple has always been famous for their attention to detail, and the packaging is no exception. If they didn't put effort into designing the packaging just as well as the products they put in them, the perception of Apple's products would be diminished. How much, no one can say. It's undeniable that it would have an impact, however.

jW

[Yield85]

I really love apple packaging. Similar to others in here as a graphic designer I appreciate the time and care that has gone into it. But I buy most of my apple stuff refurbished so I rarely see it.

That being said I think the Kindle packaging is far nicer. But its just personal taste really. I guess good packaging is something you don't notice. Like buying a Xbox controller, nightmare.

[MattInOz]

Mac hardware is standard PC hardware with better industrial design. Granted, that applies to the inside as well as the outside. But "electrically", the processors, chipsets, video cards, RAM, hard drives, etc. are all the same parts (as evidenced by the fact that you can run Windows on a Mac and you can "hackintosh" on a PC.)

Yes but aren't noisy signals and heat are the bane of Digital processing?
In which case extending the motherboard to reduce loose cables would seem in my mind to make for more reliable movement of air and electrons.

[impossible7]

Next time you're opening your new Apple product, keep in mind you paid about $7 - $12+ for the packaging before you toss it in the trash.

[w481]

ok haters ...
i can't quantify the connection between intelligent packaging and sales but ...
37 million iphones sold last quarter ! 44% gross margin. 97.6 billion dollars in cash.

if it ain't broke, don't fix it.

[batchtaster]

I get your point, but you must not have seen the internals a Mac since Steve has been back. The inside of my 2010 Mac Pro is prettier than the outside.

See my cobbling to illustrate the point:

Point missed. And yet you made it for me. Same object, same bits, better design, better experience.

Mac hardware is standard PC hardware with better industrial design. Granted, that applies to the inside as well as the outside. But "electrically", the processors, chipsets, video cards, RAM, hard drives, etc. are all the same parts (as evidenced by the fact that you can run Windows on a Mac and you can "hackintosh" on a PC.)

Thank you.

[Four oF NINE]

To those of you that don't understand the point of this post: You obviously don't get it. You don't comprehend the mission of the organization. The entire experience is considered and thought out. Which is why Apple is different from anyone else out there, and why I am a loyal customer.

To those of you that don't care about any of this, there's probably a MS store near you. You won't notice the difference.

[rdlink]

Is there really such thing as an Apple Tax any more? Back when I was purchasing Performas or Power Macs there certainly was a large difference in price compared to comparable IBM compatibles. But, if you really compare apples to apples (sorry for the pun) I don't think there is much difference in the cost of an Apple product with a really comparable alternative.

The iPad has caused problems because no one can make a tablet at that same price point with the same capabilities. The Macbook Air has frustrated competitors because they can't make a comparable model at that price point. And even for Macs, if you really compare components of the same quality (forgetting the design aesthetics) the price isn't that far off.

Now, I know some people will say "I can build a comparable machine for a lot less." Yes and no. I have build several Hackintoshes and compared to my Macs they are still inferior. Yes, one of them is faster than my iMac (2600K overclocked substantially) but it is still a far cry from an Apple made machine. And when people talk about being cheaper to build one, they never include the hours of labor and tweaking it takes. So, I for one, think it's time to declare the Apple Tax a thing from a bygone era.

Good points, all. But one thing you didn't mention was support. The reason you can buy an PC somewhat cheaper than a Mac, or build one even cheaper is because PCs don't come with support standard. You have to pay extra for it. And when you do you're getting close to, or above comparable Mac prices. That's because the strangulation of profit margins on those "cheap" PCs has eliminated the ability for Dell and HP to provide effective support. Ever talked to Dell about a machine without Gold support? It's a miserable experience and a time suck. And if you built the machine yourself the support is you, and whatever time of day you can get from some MoBo manufacturer who quit supporting firmware upgrades three months ago.

Fact is, smart consumers vote with both their wallets and their heads. A large segment of the population has come to the realization that their computer should be like their refrigerator. When I want something cold I just want to go into the kitchen and get it out. I want the light to come on when I open the door, and I want ice to come out when I push the lever. I realize that I'm smart enough to disassemble my refrigerator and tweak it if I wanted to. But you don't see the average person sitting on their kitchen floor, ripping the insides out of their refrigerator, comparing the compressor of a Kenmore with a Sub Zero. They just want their freaking food cold, they want it to look good in the kitchen, and they want to know they can depend on it.

Apple tax? Pffft!

[Rampant.A.I.]

It's just packaging! Who cares!

(Why am I even commenting on a thread about packaging..?)

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"I really enjoy the experience of opening up their stuff"

Seriously?

No offence meant, but your life sounds a little empty.

Obviously you've never been invited to a Focus Group. ;)

They're fun, they pay you about a hundred bucks per hour, and the more input you provide them with, the more likely they are to ask you back.

Things like packaging may not seem important, but they increase sales of the product, and customers are less likely to feel "cheated" by their expensive purchase if it comes in nicely designed, precision packaging. It's also about brand image: if your brand image is all about precision design with clean lines, if you ship whatever you're selling in a cardboard box filled with styrofoam peanuts, it tends to kill the image you're trying to create.

(I mean the inner box, nitpickers.)

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Honestly once the product is out of the package, do fanboys go back months later and play around with the box? :rolleyes:

No. We stick it on a shelf somewhere to put all the things back in the box when we go to re-sell it. It's also a good place to keep the accessories you don't intend to use.

[Antares]

*ferocious belly laugh* Please stop this nonsense. Please!

It's just packaging...

For you, maybe. Not for me, though...and many other people. I enjoy the packaging of products. As such, I've been disappointed by poorly packaged items. Some people pay attention to those things. Others (like you) couldn't care less.

[greygray]

In some cases I'd have to say Apples packaging is down right wasteful.

K. So I guess Apple should sell you just their devices cling-wrapped, and you purchase the accessories (chargers) separately to avoid their 'wasteful' packaging. But then you'd complain about the cost differences... Some people :rolleyes:

[Navdakilla]

Crazy how the thought about every single little thing, and that adds to the full experience of apple.

[Geekbabe]

A few of us are voicing opinions about the site because of two things.

Firstly, the quality of the articles posted has fallen. Secondly, anything now gets posted as "Front Page" news. There was a time, when only important things made it to the front page. Substantial rumours about a new product. Unlike now however, where everything and anything appears to be posted.

It appears to some of us, we know it is just a few, that the site is no longer about quality but page clicks.

With all due respect, there are people here who are new to the Apple Experience. I've enjoyed a lot of the articles I've read here, they've given me a lot of info about the workings of the company that I didn't know.Besides, I don' think I can name a single tech site that posts stuff every single day that is of interest to everyone..

[Geekbabe]

It's just packaging! Who cares!

(Why am I even commenting on a thread about packaging..?)

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"I really enjoy the experience of opening up their stuff"

Seriously?

No offence meant, but your life sounds a little empty.


Really? In an era where people treat many things as disposable & seldom take the time to appreciate anything I find it refreshing to hear that some folks savor the experience of opening a box that contains an expensive piece of hardware.

[adder7712]

To me, unboxing electronics like computers, TVs, tablets, phones etc. are a joy to me.

[BobbyRond]

Because we do not visit MR, just to see how perfect MR is.

Never said that. Do you watch the news and then criticize them if news is slow and they report on something that is less important? You'd rather just watch a black screen?

Good luck selling that strategy.

[Fairfax]

Bought a few iPods, iPhones and a macbook pro, wasn't that big of a deal opening a box. Next time I open a new apple product I better pay attention while unboxing so I can experience and cherish the apple experience.

[BobbyRond]

Yes but as other posters have mentioned, it has taken quite a while for others to emulate Apple's packaging, which means it is either worthy of respect or is a separate entity from the mass market's packaging. Which company goes as far as Apple to reduce it's packaging size to cut down on ecological footprints that others consider less important? In any case, the 'premium' that Apple charges for it's products can be justified IMO, and I'm willing to pay for it, knowing that they are willing to go to such great extent for their consumers, even taking into mind packaging which is usually the least on the buyer's mind.

Just my 2 cents worth.

This may be a fun fact: I work for a reseller and although Apple definately makes a effort for the environment, they do have some wasteful packaging that is not seen for the customer:

http://farm5.static.flickr.com/4076/4893452391_25008f7404.jpg

All MacBooks are in turn also packed in another cardboard box with a lot of space inside it to protect the pretty box inside. Although I love the Apple packaging, they do cheat the environmental image a little. ;)

I can honestly say the last Apple product I purchased which was my MacBook Pro. I actually looked through the entire contents of the box before actually getting to the masterpiece itself! I always feel like theres something more to what's inside an Apple box vs. other companies.

STICKERS! :cool:

[greygray]

STICKERS! :cool:

That are actually pretty sellable items on eBay...