Klyster was agreeing that the box not only did NOT affect his purchase decision, because (as we keep pointing out) people generally do not see the box beforehand, but it also didn't make him less likely to buy one again.
I've gotten tons of devices and I can't think of any packaging that was bad enough to make me think less of the device it contained, or good enough to make me like it better than it actually was
Yes, I was amused that my Moto 360 came in a round box. That was neat. But my other round smartwatches did not, and it didn't change my opinion of their quality or value in relation to the Moto. Only how they
worked, did.
As for packaging in general, Apple does not own white boxes. Or photos. Or especially the idea of how they boxed the iPhone, since they didn't start using that style until after LG did it with their Prada:
View attachment 619010
On the contrary...
- After Jobs' death, Apple made a cross licensing deal with HTC in 2012.
- Cook agreed with Google's Motorola to drop all their lawsuits in May 2014.
- In August 2014, Cook also agreed with Samsung to drop all pending lawsuits outside of the U.S.
- Apple settled out of court with Nokia and Ericsson.
That basically left just the appeals on the original Samsung trial, and this later smaller one. So, yes, Cook did pretty much get rid of the wasteful Jobs' UI/design lawsuit wars which not only had little or no effect on the competition, but even turned some people against Apple.
Instead, Cook fell back on his own expertise, which is battling via direct product competition. That's why he okayed the iPad mini, why he had Apple come out with larger display phones, why we now see an active pen, and why the UI copied so much from others.
THAT kind of action (desirable features instead of lawsuits) is what has
really had an effect on the competition.
