Apple makes its product packaging with stealthy love. An advanced copy of Adam Lashinsky’s book, Inside Apple, reveals product packaging is another thing Apple keeps under lock and key. The tech giant has a secret room — accessible only by security badges — dedicated to hundreds of variant prototype product packaging options for products like the iPad.
“To fully grasp how seriously Apple executives sweat the small stuff, consider this: For months, a packaging designer was holed up in this room performing the most mundane of tasks – opening boxes,” NetworkWorld’s iOnApple blog quoted from Lashinsky’s book.
Packaging designers must open box after box to test the positioning of the invisible stickers stuck to the top of iPod boxes. The invisible tape must be placed exactly, Lashinsky explained.
Packaging is taken more seriously at Apple than other technology companies because Steve Jobs, the co-founder of Apple who died in late 2011, cared about every last detail. He wanted customers to feel a certain emotion when opening Apple products.
MacRumors quotes Jonathan Ive, Apple’s senior vice president of industrial design, from Walter Isaacson’s bio on Steve Jobs: “You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.”
Apple’s package designs have sophisticated utilization of white space, which differs much from Microsoft’s fit-a-lot-of-information-on-the-box approach. A YouTube video reveals how Microsoft might package an Apple product.
So the next time you open an Apple product, remember a packaging designer spent hours selecting the perfect box and precise placement of stickers. Watch the video to find out more about Apple’s packaging details.
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