Apple making 'premium' accessory packaging mandatory at Apple Stores - report
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.
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.
Comments
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.
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.
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.
What a great matchup between an overpaid, don't-know-but-I'll-push-a-consumer-brand-further-upscale-because-that's-all-I-know retail exec and an overhyped, colorblind "design czar". We love lab coats! We love lab coats!
Product design is still top-notch if a bit sanitized, but it's certainly ironic to look back and see the old Apple adverts that made fun of beige, plain packaging and computers. Welcome to the sanitation store!!! You can get whatever you want, as long as it's beige, ahem, white! Hahahaha.
Not really liking where all this seems to be going. Hmmm.
Just pondering...
Limited shelf space in Apple stores. The accessories that really want to be there will wear chicken suits if Apple asks.
Sounds like Apple stores will soon suffer from that same affliction. Instead of reddish-brown buildings, it'll be white boxes. In most stores, white boxes mean cheap, generic stuff.
Their stores, their rules.
And you will be paying for it.
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.
Nothing, absolutely NOTHING is stopping ‘design originality and creativity.’ These third party vendors are not forced to be in Apple’s stores. They can be as original and creative as they want to outside of the Apple store. None of them are exclusive to the Apple store. They sell their products in just about every retail outlet that exists. On top of that Apple stores’ accessories sections have been shrinking over the years. These accessory vendors exist at the pleasure of Apple to begin with and as another poster already stated, “Their stores, their rules.” I submit that your opinion is nothing more than random foot stomping over Apple asserting its ownership of its stores. Or would you claim that a vendor should be allowed to display their product in a brown paper bag on Apple’s store shelves if they so choose?
row upon row of little white boxes . . . not so much.
'Think different' in action.
Whoops, sorry about that, what were we thinking? - we now return you to normal programming.
Good for them.
But having said that I really don't think this is what's happening. It would have been good if the article gave us a little more insight.
Hooray! Debbie Downer returns!
1) As a vendor, I would like the freedom to allow my packaging to standout thru differentiation, and Apple seems to want to kill that
2) As a consumer, I will be totally confused by 1000 white boxes with products perfectly centered on the front at a 3/4 tilted view. How the *bleep* am I supposed to find anything visually?
This just means that those items bought in an Apple store will cost me. Apple packing requirements are not cheap, they come at a price that is for sure. Either they are going to pass the cost onto consumers or eat in margins what do you think these companies will do in the end. They already have to give up 30% to be in the Apple store.
Rather than insist that other vendors apply the Apple "trade dress" to their packages, Apple should insist that they not.