What lies behind the success that is Apple? Is it the top of the line technology used in its products? Is it the sleek and elegant way Apple devices are presented? Or is it the carefully crafted packaging of the device?
Most Apple fans would state that what makes Apple click is the seamless user experience you get – from the time you lay your hands on the device at the store (or the mail, if you bought it online), to the unpacking of the device, down to actually using it. Apple’s attention to detail is remarkable – not just for the device, but for the product packaging as well. Its unique way of putting the components of the iPhone in different compartments in a box is not just creative; it is also interestingly amazing. If you look at it from a detached point of view, Apple’s design packaging can be summarized in one word: clean
How does “clean” stand for brilliant packaging?
Perhaps the following points will shed light on the question as to how the way Apple packages its products makes it more appealing to consumers:
- Simple: A white box with a distinctive feel, a photo of the phone on the top cover and word iPhone and its version embossed in shiny foil on the side of the box. There are no words, no descriptions, making the device inside and the brand the star of the show.
- Consistent: Apple employs a packaging design similar for all of their products – uncluttered, beautiful and easy to access. This is a trademark Apple quality that draws loyalty from customers and makes them root for more Apple products.
- Easy to use. All Apple products come with an intuitive interface which almost diminishes the need for bulky manuals explaining how the device works. A simple two-sided card with some product instructions is sufficient enough to get an uninitiated user started with the device.
But perhaps the materials used for Apple products are the most notable factor of their packaging. Committed to reducing its impact on climate change, Apple now uses greener materials in both the devices they manufacture and the packages they come in. This has been a major turn for Apple, which was given a low rating by Greenpeace a couple of years ago due to policies with regard to the use of recyclable materials.
Retail boxes for iPhones and iPads, in particular, use primarily bio-based materials that include fiberboard containing 90% recycled content. These boxes are material efficient and recyclable. Other materials used include paperboard, paper form, thermoformed polystyrene and other plastics in a small amount.
Apple has taken environmental responsibility up by a notch by making use of biodegradable materials for the latest versions of the iPad Nano and the iPod touch. These new packages involve the use of tapioca paper form which has soluble qualities. The case of Apple’s new EarPods can also be dissolved in water.
How do you package an Apple?
With a careful eye for detail, a clear vision for a smooth and seamless user experience, a consistent upholding of quality and branding, and sincere efforts to better the world. Quite a tough call, it may be said. It makes you grateful to think you are not an Apple package designer.