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  • Leaked Internal Apple Memo Reveals Reason for New Third-Party Accessory Packaging


    Apple has been making changes to its retail stores with redesigned packaging for third-party cases and accessories that are added to the store walls, as we reported last month. The Cupertino-based technology giant is requiring these third-party manufacturers to produce a simplified packaging with higher-quality packing materials and Apple-like design that look uniform so that when Apple puts these accessories on the retail store walls, they all look like Apple-branded accessories.

    A new leaked internal document from Apple seems to reveal some of the reasons for the company's initiative, although Business Insider notes that it was necessary to put parts and pieces of the memo into their own words, as Apple has apparently been playing grammar games and sending media publications different versions of the memo so that they could help track down the source of media leaks.

    Here's what Business Insider shares as a part of the paraphrased memo:

    Quote Originally Posted by Business Insider
    Over the past six months Apple has worked closely with partners to redesign packaging.

    When customers come into stores, "we want them to have the same great experience."

    The new designs bring an elevated look and feel to our third-party bags and cases while creating consistency across the brands to make our Accessory walls more visually appealing and easier to navigate.

    Old packages will be returned to the warehouse.

    "Don't forget to share your favorite accessories with your customers in their new look."

    What's changed:

    • uniform white background
    • consistent placement of logo and icons
    • consistent product shot photo angles
    • simplified typography
    • better quality packaging material
    Apple believes that forcing third-party accessory makers to make packaging like Apple would will make the experience of browsing Apple's retail stores much more consistent and easier to navigate. This means using a white background, minimal typography, certain photo angles, consistent placement of text and icons, and more.

    It's worth noting that in forcing third-party manufacturers to produce packing like this, it ensures that the products will be sold in Apple retail stores, as Apple will be refusing to sell products from manufacturers that refuse to follow these packaging guidelines. This is the result of Apple of making the Apple Store experience as Apple-ish as Apple can make it.

    Source: Business Insider
    This article was originally published in forum thread: Leaked Internal Apple Memo Reveals Reason for New Third-Party Accessory Packaging started by Anthony Bouchard View original post
    Comments 3 Comments
    1. Ambi_Valence's Avatar
      Ambi_Valence -
      Having different packagin actually makes shopping easier for me. Personally and I do mean personally, this will reduce my visits to the Apple store. Itís just ridiculous, you will be assimilated.
      Same great experience is understandable but this is a step too far.
    1. szr's Avatar
      szr -
      Quote Originally Posted by Ambi_Valence View Post
      Having different packagin actually makes shopping easier for me. Personally and I do mean personally, this will reduce my visits to the Apple store. It’s just ridiculous, you will be assimilated.
      Same great experience is understandable but this is a step too far.
      I agree. I've been to stores where there are many products in an aisle with very similar packaging, and it really does make it much harder to pick out what you're looking for. In other words, the lack of distinctiveness will always make searching for something much more difficult and thus take much more time.
    1. Darkflame's Avatar
      Darkflame -
      Quote Originally Posted by szr View Post
      I agree. I've been to stores where there are many products in an aisle with very similar packaging, and it really does make it much harder to pick out what you're looking for. In other words, the lack of distinctiveness will always make searching for something much more difficult and thus take much more time.
      And that's precisely what they want. For you to spend more time in their stores looking around. The more time you spend, the more likely iBoy and iGirl can attempt to sell you something. Also it creates a good atmosphere to lure in outsiders because your confusion trying to find the right product is seen more like serious interest from those who are glancing at you as they are passing by. It's a true psychological innovation. I give them credit for that. Most places resort to giving you food and drinks to keep you around longer. Apple just keeps you mesmerized and confused. Hehe