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Apple Retail Stores to Offer Third-Party Accessories in New Apple-Style Packaging

Apple is planning to introduce new co-designed packaging for many of the third-party accessories that it sells in its stores, according to retail store information shared by 9to5Mac. Apple has reportedly been working with several third-party accessory manufacturers on packaging design, helping to create a new look for boxes to better fit in with the packaging that's used for Apple's own products.

Companies participating in Apple's revamped packaging efforts include Tech21, Sena, Incase, Mophie, Logitech, and Life Proof. When these products are sold in Apple Stores, they'll be sold with simple, no-frills white boxes with minimal labeling as seen in photos.

applenewpackaging
According to the memo, the packaging will be mostly white to match the Mac, iPhone, and Apple Watch boxes, while they will also include simpler fonts, new photography, higher-quality materials, and more consistent compatibility labeling. This shift is yet another in a string for third-parties that has included new environmental guidelines and a ban on leveraging early iPhone leaks.
Apple's new head of retail, Angela Ahrendts, has been working to revamp the Apple Store experience in recent months, streamlining the purchasing process and reimagining both product discovery and customer-employee interactions. The packaging redesign is part of a larger effort to overhaul Apple's in-store accessory lineup, limiting the number of products that are sold for a more refined look.

News of the revamped packaging was first shared by Mac Otakara [Google Translate] in June, and a sneak preview of what the accessory sections of Apple's retail stores might look like can be seen at the company's Upper East Side store in New York.

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Apple's Upper East Side store, image via Mark Lennihan, Associated Press

Apple Store accessory sections are expected to begin seeing changes starting next week, which is when the new packaging will be introduced.



Top Rated Comments

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14 months ago
A little diversity is a good thing.



Rating: 26 Votes
14 months ago
Apple's packaging is second-to-none. This is good news for those lucky peripheral companies. Hopefully it means less overall materials use so it can be good news for the environment too.
Rating: 12 Votes
14 months ago
Would I sound foolish for thinking that Apple retail stores have become almost too upmarket? I know, high standards are something that every company aspires for, but to me they're just so sterile and unfriendly (that applies to both the staff and the surroundings).

I'm from U.K - would love to hear others thoughts.
Rating: 9 Votes
14 months ago
Lol @ that one customer in that store being grilled and surrounded by 4 employees in a candid stance.

Standing here ... just waiting to be asked a question. Beep beep robot beep.
Rating: 7 Votes
14 months ago

I think most people who can read and deduce what's inside the box from the photograph on the outside of the box will not have any trouble.


You grossly underestimate the stupidity of the average consumer. Besides, when people are in a hurry, mistakes happen. And you're talking about tech gadgets, you can hardly deduce everything about it from a mere picture. Specs matter.
Rating: 6 Votes
14 months ago

Lol @ that one customer in that store being grilled and surrounded by 4 employees in a candid stance.

Standing here ... just waiting to be asked a question. Beep beep robot beep.


Actually looks more like a Microsoft store. 4 employees per customer.
Rating: 5 Votes
14 months ago

Would I sound foolish for thinking that Apple retail stores have become almost too upmarket? I know, high standards are something that every company aspires for, but to me they're just so sterile and unfriendly (that applies to both the staff and the surroundings).

I'm from U.K - would love to hear others thoughts.


I think they have become a lot like dixons etc with staff waiting to pounce on customers. I always thought the ideal was customers can have a play and do stuff on their own and not be pounched on a minute or two into the store like theyre being sold something.
Rating: 5 Votes
14 months ago
It's like putting lipstick on a pi—moderately attractive person.
Rating: 4 Votes
14 months ago

Balmy move by Apple.

What on earth is wrong with a little colour? They are becoming more totalitarian by the day. Dictating the packaging for third parties is creepy.


Agree totally. My favourite Apple Store era was, unsurprisingly, when it all kicked off:

[MEDIA=youtube]xLTNfIaL5YI[/MEDIA]
Rating: 4 Votes
14 months ago
Nice! I love the way Apple packages things.
Rating: 3 Votes

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