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.

uppereastsidestore

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.

Popular Stories

iphone 16 pro models 1

Here's How the iPhone 17 Pro Max Will Compare to the iPhone 17 Pro

Saturday July 5, 2025 1:00 pm PDT by
Apple should unveil the iPhone 17 series in September, and there might be one bigger difference between the Pro and Pro Max models this year. As always, the Pro Max model will be larger than the Pro model:iPhone 17 Pro: 6.3-inch display iPhone 17 Pro Max: 6.9-inch displayGiven the Pro Max is physically larger than the Pro, it has more internal space, allowing for a larger battery and...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro to Reverse iPhone X Design Decision

Monday July 7, 2025 9:46 am PDT by
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year. In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
imac video apple feature

Apple Launching These 15+ Products Later This Year

Sunday July 6, 2025 8:05 am PDT by
The calendar has turned to July, meaning that 2025 is now more than half over. And while the summer months are often quiet for Apple, the company still has more than a dozen products coming later this year, according to rumors. Below, we have outlined at least 15 new Apple products that are expected to launch later this year, along with key rumored features for each. iPhone 17 Series iPho...
iOS 26 Feature

Everything New in iOS 26 Beta 3

Monday July 7, 2025 1:20 pm PDT by
Apple is continuing to refine and update iOS 26, and beta three features smaller changes than we saw in beta 2, plus further tweaks to the Liquid Glass design. Apple is gearing up for the next phase of beta testing, and the company has promised that a public beta is set to come out in July. Transparency In some apps like Apple Music, Podcasts, and the App Store, Apple has toned down the...
iPhone Car Key Kia

Here's Which Vehicles Offer iPhone Car Keys

Sunday July 6, 2025 3:03 pm PDT by
In 2020, Apple added a digital car key feature to its Wallet app, allowing users to lock, unlock, and start a compatible vehicle with an iPhone or Apple Watch. The feature is currently offered by select automakers, including Audi, BMW, Hyundai, Kia, Genesis, Mercedes-Benz, Volvo, and a handful of others, and it is set to expand further. Apple has a web page with a list of vehicle models that ...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 14 New Features

Friday July 4, 2025 1:05 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are just over two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:Apple logo repositioned: Apple's logo may have a lower position on the back of the iPhone 17 Pro models, compared to previous...
iphone 17 pro render majin bu

New iPhone 17 Pro Renders Highlight Apple Logo and MagSafe Design Changes

Sunday July 6, 2025 8:43 pm PDT by
New renders today provide the best look yet relocated Apple logo and redesigned MagSafe magnet array of the iPhone 17 Pro and iPhone 17 Pro Max. Image via Majin Bu. Several of the design changes coming to the iPhone 17 Pro model have been rumored for some time, such as the elongated camera bump that spans the full width of the device, with the LiDAR Scanner and flash moving to the right side. ...
iPhone 14 Pro Dynamic Island

iPhone 17 Models Rumored to Feature Redesigned Dynamic Island

Monday July 7, 2025 7:38 am PDT by
iPhone 17 models will feature a redesigned Dynamic Island user interface, according to a post today from Digital Chat Station, an account with more than three million followers on Chinese social media platform Weibo. The account has accurately leaked some information regarding future Apple products in the past. The account did not share any specific details about the alleged changes that are ...
Prime Day 25 Feature Warm Triad

The Best Prime Day Deals on AirPods, iPads, MacBooks, and More

Monday July 7, 2025 10:55 am PDT by
Amazon Prime Day is currently in its second day, and this year the event will last for four days from July 8-11, the longest Prime Day yet. As it does every year, Prime Day offers shoppers a huge selection of deals across Amazon's storefront. With the event now underway, we're tracking numerous all-time low prices on Apple gear right now. Note: MacRumors is an affiliate partner with Amazon....

Top Rated Comments

caliguy Avatar
131 months ago
A little diversity is a good thing.



Attachment Image
Score: 26 Votes (Like | Disagree)
Corrode Avatar
131 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.
Score: 12 Votes (Like | Disagree)
Apple Knowledge Navigator Avatar
131 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.
Score: 9 Votes (Like | Disagree)
Dark Void Avatar
131 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.
Score: 7 Votes (Like | Disagree)
sss4r Avatar
131 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.
Score: 6 Votes (Like | Disagree)
rdlink Avatar
131 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.
Score: 5 Votes (Like | Disagree)