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Packaging for Apple Watch & bands shown off in new images

The Apple Watch goes up for pre-order this coming Friday, but an Instagram user this evening has provided us with the first images of the device’s box. The images, which appear to have been posted from New York City, show the box for the 42mm stainless steel Apple Watch with the Milanese Loop band. The Apple Watch pictured appears to have been sourced to UK newspaper The Daily Mail.

A separate image shows the box for buying standalone straps, which we actually noticed the first images of last month. In this instance, the image shows the box for the Leather Loop strap.

On the side of the box for the Watch itself is a description of what model Apple Watch is enclosed. For the standalone band, this information appears on the upper front left corner or the box.

At this point it seems clear that Apple Watch units have begun trickling out to select individuals ahead of the April 24th public launch. Last night, Pharrell Williams was seen wearing a Gold Edition model of the Watch, while Tim Cook sported the device to the NCAA championship game. In-store previews for the device will begin on April 10th, the same day as pre-orders go live. A memo from retail head Angela Ahrendts this morning to her staff seemingly confirmed our report regarding limited retail availability of the Apple Watch.

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Comments

  1. So does this guy have both the 42mm & 38mm Apple Watch? Article says that he has a 42mm Apple Watch and a Modern Buckle Band but the Modern Buckle Band is only available for the 38mm model sadly.

    • Also, that is not a stand. It’s just the piece of cardboard that keeps the Apple Watch sitting nicely in the box and the guy who took the pics has it leaned up.

      • Gazoo Bee - 9 years ago

        Pretty certain it’s plastic and not cardboard. Still kinda cheap looking though.

    • Hopefully this means that there is indeed a 42mm Modern Buckle Band. I was a bit baffled and disappointed to find it was 38mm only.

    • gymnastboatman - 9 years ago

      Article says Leather Loop.

      • Robert - 9 years ago

        An early version of this article said the image was of the “Modern Buckle” later the article was revised (without note) to correctly read “Leather Loop”.

  2. silverhawk1 - 9 years ago

    I’m wondering what the NDA states about a IBM employee giving up the Apple Watch.

    • Gazoo Bee - 9 years ago

      I don’t know what you mean by that, but this isn’t a person under NDA. This is one of Apple’s More important” customers, who has been given early access, because of course, the rich and famous are better people than you or I.

      • silverhawk1 - 9 years ago

        Thanks for playing; you lose.

    • Robert - 9 years ago

      Note: An early version of this article claimed that the pictures were posted from an office of IBM. Later the article was revised to instead make a connection with The Daily Mail newspaper.

  3. Robert - 9 years ago

    The image is not of the “Modern Buckle” it is the Leather Loop.

  4. Gazoo Bee - 9 years ago

    That’s a totally cheesy and cheap looking paper box for the strap. Considering most of the straps cost multiple hundreds of dollars.

    I’m not that impressed with the box for the watch either. It’s not something I’d want to keep it in to show people or anything. Even a cheap Timex comes with a nice box with a hinge and a velvet lining etc. Apple charges you hundreds more for a white plastic box that looks like it should hold sushi or something.

    • Definitely agree with the box’s for the straps being below par. I’ve purchased items for less than $20 that have much nicer boxes and the Link Bracelet band has a price tag of $450.

    • Mike (@mikezmac) - 9 years ago

      This plastic crap case is BS. A SS link apple watch is $1000 and this is what we get a for a case?? Apple has a lotto learn about luxury it seems.

      • rogifan - 9 years ago

        This is what Jony Ive said in the Financial Times re: packaging:

        “We didn’t want the packaging to be a sort of shorthand for value, where the box needs to be big and we have to include expensive materials. We’ve always liked the idea that if we are heavy in our thinking, we can be much lighter in the implementation. So there’s huge virtue, I think, in keeping the packaging small: at least, it is the right choice environmentally, it’s easier to move things around and you don’t end up with your wardrobes full of large watch boxes that you don’t use.”

        Perhaps people should reserve judgement until they see one in person? The guy on Instagram who posted these photos called the packaging “top notch”.

  5. Mike (@mikezmac) - 9 years ago

    BS plastic case for $500 to $1100 watches. Lame

  6. Mike (@mikezmac) - 9 years ago

    Fail on luxury. Lame

  7. Leonson Stapleton - 9 years ago

    people will find any reason to complain…. you don’t like it don’t buy it. pretty simple concept don’t cha think? i don’t need a amazing product to come in a fancy box, because the box is STILL going in the trash at one point or another… smh. my amazing iPhone came in a box and that box is now in thee trash. my Macbook Pro came in a nice box, that box is also in the trash.

  8. charismatron - 9 years ago

    Apple is taking the route of least packaging impact, as per usual, which I approve of

    Unsurprisingly, only the Edition box is getting the “luxury” treatment which is to be expected. I like Apple’s minimalist and environmental standards for their packaging. Anything less than the Edition doesn’t qualify as a luxury watch, so this is standard Apple packaging.

    As for the strap boxes, they have the same significance as a box for a cord or charger: the product isn’t likely to be in there very long. It’s also low-impact environmentally speaking.

    That any group of individuals should be talking about the standard of the box the product comes in, and being critical of it, says a lot about how high Apple’s standards are. I’m not buying the Watch, but I’m happy Apple didn’t choose overkill packaging for it. Looking forward to the Edition’s housing. That should be something for everyone to praise/bitch about in the weeks to come.

    • rogifan - 9 years ago

      Jony Ive agrees with you:

      “We didn’t want the packaging to be a sort of shorthand for value, where the box needs to be big and we have to include expensive materials. We’ve always liked the idea that if we are heavy in our thinking, we can be much lighter in the implementation. So there’s huge virtue, I think, in keeping the packaging small: at least, it is the right choice environmentally, it’s easier to move things around and you don’t end up with your wardrobes full of large watch boxes that you don’t use.”

  9. March 8th (@iAm_jB) - 9 years ago

    What do you’ll want the boxes made out of glass? I’m pretty sure if you get a movado (similar prices) it will come in a decorated(company logos) cardboard box.

  10. Twitboydk (@Twitboydk) - 9 years ago

    Calm down with that packaging people. You look at it for 20 sec and then you throw it away. Unless you have some OCD disorder

  11. zBrain (@joeregular) - 9 years ago

    so is it true, the charger is sold separately? that would be the first time ever, i think, that an apple device cannot be charged out of the box…

  12. MR (@microrentals) - 9 years ago

    It seems the Apple-lovers are obsessed with the Watch even before its launch. A furious game is gonna take place when it is out in the market and other companies like Samsung comes with their own. Interesting times ahead.

Author

Avatar for Chance Miller Chance Miller

Chance is an editor for the entire 9to5 network and covers the latest Apple news for 9to5Mac.

Tips, questions, typos to chance@9to5mac.com