Apple takes a cue from users, invents packaging that doubles as iPhone/iPad dock

A number of Apple patents and applications have been published today, one of which details an interesting new design for the packaging of iOS devices that would also double as a stand or dock of sorts. The patent application was originally filed in May 2011, but it was published today by the United States Patent and Trademark Office and detailed by PatentlyApple. The image above is pretty self-explanatory, showing iPod nano-like packaging with a removable lid and base that transform into a dock or stand for the device. It appears the dock would act as a permanent solution, with the image above showing room to accommodate a charging cable as well as small parts to hold the device snugly in place.

This is actually something we’ve seen before. Although many iPhone and iPad users have no problem dropping a decent amount of money on a dock, there are no shortage of users who have come up with innovative ways to turn the current iPhone and iPad packaging into a dock and or stand for free. Below is a video, courtesy of GottaBeMobile, showing an iPad mini box being transformed into a free docking station with very little effort: Read more

Former Apple exec Bob Borchers talks Apple marketing, packaging, and his time at Apple

Update: Apple had these videos taken offline.  We will make an effort to see if they exist somewhere else. Help us out in the comments if you find them.

Former Apple marketing executive Bob Borchers, who was part of the original iPhone team and helped lead the Nike+iPod partnership and third-party iPod integration with car manufacturers, recently gave a talk at a school in California to discuss his experiences at Apple (part 2 below). In case you are unfamiliar, you might remember Borchers from several “guided tour” videos for iPhone and other Apple products a few years back. He has also been a source for many of the interesting stories coming from Adam Lashinsky’s new book “Inside Apple.”

At the starting of his talk to students, Borchers surveys the crowd to find out the ratio of Android users to iPhone users, leading him to joke: “Alright that’s good. I’ll keep my Apple stock.” As a former marketing executive, Borchers showed and talked about a few ads, but also discussed the AT&T partnership, as he noted, “We broke rules in terms of how we worked with folks like AT&T”:

“AT&T as a company… they buy the cellphones and then they sell them to you and I… we said, ‘no we don’t want to do that’. We want to be able to sell the iPhone. We want to be able to talk directly to the customer. That was a big, big change for the industry.” 

Other than telling some recent stories that have debuted in “Inside Apple,” Borchers also talked about Steve Jobs’ initial mission to create the iPhone, describing the late CEO as wanting to create “the first phone people would fall in love with.” He also discussed how important the multitouch display and having the full “Internet in your pocket” was to the original concept. Before wrapping up his speech, Borchers talked about how the iPhone was developed from his point of view on the product marketing/product management team and the importance of Apple packaging:

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