Apple-designed packaging for the Mophie Juice Pack and Logitech iPad Keyboard
Apple is looking to own yet another aspect of its product experience. The company is gearing up to revamp its third-party accessory selection across all of its retail stores by next week by reducing the amount of accessories available in stores to ones sold in packaging co-designed by Apple. Apple has been working with select third-party accessory makers over the past six months to redesign boxes so that the experience more closely matches the boxes of Apple’s own products…
According to a notice that Apple has sent to retail store employees, new packaging will start to appear on store shelves for accessories from Tech21, Sena, Incase, Mophie, Logitech, and Life Proof. 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-designed packaging for the Tech21 MacBook Snap Case
Over time, Apple will work with more accessory makers to support the new packaging style as it reduces inventory of items that do not fit the new look. A report from June indicated that Apple would revamp its accessory selection with new boxes as soon as July, while Apple’s new Upper East Side store in New York has provided a small preview of Apple’s new limited accessory selection. Apple has begun rolling out the new boxes in other large stores such as the Fifth Avenue location in New York. In his new role as Chief Design Officer, Jony Ive oversees Apple’s packaging, so perhaps he has played a role in this shift.
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Not sure if I like this move… I hate those ugly boxes 3rd party accessory manufactures like to use. Though this does make it more difficult for the average consumer to distinguish a genuine Apple accessory from a 3rd party one.
The way I distinguish Apple products from third party products (when still in package) is by looking at the price tag. :). Seriously, 50$ for a fricking Apple adapter.
You mean a $20 ($19.99 MSRP) power adapter that has been demonstrably proven to be of higher quality than cheaper knock offs. In the case of a power adapter, “higher quality” means “less likely to damage your equipment or start a fire”. http://www.righto.com/2014/05/a-look-inside-ipad-chargers-pricey.html Considering that a USB power adapter can be used for all of my USB-charged devices, and that I’m likely to use the same one for years to come it makes sense to me to pay a little more for one that is *less likely to damage my equipment or start a fire*.
You are not being serious?
Those lightning and 30-pin cables break so easily. I have bought 2 2m lightning cables (30€ each) and the one on my desk (I never remove it, stays plugged in at all times) is already broken. The plastic/rubber around the cable is open at the end of the cable (just behind the lightning connector. I’ve had it for 3 months.
Another problem I’ve had with Apple’s official lightning cables is that the iPhone or iPad says the accessory is not comptible or somthing like that and so it wouldn’t charge.
I’ve also had issues with corroding lightning cables while I never ever have water near the cable. My room isn’t humid at all.
Sorry mate but Apple accessories are absolute garbage. And are way overpriced.
Apple products like the iPad, iPhone, iPod Touch, Macbook, iMac are all premium premium devices and absolutely justify their pricetag.
Ok the lightning cable won’t set the device on fire but they absolutely sukc. I now buy Belkin lightning cables and those do not corrode, break or have issues while charging telling me the cable is not supported.
If some shopper doesn’t pay attention to the logo on the box before forking over a was of cash for the overpriced items at the Apple Store, I have no pity for them. That aside, on the whole I think this is a good thing for the accessories industry. By doing this, Apple is allowing 3rd parties to take a bigger part in the Apple fans’ brand loyalty, since these products will be even more clearly endorsed by Apple. This means more money for Apple and 3rd parties, because people who were hesitant to buy certain products because they were not made by Apple might reconsider. There are tons of great accessories out there made by 3rd parties that offer advantages compared to Apple’s accessories, and this might help overcome some people’s unwillingness to buy them.
I always love comments like “…that offer advantages compared to Apple’s accessories…” without one example to support this.
Really Christopher? You can’t think of ONE 3rd-party accessory yourself that offers advantages over Apple accessories? How about:
Otterbox: Shock-resistence
Lifeproof cases: Waterproof
Bowers & Wilkins headphones: Better sound quality
Mophie cases: Extended battery / Charges your iPhone
mPact glass protectors: Protective screen covers
NomadKey: Cable made to hook on your keyring
That’s just to name a few that I could think of very quickly off the top of my head. It is common knowledge that there are many 3rd-party accessories that each have their own advantages and disadvantages. This is not a statement that needs qualifying to almost anyone. However, apparently you needed it. So, there you go!
Is it all about wearing the uniform, or will there be reduced volume of packaging, avoidance of plastic, high percentage of recycled paper, etc.? If not, a missed opportunity.
It’s about cleaning up and greening up the stores no doubt. Apple’s the only guys who can do this, thus it’s a differentiator. Besides, there is a lot of ugly packaging out there.
BUT – Will it add to the cost of the product? I like the way Apple packages its products and I do save the boxes / packaging that is part of my iPhone / iPad / $$$$ purchase – but I don’t save the packaging with the smaller, disposable accessory items. Will this new packaging raise the cost of those third party accessories – packaging that I will dispose of as soon as it’s opened?
It’s a smart move by Apple since it will make other vendors’ products look like they are part of a larger Apple family — thus subverting the other brands over time. As for the other brands, it’s a business decision if they want to work with Apple and sell in their stores.
Manufacturers constantly struggle with these issues, most frequently when a retailer asks a manufacturer to make product under the retailer’s store brand.
Although most companies would prefer to have their brand be seen and recognized, sometimes it comes down to needing the business — even at the sacrifice of being able to grow your own brand.
Apple’s way is just a straddle between only buying from those willing manufacture under Apple’s store brand, and prominently displaying (i.e. advertising) other electronics brands in their own store.
It’s a clever move, but it is not good news for the non-Apple brands as this trend by Apple will no doubt continue.