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Apple Macbook Packaging - Design Classics or Just a Plain Wasteful Box?

Updated on April 13, 2011

The shape, details and texture of each package is just perfect

There is no denying the fact that Apple put some serious work into getting its packaging just right. The shape, details and texture of each package is just perfect and a unique work of art in its own right. In fact, many people have said the actual smell of the box is just right too. Apple go to a lot of trouble to get the overall product experience spot on. You are paying for a quality product, so you expect to the wrapping to be just as good, and Apple deliver every time. Normally, this is beyond everybody’s expectations.

"Designed by Apple in California” :

"Designed by Apple in California”, it says on the side of every box, and it is quite possibly the most thoughtfully designed and pleasing packaging you've ever seen. This care extends right though the Apple range, even the humble Shuffle or some of Apple’s accessories such as travel adaptors, headphones and software have simply stunning packaging. No simple brown boxes and a bit of shapeless styrofoam for Apple. The is a whole department dedicated to getting the packaging just perfect. Hours and hours must have been spent getting all their products and accompanying accessories to fit perfectly in the box, just in the right place ready to use.

It’s all in the smell…

For many Apple customers, it’s all in the smell and the clever way that each box logically reveals each new component just as the user requires it. Pure genius. For some opening up new Apple gear is like a religious ceremony to them, while there is a bit of a geek joke going around that a few just buy Apple products simply for the smell itself. And unlike the smell of a new car, the smell of an Apple box seems to stay for months and years. How Apple get the smell just right is of course another one of their trade secrets.

And the Stylish Box Too :

The boxes themselves are a complete fascination to people, who marvel at the well thought out design and sheer quality. In fact, people have been so enthralled by the stylish box design and the clever use of space, it’s several minutes before they get around to focusing on the actual product inside itself. It’s reckoned that most people keep their Apple packaging. Some keep them to use it for re-selling afterwards on the likes of eBay, while others collect the boxes and even put them on display.

Apple’s Packaging Under Fire :

However, while most people consider Apple’s packaging as perhaps the best in the world, there has been a lot of criticism levelled at them for wasting materials and resources. Of course, Apple have responded in recent years, and they have reduced the size of their packaging, without compromising quality. For example, the new MacBook packaging is 53 percent smaller than that of the original MacBook. Every effort has now gone in to producing both ‘green’ products and packaging that meet with modern environmental standards. Like every modern company, Apple is working hard to reduce its carbon footprint, which includes the reduction of the size of its packaging.

Anything Else is Just a Plain Old Boring Box :

They reckon after you have unwrapped an Apple product, anything else is just a plain old boring box, and nothing can compare. If you have not experienced unwrapping an Apple iPod, iPhone, iPad, Macbook or Macbook Air, a Mini Mac, or any of Apple’s numerous other products, you are missing out on one of life’s little pleasures.

The Apple unwrapping ceremony means so much to some, that they have recorded the event and posted on You Tube. Please feel free to enjoy this moment with them on the videos below. However to sample the smell of an Apple box, you are just going to have to buy a product yourself - Don’t blame me if you get hooked!

Finally, why do Apple always include a couple of Apple logo stickers in the boxes with every product?  Does anybody know why are the included and does anybody actually use them?

© David Lloyd-Jones 2011

Apple unwrapping ceremony


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      John 6 years ago

      The stickers are probably for advertising. So others know that you bought an Apple product and also so that you yourself can be reminded...