While everyone's focused on copying the outside, Apple's been quietly innovating on the inside. Recently, we decided to upgrade some office equipment. This meant new gadgets, and of course, new boxes. It gave us a fascinating glimpse into the evolution of Apple's packaging – beyond the iPhone box. How they think about packaging design and engineering for larger and, yes, more expensive products.
We all know the iconic white box. Brands have been trying to replicate that minimalist design aesthetic for years. But while they're busy mimicking the surface, Apple's been pushing the boundaries of packaging engineering. This is really where their packaging design prowess is on display.
Think about it: inside those clean white exteriors lies some seriously impressive packaging design.
Packaging Design Evolution Isn't Always About The Outside.
From custom-molded inserts that cradle delicate devices to ingenious folding mechanisms that minimize waste, Apple's packaging is a masterclass in form and function of packaging engineering. And they're constantly pushing the boundaries, incorporating new materials and sustainable practices at an incredible scale.
Seeing the evolution of their packaging across different product lines really brought this home – from the new Mac Studio to the Studio Display – it's clear that Apple's commitment to innovation extends far beyond the product itself.
It's in every detail, down to the way the box opens and the product is presented. It's a holistic approach to the unboxing experience.
What's the Lesson Here?
1️⃣ Don't just copy the surface design, this is ill fated and your brand needs to have its own flavor or you'll never establish a unique identity. Consumers are savvy and copy-cat has little to no actual brand value. Instead, dig deeper and understand the why behind why Apple's packaging design is so successful.
2️⃣ Innovation matters. Apple's packaging is constantly evolving, pushing boundaries in materials and sustainability. The graphic design has been nearly the same for over a decade, the inside engineering and materials are what is continually evolving with every product launch.
3️⃣ The unboxing experience is key. It's the first tangible interaction customers have with your product. Make it count. This isn't about the number of layers of reveal, which in our opinion, is the number 1 mistake brands make when 'elevating' their unboxing. Be intentional about the design, this is Apple's secret sauce.
So, the next time you see an Apple box, remember: it's not just about the white. It's about the ingenuity and engineering that lies beneath.