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Take A Peek At Apple’s Game Changing Packaging Design

Take A Peek At Apple’s Game Changing Packaging Design

Adam Lashinsky's new book describes the company's secret room and regime designed to perfect the consumer experience.

Emma Hutchings

Adam Lashinsky’s new book “Inside Apple” went on sale yesterday and gives us an insight into the game changing design processes that take place inside the company’s secret packaging room. In a walled-off portion of Apple’s marketing headquarters, employees perform seemingly mundane tasks like repeatedly opening hundreds of prototype boxes, all in an effort to perfect the consumer experience.

AppleInsider states that one of the key themes of the book is the company’s obsessive focus on its products. Its secret room is devoted to designing product packaging and enhancing what users feel when they open a new product. The book describes how one packaging designer spent months inside the room opening iPod box prototypes to try to get the unboxing experience perfect. Apparently, this room is sometimes filled with hundreds of prototype boxes, all made by Apple’s designers. Lashinsky writes about this obsessive attention to detail:

How a customer opens a box must be one of the last things a typical product designer would consider. Yet for Apple, the inexpensive box merits as much attention as the high-margin electronic device inside.

Inside Apple

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