Apple's smart packaging solution has us wondering: how can product containers convenience our lives?

Earlier this month, in an interview with the Financial Times, Apple’s Senior Vice President of Design Jonathan Ive confirmed that luxury editions of the Apple Watch will arrive in leather boxes that will retain function as magnetic charging docks. Speaking to the added functionality of Apple packaging, Ive says:

We didn’t want the packaging to be a sort of shorthand for value, where the box needs to be big and we have to include expensive materials […] like the idea that it’s all part of one experience.

This content is available for Basic Members.
Already a member, log in