Environment
Apple's iPod packaging patent published
Apple has highlighted the importance of packaging as a marketing tool in the patent application for its iPod range that includes the latest iPhone.
In the application the electronics giant described consumers of handheld electronic devices as "discriminating and savvy", which caused "fierce competition" for brand loyalty.
Apple continued: "Packaging may be an important tool used to generate consumer interest and to project the image and brand of the company who produces the product.
"It may diminish from the aura of such a well-designed product to present it to consumers in a standard cardboard box. A package that is more fitting of the high-tech design of the product is what consumers have come to expect."
The US Patent and Trademark office published the application yesterday (17 July). The application was filed in August 2007.
Apple co-founder and chief executive Steve Jobs is listed among the inventors.
Packaging News reported earlier this month that the packaging for the new iPhone 3G would be made from potato starch by Dutch firm PaperFoam.
The full application is available here.
Apple: packaging projects the image and brand of the company who produces it
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Comments
James Smith - 21 July 2008
Well done Apple for recognising - almost publicly - the positive impact that packaging can have on a product's image. It's so obvious but that basic point can get lost along the way.
That said, most MP3 players and mobile phones are displayed without any packaging, so I wonder how much difference flashy boxes will make?
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