Apple Gets the Importance of Packaging; Why Doesn't Google?

Hugh Pickens writes "Rebecca Greenfield writes that Google's Nexus tablet with its taped sides and fussy plastic takes effort to open, eliciting what some would call 'wrap rage,' the linguist-approved word for the anger associated with opening a factory sealed product, and as a montage of frustrated Google Nexus 7 owners struggling to open their new tablets' packaging proves there is at least one thing Apple gets that Google does not: boxes. In comparison to the minutes-long process that it takes to get to Google's well-reviewed tablet, opening an iPad takes a simple slide of a cover — a lid that 'comes off easily, but not too easily,' as Random Tech's Anthony Kay puts it. Apple boxes aren't beloved by accident. The company thinks about the way a box informs a product and takes boxing seriously for a reason. 'Not only does the box give people warm and fuzzy associations with the product from the get-go, but also, people form emotional attachments to the actual pieces of cardboard. Instead of tossing them like the trash that they are, people have been known to keep their iBoxes,' writes Greenfield. 'Instead of forgotten in a dump or recycling facility, the boxes sit on shelves serving as a constant reminder of the beauty within.'"

Comments

Wrap rage...?

[serviscope_minor]

Well, of all the things that qualify as first world problems...

And really? People keep i* packaging? That's kinda weird and squirrelly.

Oh, also with respect to unwrapping, please PLEASE peel off those annoying bits of protective clear plastic. They look terrible after they'be been on a few months and have bubbled and got bits of dirt under them. And they make me twitch in an OCD kind of way.

Re:Wrap rage...?

[TheCarp]

Actually, this is nothing new, nor specific to apple. A lot of people keep the boxes that products come in, especially if the product has enough value to be worth repackaging in its box for resale or storage later.

For example, I had some pots that came in boxes. I tossed the boxes, as I have a place to store pots and use them frequently.

I have a rice cooker. Kept the box. Keep it in the box. On the rare occasion that I use it, it comes out of the box, and goes back in. If I get around to having a yard sale, I will put it out, in its box.

Likewise, I have the boxes for xbox360 and my wife's PS3. Why? because they might need to be sent out for repair someday, or I might want to sell them.

The only thing special here is that apple is actually still using boxes, whereas other products have moved to clamshells, which are more frustrating to open if you don't have a good pair of sciscors handy at the moment... and don't give you a package that you can easly repackage the product in.... which brings up another nice thing about boxes....

when I open a product in a box, and its already broken, I have a convienet vessel in which to transmit the product back to the store from whence it came to exchange it.

Nothing new, or particularly interesting here.

Re:Wrap rage...?

[xaxa]

Why not just make packaging that is easy to open and recycle, and let the consumer enjoy just the product instead of worrying about the box?

Indeed, I tend to be more impressed with the company if the product arrives in a plain cardboard box, printed with vegetable-based inks, and no plastic packaging waste.

I can then more easily reuse it (e.g. to post something I've sold on eBay, or wrap a fragile gift) or recycle it.

Re:Wrap rage...?

[MightyYar]

The Apple packaging is nice enough to warrant a spot in the basement. People seem to appreciate it when they get my hand-me-downs and it comes with all of the original packaging/disks/etc.

Re:Wrap rage...?

[cpu6502]

Ouch.
I resell stuff on ebay, and yes it's been used, but you will get a lot more money if you can advertise it as "new" in appearance. I've received a lot of + feedbacks and 5 stars, because people said "It looks like you never even used it." I did but was just very careful not to scratch the DVD, unit, et cetera.

Also saving the box means you don't have to pay UPS or the post office ~$20 to buy a new box to pack your computer, DVR, whatever.

Re:Wrap rage...?

[Mister Whirly]

Also saving the box means you don't have to pay UPS or the post office ~$20 to buy a new box to pack your computer, DVR, whatever.

Sure you do, otherwise you risk getting a scratch on your precious original packaging. Everyone knows an iDevice with a slight scratch on the original packaging brings the price way down!

what the?

[MickyTheIdiot]

Ok.. I don't get it. I got my Nexus 7 preorder on Monday and did not have *one* problem with packaging. As a matter of fact I have liked the packaging of every Nexus product I have bought as well as even thought the graphic design was good. I had no problems breaking the seals and opening the box.

I am much more concerned about the fact that the unit will not charge and the fact that so many people at places like at xda-developers are seeing the same defect time after time and the fact that I am having such a hard time getting an RMA.

Re:what the?

[alen]

if you have a hardware issue just take it back to the store and have them replace it. that's what i did with my iphone 3gs a few years back. took 20 minutes at the genius bar including the waiting

oh wait......

Apple has it down to an art and a science

[XxtraLarGe]

Every time I get a new Apple product, it's a cool experience. The briefcase style MacBook Pro box is very sleek, and everything inside of it has it's own special compartment, it's own special wrapping, etc. Same thing with an iMac or an iPhone. It really makes you feel like you're getting a luxury item.

I confess

[stuntpope]

I've kept my Apple boxes (Mini, keyboard, MacBook, iPod Touch plastic case, iPad). I don't have them on display nor do I lovingly gaze upon them, they are in my garage. I recognize their superior yet simple functionality and keep them for the day I move and need to pack up the gear. I'd rather use the original packaging since it's obviously designed for its purpose, instead of grabbing some random shoe box. I can't say that for most other product packaging. I especially despise heat-sealed plastic packaging.

THIS

[nitehawk214]

This article is why I hate hipsters and people that moan about their first world problems.

Re:Because

[jellomizer]

This seems like a statement said buy the guy with a collection of toys that are perpetually in their shrink wrapped state.

Packaging has many uses.
1. To keep all the parts together in one container.
2. To Identify the product that it contains.
3. To try to make the product stand out from the other products.
4. Portrait your first impressions of the product.

Re:Because

[BlueStraggler]

Wondered how far I'd have to search for the logic that because Apple puts way more thought into packaging, it is therefore stupid. Slashdot, you never dissapoint.

It wasn't that easy.

[KingSkippus]

Because it's not that simple. I can't explain it, you just have to experience it. You're sitting there thinking, "I don't see any tape or other connection between this box and the sleeve, but when I push here, the box won't slide out." I'm telling you, I laughed the whole way through that video because those people--that was me last night. Every ounce of common sense--and looking and testing--tells you that it shouldn't be that hard, yet in defiance of all logic, it was. I think Asus/Google invented some new force of nature.

But yeah, there most definitely were two ??? steps: 1.5 and 2.5.