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...?

[HarrySquatter]

People keep the packaging for returns and because selling your mint condition iDevice with mint condition packaging means you get higher resell value on eBay.

Re:Wrap rage...?

[jeffmeden]

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

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

Exactly... The story about "packaging fetishists" is just as much about doing something wrong as it is about doing it right. 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? Or, at least, make the box in a form factor that is easy to actually reuse instead of inspiring Apple fans to collect shelves and shelves of meaningless cardboard. I mean, at least pewter figurines or tea sets or pictures of old people has some prolonged sentimental value. With an iPad, are you really going to give two shits about it after you get the next generation version?

Thanks, Apple, for putting time into thinking about how to get me to hang on to MORE shit I don't need.

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...?

[k(wi)r(kipedia)]

selling your mint condition iDevice with mint condition packaging means you get higher resell value on eBay.

Ah, the joy of reselling a product that's never been used.

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...?

[Hentes]

But the main main reason many people buy an iPad is so they can make unwrapping videos for Youtube. The tablet is just a bonus.

Re:Wrap rage...?

[mwvdlee]

The point of owning an iDevice is to show it off. Nonchalantly displaying the box on a shelf fits into this lifestyle perfectly.

Re:Wrap rage...?

[MisterSquid]

The story about "packaging fetishists" is just as much about doing something wrong as it is about doing it right. 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? Or, at least, make the box in a form factor that is easy to actually reuse instead of inspiring Apple fans to collect shelves and shelves of meaningless cardboard.

Many people don't understand packaging is very important and your post, unfortunately, is no exception.

In the case of tablets and phones, packaging is the first personal encounter with what is intended to be a personal device. Getting this step right is crucial to shaping how a consumer perceives the product and too many companies neglect this simple but ineluctable point.

It's not fetishism to want a consumer's experience of "getting at the device" to be quick, obvious, and easy. Furthermore, packaging that is easily opened and which is not damaged upon opening makes that packaging reusable.

Apple's packaging of phones and tables is exemplary in this regard. The only thing that must be permanently damaged in the unboxing process is the shrink wrap, and even that can be preserved so that it can be reused. This means that when I upgrade my tablet I can sell the old device on eBay in its original packaging and allow my buyers to have a very-close-to-new out-of-box experience. I've sold quite a few phones, tablets, and laptops on eBay and people really appreciate the out-of-box experience, so much so that I mention that the item has all the original packaging intact.

Style, simplicity, and reusability are not shallow but deep. It's the failure to appreciate the work that goes into making something simple that is shallow.

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...?

[Dog-Cow]

And why in the world would you think that Apple's packaging is not recyclable?

You should be applauding Apple's approach because you and MisterSquid get what they want out of it.

Re:Wrap rage...?

[Joce640k]

People keep the packaging for returns and because selling your mint condition iDevice with mint condition packaging means you get higher resell value on eBay.

Ah, the joys of owning an iDevice. You have to constantly plan ahead financially for when the next version comes out.

Re:Wrap rage...?

[danomac]

I have the Nexus 7.

First of all, the unboxing wasn't that bad. The box was taped, yes, but once I sliced it the box slid apart with no issues. The wrap around the Nexus 7 was not that hard to remove. The only way you can bugger that up is to not notice the directions. There's arrows, move this, then that, and it slides out. When I unpacked some iPads for work they were basically similar in their unpacking.

However, the part that got me about the packing is the sleeve. The box itself was fine. The box slid into a sleeve that had the artwork.

I was about ready to throw the goddamned thing against the wall. The sleeve was pressure fit so tightly that Hercu-Thumbs couldn't even slide it out. After fussing with it for a few minutes I went into a rage and tore that sonovabitch up. If I had to do it again I wouldn't even bother with sliding it off, I'd get a letter opener or something like it to take apart the sleeve at its seam.

Whoever thought of that packing design should be dragged out to the street and SHOT.

Re:Wrap rage...?

[citizenr]

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.

Hey I know you. You are that guy with bubble wrapped couch and plastic bag over TV remote.

Re:Wrap rage...?

[TheLongshot]

The referb Kindle I got from Amazon came in a package like this. A zip open cardboard box with a plastic insert to hold the Kindle, all of which was recyclable.

Re:Wrap rage...?

[Karlt1]

"Ah, the joys of owning an iDevice. You have to constantly plan ahead financially for when the next version comes out."

So in all of technology, only Apple users ever upgrade?

Re:Wrap rage...?

[cellocgw]

Moving once every 3 years is not normal, and nothing you do to facilitate that will be considered normal.
Never heard of the Armed Forces, have you?

Re:Wrap rage...?

[ifiwereasculptor]

So in all of technology, only Apple users ever upgrade?

Only Apple suckers ever need to! Go on, iSheeple, buy your fancy, expensive new iGadgets, while I have access to the same functionality with my non-Apple PC from the 90s. It has about as much processing power as an iPhone 4S, also runs apps, plays games and I can use its modem to make phone calls by attaching it to a landline. Some faggy Apple shills will claim it's not as portable, but it's mounted on a fucking wheelbarrel.

Re:Wrap rage...?

[Mithent]

I was going to point out Amazon's Kindle packaging, yes. It's understated in a different way to Apple's, and feels more utilitarian, but it has its own distinctive style, is extremely easy to open, and uses little plastic.

Re:Wrap rage...?

[fatphil]

Mostly agree, but I wouldn't have thought "nonchalently" was the best adverb. "Narcissistically" seems to be closer.

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]

all you have to do is post a message on one of google's forums about your hardware issue and wait a few days for someone to respond

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......

Huh?

[PhrostyMcByte]

My Nexus 7 arrived on Tuesday, and I opened it just fine. The tape used to keep the box closed was a little interesting, looked almost like it had been melted on, but nothing anyone with a pair of scissors or box cutters should have trouble with.

Re:Huh?

[Korin43]

Yeah this story confuses me.

Step 1: Push box out of sleeve
Step 2: Cut two pieces of tape
Step 3: Open box
Step 4: Profit

There's not even a ??? step. Is cutting tape really that difficult?

Re:Huh?

[miltonw]

Alternate title for the video: "People who can't cut tape try to open a taped package."

Re:Huh?

[Anonymous Coward]

without requiring the customer to locate sharp objects.

I have never met tape that requires anything sharper than a housekey to remove. If you can't locate your keys, you've got bigger issues than failure to open a toy.

Re:Huh?

[Talennor]

Is cutting tape really that difficult?

Well, I watched the video, and it's apparently quite difficult if you try to cut it with your shirt.

Ouch

[bhagwad]

I think I'm gonna be sick.

I mean I know people worship Apple and all. But...come on guys.

Re:Because

[alen]

yes, because my iCrap is going to be worth something in a few years and selling my used iCrap with the original box in good condition will increase its value

Superficiality carried to its extreme

[Angst Badger]

Seriously? There was nothing more important or interesting going on than some nebbish mumbling about the importance of packaging? Even for Apple fanboyism, this reaches new depths. "The boxes sit on shelves serving as a constant reminder of the beauty within." I wish there was a more appropriate and genteel response to that than, "Get a life!", but there you are.

Re:Superficiality carried to its extreme

[MightyYar]

I agree that the gushing is... weird. But the Apple packaging is nice, and people do notice it when they purchase Apple products. It's all part of their branding, which is very well managed. Other companies with crappy or hard-to-open packaging risk their branding just a tiny bit.

Apple good at making stuff easy to open?

[ameen.ross]

Can the iPad/iPhone/iX be opened without surgically removing key components yet?

Die Hard 2 troll Harder...

[mad flyer]

"is at least one thing Apple gets that Google does not"

Beeeyotch please...

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.

Re:I confess

[milbournosphere]

I, too, keep the boxes from my iThings, but for another reason. I've found that resale goes WAY up when you sell an Apple product on CL with the original boxing material. I have no idea why, but people really do put a value on Apple's packaging. You are correct, from a design standpoint, they do a really good job; but that's where my love of iBoxes ends. It's a nice tradeoff for me, though, so I'm not really complaining about iBox fever.

Re:Because

[fellip_nectar]

Cats also get neutered...

Re:Different Markets

[jd2112]

If Google were a Roy company there would be about 20 feet of tape, 35 twist ties, 14 molded pieces of clear plastic, and 55 plastic retainers to keep you from pulling the previously mentioned twist ties through the cardboard.
Yes, I have children, how did you guess.?

Invasion

[Clueless Nick]

Did Slashdot get invaded by Engadget? Are we already living in the era of idiocracy?

I find it hard to understand how a difficult to open packaging could lead to comparisons between two major technology companies. Oh, by the way, Motorola sold their phones in smoothly sliding boxes way before the iPhone was launched, so it is not like it is yet another of Apple's 'innovations'.

To tell you the truth, I find these huge number of insipid 'unboxing videos' and 'reviews' to be an insult to the intelligence of discerning viewers and readers who might be actually looking for useful information about a product.

Ars Tech talked about this ages ago

[caveat]

John Siracusa wrote a full page on the literal "out of box" experience with the G4 Cube, it seems it's still relevant today:

Who cares what the packing materials are like? What does this have to do with the quality of the product? Is nice styrofoam supposed to make up for the huge price tag? But step back a minute and consider Apple's motivation here. Like other "boutique" brands (e.g. Bose or Bang & Olufsen), it's important for Apple to provide a uniformly high quality experience with its products. And yes, that certainly includes packaging. In fact, psychologically, packaging may be one of the most important first impressions. The customer needs to be reassured from the very start that their money was well spent. It's not so much that they'll be impressed by the packaging, it's just important to prevent the feeling of "cheapness" that might result if "standard" packaging materials and techniques are used. Welcome to the wonderful world of marketing.

Love or hate Apple, but they think everything through.

THIS

[nitehawk214]

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

Re:Because

[Gilmoure]

Exactly! Only stupid consumers with too much money and no geek sense like this stupid Apple packaging. And there's so many of them! Why doesn't crApple research users on slasgdot and gear their stuff towards them! Some of the folks here have money to spend as well. Stupid Apple, targeting the majority.

Re:Because

[BronsCon]

Hey, now, my cat routinely outsmarts my wife. There was an incident with a chicken nugget that I won't provide details on, but let's just say, the cat was the clear winner, there. My wife, by the way, has been an exclusive Mac user since the days of OS9.

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.

eeeeh

[SmallFurryCreature]

and thats why you need to have a good pair of pliers and a decent sharp bladed boxcutter to deal with such things

Bit harsh, I manage to deal with kids quite well with just a hammer.

Apple cares

[Quila]

Google and others think the user experience of a product is confined only to the actual use of it. But that's only one part pf a user experience, and forgets walking into the store (or using the online store), buying, unboxing, first start and setup, support, and eventual recycling.

Apple does everything in its power to make all aspects of the user experience perfect. Apple does unboxing tests for products, even did store mock-ups instead of just slapping up the usual crowded aisles. That's their brand strategy, and it's popular with consumers and profitable.

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.

Re:Because

[Tough Love]

Well, the first, second and third people I showed the Nexus 7 box to, and what is inside it, headed over to Staples to get one. That was before connecting it to the net, all you got at that point was the Google logo. A beautiful hi res Google logo. And really snappy response. That's all it took: lovely tiny device plus the Google logo. Apple stakeholders should fear.

The box... I like it. It looks like a hardcover book slipcase. I was careful to cut the seals, not rip them off and the box still looks great. Obviously, I'm keeping the box. On the bookshelf. It looks like it belongs there.

So far the Nexus 7 has been a real joy. You could say "twice the computer at half the price" compared to the iPad. That's not completely accurate, really it's twice the cores, but it's close enough.