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  • 1. How they did it?!! Apple iPod Packaging Prepared by: Wallamboklang Rynjah MBA 2008-2010 DMS, Pondicherry University
  • 2. Packaging Defined….
    • Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages.
  • 3. The purposes of packaging
    • Physical protection
    • Barrier protection
    • Containment or agglomeration
    • Information transmission
    • Marketing
    • Security
    • Convenience
    • Portion control
  • 4.  
  • 5. Original 5GB iPod Apple wanted its first iPod to impress, from packaging to player, and pulled out all the stops to do so.
  • 6. Original 5GB IPod
    • This iPod was designed for Macintosh only
      • The outer Box
        • Reflects a design that would be familiar to Mac users
        • It screams iPod in bold black letters using the default Apple font that all Mac users are familiar with
        • The box was also designed to communicate the iPod’s purpose and to distinguish it from other music players
        • The idea is to hint at just how sleek the iPod is
        • One side of the box features an iPod at a 45 degree angle.
  • 7. Original 5GB IPod
    • The Inner box
      • Features the now-standard gateway design where the box folds open
      • This box opens to silver “doors” adorned with the Apple logo and the word “iPod” that hide the contents of the box
      • The iPod is on the right and the software and manuals envelope on the left that bears the single word “Enjoy.”
        • The inner box is a custom-cut Styrofoam insert with one section covered with a piece of silver cardboard.
  • 8. 10 GB iPod Apple’s Think Different ad campaign
  • 9.
    • This Product also hints that it was designed for Mac users
    • The Outer Box
      • The box carries the images of iconic musicians (Billie Holiday, for example)
      • It is portrayed similarly to the figures presented in Apple’s Think Different ad campaign
      • The box also reflects that the iPod was becoming its own brand, separate from the Macintosh.
      • Apple placed the name below the left corner of the iPod full-face shot on the outside of the box
      • To again underscore how sleek the iPod was, one side of the outer box carries a side-view of the player.
    • The inner box
      • It is identical to the original iPod’s box
    10 GB IPod
  • 10. 2 nd generation iPod
      • Apple welcomes Windows users into the fold. In doing so, the iPod’s packaging begins to distance the iPod from other Apple products.
  • 11.
    • Apple took the device cross-platform and bundled accessories
    • The name on the front of the box was simple and anything but overwhelming—the name appeared in white letters against a gray background
    • the box identified what kind of computer the iPod was designed for (Windows or Macintosh).
    • The full-face and side views remain but are slightly larger than on past boxes to reflect the greater capacity of the high-end models
    • Windows 20GB box, an iPod adorned with case and remote control takes up one side of the box, indicating that this was more than your older brother’s iPod.
    2 nd generation iPod
  • 12.
    • The inner box’s gray is more modern—muted rather than metallic
    • The sans-serif iPod name appears on this box’s inner doors, illustrating that the iPod was definitely a separate brand from other Apple products.
    • In a change from earlier boxes, Apple placed a plastic insert inside the box, though maintained the gray cardboard cover for the accessories slot.
    2 nd generation iPod
  • 13. 3 rd generation iPod This iPod’s packaging is designed to both impress (the box is just a tiny bit bigger than previous boxes) and inform…
  • 14.
    • The Outer Box
      • One side of the outer box boldly proclaims “iPod For Mac and Windows, dock included” in gray and white lettering against a black background
      • The box shows a side-view of the iPod in a dock, an illuminated iPod against a black background, and the iPod at a 45 degree angle with the iPod’s navigation screen displayed
    3 rd generation iPod
  • 15.
    • The Inner Box
      • The white doors eschew the Apple logo and iPod name. Instead, gray letters on a white background simply read “Designed by Apple in California.”
      • The inner box’s insert reverted to Styrofoam, featuring larger compartments to accommodate the dock and case.
    3 rd generation iPod
  • 16. Original IPod mini The iPod moves from high-end music jewel to kicky musical companion.
  • 17.
    • Packaging of the Original IPod Mini
      • It was designed with youth in mind
      • Packaging reflects it. “mini” appears in green, pink, yellow, and blue letters to reflect the mini’s colourful outer casing
      • Each box reflects the colour of the iPod within by offering a life-sized, full-face picture of the iPod in that particular mini’s colour
    Original IPod mini
  • 18.
    • Packaging of the original iPod mini
      • To both reflect its pint-size and show off the included belt-clip, another side of the box shows the iPod at a 45 degree angle
      • Another view of the mini shot from the side while clipped to the belt clip
      • Apple included a large picture of the mini’s new click wheel on the remaining side.
      • Each side includes a very short caption explaining the glory of the pictured feature (“Revolutionary touch-sensitive Click Wheel. Find the song you want in seconds.”).
    Original IPod mini
  • 19.
    • The inner box is a simple white.
    • Apple slaps its designer label on the right door of the box.
    • Reflecting the “less-expensive” nature of the device (and, perhaps, Apple’s desire to save pennies),
    • The box’s insert is rough gray cardboard.
    Original IPod mini
  • 20. 4 th Generation iPod Apple’s confidence in the iPod couldn’t be greater. Buy a dozen!
  • 21.
    • For this product Apple has finally come up with an effective iPod campaign (the shadowed dancing figures against colourful backgrounds)
    • That campaign and the iPod’s packaging have come together here
    • This box with its vibrant pink, yellow, blue, and green sides makes sure that it’s the first thing you see when you walk in the store.
    • This box comes in vibrant pink, yellow, blue, and green sides which makes sure that it’s the first thing one see when one walk in the store.
    • Apple has settled into the black inner box with white doors and cardboard insert.
    4 th generation iPod
  • 22. Original IPod Photo Apple returns to the iPod-as-precious-object design. Those well-heeled enough to drop $500 or $600 on a music player that shows pictures will expect everything about it—including the packaging—to be perfect.
  • 23.
    • The iPod photos box gives the impression that it’s whiter than white—proclaiming some sort of awesome purity
    • Like the fourth-generation iPod’s box, this box tells you in no uncertain terms what is contained within
    • Two sides show dummied-up views of the iPod’s pictures screen accompanied by simple captions (“View photos, play slideshows with music on your iPod or TV”).
    Original IPod Photo
  • 24.
    • The final side returns to the view of the iPod displayed on the first iPod boxes
    • The iPod’s sides are softer—nearly blending in with the box’s white background—and the photo’s coloured interface is on display.
    • The inner box’s insert returns to the more elegant Styrofoam.
    Original IPod Photo
  • 25. IPod Shuffle Apple makes it clear that it wants the low-end of the music player market and is willing to offer quality products wrapped in good looking packages to get it.
  • 26.
    • The shuffle is the first iPod that comes without a cube-shaped box (as well as the first to sport a plastic tab that allows you to load a bunch of them onto a display rack)
    • The box is thin green with the clear plastic window that displays the iPod
    • The shuffle’s box introduced a new look for iPod packaging—one that abandons the cube-shaped box and introduces an inner box that slides from an outer sleeve.
    • This is Apple’s cheapest iPod, but the packaging doesn’t feel cheap.
    • The inner box is slick and functional and colour-coordinated to match the outer sleeve.
    IPod Shuffle
  • 27. 2 nd Generation iPod mini and iPod photo The packaging promise a truly portable player—one that can be easily tossed into purse or pocket or, better yet, carried in a stack to the checkout counter.
  • 28.
    • The design reflects the “grab it and go” feel of the shuffle, reflecting the commoditization of the device across all its lines.
    • The thinner box—one that offers an outer sleeve closed on one side and an inner box that slides out and folds open to reveal the iPod
    • The mini boxes is kicky, as the outer box is the same hue as the iPod within, but slightly more dignified than the multi-colored “mini” found on the original mini’s box
    Second generation iPod mini and iPod photo
  • 29.
    • The inner box looks and feels good and, at the same time
    • Apple manages to maintain the iPod’s designer feel by placing its “Designed by Apple in California” tag line on the outside of the inner box.
    • The new iPod photo’s box goes after elegance in a way different than the original photo’s packaging. This time the box is black with gold highlights
    Second generation iPod mini and iPod photo
  • 30. The now-famous iPod needed some help getting in to the hands of Apple-heads worldwide. Apple wanted a "showy" package that would enhance the visual impact of the iPod. It had to be clear, as well as functionally house the product and accessories.
  • 31.