Apple Has A Secretive Packaging Room At Their HQ

Posted Jan 25, 2012

In Adam Lashinsky’s upcoming book called “Inside Apple,” there are details about how Apple Inc. has a secretive packaging room on their campus headquarters. One packaging designer was holed up in a room where he was to spend all day opening boxes. There is some psychology used when a consumer opens up the box of an Apple product.

Here is an excerpt from Lashinsky’s book:

One after another, the designer created and tested an endless series of arrows, colors, and tapes for a tiny tab designed to show the consumer where to pull back the invisible, full-bleed sticker adhered to the top of the clear iPod box. Getting it just right was this particular designer’s obsession.

What’s more, it wasn’t just about one box. The tabs were placed so that when Apple’s factory packed multiple boxes for shipping to retail stores, there was a natural negative space between the boxes that protected and preserved the tab.