Apple pays utmost attention to the unforgettable experiences customers get from interacting with their thoughtfully designed product packaging, as evident in countless unboxing videos on the web. It is little surprise, then, that the company goes to great lengths to create lasting unboxing experiences.
With that said, of course the company has a dedicated “secret” room to test various packaging designs. It is somewhat akin to Jony Ive’s design bunker in that it is a place where many prototypes are being iterated exhaustively, per Apple’s famous penchant for perfection. Apple even has a number of patents, such as this filing outlining an active packaging for products that will allow Apple to change what is inside on the fly.
According to an excerpt from Adam Lashinsky’s upcoming book titled “Inside Apple: How America’s Most Admired – and Secretive – Company Really Works,” Apple agonizes over how its products are packaged as much as the hardware inside:
According to the author, Apple once stuffed the room with hundreds of iPod box prototypes, testing each one of them until the company settled with the final design:
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