Apple’s Obsession With Perfection Includes Packaging

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macbook pro retinaMany people are familiar with Apple’s (NASDAQ:AAPL) obsession with creating high-quality premium products. Apple CEO Tim Cook told Bloomberg Businessweek that Apple is “not in the junk business.” Similarly, renowned Apple product designer Jony Ive told Vanity Fair that he is “fanatical in terms of care and attention to things people don’t see immediately.”

However, as recently noted by The Guardian, Apple’s obsession with quality and detail also extends to areas that are not directly related to the creation of its well-crafted products. According to Adam Lashinsky’s Inside Apple book via The Guardian, Apple spends nearly as much time designing its product packaging as it does its products.

In his book, Lashinsky described a secret packaging room in Apple’s Cupertino headquarters where packaging designers work to develop the perfect product container. “One after another, the designer created and tested an endless series of arrows, colours [sic], 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,” wrote Lashinsky via The Guardian. “Getting it just right was this particular designer’s obsession.”

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