As a packaging designer, this article from 9to5 Mac leaves me speechless. Apple is apparently working with several of their accessory suppliers to re-design their packaging to Apple's standards. Huh? I'm all for Apple trying to elevate the packaging of 3rd party products but this puts anyone selling on a wall peg at a huge disadvantage.
Why? Apple's product packaging doesn't have to communicate anything.
Consumers don't see it until the sales person pulls it out of the secret back room and puts it in your hand. No consumer walks into a store thinking... "I need a computer" and evaluates an HP laptop box next to a MacBook Pro box, but that's the very real scenario facing third party products within an Apple Store.
According to 9to5 Mac the photo above is an example of updated packaging for Mophie and Logitech as designed by Apple. I presume there will be some serious hurdles for consumers to understand benefits and brands when everything on the wall is white and black. Are brand supposed to just discard their own brand equity for the pleasure of appearing on a peg in an Apple Store? I guess so.
I'm all for good design. I love white space and cleanliness as much as the next designer but it's going to be a serious challenge now for accessory suppliers to have any kind of shelf breakthrough.