Third-party accessories, featuring packaging co-designed by Apple, are starting to appear in Apple’s retail stores. The new packaging is a part of a larger initiative to give the company greater control over the presentation of products that are sold in their retail stores.
Redesigned packages for several Mophie battery packs were spotted at an Apple Store in Japan by Macotakara this week. The boxes match the style used for Apple’s own products, with large images and minimalist text against a stark white background. It’s unknown how many other companies may have updated boxes on shelves.
Earlier this week, we reported that the companies that will be selling their products in simple, white, no-frills packages include: Tech21, Sena, Incase, Mophie, Logitech, and Life Proof. Apple is also expected to change some of its own packaging to adapt to the new look and feel.
Apple retail head Angela Ahrendts and chief design officer Jony Ive have partnered to revamp the company’s retail locations, giving them a more fashionable feel, likely to aid in the selling of the Apple Watch as a fashionable accessory. The company is also said to be considering removing some products from the shelves, in an effort to limit third-party accessories to higher-end offerings.