Internal Apple memo on third-party packaging reveals that ‘consistent product shot photo angles’ are part of the spec


We first revealed last month that Apple is requiring a number of third-party accessory suppliers to revamp the packaging of products sold in the company’s retail stores to provide a more Apple-like appearance. We knew then that the detailed spec included mostly white packaging, simpler fonts, new photography, higher-quality materials, and more consistent compatibility labeling.

A copy of an internal memo obtained by Business Insider reveals that the requirement for new photography extends as far as “consistent product shot photo angles.”

The new designs bring an elevated look and feel to our third-party bags and cases while creating consistency across the brands to make our Accessory walls more visually appealing and easier to navigate.

In quoting from the memo, BI says that it has slightly rephrased it to protect its source after learning that Apple has begun issuing slight variations to internal communications issued to different groups of people, to help it identify sources of media leaks.

We got our first look at the new packaging a few days after we first learned of it.

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  1. patthecarnut - 7 years ago

    Your pagaging vill look like dis, no qvestions! If you vant to zell in our store you vill comply! Zay muzst look like all za rezst. Heil Cook!!

  2. Jake Becker - 7 years ago

    These boxes are all white. When will Apple release the diversity report?


Avatar for Ben Lovejoy Ben Lovejoy

Ben Lovejoy is a British technology writer and EU Editor for 9to5Mac. He’s known for his op-eds and diary pieces, exploring his experience of Apple products over time, for a more rounded review. He also writes fiction, with two technothriller novels, a couple of SF shorts and a rom-com!

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