Throughout the world Apple products stand for inventions boasting the most innovative technology and the most discerning design. No wonder environmental aspects for packaging these valuable devices take top priority – and the invention of ever new packaging ideas is part and parcel of Apple’s corporate philosophy.

Apple. The name stands for state-of-the-art technology and sophisticated style. With their technology and purist design Apple products appeal to more and more people across all continents. Initially used by graphic artists and designers, Apple is now right in tune with the spirit of the age with a strong and continually growing following. Whether it is the iMac, the iPhone or the MacBook: Apple products are simply more than just technology. They are cool, modern and stylish.

However, the brand does not only appeal to its target group on the basis of its technology and design. Environmental aspects take top priority in product development, and obviously in packaging, thereby tying in with the overall concept. “At the focus of Apple’s design philosophy is the future of our products and our planet” – the firm’s claim to ecological responsibility in the words of the company itself. This responsibility, they say, starts with the design of the products – products that should be particularly eco-friendly over their entire lifespan.

Less is More

Examples of such highly efficient design are the iMac and the iBook: using recyclable materials like aluminium and glass both are very energy efficient in design – and packaged in a very compact and space-saving fashion. For instance, the current MacBook has 41% less packaging than its predecessor generation. By company accounts this means 25% more devices can be shipped per freight container. Packaging of the current 20” iMac consists of 66% less plastic and 42% less paper than packaging for the 20” iMac G4 and takes up 41% less space. And the packaging for the iPod classic is today 35% lighter and 82% smaller than the first iPod generation.

Nowadays this kind of thing is almost expected: Obviously, Apple presents detailed information on the greenhouse gas emissions, energy efficiency, restricted substances and material efficiency of its products and product packaging on its website. Commitment to the environment, says the company, is an integral part of its global operations. Special attention is given to four aspects here: product and packaging design, materials used, energy efficiency and recycling.

Active Packaging Planned?

A few weeks ago news spread across the media that Apple was planning active packaging for its mobile devices. The company has not made a statement on this because it is company policy not to release any details on future products and solutions before they have been officially announced. Apparently Apple is thought to be considering developing active packaging that allows customers to try out the devices before they buy without unpacking the product – as is already the case, for instance, with smaller toys. According to media sources, Apple in the US has filed a patent on special packaging of this kind that can provide mobile devices with wireless electricity. This could be a kind of charging panel onto which the device is placed to supply it with wireless energy. The energy connection is then intended firstly to be used to put the device into a kind of demo mode. And secondly it would mean the device would be fully charged once unpacked and could receive software updates by WiFi thereby ensuring the devices are always loaded with the current firmware. However, firmware updates via WiFi would first have to be permitted by Apple for this.

However, this does raise the question whether these devices might be seen as demonstration models – and therefore inferior. One last point to note is also that Apple has already filed a number of patents which never made it to final product maturity. Some people see it as a distinguishing feature at Apple that they invent things until now considered useless. However, we are continually amazed at how the world apparently still waits for precisely such things...