Apple Active Packaging: worth the risk?
Recently, word got out that Apple (AAPL) filed a patent for something called “active packaging“. In a nutshell, active packaging would allow Apple to plug certain items, most likely iPods and iPhones, into power sources while still in the box. This would allow them to display real imagery and potentially live feeds (assuming that active packaging allows for data transmission), which one would assume is all designed to improve the buying experience and tip someone more easily from a “no thanks” to a “I’ll have one in black”.
FastCompany and TreeHugger are quick to point out that for a company with very green claims, this is a decidedly un-green shift. Is it really true that Apple is willing to risk sacrificing longer term brand equity around its green credentials, all to make their already beautiful products even prettier on the shelves? Let’s take a look at the situation.
This is the basic user experience of buying an Apple product:
Apple buying user experience