Apple Inc. (AAPL) to Have Control Over Packaging of Third Party Accessories

Apple Cupertino headquarters

As per reports, Apple Inc. (NASDAQ:AAPL) is going make a significant change to the way it market accessories for Apple products in its retail stores. The company intends to co-design the packaging for accessories so that it resembles that of Apple’s proprietary products, according to 9to5Mac’s Mark Gurman.

Apple is currently working with a few accessory producers to implement the change. The company may slash inventory for products that don’t make the desired changes. Apple has also dispatched a memo to Apple Store employees intimating them about the change.

The new packaging is expected to resemble the boxing for Apple’s proprietary products such as the Apple Watch, iPhone and Mac. It will have simple fonts, superior quality materials and will be predominantly white. Accessories from companies such as Logitech International SA (USA) (NASDAQ:LOGI), Tech21, Sena, Incase, Mophie, and Life Proof will be part of the change.

An earlier report from Japanese blog Macotakara suggested that Apple would start stocking products with the revamped packaging in the current month. If Apple makes a decision to have a new look for the packaging of third party accessories it may lead to a smaller range of products to choose from. Also, Apple may start to reduce the inventory of items that don’t address Apple’s packaging standards.

Apart from sleeker boxes, the organization is targeting reducing clutter at its brick-and-mortar stores by restricting accessory offerings just to high-quality products. Apple Stores will in some time have a more uniform appearance as select third-party accessory makers include packaging co-designed by Apple, part of a move toward a “premium feel”. Apple’s new packaging strategy has been masterminded by retail chief Angela Ahrendts and Chief Design Officer Jony Ive.

With Apple’s plan to have a more uniform look for boxes, enhance label consistency and control how the packaging looks there may be confusion. If the packaging looks same for both official and third party accessories customers will find it hard to differentiate between them.

Sources: businessinsider, betanews