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Think Retro: When Apple packaging made the hard sell

Christopher Phin | Nov. 26, 2014
Today, every one of Apple's products comes in a clean white box. They're barely decorated, just a picture of the product that nestles inside and some apologetically light grey text tucked away in a corner detailing specs and mandatory regulatory information. It was not always thus; here's the box one of my Newton MessagePads came in.

What's remarkable about these marketing messages is how the problems Apple tells you the MessagePad is there to solve are basically the same problems tech is still trying to solve today.

Ignoring the fact that 2 and 4MB cards sound preposterously quaint, the idea of working on spreadsheets on the go or using GPS is anything but antiquated. And here's a panel on communicating, including the ability to send SMS messages by tethering a cellphone — a feature that has only just been added back in Yosemite after making an appearance early in Mac OS X's life.

Of course, there's also internet and email, powered by Apple's eWorld service:

There's even a kind of proto-Siri functionality. Of course, it wasn't based on voice recognition (even though Dragon Systems did demonstrate a kind of early voice commands system on the MessagePad 2000 in 1997) but you can ask it how to do things and it can even trigger actions for you.

There might, however, be an irony in all of this. Look at the modern Apple packaging.

The reason it's so unadorned — so devoid of marketing messages — is that the product is usually "sold" long before a customer ever sees the box it comes in. Whether because you've read reviews of a product on sites such as this one, because you've been trying it and talking to blue-shirts in an Apple Store, or just simply because you've ordered it online, a product's packaging doesn't really have to do the job of selling it any more. You don't buy iPads like you buy oats.

And that sentiment was as true in the mid-'90s when the MessagePads appeared as it is today. When I asked my followers on Twitter if MessagePads were racked on shelves for you to peruse yourself, some of them could remember being able to pick up a box and read it, but for most they were kept behind the counter, with perhaps one demo unit you could try. It's possible, therefore, that this glut of marketing and calls-to-action on my MessagePad box were ultimately pointles — perhaps done just because that was traditionally what you did with packaging — but if for no other reason than they fascinate and intrigue me today, I'm glad they're there.

One last little detail from inside the box I wanted to show you. You know how these days we unthinkingly click the Accept button when presented with a wall of Terms & Conditions? I'd forgotten that there was a direct equivalent last century:


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