Many people are familiar with Apple’s (NASDAQ:AAPL) obsession with creating high-quality premium products. Apple CEO Tim Cook told Bloomberg Businessweek that Apple is “not in the junk business.” Similarly, renowned Apple product designer Jony Ive told Vanity Fair that he is “fanatical in terms of care and attention to things people don’t see immediately.”
However, as recently noted by The Guardian, Apple’s obsession with quality and detail also extends to areas that are not directly related to the creation of its well-crafted products. According to Adam Lashinsky’s Inside Apple book via The Guardian, Apple spends nearly as much time designing its product packaging as it does its products.
In his book, Lashinsky described a secret packaging room in Apple’s Cupertino headquarters where packaging designers work to develop the perfect product container. “One after another, the designer created and tested an endless series of arrows, colours [sic], and tapes for a tiny tab designed to show the consumer where to pull back the invisible, full-bleed sticker adhered to the top of the clear iPod box,” wrote Lashinsky via The Guardian. “Getting it just right was this particular designer’s obsession.”
Packaging is not the only product-related peripheral that Apple is obsessed with perfecting. As noted by The Guardian, Apple is also obsessed with creating the perfect product photos. Apple’s website features impossibly glossy high-resolution photographs of its products, like these images of its MacBook Pro. Although these images appear to be computer-generated they are actually crafted from real photographs. According to The Guardian, the images “are a painstaking blend of hundreds of high resolution, super-close-up photos all with narrow depths of field.”
Although Apple’s obsession with seemingly minor details such as packaging and product photos may strike some people as going too far, the strategy appears to be paying off. The California-based company’s obsession with detail has helped it dominate the high-end smartphone market and consistently secure the majority of the smartphone market’s profits. As Ive recently told journalist Charlie Rose, “I think part of the human condition is that we sense care. Sometimes it’s easier to sense carelessness. We’re surrounded — our manufactured environment — so much of it testifies to a complete lack of care.”
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