Book reveals extreme interest in details

Somewhere in Apple's Cupertino headquarters is a room dedicated exclusively to product packaging, and the experience of unboxing, Adam Lashinsky's upcoming Inside Apple reveals. An excerpt from the book notes that the room is walled off in the company's primary marketing building, and requires a badge to get in or out. Workers are claimed to spend substantial amounts of time opening boxes, to the extent that one packaging designer spent months opening hundreds of prototype iPod packages, trying to fine-tune the concept.

"How a customer opens a box must be one of the last things a typical product designer would consider," writes Lashinsky. "Yet for Apple, the inexpensive box merits as much attention as the high-margin electronic device inside."

New information from Inside Apple is beginning to reach the media as its publisher tries to drum up publicity in advance of its Wednesday release. Perhaps the most significant piece is that Apple may have been interested in using Lytro light field cameras in future Apple devices, solving problems with focus and low-light exposure.

by MacNN Staff