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:
Pretty straightforward if you ask me. And here's the moment that someone buys an Apple product called out:
If we dig a little deeper, we can see that Apple's brand equity, over the lifetime of the product, is pretty substantial:
If this is the case, then why is Apple risking the foundation of its brand equity ("We're green!"), as well as alienating the proportion of its fan base that is self-described green ("I'm green!"), all for a moment in time, some instant, in-store gratification? In my view, it's a potentially bad move...