Apple reinvents packaging – patent shows new iDevices being personalized for use before they even leave the box

Apple reinvents packaging – patent shows new iDevices being personalized for use before they even leave the box
Apple has been granted a new patent recently and this one involves device packaging. Yes, weird topic to have a patent on, but apparently Cupertino wants to further improve the first-time user experience with its devices and reduce the initial setup time, which is needed for every new iGadget, to a minimum.

The patent describes a package, which either keeps a part of the new device out in the open, or keeps it covered, but in an unobtrusive way. This part is to be marked with a "tap here" marking and would require its new owner to tap their current device on the spot. At this point, a transfer will begin and the packaged device will download all of the user's preferences and settings, being ready to run from the get-go.

The patent further suggests that packaged devices should have three power modes (probably switchable via a mechanism on the outside) – off, packaged mode (a power-saving mode, which only keeps the device discoverable), and fully on, which is a device's standard operating mode. Interestingly, there is no mention of NFC, even though the method of connecting the devices described in the patent resembles the way NFC sharing works.



60. Ahovking

Posts: 711; Member since: Feb 03, 2015

Its amazing to see Android reacting to this, any other company and they woud say cool or interesting idea, i would love it if apple did this then everyone followed

59. Muayyad

Posts: 240; Member since: Oct 05, 2012

doesn't make me want to buy an iphone. Clearly, they ran out of ideas.

58. Evan_C

Posts: 153; Member since: Dec 15, 2014

Thinking outside the box...No? ok... - No but lets be honest, will this ever actually see the light? maybe its one of those patents that get approved and never see the light.

47. shimanto1123

Posts: 105; Member since: Nov 20, 2014

Will buyers be charged more $100 for this "reinvention"?

48. RoboticEngi

Posts: 1251; Member since: Dec 03, 2014

I Hope so :-)

44. downphoenix

Posts: 3165; Member since: Jun 19, 2010

I think people miss the point here. Yes, Android can automatically set up a lot of stuff (by signing into your gmail acct and etc.) and Iphones can do similar things with the Icloud account. The patent makes it sound like the device will be at least partly setup by the time you take it out of the box and turn it on.

41. blackberry_Boy

Posts: 213; Member since: May 27, 2014

This is going to change the way we open our cell phone boxes forever

46. shimanto1123

Posts: 105; Member since: Nov 20, 2014

yeah, no more "iDrop it" kinda things ...

40. ameran

Posts: 344; Member since: Dec 04, 2013

This is the most stupid idea I have ever heard of. Are Apple employees insane? I am really sorry for them. They are heading in the wrong direction as always.


Posts: 650; Member since: Nov 20, 2011

reasons why im sticking with Apple and iOS from now on

30. darkoman4

Posts: 183; Member since: May 30, 2014

Package, LOL

26. hortizano

Posts: 294; Member since: May 22, 2013

Well, they are about to jump the shark... Why not do the setup all the way from the factory. You buy the iDevice online, and they preload everything from the iCloud, so you just pick the phone in the iStore (better consider sending it directly iHome) and Voila!, you can use it as soon as you get it out of the box... no setup time required!!

34. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Because that would slow production. Also the hardware is not built to order. That's why. With millions order devices, who is going to have time to have a device that is randomly pulled off the shelf, then has to be opened and then loaded with YOUR stuff. As you know it takes over 4 hours just to transfer stuff in a backup, you think Apple has this amount of time? Think about what you're asking, before you ask it.

39. hortizano

Posts: 294; Member since: May 22, 2013

Well, I never said my ideas were great.. jeje.. Maybe the future will have surprises such as that one. Let's hope for the better.. =)

56. engineer-1701d unregistered

hell why bother having it sent to you just keep it at the factory and have someone answer your calls for you like a big shot. no need to keep the phone on you or set it up or find out how to use it.

25. medtxa

Posts: 1655; Member since: Jun 02, 2014

I cant help laugh at that "package" LOLOL

23. joevsyou

Posts: 1093; Member since: Feb 28, 2015

so apple patent S BEAM while the phone is still in the box? OOO OK...

24. RoboticEngi

Posts: 1251; Member since: Dec 03, 2014

No no its ibeam ;-)

13. andro.

Posts: 1999; Member since: Sep 16, 2011

Yet another way for apple to increase the price of the iphone,the packaging. The premium patented cardboard box will give the customer the most personal iexperience ripping off the shrink wrap and will change the way we view 'unboxing' videos on youtube forever.

12. TerryTerius unregistered

I'm trying to understand all the mocking. How is having the tedious task of going through a new device and changing settings and preferences to whatever you... prefer, eliminated; a bad thing? Do any of you jump for joy whenever you get a new phone at the idea of messing with settings menus? I don't understand why people are connecting that to whatever changes Apple makes with their next device either, presuming that better packaging somehow means they're not going to make the next iPad / iPhone / whatever better.

16. g2a5b0e unregistered

People will find a reason to complain about anything. It's not like you would be forced to use this feature. Completely optional for those who would rather not bother with the tinkering.There are no negatives to this.

36. TerryTerius unregistered

You're right. But still, that knee jerk reaction to everything Apple grates after a while. They're not exactly my favorite company, but you would think people would at least be able to recognize a good idea when they saw it.

57. g2a5b0e unregistered

Alas, you give the fanboys too much credit.

22. TBomb

Posts: 1747; Member since: Dec 28, 2012

I think it's because Apple is patenting it. That's usually what makes a lot of people mad.

27. Salazzi

Posts: 537; Member since: Feb 17, 2014

but if it was any other company, you can be sure they'd be perfectly fine with it.

55. engineer-1701d unregistered

because no other company would patent it knowing its already out there, and they would not sue the pants off and company with intent to end that company like apple does, even though apple steals all the tech and knowledge from other companies and employees and products names and then turns and says i have more money and bigger lawyers. and apples corporate greed and the act they prey on consumers with no tech knowledge

54. engineer-1701d unregistered

let me help you apple phone ow should i turn the volume up or down wifi on or off such a hard choice. android 4 types of vol for media, incoming calls, phone keys,ect haptic feedback that no one real likes all kinds of features air gestures and new things you find and ways of locking and unlocking the device and picture files and many many more

11. AlikMalix unregistered

To be honest, I may not find this necessary, but Apple has pushed the "EXPERIENCE" of personal assistant devices to a different level - this is just another part of the detail that completes that "experience"... And as much as anyone can argue (see posts above) Apple sells a lot based on these little details of the entire experience... May not be for you, but lately there's not much to innovate other than bumps in specs and new shiny enclosure, Samsung is doing their thing, LG and others - theirs, and Apple is doing their own thing. Most of the negative comments above are from those that arent even interested in Apple products... Just another option guys, dont get your panties in a twist...

14. TerryTerius unregistered

I agree with you, for the most part. Apple is most on their game when it comes to attention to detail, and considerations of all the small things. That is part of the reason they have the reputation they do, and there's nothing wrong with that. Honestly, I wish more Android manufacturers would have that mindset. Not necessarily chasing Apple's pricing, but their tendency to take the most unexpected of things and turn it into a part of the experience. There's nothing wrong with that, & I don't understand anyone would mock it. To put it another way, the difference between a high end luxury car and any given Ford / Toyota is that the higher end vehicle focuses on creating an overall experience rather than chasing numbers alone. being more than the sum of its parts. I use several brands, and though I don't prefer Apple as my personal device I can appreciate their understanding of that principle.

9. Arthurhkt

Posts: 727; Member since: Apr 19, 2012

Johnny Ive be like, introducing the all new Apple iBox, before you open it, you can feel the 3D effect we printed at the surface of the box, by using material that you can't find from earth, not only size of the box will increase, the price as well. Once you open it, you will see all the rainbow unicorn came out from the box with rainbow glitter, with that, we add up additional explosive effect by using special technology which known as Michael Explosive Bay which will increase again twice the price of the box, so the price of the box will be same as the price of your phone and you gonna love it.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.
FCC OKs Cingular's purchase of AT&T Wireless