Apple’s obsession with perfection includes packaging

“Many people are familiar with Apple’s obsession with creating high-quality premium products,” Nathanael Arnold reports for Wall St. Cheat Sheet. “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,” Arnold reports. “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.”

Arnold reports, “In his book, Lashinsky described a secret packaging room in Apple’s Cupertino headquarters where packaging designers work to develop the perfect product container.”

Read more in the full article here.


  1. They are obsessed with perfection, but they still get a lot of important things wrong. Like only including a 2 foot cable when switching to the new proprietary iPhone connector. It’s like they never tried using it while charging in an ordinary household outlet. Or the MagSafe 2 charger, where the metal connectors bend out of shape and break when not plugged in at the perfect angle – nearly impossible to do right with those magnets pulling on it. Or the original iPad having only 256MB of RAM – any resource intensive app or website is likely to overwhelm the memory and cause a crash – not future proof at all.

    1. Sorry to disagree. Sure the cable is too short —— for you. But just right for Susie. Everyone is different.

      As far as the MagSafe conn. Mine have self connected over 1000 times without an issue. Yours may have been miss aligned.

      Nothing is perfect. But Apple tries harder than all the rest.

      Just saying.

  2. This may not be a well-received sentiment, but I think it isn’t always an obsession with perfection. I think sometimes it’s an obsession with the “image” of perfection. Between my home and office, I have several Apple devices. For the most part, the fit and finish, as well as the performance, are second to none. But as Kayan correctly pointed out, they do get it wrong sometimes.

    Take for example some of Apple’s software. I use Aperture as a digital asset manager (photography). The application runs on two perfect (relatively speaking) machines. But the application itself is buggy and crashes frequently. Apple gave up trying to figure out why one of their “pro apps” crashes unpredictably on two of their newest state of the art machines. Many photographers have discussed this online and directly with Apple. Yet, without a fix, Apple continues to sell the application – bugs and all.

    Obsession with perfection? I wish that were the case ALL the time.

  3. Reminds me of the story when Jobs watch his father build a fence. The father worked just as hard on the back of the fence as he did on the side that faced the house. When Steve asked him why he cared about how the back of the fence looked, replied, that if your going to do a job, do it right inside and out. I’m paraphrasing, but it was something like that. Jobs passed his fathers philosophy onto Apple. Jobs always cared about what the inside of a Mac looked like, as well as the outside. Seems Ives has picked up on this as well. Pretty cool if you ask me.

  4. Nathanael Arnold quoted The Guardian, a British magazine and while doing so, wrote …endless series of arrows, colours [sic], and tapes


    Hey, Nate: If you aren’t sufficiently knowledgeable enough to understand that “them fuurinerz got spelling that’s all different-like from good ol’ U.S. of A,” double check a thing or two before getting bold with the “[sic]” business.

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