Apple Thinks Without the Box
Apple unveiled its new OS X Lion yesterday to largely positive, if not spectacular, reviews. Among the new developments of the new operating system was the box it comes in — there isn’t one.
In fact, Apple seems to be taking this whole packaging reduction idea very seriously. The company, according to a number of reports, has sent a notice to all its resellers that it is discontinuing boxed versions of a number of software titles, including Aperture, iLife, iWork and Snow Leopard. The software titles will only be available through the Mac App Store.
The decision to not sell boxed versions isn’t a complete surprise. Back in February, MacRumors reported, "Apple is planning on making the move to all digital sooner than expected at their retail stores. Apple is working towards eliminating boxed software and presumably focusing sales through the Mac App Store."
At this juncture, it’s not fully clear how other software makers who produce boxed product will be affected in Apple Store locations.
According to AppleInsider, "Apple also moved this year to drastically reduce the number of games made available at its stores, whittling the number down from 32 to eight. Customers are instead advised that they can download titles for Mac OS X from the Mac App Store."
- Apple launches Lion, and it roars – USA Today
- Apple Killing Off More Boxed Software From Stores – SlashGear
- Apple OS X Lion (10.7) review – Engadget
- Apple initiates mass discontinuation of boxed retail software – AppleInsider
- Apple to Eliminate Retail Box Software Inventory – MacRumors
Discussion Questions: What do you make of Apple’s action to get rid of boxes and move software sales to its App stores? What will this mean for consumers, competitors and companies that make software for Apple hardware products?