Apple has long engaged in these testing procedures to make sure accessories are compliant with its MFi programs, but the launch of the “Apple Tested Cases” page marks the first time that Apple’s prominently shared its testing guidelines with the public.
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Apple put up a new page on its website detailing the qualifications that third-party iPhone and iPad accessory makers must meet before the company will start selling those products in retail stores or online in the Apple Store.
The new requirements for packaging will result in a reduction in the number of accessories.
Apple is working with a number of third-party accessory-manufacturers such as Mophie, a battery case company, on packaging design or re-designing boxes that will better fit all the products.
Apple has already removed competing products from store shelves, including Fitbit and Nike products that could take away from Apple Watch sales.
While Apple gains uniformity and a continuation of its brand message by this move, consumers may find it hard to distinguish between products and will almost certainly have to fork over more for accessories in high-end packaging. They must also comply with Apple’s environmental standards. The packaging is obviously different due to the fact that third-party manufacturers all have their own style when it comes to packaging their products. Ultimately Apple seems to be adopting a “less-is-more” approach to accessories, even for those manufactured by Apple itself.
The new Upper East Side Store, which opened earlier this year in New York City, is a great example of the new look (see image above). iPhone cases are displayed on individual pegs, out of their boxes so buyers can touch them and better see which case they want.
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Do you go to Apple’s Retail Stores to buy third-party accessories for your Apple gadgets? According to this memo, the new boxes for these accessories will be plain and simple white boxes with simpler fonts, higher quality materials, new photography and more consistent labeling.
