For those that have purchased or looked at Apples iWork and iLife 05 software boxes, they noticed the horrid appearance of these boxes and how un-Apple they truly are. When I first saw the boxes during Steve Jobs keynote address three weeks ago, my mouth dropped and I quickly added to our transcript how bad the packaging looked. I know that is irrelevant to how the software works. If you look at Microsofts Office packaging, you may feel inclined to pull out the MasterCard but after using it for five minutes there is a sad and alone feeling deep in your soul and thoughts of suicide are present for weeks after using it. It may not be that bad, but for some it is.
I see what the box is showing. Each software is a light bulb with the different ways to use the application within it. Under the light bulb is a hand turning the bulb on. It is showing what the software can do but also signifies turning the light bulb on in your life and my eastern philosophy beliefs make me really like the idea behind the packaging but when I sit back and look at the software I feel disgusted looking at it. Look at iLife 04 boxes, Mac OS X 10.3 boxes, Final Cut Pro 4, Final Cut Express 2, Soundtrack, Motion, DVD Studio Pro and even Xsan all have attractive packaging that says, look over here.
I know this cant be the new style for Apple not even the consumer oriented since their Final Cut Express HD software released the same day as the other two apps is also attractive in looks and price. I just hope Apples Mac OS X 10.4 (Tiger) box does not have the famous tigger from Winnie the Pooh frolicking around tons of lightbulbs filled with cartoon icons from Mail, iChat, TextEdit, Preview and other included apps. If it does, this writer will be demanding a lot more from Apple. If that is their packaging, I wonder how crappy the software is going to be.
Another thing Apple is done and far too late is making their software box smaller. Ever since 2002, game makers like EA have been making boxes that dont need to be big smaller to fit the manual and Cds but still be difficult to steal. It makes shipping costs cheaper and storage of the game easier in the post manufacturing and retail outlets. Most software companies have started adopting this new box type for the above reasons but Apple has stayed with the old. I know some software like Final Cut Pro have 4 DVDs and a manual the size of The Bible so it is not practical but software that has minimal literary material and optical disks can use a smaller format and there is no reason not to.
Going back to Apples packaging it may just be temporary but it seems no one really cares that it is ugly. The packaging is like upgrade cartridges for those little one function computers 5 year olds use with hangman and wordfind on a 5 line screen. ILife 05 is only worth upgrading for a small group of users but that is another article.