Apple's 'active packaging' patent application tries to reinvent the box

Electronics packaging has been growing steadily smaller and less annoying over recent times, but here comes Apple adding complexity where we didn't know it was needed. The bright sparks at Cupertino envision powered, data-transmitting boxes that will ensure the device within is fully juiced, packing the latest firmware, and capable of pumping out video demos so that the packaging needn't get in the way of wooing customers. Sure, up-to-date firmware and a full battery sound nice, but we can't help but wonder about the price premium we'd have to swallow to be able to see our new toy dancing before we've even set it free from its box.

[Via Phone Arena]

[PedoJokerBear (aka Deeznuts) @ Jul 3rd 2009 9:58AM]

so the battery will be half assed by the time i purchase it? great thinking apple.

[g3n3tix @ Jul 3rd 2009 10:03AM]

Not if the device powers the gadget and just charges it when needed.

The ecological cost of this packaging is not going to please Greenpeace...

[phoomp @ Jul 3rd 2009 10:17AM]

"Not if the device powers the gadget and just charges it when needed."

So, the device will be chewing up the limited number of charge cycles of my gadget? That's even *worse*.

[j_g_puff @ Jul 3rd 2009 10:26AM]

What's the fuss? If the battery only handles 5 charging cycles after you purchase it, you can just replace it.

[cjwild @ Jul 3rd 2009 10:52AM]

So if I want the product I will have to pay extra now for packaging that is a sub-standard version of what I am already buying? What happened to sticker labels with all the necessary information and a normal box. As long as it's got everything I need in it I don't care what it looks like because it just gets thrown on in my storage closet with the boxes of everything else I buy, never to be seen again, or atleast until a product defect.

[customjmn @ Jul 3rd 2009 10:54AM]

@ j_g_puff

Yeah, you could replace the battery...if it wasn't an Apple product with the battery sealed inside.

[Steven Swigart @ Jul 3rd 2009 10:55AM]

It says there is an RF power transmitter.

[Aaron Martin-Colby @ Jul 3rd 2009 11:07AM]

@ g3n3tix: I was just thinking about the Greenpeace thing. I thought one part of Apple's minimalist attitude was for ecological reasons. Reduced waste and all.

When I saw the post headline, I thought they meant exactly this, but before clicking I had already disregarded that possibility because I considered it wasteful. I'm surprised it actually is this.

[Viren @ Jul 3rd 2009 11:19AM]

I feel that there is more than just battery charging associated with the new box.

Perhaps the phones need power to be GPS tracked when they are being moved. Apple might being over super paranoid about the leaks?

Finger print scanner + GPS + powered up device package could be very dangerous. it can always "phone home" after the iPhone reaches gray market. The finger prints can be used as an evidence so if any factory labor tries to leak pictures or some one steals the iPhone etc... he/she can later on be questioned.

[jivetrky @ Jul 3rd 2009 11:37AM]

Not only the battery, but any other working component that is on in that package will be taking wear while just sitting on the shelf. I'd hope that I'll be getting a "display model" price on that item since it'll be used for who knows how many months.

And given the heat that the 3Gs seems to be putting out (ie discoloring backplates) it would seem that being inside a package would only increase that problem, and again add to the wear.

[AndrewNoNumbers @ Jul 3rd 2009 12:34PM]

I don't think you guys are getting this right. The packaging is basically a dock with the iPod/iPhone already in it. The dock itself has RF power and probably a proprietary data connection. This way the iPod/iPhone is constantly fully charged and they load new firmware on them without taking them out of the box.

[roach @ Jul 3rd 2009 1:01PM]

I would be worry about store owners carrying these overheating Apple products and the fire they might cause.

[Newone @ Jul 3rd 2009 1:50PM]

Theres a reason why the batteries on new gadgets are half full, longer shelf life. Full litium batteires go lose capasity just sitting on shelf, nearly empty ones last a lot longer.

If they implement this they should disconnect the battery and use it just from external power.

[Adderz @ Jul 3rd 2009 10:02AM]

Ah Engadget, i suppose we cant blame them for uncovering "news" that will get them the most hits. Apple is after all in the limelight so any story with its name in it is sure to be a winner.

[Intrepid @ Jul 3rd 2009 10:40AM]

I don't like Apple... not at all... like I hate the company.

But if Microsoft posted this, Engadget would be covering it too.

[Daza @ Jul 3rd 2009 11:25AM]

Yeah, they'd be covering it with a heavy anti-MS spin.

"Zune comes pre-charged out of the box, freezes before you get it"

"Zune box goes high-tech, environmental impact makes baby seals cry"

"Zune battery is charged, before you get to not buy it"

"Zune gets firmware updates before you buy it, no more leap-year freezing"

[m3tric @ Jul 3rd 2009 11:50AM]

Agreed, the negative attitude towards anything MS-related here is sickening. Not as bad is Trollmodo but close.

Oh well, when Win7 whipes the floor with Leopard Service Pack 1 I'll be happy.

[Jordan @ Jul 3rd 2009 11:58AM]

You mean OSx service pack 7?

OSX never runs on my Mac, only Windows. Never should have bought this overpriced computer.

[UnixSystemsEngineer @ Jul 3rd 2009 12:21PM]

Daza,
It was fairly close to your second tagline. A generally positive review, but with a comment about added costs.
As for MS, well, anyone who follows technology knows they made their own bed in terms of earning the disdain of geeks the world over.

[coolblue @ Jul 3rd 2009 10:07AM]

Wouldn't a hole in the bottom of the box where a connector can be inserted be a cheaper and simpler solution?

[CtrlBurn @ Jul 3rd 2009 11:10AM]

Cutting a hole in the box is only step 1.

[NeoJew @ Jul 3rd 2009 11:16AM]

Step 2, put your connector in the box.

[Jeremiah Zachary Hoffman @ Jul 3rd 2009 11:45AM]

step 3: make a geek open the box

that's the way you do it..

its apples "junk" in box....

[Austin @ Jul 4th 2009 7:05AM]

I love so much how you guys understood and continued that reference.

[j_g_puff @ Jul 3rd 2009 12:12PM]

That's a trio of joy, right there.

[fanman @ Jul 3rd 2009 10:07AM]

I never realised how much I hated regular cardboard until I saw this.

[John Doe @ Jul 3rd 2009 10:09AM]

Next we know is we're gonna have printable OLED screens on the packaging so that a paper user manual is not required and a demo is available on the gorgeous packaging display.

Wow...that's an idea...hey guys come here and steal it. :|

[ahha @ Jul 3rd 2009 10:21AM]

...already used on Zune HD packaging.

[DeoWulf @ Jul 3rd 2009 11:44AM]

@ahha- Um, no? Unless you've got some kind of leak. And I'm not interested in paying for an OLED screen on the freakin' package of a device (you know, the thing you throw out once you get home).

[Devin @ Jul 3rd 2009 12:03PM]

Aw, no LULZ @DeoWulf?

[dj-kenpo @ Jul 3rd 2009 10:10AM]

from the looks of it it would only cost a few cents more.

it's just RF power reciever, which is just a printed spiral of wire.
the wifi and video are all handled by the iphone.

what are you complaining about exactly?

[coolblue @ Jul 3rd 2009 10:15AM]

Brilliant, so they are just patenting putting a coil of wire in a box..... and people complain that the patent system is broken......

Why do they mention the wireless data transmission in the patent if this is being handled by the contained device?

[KarlW @ Jul 3rd 2009 10:29AM]

Stupid to make it part of the box. Just have wireless charging in the phone and update the firmware via WiFi.

[Brad @ Jul 6th 2009 8:51PM]

I've worked at several companies. There's always some new kid in Operations who goes "Man, last time we had to unpack all these products and re-pack them to do a firmware update, it cost us $XX,XXX. Let's build a serial port / USB / Wireless into the box!"

You know what happens? It is never worth the cost, no one does it. I'd imagine there's enough prior art on this one to invalidate it though.

[Robert @ Jul 3rd 2009 10:15AM]

I don't see the big deal here. If you like Eneloop batteries, you'll like have you device charged when you buy it. Also, the Pre shows how wireless charging works, so one can power the device in the package without adding anything. Apple patents the idea and Palm can't use it to demo their wares, where it could work today. If wireless charging ist just around the corner for Apple, then we might see this happen, otherwise this is just some pipe dream.

[Geir E @ Jul 3rd 2009 12:08PM]

If they say have a row of iphones on display that is receving juice and newest firmware, and when people buy (and they could just queue enough that is sold by average on that day/couple of days) and the only wear the phones would have was the single charge - up to full - they receved the hours prior to a sale.

That sounds more likely to an entire storage room constantly charging the stock.which would be a silly waste.

[y3k.nik @ Jul 3rd 2009 10:15AM]

Sure gives a new meaning to the term "Think outside the box"

[Gi @ Jul 3rd 2009 10:19AM]

Oh no

[ED @ Jul 5th 2009 7:38PM]

Actually, Apple seem to have been "thinking about the box"

[ahha @ Jul 3rd 2009 10:18AM]

*YAWN*
WINMO7RULEZZZ!!!!





.

[dj-kenpo @ Jul 4th 2009 5:20AM]

as someone who's owned 2 win mobile devices. I think the word you were looking for there was

LAGS
or
CRASHES
or
FREEZES

[insky @ Jul 3rd 2009 10:40AM]

With all the "unboxing" articles over at that other site you would have thought Apple already does this. Somehow they get iPhones that are already on when you open the box, or Macbooks that already have all your personal information and files already loaded as soon as you open the box. Gizmodo needs to give Apple some pointers here.

[G Scott J @ Jul 3rd 2009 10:44AM]

I would prefer if they just developed wireless charging for the actual device. ('Cause, you know, that's what's slowing me down in buying one, and not the exorbitant prices.)

[Major4Play @ Jul 3rd 2009 10:59AM]

I would rather have the ability to replace the battery and have a high and medium charge battery collection than worry about wireless charging. And a nice standard micro-USB charger point.
The pre doesn't really have wireless charging since you still have to stick it to the touchstone charger, its not really that different to dropping a phone in a cradle to charge.

If people worried about phone signals and wifi causing health problems, wireless power would raise the stakes somewhat.

[G Scott J @ Jul 3rd 2009 11:24AM]

@Major4Play

I haven't replaced a battery on a peripheral yet (or even laptop--yet), though I have dreamt of having multiple batteries to switch between.

And sure, there's lots of things they could add, but I just mean, *instead* of wireless charging in-store, I would prefer wireless charging at home. Why not? (Oh, and definitely not comparing it with a Pre... I don't have the funds for a dataplan *and* an Apple product, have the cheapest phone on the cheapest plan, and am looking more in the direction of iPod Touches to replace my old 3rd gen iPod---though that click wheel is a preeeeeetty sweet interface.)

[Jordan @ Jul 3rd 2009 11:56AM]

What do you really need wireless charging for? How hard is it to plug a cable in? I can understand the touchstone, something that looks nice sitting there set the phone on it, but c'mon, you really need more than that?

[G Scott J @ Jul 3rd 2009 12:01PM]

@Jordan

No no, that's just it. I don't need it. But I *really* don't need it in the store, and if they're going to take the time to develop the tech, develop it so I get to use it, at least.

[Jordan @ Jul 3rd 2009 12:03PM]

Got ya. I agree. If they're going to develop it let me use it, don't wear out my device before I buy it.

[Bryan T @ Jul 3rd 2009 10:50AM]

Does me no good if AT&T gets to open the box for me

[Beastage @ Jul 3rd 2009 10:54AM]

So the device will be active inside a closed box!? how does that work with overheating iphones I wonder?