The original iPod packaging was designed to impress users and communicate the sleek design of the iPod. The outer box displayed the iPod at angles to highlight its thin profile, while the inner box featured a custom cut styrofoam insert housing the iPod and accessories. Subsequent iPod packaging evolved to target new users and models, using color, images and text to distinguish the iPod as its own brand and attract different demographics, while maintaining the premium experience through elegant unboxing.

1. How they did it?!! Apple iPod Packaging Prepared by: Wallamboklang Rynjah MBA 2008-2010 DMS, Pondicherry University

5. Original 5GB iPod Apple wanted its first iPod to impress, from packaging to player, and pulled out all the stops to do so.

8. 10 GB iPod Apple’s Think Different ad campaign

13. 3 rd generation iPod This iPod’s packaging is designed to both impress (the box is just a tiny bit bigger than previous boxes) and inform…

16. Original IPod mini The iPod moves from high-end music jewel to kicky musical companion.

20. 4 th Generation iPod Apple’s confidence in the iPod couldn’t be greater. Buy a dozen!

22. Original IPod Photo Apple returns to the iPod-as-precious-object design. Those well-heeled enough to drop $500 or $600 on a music player that shows pictures will expect everything about it—including the packaging—to be perfect.

25. IPod Shuffle Apple makes it clear that it wants the low-end of the music player market and is willing to offer quality products wrapped in good looking packages to get it.

27. 2 nd Generation iPod mini and iPod photo The packaging promise a truly portable player—one that can be easily tossed into purse or pocket or, better yet, carried in a stack to the checkout counter.

30. The now-famous iPod needed some help getting in to the hands of Apple-heads worldwide. Apple wanted a "showy" package that would enhance the visual impact of the iPod. It had to be clear, as well as functionally house the product and accessories.