Marc Barros, il fondatore di Moment Lens, descrive le precide guideline che la scatola di un prodotto deve rispettare, se vuole finire fra le mensole di un Apple Store:

Moment had to work within Apple’s color spec, the majority of the box had to be white, and the product itself had to “be the primary focus of the package.” (Yes, those guidelines are strongly reminiscent of the company’s own white boxes that just read “iPhone” or “iPad.”)

“In traditional packaging, the front of the box would be about selling the “why”—why would you want this thing,” Barros says. “But to Apple it’s about the ‘what.’ The front of the box says ‘Mobile Photography Kit.'”