Apple Removes Gift Wrapping Option With 'Signature' Ribbon Box

[a m u n]

People saying that Apple is just being stingy. I can guarantee this isn’t to save money. It would only save money if every order shipped with this. It’s probably down minimal usage by customers with a sprinkle of meeting their eco goals. Sad to see it go, but won’t be missed.

 

[robbietop]

Courage. Saves the environment.

 

[Apple Fan 2008]

Well, this sucks! I used one of those ribbons as an Apple Pencil holder once.

 

[JitteryJimmy]

Probably a Tim Cook move to save $.05 per order. lol.

There was an extra charge for the gift wrap, so it likely had more to do with the logistics ... and the idea that most buyers can figure out how to gift items without corporate assistance.

To your point, however, there are a lot of tears within the community of Unboxing Influencers.

 

[DEMinSoCAL]

3 trillion company penny pinching under Scrooge Cook … again

Agreed, but that's how trillionaires become trillionaires.

 

[JerryDon]

Never used it anyway . . .

 

[ApplesAreSweet&Sour]

True. Packaging a battery powered, glued together iPhone or Apple Watch in a paper, reusable box is really a waste of the environment.

Apple opting to end the usage of extra paper packaging for the few customers who want to put their 100% paper boxes inside more 100% paper boxes barely changes anything for the total environmental impact of Apple Inc.

Cutting down on plastics and making sure it doesn't end in the ocean or nature, but gets properly handled and burned (or recycled, but that's actually mostly a scam) is what makes a big difference.

Apple opting to stop its plastic shrink-wrapping of all of its products was very important as every(!) single product it shipped had it.

This is a big "nothing-burger" on all levels.

 

[F27]

Cutting costs under the guise of Greenwashing, a fashionable thing with many companies these days. It cheapens the brands premium image, go into any luxury retailer and they are almost always are going to offer gift wrapping. It’s not really about how many people actually use it.

For the small percentage that do use the service and with it already being recyclable materials it’s hardly going to effect the environment. I find it useful to reuse and repurpose packaging especially if it’s high quality like what Apple tend to use.

 

[MacWiz_007]

I can see Tim Apple now...rubbing his greedy, greasy, little fingers together with his signature creepy smile on his face over this one. More cost cutting to appease the shareholders and fatten his pockets. As much as I love Wall Street, Gordon Gecko was wrong. Greed is not good.

 

[WarmWinterHat]

I can see Tim Apple now...rubbing his greedy, greasy, little fingers together with his signature creepy smile on his face over this one. More cost cutting to appease the shareholders and fatten his pockets. As much as I love Wall Street, Gordon Gecko was wrong. Greed is not good.

Considering you had to pay for it, I don't see how this fattens anyone's pockets.

 

[jz0309]

While I have never used this, seems an odd move

 

[Alfredo_Delgado]

I bought a Watch via apple.com this week and the checkout process was so meh that it left me with the impression that the whole online store thing is no longer a priority and they'd be happy to let vendors take care of this.

 

[cateye]

It cheapens the brands premium image

Please. "Premium" brand image is a marketing construct. Apple sells useful technology items at a price you (or I) are willing to pay. That's where the relationship begins and ends. Ascribing some kind of aspirational narrative to a corporate identity is a waste of limited emotional resources.

 

[MacWiz_007]

Considering you had to pay for it, I don't see how this fattens anyone's pockets.

I never had to pay for gift wrapping in the past. Must be a new(er) thing for them to charge for it. Also, classic Tim Apple to even charge for gift wrapping in the first place. I recently bought a cashmere Burberry top coat that came in some of the best gift wrapping I've ever seen. Burberry didn't charge me an extra penny for it. Spare me the "it's built into the price" nonsense. I'd rather it be built into the price than be charged an extra fee for freaking gift wrapping. #ClassicCook

 

[ZMacintosh]

With an Apple Vision Pro headset you can see any Apple purchase perfectly packaged in a variety of gift box options.

 

[sdf]

I don't think this was ever available in Canada, but maybe I just missed it.

 

[CarAnalogy]

There's a strong trend to reduce secondary (read superfluous) packaging, including gift packaging. Beyond the cost savings, there are strong environmental arguments in favour of it.

Gift wrapping is where we draw the line? All those Lightning cables in the landfill are going to be a lot worse than a little biodegradable paper.

 

[mansplains]

Imagine someone getting you a gift from Apple to begin with...

 

[F27]

Please. "Premium" brand image is a marketing construct. Apple sells useful technology items at a price you (or I) are willing to pay. That's where the relationship begins and ends. Ascribing some kind of aspirational narrative to a corporate identity is a waste of limited emotional resources.

But the aspirational narrative is what Apple entirely seeks to convey and gift wrapping is as much a part of that as having iconic stores in premium locations. They created the premium image even if it is a marketing construct, they should roll with it full heartedly.

Apple is not seen as an average technology brand, at least not here in the UK. It’s a luxury good / status symbol like buying designer items. Also the products are expensive here, often much more than the US. It certainly would be a gift worthy of gift wrap.

 

[SR 7]

There's a strong trend to reduce secondary (read superfluous) packaging, including gift packaging. Beyond the cost savings, there are strong environmental arguments in favour of it.

RIGHT....like the power adaptor fiasco then selling it for $20 on the side? Gotcha.

This is because no one is wasting extra money for a red ink running through the middle of a packaging. Especially at the cost of the product already then the cost of the box. Apple is sitting on inventory they couldn't get rid of so now that it has diminished, it is getting removed.

 

[cateye]

It cheapens the brands premium image

Apple is not seen as an average technology brand, at least not here in the UK. It’s a luxury good / status symbol like buying designer items.

But why does it matter what Apple "seeks to convey"? It contributes nothing to you successfully using the product. Either it functions well and improves your ability to perform certain tasks, or it doesn't and you should've bought something else. Evaluating the price is a balance between what you're willing to pay and the product's success at meeting your needs. The brand and its conceits are completely meaningless manipulations.

If the idea is that you're buying something for someone else and want that act—giving a gift—to be special, opting for a generic white box and a red ribbon is about is far away from "special" as is possible. Wrap it yourself, include (or better, make) a thoughtful card... anything at all other than opting for "I'll throw some money at it then I don't need to bother."

 

[Mike_Trivisonno]

Never used the option. Plus, if that is their idea of gift wrapping, no wonder they stopped offering it. It's lame. A red ribbon and a card? I can do better with some aluminum foil and a Post-It Note.

 

[jwdsail]

There's a strong trend to reduce secondary (read superfluous) packaging, including gift packaging. Beyond the cost savings, there are strong environmental arguments in favour of it.

Sure, but what's the environmental argument for not offering to have a gift message on the packing slip?

This is cost reduction/reduction in customer service *disguised* as "environmentalism"..

And, it's not disguised all that well if you really think about it...

Let's think just how the environmental argument works for customers who were giving these items as gifts?

Now, instead of a box that fits the item perfectly, and a basic ribbon and card all being shipped directly to the gift recipient, a customer will drive to a store (burning gas), buy a box that's probably too big, and enough tissue paper and wrapping paper for 20 gifts... Then, drive home (burning more gas), wrap the gift, remember that they need a card, drive to a store to buy a card (burning more gas) .. drive home... sigh... then either ship it (burning more gas with the item needing to be shipped a 2nd time), or drive it themselves (again more gas) to the person they're giving it to.

I don't see any real environmental savings here?

I see what was an extremely energy and materials use efficient and environmentally friendly service/option being removed by Apple?

 

[jwdsail]

I can't think of a time I've ever used it for gifts I've bought from Apple.

Same.. same.

But..

I have customers who have family scattered around the country who have used it at least a few times a year.

Now? They'll probably have the items shipped here, then drive to a store to buy a box and wrapping paper, then ship it to the family member...

And, there's people claiming that this change is good for the environment? (more driving, likely far more packaging material than Apple would ever use, shipping the item twice...)

Sigh.

 

[tridley68]

Tim is getting cheap