Apple Packaging

After a group crit and from talking through my ideas, I found that they key aspect of my design is based around the idea of packaging and how something could be designed to encase it to prevent movement and give it more protection.
I decided to research more into the notion of packaging and looked at the way that Apple package their products. Over the years they have cut down over 50% of packaging that they used to use for their original iPods and MacBooks, even though the products now may not be any different in size. This means that they're shipping products in a more environmentally friendly way as they can ship more at a time and less materials are being used in the boxes holding them, not to mention that the products themselves are now being produced with fewer toxins, longer lasting batteries and more energy-efficient hardware. Apple aim to put an experience into every part of their product, right down to the packaging and it is designed so flawlessly and neatly that the owner of their new Apple product will quite often keep the box that it came in.
I like the idea of producing a packaging which could become multi-purpose and provide an experience when opening it. When buying an expensive dress or perfume, the item will be wrapped, placed in a quality bag with more decorative pieces added to it. I like the idea of something being made to appear more expensive than it is by the quality of the materials used to package it. I'd also like to produce something which wouldn't be discarded when opened, but rather would be used for another purpose and to create something decorative or which could house something else.