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According to a new report Apple has now made it mandatory for at least some third-party accessories sold through its retail stores to have “premium” packaging, much like the packaging that Apple provides with its own products. This means that those third-party products can’t have flashy boxes of varying colors and outrageous designs, instead they need to have “consistent placement” of logos, typefaces approved by Apple and white backgrounds.

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The Business Insider report says that for now LifeProof, Incase, Mophie, Sena, Tch 21 and Logitech are the companies that are adhering to the new standard, it’s likely that Apple will enforce this for other companies as well.

Apparently the idea behind dictating what other companies should and should not do when designing packaging for their devices is to give an “elevated” look to third-party accessories sold through Apple retail stores, thus making those products “more visually appealing and easier to navigate.”

The memo mentioned in this report says that Apple has been worked with the aforementioned companies for months now to perfect this new packaging, the first units were spotted on Mophie products last month.

Apple has been working hard to revamp its retail presence under the guidance of retail head Angela Ahrendts, design guru Jony Ive is said to have a role in this as well.

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