Apple Ends Gift Wrapping Service, Snipping Off Clean White Boxes & Red Ribbons
Photo 135063051 | © Topdeq | Dreamstime.com
You can’t take back gifts, but you can take back the ribbons they come with. On that note, those hoping to surprise their loved ones with a new iPhone or MacBook this year should know that Apple no longer wraps them for you, and you will have to do it yourself.
As observed by MacRumors, the tech giant removed all references to “gift wrapping” from its website last week, ending a years-long tradition of neatly packing gadgets in a clean white box and a single red ribbon. The option is also no longer available at the point of checkout in several parts of the world, per the report.
Apple Removes Gift Wrapping Option With ‘Signature’ Ribbon Box https://t.co/iR5q0dHwQU by @rsgnl pic.twitter.com/TT0xvk4BWf
— MacRumors.com (@MacRumors) July 14, 2023
The presentation was simple but packed a punch, and it became a part of Apple’s branding, says AppleInsider. The company even marketed the box as a “signature” feature.
Apart from choosing the sleek packing, patrons could also opt to add a greeting card with a personalized message. Sadly, that privilege has been removed too.
The Cupertino titan had long provided gift-wrapping service for customers who shopped online, usually charging them a small fee for the add-on, though users were sometimes upgraded for free during promotional periods. Meanwhile, those purchasing from retail locations will still have the “gifts” placed inside a bag.
Countries where gift wraps are no longer available include Australia, Canada, Germany, New Zealand, Singapore, the UK, and the US.
The reasons for the discontinuation are unclear, but Apple has been making similar changes of late—such as by taking away charging cables from iPhone boxes—and citing environmental concerns.
All told, the company continues to offer free engraving services for several of its products, if you are still looking for a personal touch.
[via AppleInsider and MacRumors, images via various sources]
