Ipod at Target

Tim Haley kindly sent in this picture of Ipod packaging at Target. Apple, with its wonderfully innovative design, has been a laggard in integrating sustainability into its products versus its other competitors (perhaps the start of this, however, may be the new MacBook). The amount of packaging for a tiny Ipod and a gift card is atrocious.

My assumed rationale behind this amount of packaging: Theft prevention, shelf presence.

Alternative considerations: Packaging shown above is not particularly functional to the end consumer. Why not put the product in a reusable, transparent security case that is either provided by Target, or designed in such a way that it is a protective case for the consumer? Either that, or partner with one of Apple's accessory companies, i.e. Belkin - and provide something of value to them?

To contact Apple, go here:

Apple Store (Consumer) (800) MY-APPLE (800-692-7753)
U.S. iPod and Mac technical support: 1-800-APL-CARE (1-800-275-2273)
Canada technical support: 1-800-263-3394