The idea was to use a series of images on the packaging that would highlight the vivid OLED display of iPhone X. To do this, we created a set of wallpapers that felt vibrant and modern, but also completely organic. These represented the capabilities of the display and showed off the edge-to-edge design.

To bring the vivid, edge-to-edge display to life, a series of static and dynamic wallpapers were created for iPhone X. A selection of these were used on the packaging to highlight the stunning new display. In addition, the iconic shape of iPhone X was embossed on the top of the box to create a pleasing, tactile feel. And an elegant, in-line cold foil process “race track” accented the perimeter of the product imagery to invoke the stainless steel edges of the device.

In addition, a simple quick start guide was designed to familiarize iPhone users with the new user experience features of iPhone X.

The iPhone X packaging helped demonstrate the innovation of the device and continued Apple’s tradition of simple, elegant, effective communications.

The iPhone X packaging clearly conveyed the benefits of the OLED display and edge-to-edge design. This helped differentiate iPhone X from other iPhones, as well as competing smartphones.

In addition to being seen in Apple retail and channel locations around the world, the packaging design was used in advertisements and communications that were seen by literally billions of people.

While exact sales numbers are proprietary, iPhone X helped propel Apple to its highest sales ever in the final three months of 2017.

The brief for iPhone X was to differentiate the new industrial design from everything that came before. While just one part of the larger product introduction, the packaging clearly helped show the world that iPhone X was something completely new and different.

In 2017, Apple released iPhone X, the first iPhone with an edge-to-edge OLED display. This was a completely new industrial design and represented a fundamental shift in the direction of iPhone. The objective of the packaging was to highlight this exciting new design while intriguing and exciting consumers.