In 2009, the in-house team at Incase devloped new packaging for their small item products:

“The main focus was to facilitate the test fitting and product demonstration experience at Apple retail stores. Our research showed that consumers were opening packages and test-fitting products before making purchases. In most cases, the packages were not correctly returned to the shelves or were somewhat damaged and unsightly, making it difficult to sell these products. The design solution was to create an outer wrap that was easy to slide on and off, offering full access to the product without damaging the package. The sliding action of the wrap was simple and intuitive and did not involve additional flaps or mechanisms that the previous packaging employed.