Apple exploring 'active packaging' for electronic products

Apple Insider: Known for thinking outside the box, electronics maker Apple Inc. is now apparently working on an in-the-box concept that could provide power to iPods, iPhones and other electronics devices still inside their retail packaging, allowing them to display demo videos and receive firmware updates while hanging unopened on a shelf in a retail store.

Apple proposes what it calls "active packaging," or retail packaging that provides "power, data, or both power and data to one or more electronic media devices housed within the packaging. The power may be provided by a direct power connection to an external power supply or by one or more wireless power techniques. A data signal may be provided by one or more direct data lines to the electronic media device within the packaging, or the electronic media device may enable an integrated wireless network interface to receive a data stream while housed in the packaging."

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