Microsoft iPod

The above was created a few years ago by the Microsoft packaging team to (internally) highlight the differences in approach the two companies take to packaging.

In Apple's case an uncluttered image of the product along with the Apple logo and a black and white image communicates everything the shopper needs to know - this product is simple to use, stylish, leading edge, innovative and aspirational.

Brand Microsoft doesn't have this luxury and therefore requires the presence of other 'endorsements' to encourage consumers to pick up its products in store.