When choosing a company to design a product for, Apple was the clear choice for me. The quality of the products Apple designs as well as the sleek, modern designs and reputation for quality called to me. The product I would like to add to their line is one that I have noticed is missing from their catalog and stores. I was actually surprised that this product is not already available to Apple customers. The product is simple, yet something that can be used daily by students, secretaries, executives, and parents. It is functional, adaptable, and an item which is perfect for gift-giving.

The product is The Apple Bag. The Apple Bag can hold any and all Apple products for transport to the office, school, and travel. The Apple bag can carry the MacBook, AirPods Max, iPads, and can carry the Apple MagSafe cordless charger. More than the Bellroy carrying cases or the von Holzhausen bag, this one, messenger-sized bag can transport any/all Apple products safely and with the unique Apple style. It will be available in the iconic white, black, and a limited edition white/silver combination. These will be available in-store only. Inside each bag there will be padded slots for the products with adjustable Velcro straps for the user to customize the interior of the bag. The interior of all of the bags will be a soft grey color. Importantly, there will be a separate compartment at the bottom of the case, accessible from the exterior of the bag, for charging cords. In addition, there will be one main compartment with two zippered compartments, one on each side of the bag. The main compartment will offer two smaller pockets for an iPhone and for AirPods. The bag size has adjustable interior space, achieved by unbuckling each side. The bag fabric is something that needs to be market-tested and requires additional time with the designers and customer feedback.

The research design for The Apple Bag will require exploratory research to assess the audience targets (students, parents, executives, etc.), testing of prototypes, focus groups, as well as competitor analysis. The objective of assessing the audience targets is to look at which consumer segment is purchasing the product and the purpose of their purchase. This will help to confirm features for the prototypes and allow for any adjustments that consumers find valuable. This will also help to define the focus groups who can give us this valuable information on the features they want to have, price point they are willing to pay, and how they will use the product (work/school/travel). In addition, it will be important to look at other bags that Apple customers might already be using and to hear their opinions.

Apple typically uses qualitative research for their products. A key way that Apple reaches their customer base is by sending post-purchase emails which include a few select questions. These customer surveys are reviewed carefully for customer satisfaction, suggestions, and to predict future sales. Product development is a separate team which is removed from the day-to-day processes of the company. “The Apple New Product Process (ANPP) information is given to a product development team when they begin work.” (Interaction Design Foundation, 2025)

The target audience for this product may include students, professionals, and travelers. It is important to understand how consumers of Apple products see themselves and how they may see the need for this item fitting into their lifestyles. Understanding the perception of this product by Apple customers is an important part of developing the product and the market for it. There are other products on the market that offer some of the functionality of a bag for Apple products, but nothing designed by the Apple team that offers the exclusivity, style, quality, and cache that only an Apple-made product delivers. Apple customers buy Apple for the quality and the image. They are intensely loyal, witnessed by long lines in front of the Apple stores when new products launch. As the catalog of products has grown, the customer base has also grown. As long as Apple continues to deliver high-quality, innovative products, their customer range will continue to grow.

The competition for bags like these is uneven. High-end bags offered by Tumi, Coach, and even Hermes, do not have the characteristic Apple computer padded lining or are made out of heavy leather material that can hold some of the products, but not all of them without being too heavy and cumbersome. There are bags made by Belkin that offer some features, but none that offer all of them. They also do not include adjustable Velcro to secure the items to keep them from knocking against each other or becoming damaged in transit. The messenger bags can also offer space for the items but are not adjustable to add additional width. None of them offer the exclusive, sleek, and stylish look of The Apple Bag’s design and brand-identity. I have not seen any type of regulatory issue with this type of bag. It would be important to review any patents or materiel concerns. I would work with the US Patent office and with the Apple supply chain to determine the needs.

Due to the current tariff climate in the United States, it would be important to assess if the materials were available and how manufacturing could be accomplished in the United States or in a country that offers quality without a high tariff to consumers. If there was a high tariff, it would need to be calculated into the overall cost of the bag. As Apple does with their current consumer research, I would continue with qualitative research.

Resources

Interaction Design Foundation – IxDF. (2025, March 4). Apple’s Product Development Process – Inside the World’s Greatest Design Organization. Interaction Design Foundation – IxDF. https://www.interaction-design.org/literature/article/apple-s-product-development-process-inside-the-world-s-greatest-design-organization