The iPod's packaging is clever marketing . . . but too much of a good thing

The iPod's package is a clever marketing tool, as I discovered when I was gifted with one this week. The compact, black-and-white packaging features a full-size rendition of the iPod inside. Actually, two renditions, front and back of packaging.

If you haven't already seen "Pirates of the Caribbean," one side of the box shows Captain Jack Sparrow smiling out from the new larger iPod color screen, inviting you to download the movie. (Presumably, the featured movie will change as Apple makes deals to showcase other movies and TV shows on the box. Take a look at the featured programming on the iPods on Apple's site and you'll see what I mean.)

The reverse side of the box features the Red Hot Chili Peppers album with a song "playing" exactly as it would look on the iPod in use. Great suggestive selling and brand reinforcement.

What's not so clever is the overpackaging. After I popped the iPod out of its nest, I still had to unwrap countless pieces of plastic, open plastic envelopes, and figure out how to pull the earbuds and connectors from their snug hiding places. Remember how 12 clowns used to pop out of the tiny clown car at the circus? That's what it's like to take the iPod packaging apart to get at all the accessories, instruction booklet, etc.

Apple, you know how to make fabulous products. But please rethink your overpackaging to make it more environmentally-friendly!