In a significant departure from a longstanding tradition, Apple will no longer offer gift-wrapping for online purchases in the US and at least many other countries.

This decision marks the end of a years-long practice that saw gift wrapping as an option alongside all of the continuing build-to-order options on the online Apple Store. As with many high-end retailers, the gift wrapping was remarkably well done, meaning that buyers could gift quite beautifully presented Apple devices.

Apples gift wrapping was more minimalist than some stores, however. The process typically involved placing items in a white box that was then adorned with a vibrant red ribbon.

It was visually appealing and became a recognizably Apple aesthetic. Alongside the box and ribbon, Apple also included a greeting card within the package.

That allowed customers to add a personalized message tailored for the recipient. However, alongside the overall gift wrapping service, Apple has also decided to stop offering a gift message on the order's packing slip.

The online Apple Store does still offer what it calls gift services. However, these are to with shipping purchases to friends or family around or outside the US. There is also an Apple Gift Card that can be sent instead of devices.

Countries affected by the discontinuation of this service include Australia, Canada, Germany, New Zealand, Singapore, the United Kingdom, and the United States, as spotted by MacRumors.

Apple's retail stores have not generally included any gift wrapping options, but they do continue to press smartly-designed Apple bags onto customers.

Source: AppleInsider