This month, Apple launched its latest iPhone 7 and 7 Plus handsets, featuring new cameras, dust- and water-resistance, and a boost in performance. But some were disappointed by the new devices, claiming they offer only modest improvements over their predecessors.
Others mocked the company for making a big deal of its new glossy Jet Black color option, which is extremely prone to scratches and scuffs; and for puffing itself up for having the "courage" to remove the dedicated headphone jack only to end up creating new problems for headsets connected to the new iPhones' Lightning port.
But while the latest handsets - and the new Apple Watch Series 2 - don't exactly take enormous leaps forward in technology or design, it seems Apple hasn't entirely given up on innovation.
As The Guardian reports, innovation is alive and well in Cupertino, as exemplified by the company's latest patent application, for a paper bag. As the submission, which you can view on the United States Patent and Trademark Office (USPTO) website, explains:
A paper bag is disclosed. The paper bag may include a bag container formed of white solid bleached sulfate paper with at least 60% post-consumer content.
As some of the more astute among you may be aware, there's nothing new about a paper bag, even a recycled one. But what is new are the improvements that Apple is proposing in its approach, which aims to make recycled bags stronger and more durable.
White recycled bags are often weakened by the amount of bleach used in their production. But Apple's solution aims to offer a more resilient design that also allows such bags to be produced in a more environmentally friendly way. Its design features structural improvements, along with a handle made "entirely of paper fibre yarn knitted in an 8-stitch circular knit pattern”.
Like the new iPhones, and Apple's refreshed iPad line, the new bags will offer plenty of storage.