Known for thinking outside the box, Apple is now apparently working on an in-the-box concept that could provide power to iPods, iPhones and other electronics devices still inside their retail packaging, allowing them to display demo videos and receive firmware updates while hanging unopened on a shelf in a retail store.

In a new patent filing discovered this week by AppleInsider, the Cupertino-based company notes that traditional packaging for an electronic media devices includes plastic or cardboard containers and boxes that house the electronic media device. The outside of the container or box is typically printed with various labels, advertising, device specifications, and other useful information that allows the consumer to make an informed decision whether or not to purchase the electronic media device.

Meanwhile, the inside of the device packaging is typically designed to securely house the electronic media device, where the main design consideration may be to prevent damage to the device during shipping, storage, or consumer handling. But its quite limited in other areas.

To solve this problem, Apple proposes what it calls “active packaging,” or retail packaging that provides “power, data, or both power and data to one or more electronic media devices housed within the packaging. The power may be provided by a direct power connection to an external power supply or by one or more wireless power techniques. A data signal may be provided by one or more direct data lines to the electronic media device within the packaging, or the electronic media device may enable an integrated wireless network interface to receive a data stream while housed in the packaging.”

We’re all for being able to try out the device while in the package in the store, to make sure we like it before bringing it home.