TightWind is written by Kyle Baxter. Stay Hungry. Stay Foolish.

Fortune’s Chadwick Matlin has a look at what it’s like for third-party companies to sell accessories in Apple’s retail stores:

Jack Klein, one of Apple’s lead visual designers, helped Lark design the packaging. “He told us several things,” Hu says. “People want to feel what they’re sleeping with. Figure out a way where you could quickly have an Apple associate prove that this is a comfortable product.’” Hu, impressed, did as she was told, rearranging what was inside the box. “I consider them almost like beta testers,” Hu says.

Apple doesn’t just sell third-party products—they consider each of them to reflect on Apple and the experience, so they help think through the products they agree to sell.