Written by Nick Heer.

Wrapping It Right

Kirk McElhearn, for Macworld:

I get a lot of packages. I buy hardware, books, CDs, and other items, and I get hardware to review from a variety of companies. Most of the packages I get are enigmatic: I never know where to start opening them, which corner to try and pull off to start the unboxing process. Some have ugly colors and look functional but not attractive, while others try too hard to stand out.


From the first moment you open an Apple box — even its outer protective shipping box, if you’ve ordered it online — the process is effortless.

Apple is the only company I know of that has packaging that’s so often saved by customers. I don’t think it’s some kind of fan nuttiness or hoarding; it’s just nicer.