Wrapping it right, in praise of Apple's packaging ...


"Apple products are different. 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. You start by pulling a little tab on the outer box, which removes a strip of the paper tape that holds the box shut. On an iPod box, you pull a plastic scotch-tape like bleed sticker that holds the box shut. Even the box containing a USB-C to USB adapter has a bleed sticker which opens it."

This is one of the things I truly appreciate about Apple. They are meticulous when it comes to small details in giving customers like me a delightful experience that begins long before turning on a new device.

My own high expectations of Apple standards have been tested with my recent purchase of the Apple Watch. While everything had been as it should be when I was unboxing my brand new Apple Watch, I discovered that there are no stickers in the packaging. It was a bit jarring since all Apple products that I've previously unboxed all had stickers inside it. Of course, it's just a sticker, which, for all intents and purposes, is designed as Apple's branding and marketing ploy, but the omission was glaring enough for me to notice. I've thought they've done away with the stickers beginning with the Apple Watch, but it's good to learn from Kirk McElhearn's piece that they still put stickers inside the packaging of other Apple products.

Some small companies, such as tech accessories makers to Apple, have noticeably adapted and adopted Apple's design packaging experience. And because of that, to me, they are a standout, and I've naturally become a repeat customer. Packaging has nothing to do with the products itself, but as they say, first impression is lasting.

To quote Kirk McElhearn, "little things matter."

Read it, here.