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Comment by hyperbovine | Hacker News Reader

I would feel pretty let down if this thing showed up in what looks like a totally pointless Pelican case. Plastic waste is a huge problem. This type of behavior is not part of the solution.

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It isn't really a logical thing, more of a gut reaction. Also better the packaging be reusable. Even if you have no use for a pelican case I can direct you to a few people (starting with myself) that most definitely do.

I doubt it'll ship to the public in this sort of case. Seems like priming for the reviewer.

The two small boxes containing one CPU each instead of the large case seem to be the actual retail packaging though. Or so Tom's Hardware's unboxing says.

Apple's stuff doesn't show up in a Pelican case, but it does have decent-looking packaging that is also minimalist.

I was actually really disappointed by the Apple Watch packaging. I ordered an iPad and I could not believe that the box I received actually contained a 10" iPad. It was so tiny! When I opened it, the box was hardly bigger than the device inside of it. That is super minimalist.

When I got a Macbook, the box again was pretty compact compared to the device inside. Same with the iPhone, to a lesser extent.

But when I got an Apple Watch? Good lord that box was massive. Absolutely massive! They for some reason had to package the band fully extended so the box was longer than my forearm. Complete waste of packaging. I have no idea why they did that.

They actually have 2 different boxes, the steel watches have a more square box, with another box inside made of hard plastic. https://youtu.be/uoztkE1KcO0?t=50s

They want it to feel like a luxury item.

Might be paper, might be wood... the point is to look expensive, which you can do in a million ways.

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