>The packaging is very carefully designed both to protect the contents and to provide for that experience

I actually think it's funny how many years ago when they first introduced their packaging design it felt so premium with the slow open cradle box. But nowadays it sorta feels tacky because every cheap product coming out of china now ships like that because they've successfully cloned it.

So now weirdly unboxing Apple products feels the same as unboxing a cheap vape pen.