New, York, New York

The Apple Box

When you open an Apple product it feels premium… from the simplistic design to the slight-friction when the box is opened, everything about it signals exclusivity.

This slow-glide friction is no mistake. Not only does Apple have a designer solely focused on packaging, but they also have a dedicated box opener. Someone who consistently tests each box to ensure the most joyful sensory experience possible.

Why is this important? Because, to make a great product, every detail matters even if it seems insignificant. This includes design, messaging, packaging, and even customer service.

Gone are the days when a consumer thinks about a product in a vacuum. It’s about how the brand makes them feel internally and look externally, which means every detail matters.  

-Al Cavalieri 

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