Mike Markkula's early lessons to Steve Jobs emphasized the importance of first impressions, teaching him that aesthetics significantly impact people's perceptions. Jobs understood this and ensured that Apple's products were not only functional but also presented attractively, reflecting a high quality inside. Customers often feel a sense of excitement when they open Apple's meticulously designed packaging, reinforcing the idea that they are receiving something special.

Jony Ive shared that a significant amount of effort goes into the packaging of Apple products, viewing it as an essential part of the overall experience. He emphasized the value of the unboxing process, likening it to a theatrical ritual that adds meaning and distinguishes the product's identity. This focus on presentation contributes to the narrative surrounding Apple, enhancing the consumer's connection to the brand.