Early on, Mike Markkula had taught Jobs to impute - to understand that people do judge a book by its cover - and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it's an iPod Mini, or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion. Steve and I spend a lot of time on the packaging, said Ive. I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.
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.
