In the book "Steve Jobs" by Walter Isaacson, a significant theme is the importance of packaging in product design. Jobs believed that packaging is not just a protective layer; it serves a larger purpose in shaping the user experience. By treating packaging as an essential part of the product, he felt that it could enhance the overall presentation and narrative surrounding the item.

Jobs viewed packaging as a form of storytelling that captivates consumers and establishes an emotional connection with them. This theatrical aspect of packaging allows products to stand out in a crowded market, making the unboxing experience just as memorable as the product itself.