Extremely on-point re: design and packaging. Apple does not get enough credit for its innovations in packaging. It's not software; it's not hardware; it's not a

Extremely on-point re: design and packaging. Apple does not get enough credit for its innovations in packaging. It's not software; it's not hardware; it's not a sexy topic. But it's been a powerful, driving force behind Apple's revival and ascent. Extending ease-of-use and aesthetic simplicity into the unboxing experience was a stroke of genius.