But their customers would quickly spot that. In fact, other companies now get close to / match apple's packaging attention to detail, but the rest of the custom

But their customers would quickly spot that. In fact, other companies now get close to / match apple's packaging attention to detail, but the rest of the customer experience itself rarely matches that first impression. So the box matters; and the product; and the customer service. Focussing on just the product is missing the big picture.