“̶T̶h̶i̶n̶k̶ ̶o̶u̶t̶s̶i̶d̶e̶ ̶t̶h̶e̶ ̶b̶o̶x̶”̶ Let us talk about the box
I was a 15-year-old nerdy kid, practically bouncing off the walls with excitement. Why, you ask? Well, because my sister had bought the iPhone 6s, first iPhone in our family!
Oh, the anticipation! I begged and pleaded with my sister to let me unbox the iPhone like it was a treasure chest. It didn’t matter that the phone wasn’t even mine, I was ready to revel in the sheer thrill of unboxing the iPhone!
Did I get this opportunity to unbox?
No, My sister, intended on savouring the moment herself. Can you believe the nerve?!
Yet, all was not lost. For while I may not have had the honour of popping the lid off that iPhone box, I was granted a front-row seat to the spectacle. I watched in awe as my sister delicately peeled away the plastic, and the box sliding smoothly underneath the lid. And let me tell you, it was a sight to behold!
So why, you might wonder, is unboxing an iPhone such an exhilarating experience? Is it the anticipation? The sense of discovery? The sheer joy of unwrapping a piece of cutting-edge technology?
I believe it’s a mix of all those things and more!
There’s a reason why iPhone unboxing videos on YouTube get Millions of views a year
A multi-sensory experience
Opening an iPhone is “a multi-sensory experience,” Trung Phan wrote in a 2021 Twitter thread. “You “see” the box. You “feel” the opening as you pull against friction. You “hear” the whoosh of air rushing out.”
Apple ensures that opening an iPhone is more than just a simple task; it becomes an immersive sensory experience. Through careful attention to visual, tactile, and auditory details, they craft a journey for the user. Whether it’s the sight of the box, the feel of pulling against friction, or the sound of air escaping, each sensation adds to the anticipation and joy of the moment, leaving a lasting impression on the user.
Let us dissect the iPhone box
iPhones come in a rectangular box with a lid that smoothly slides off or lifts open with a gentle pull. The lid may be held in place by small tabs, ensuring that it stays closed during shipping but can be easily opened without the need for tools. Once the lid is removed, the iPhone is nestled snugly inside, often showcased prominently in the center of the box.
The tool-free opening mechanism is consistent with Apple’s overall design philosophies, which place an emphasis on usability, functionality, and simplicity throughout its product line. The tool-free opening of the iPhone box is just one illustration of Apple’s dedication to provide a seamless and enjoyable experience at every touchpoint, from the moment a customer receives their iPhone until they begin using it.
It is all paper & cardboard!
The packaging used for the new iPhone 15 models is also over 99% fibre-based, as Apple continues to phase out plastic ahead of its 2025 target.
Parts of the iPhone box:
- Outer Shell: Crafted from laminated turned edge fiberboard with offset printing, featuring an embossed logo and phone image for a premium look and feel. They have also used die cut fibre board on the inner side of the lid to protect the phone during shipping which is also sustainable.
- Paper Overboard Box: Made from recycled paper fibers, with an additional glued paper board inside to cover edges for a clean presentation and added structural support.
- Molded Pulp Tray: Utilising a wet press process to create a custom-fit tray that securely holds the iPhone, the paperwork and the cable during shipping, emphasising sustainability through its eco-friendly composition and recyclability.
Let’s simplify these terms
What is a paper overboard box?
Paper-over-board means literally paper covered cardboard. The paper outer is ideal for printing photo quality artwork in a variety of finishes. The cardboard provides rigidity to create the product whether its book covers, ring binders or boxes.
What is laminated turned edge fiberboard?
Turned edge refers to the process of precisely wrapping the cover material — paper or fiber — over rigid chipboard, creating a durable finish. The outcome is a surface with a polished, professional look. An edging similar to a fine hardcover book.
What is a Pulp Inlay?
“pulp inlay” is a term used in packaging. The process of creating a pulp inlay involves molding the paper fibers into a specific shape that conforms precisely to the contours of the product it will hold. This mold determines the final shape and dimensions of the inlay, ensuring a snug and secure fit for the items it encases.
Together, these elements create a joyful unboxing experience that combines high-end design with environmentally friendly components. All of the components work together to make the unboxing experience unforgettable and environmentally conscious.
Sustainability
Apple’s Paper and Packaging Strategy October 2017
“Our paper and packaging initiative represents the efforts of a single corporate consumer of fiber in the global market for forestry products. Yet it has the potential for much greater impact, triggering positive ripple effects both inside and outside of Apple.”
Apple’s packaging is a prime example of sustainable design, using carefully chosen materials that give environmental concerns top priority. By using a compact design, the packaging is carefully made to save waste and improve transportation efficiency.
Moreover, Apple promotes recycling by providing clear instructions on their packaging, fostering a user-friendly approach to sustainability. This resonates with socially conscious consumers and enriches the overall user experience.
Conclusion
In essence, Apple’s packaging is a masterclass in marrying form and function. It is a model of excellence in user experience design.
The encounter I had at the age of 15 wasn’t just any typical experience; it was meticulously designed with the consumer in mind.
Every step of the process, from the time consumers touch the recognisable white box to the second they open the lid to see their new gadget, is carefully designed to leave a lasting impression. It’s about creating an experience that delights the senses while upholding the brand’s values of innovation and sustainability.