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Vishu Bheda

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Medial • 3m

Apple spent millions designing their packaging. Other Tech Giants laughed at them. But this "dumb" decision is now studied in Marketing classes all over the world. Here's how and why they did it: In 1997, Steve Jobs returned to a struggling Apple with a bold vision. The product experience begins before you open it. He believed packaging wasn’t just a box—it was the first chapter of the product’s story. Jony Ive, already at Apple, became Senior VP of Design under Jobs. Together, they obsessed over details: flawless edges, premium materials, and a layered unboxing experience. They spent weeks testing papers, textures, and opening mechanisms. The result? Unboxing became iconic. People started selling Apple boxes, and unboxing videos went viral. Jobs’ lesson was clear: every detail matters. Even the smallest touchpoint can build emotional bonds. Your product isn’t just what you sell—it’s the entire experience you create.

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