Apple’s engineers and designers are world-renowned for their attention to details, but to what extent? Well according to Adam Lashinsky’s new Inside Apple book, the iPhone-makers have their own unboxing room — yeah, unboxing room.

Bits and pieces of Lashinksy’s book have been surfacing on the web over the past two weeks. The leaks have provided some interesting insight into the Cupertino company, and this next excerpt continues that trend…

Per the book, Apple is said to have its own secrete packaging room. And inside this room is a packaging designer that tests hundreds of different packaging variations for each of Apple’s products. Lashinksy writes:

“One after another, the designer created and tested an endless series of arrows, colors, and tapes for a tiny tab designed to show the consumer where to pull back the invisible, full-bleed sticker adhered to the top of the clear iPod box. Getting it just right was this particular desinger’s obsession. What’s more, it wasn’t just about one box. The tabs were placed so that when Apple’s factory packed multiple boxes for shipping to retail stores, there was a natural negative space between the boxes that protected and preserved the tab.”

Of course, none of this should surprise anyone who’s ever opened an iPhone box, or other Apple product. It’s no coincidence that the search term “iPhone unboxing” yields nearly 90,000 hits on YouTube.

As Steve Jobs used to say, “it’s all in the details.”


  • Kok Hean

    I want that job.

  • I love unboxing Apple products.

  • I still have the box of iphone4 ,
    I didn’t rip it, it was cool,
    But for other smartphone i didn’t see if they had boxing over it or not , never cared just ripped it like a paper.

    • Marek Ratvaj

      I would say that unboxing Apple product is almost ritual
      and of course I still have mine box

  • Anonymous

    its all about attention to the smallest of details – something which maybe iDB could learn from and apply it to proof reading because the last time i looked designer wasn’t spelt desinger 😉

    • Yeah how do you spell spelled? Spelt I think not take your own advice and spellcheck yourself.

      • Danny Montoya

        Both spelt and spelled are accepted. You should be the one to look it up =)

      • Anonymous

        thank you Mr Masters for the lesson in linguistics and for updating my knowledge of the English language. now go learn what constitutes a past participle then get back to me when you’re more qualified to pass judgement.

      • *Criticism.

  • Secrete? Isnt it secret?

    Anyway, I still have all my Apple Boxes