Anthony Kay:

But with Apple things are different. They don’t just use an ugly cardboard box with their logo and a few stickers slapped on it. They actually give a great deal of thought to the design of the box itself. They think about what it looks like on the shelf, how it presents the contents to the purchaser, and what the experience will be like when you open it.

Exactly right. The Apple experience begins at the store when the product is still on the shelf.