Kirk McElhearn, writing for Macworld:

Sometimes the little things matter.

I’ve bought a number of Apple products in recent months: an Apple Watch, an iPod touch, an iPod shuffle, and a MacBook. Each time I’ve unboxed one of these devices, I have been reminded how unobtrusive Apple’s packing is. It’s designed to protect your new devices, but not make it hard to start using them. And the attention to detail in Apple’s product packaging bears witness to Steve Jobs’ belief that products should be beautiful inside and out.

Amen.