Out of the Box
I remember the packaging of the first generation iPod five years ago - and how wonderful it was to open. A real treat; it opened like an intricate origami masterpiece, and it highlighted the thing at the center because it made you anticipate it with each step. Each fold revealed a different portion of the whole set, like peeling an onion's layers one by one, or those Dutch ceramic dolls that start big and when you open it up there's another one inside, and then another inside that one, and so on and so forth. It felt like you were unveiling a piece of art. (Which you were, actually.)
The design for that first iPod's packaging won a ton of awards, and warmed the hearts of thousands who bravely sprung for that first, expensive, limited capacity, untried and untested new digital music player with the odd name five years ago.
As the years went by and the products improved, the packaging became simpler, smaller, more utilitarian, as did the number of items included with the digital music player. Today it's charitable to say that the packaging is minimalist. For example the new tiny iPod shuffle is but a little plastic box with the player, two cords and a small dock. The top-of-the-line iPod with video comes in a little black box no larger than two or three CD cases stacked together. No more charger, no more frills, no more origami-opening experience.
I guess it's a consequence of Apple's rapid expansion and a nod to their efforts to increase profit margins without drastically increasing the general price points. Or that, simply, they stopped giving the packaging as much attention as they did before because they make so many of the products now. The (free of charge) lavish care and attention at that we used to enjoy is apparently now a thing of the past. Or, at least, a thing to charge for.
I mention this because I found out, for this holiday season, if you're buying an iPod from Apple to gift someone with, Apple will send it in a special gift packaging that recreates that wonderful origami experience. Complete with red ribbon, all for an extra US$5.
Nice. But boy. At Apple's prices, and with the runaway success of the iPod, it should be free, Steve. Where's your Christmas spirit?
At least the laser engraving is still free.
I miss the good old days.