Regardless of whether you love or hate Apple, admire or resent them, or in just plain terms; plain don’t care about the company, no-one can deny that they consistently churn out beautiful products. The design ethos isn’t all about the product itself though, if you ever take the time to review the packaging that your new iPhone, Apple TV or iPod Shuffle comes in, you’ll notice that it is just ‘right’. I’ve lost count of the amount of times I have purchased a product from a different manufacturer only for it to be delivered in a mammoth box which is stuffed with protective bubble wrap, then to find that the product inside is swamped by free and unused space.

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