Early on, Mike Markkula had taught Jobs to "impute" - to understand that people do judge a book by its cover - and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it's an iPod Mini, or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion. "Steve and I spend a lot of time on the packaging," said Ive. "I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.
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About Walter Isaacson
Walter Isaacson was a contemporary American author and journalist. Walter Seff Isaacson is an American journalist who has written biographies of Henry Kissinger, Benjamin Franklin, Leonardo da Vinci, Albert Einstein, Steve Jobs, Jennifer Doudna, and Elon Musk. As of 2024, Isaacson is a professor at Tulane University and, since 2018, an interviewer for the PBS and CNN news show Amanpour & Company. Read more on Wikipedia →