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The box? Really? The box does not matter at all. As long as it's not a plastic clamshell, it's good enough. The box just not justify the 2x price over mostly similar products

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The box isn't the only justification for the higher price. It's just an example. If apple cares that much about the box, imagine the effort they put into the rest of the hardware, software, and experience.

I'm not an apple user but it is obvious to me that apple users aren't paying more just for the box.

> If apple cares that much about the box, imagine the effort they put into the rest of the hardware, software, and experience

faulty logic. if that was the case, they would intentionally over engineer the box, and leave everything else shitty, in order to save money. the box doesn't matter, the product matters.

But their customers would quickly spot that. In fact, other companies now get close to / match apple's packaging attention to detail, but the rest of the customer experience itself rarely matches that first impression.

So the box matters; and the product; and the customer service. Focussing on just the product is missing the big picture.

Faulty observation(?)

The box matters to some people including me, it is, after all, part of the package that you buy, and the most visible one.

That does not mean that I would buy worthless product just because it has a great box. It just means that I appreciate work spent on the box design, too.

…the fact that the behaviour you describe is precisely not how Apple works is the reason I am their customer.

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