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The Psychology of Apple's Packaging

Steve Jobs and Jony Ive prioritized packaging, which they said could be "theatre".

The site didn’t provide dimensions but my instant reaction was “holy crap, that is big and seems good for theft deterrence” (also: "is there a Dairy Queen ice cream cake in there?") Since the Vision Pro will face challenges for onboarding users into a new UX — the device’s in-store demo is 25 minutes long (vs. the intuitive iPhone that any toddler immediately grok) — it makes sense to stick with a box design that billions of customers know well. The big takeaway from Thompson: print media is bifurcating into “city states” (successful solo newsletters) and “empires” ( New York Times) while anything in the middle is getting crushed because internet economics don’t work for them.

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