In addition to a host of technical and design patents Apple holds on the technology itself, the company also patents its packaging design. Not only is Apple concerned with how a product fits comfortably inside its box, it also aims to maximize the user experience from the time the consumer picks up the box to when they remove the product. As such, Apple’s boxes appeal to visual and tactile senses alike. When a user moves to lift the lid from an Apple box, one notices how the lid slowly glides apart from the bottom, creating anticipation before the big reveal of their newest toy. Competitors have also noticed this attention to detail which led to one of Apple’s many lawsuits against Samsung.
