by Lennert Dorman on July 13, 2008
It's working. It's cool.
But back to the title of the blog. Unpacking the box. This is indicative of Apple's Philosophy. After I got the box they suggested that we activate it in store to make sure it was working. That is something that they have to do. But the sales clerck had me unpack the box. So I could fully enjoy the experience of having stood in line for a couple of hours. They wanted to do everything they could to make this a happy and joyful and momentous experience for me. So completely opposite from my AT&T experience from last year where I was just buying another phone. Apple wants you to feel you are entering a new world. Instead of just talking about it online or in commercials or press statements.