I got my iPhone at an AT&T store the day it launched and it was a great experience. One year later when Apple launched the IPhone 3G I had been standing in line for hours at the Apple Store at 5th Avenue. The Apple sales guy asked me which version I wanted. When he got back with the box he just gave it to me and told me to open it so he could activate it. He wanted me to experience the unpacking. Unlike at AT&T the unpacking was part of the story, part of the joy. With hundreds of people waiting in line behind me Apple allowed me the extra 2 minutes to enjoy the opening of the box. I’m almost sure that was a direct instruction from Steve Jobs to his employees. That ‘insanely great’ attention to detail has been visible in everything he touched.