"Simplicity provides ecstasy in a messy world."
In the 90s I was a principal of Titanium, a 15-person international design firm. Every one of our team had an Apple computer under their desk, and we upgraded them frequently. In what became a hallowed ritual, whenever a new device was delivered we all dropped everything to gather 'round the new gear as it was unpacked. We weren't there to see the gear that held the CPU, we gathered to marvel at the packaging that held and presented that gear. Now, 30 years later, photographer Johann Clausen has captured and celebrated the eloquence of Apple's packaging.
"Clean lines, whiter-than-white elegance and direct, no-fuss ultra-minimalism. These are the qualities that give Apple its unmistakable Apple-ness.
"But Apple’s product packaging, though the source of less limelight, seems to involve almost as much artistic consideration as the device it shrouds. Every inch is considered: superfluity is a sin, and simplicity provides ecstasy in a messy world."
Article: Apple Packaging Like You’ve Never Seen it Before