quote · Legacy record
Early on, Mike Markkula had taught Jobs to "impute" - to understand that people do judge a book by its cover - and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it's an iPod Mini, or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion. "Steve and I spend a lot of time on the packaging," said Ive. "I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.
Early on, Mike Markkula had taught Jobs to "impute" - to understand that people do judge a book by its cover - and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it's an iPod Mini, or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion. "Steve and I spend a lot of time on the packaging," said Ive. "I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.
Approximate author period: c. 1952 AD · modern
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- Author or tradition
- Walter Isaacson
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- Approximate author period: c. 1952 AD · modern
Approximate author-period anchor from documented birth year 1952; activity date not established; Wikidata Q681012, https://www.wikidata.org/wiki/Q681012 (accessed 2026-10-08). Not a quotation composition date.
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Supplied reference C; CSV row 367487; supplied attribution, independently unverified
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