Apple outer boxes have been designed to take SEVEN SECONDS to be opened. Is it this way? I checked it out in the attached video.👇. In case yes… how and why is this happening? Let’s find out…

LUXURY is about creating memorable experiences. And to do so, any single detail around the Brand performance matters. We can say that the luxury EXTREME VALUE CREATION process is built around and addition of many PERFECT details. All of them, when in harmony, deliver WOW consumer experience. And generate that ultimate value.

Apple does not have all the attributes to be considered Luxury. But they know how Luxury brands build extreme value, and they got inspiration from their business models, moving up the value of a pure tech company through a premiumization process. Starting from the development of their “boutiques”, the creation of the “Genius Bar” to how they design any single aspect of the product experience. Steve Jobs, in a talk at the 1983 Aspen design conference: “What we’re going to do is make the products high-tech, and we’re going to package them cleanly so that you know they’re high-tech. We will fit them in a small package, and then we can make them beautiful and white.”

Apple knew the importance of the unboxing experience and wanted to make it special. The outer boxes are made with higher-end material than most consumer electronics packages. AND they also make sure to leave the perfect air gap, creating friction that delays the box opening. A whoosh of air adds a theatrical effect when unboxing your new Apple item. This delay should last around seven seconds. Less time could break the theatrical effect, and more could generate anxiety. (by the way, based on the latest neuroscience studies, our unconscious mind determines our conscious mind response… seven seconds ahead!! – thanks for the insight, Antonio Casals Mimbrero).

And all this extreme value is to be monetized. Are Apple products expensive? In luxury pricing, we do not discuss “cheap or expensive” but “fair or not fair”. Author Francis Srun quoted: “Price is not an issue as long as it is: AFFORDABLE (it is within consumer’s financial budget) and FAIR (the perceived value is seen to be correct)”. Price is not an attribute but a consequence of the value the brand generates (mixing tangible and non-tangible brand superpowers).

It is likely that if you bought an iPhone or a Mac, you still keep the box. Do you so?