This was designed on purpose

@iamnicorojas

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Why it worked

The video taps into a shared experience and psychological phenomenon (dopamine release, anticipation) related to a universally recognized brand (Apple). The "native mention" of the product and its packaging, combined with a relatable "aha!" moment, makes it highly shareable and engaging.

Summary

This video explains how Apple meticulously designs its product packaging to create a memorable and premium unboxing experience. The "controlled friction" and slow reveal are psychological tactics designed to build anticipation and associate the brand with quality, ultimately turning the box into a lasting brand reminder.

Structure

1Introduction to Apple's intentional box design
2The concept of 'controlled friction'
3The psychology behind the unboxing experience
4The box as a long-term brand reminder

Product placement

The video discusses and shows the packaging of Apple products, specifically iPhones and MacBooks, highlighting the design and unboxing experience.

On-screen text

This was designed on purpose ONE DOES NOT SIMPLY THROW AWAY THE BOX OF AN APPLE DEVICE on purpose. there's a high security packaging lab. Where designers tiny sensory details. They create hundreds of packaging versions for a single product just to find the exact mix material, and movement. biggest things engineered, is Controlled Friction It's when you lift the lid off of an apple box, slowly on purpose. AIR RELEASE RESISTANCE SPEED All of it is calibrated to build anticipation. not even the part you want to keep the box. See, Jony Ive and Steve Jobs spent thousands of hours designing what's basically The packaging was never meant for protection. storytelling they understood something in branding. People would judge quality by its presentation. They understand that a high quality product, presented in a high quality way, makes you associate premium with whatever is inside. I mean, it goes all the way down to peeling the sticker off an iPhone screen. That slow pull creates a dramatic pause, like you're unveiling something very special. But there's a reason that slow buildup actually matters. That pause triggers a dopamine release. The same kind opening gifts on Christmas morning, even when you already know what's inside still react. Which is exactly why the box to the trash. Instead, it ends up in your closet on the shelf, like a birth certificate. when Apple's real strategy kicks in. Those boxes become permanent brand reminders. Living inside An object between purchases, quietly reinforcing the brand until your next upgrade. So the next time to throw away an apple box, just know that hesitation is the entire point.

Original caption

You’ve never thrown away an Apple box immediately, and that’s not an accident. The pause, the slow lift, and the guilt you feel is the strategy. #marketingstrategy #brandstrategy #marketing

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Transcript

This was designed on purpose. So, the smartest thing that Apple ever designed was the box. So with almost any product, you open the package, take the thing out and you toss the box. But with Apple, you almost feel guilty throwing it away. One does not simply throw away the box of an Apple device. On purpose. So inside of Apple's HQ, there's a high security packaging lab. Where designers obsess over tiny sensory details. They create hundreds of packaging versions for a single product just to find the exact mix of shape, material, and movement. One of the biggest things that they've ever engineered is what they call controlled friction. It's when you lift the lid off of an Apple box, slowly on purpose. Air release resistance speed. All of it is calibrated to build anticipation. But that's not even the part you want to keep the box. See, Jony Ive and Steve Jobs spent thousands of hours designing what's basically a ritual. The packaging was never meant for protection. It was for storytelling. They understood something in branding. People would judge quality by its presentation. They understand that a high quality product, presented in a high quality way, makes you associate premium with whatever is inside. I mean, it goes all the way down to peeling the sticker off an iPhone screen. That slow pull creates a dramatic pause, like you're unveiling something very special. But there's a reason that slow buildup actually matters. That pause triggers a dopamine release. The same kind you feel opening gifts on Christmas morning, even when you already know what's inside. Your brain will still react. Which is exactly why the box never makes it to the trash. Instead, it ends up in your closet, on the shelf, sitting there like a birth certificate. And that's when Apple's real strategy kicks in. Those boxes become permanent brand reminders. Living inside an object between purchases, quietly reinforcing the brand until your next upgrade. So the next time to throw away an Apple box, just know that hesitation is the entire point.