We can all agree that packaging science is a mature art.
But it is also expensive to do right. And most companies think that the experience ends at the checkout screen or the cash register.
Apple, ColorWare Inc, and even Microsoft (with their Surface 3), get it.
Your sale doesn’t end when you take the customer’s money.
Your sale ends when the customer returns to your store to buy a second one, or a third, or a replacement, or something else entirely different because they loved the journey that YOU took them on when they purchased from you.