Its slick packaging and the care (and flare) the One Infinite Loop designers put into that real first experience with any piece of hardware has turned opening a box into a ritual on a par with a Japanese tea ceremony. HP hands you a remote on a sprung hand, HTC uses magnets to turn cardboard boxes into ceremonial caskets for its phones, and even Logitech has made getting at a mouse as intricate as unfolding an origami wrapper.
It's turned into an art form, something that people video and share with the rest of the world.
They even call it "unboxing". It's not opening the box, it's not unpacking the hardware.
Now it's gone too far. Look at this YouTube video of a Samsung phone being unboxed...
Too far, I say, far too far.