Steve and I spent a lot of time on the packaging," said Ive. " I love the process of unpacking somet

Steve and I spent a lot of time on the …

Steve and I spent 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.

Walter Isaacson