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10 Packaging obsession
10. 包裝控
Apple pays as much attention to its packaging as it does to its products. So much so, that it has a dedicated secret packaging room within its headquarters in Cupertino, California.
蘋果不僅重視產品的研發生產，對產品的外包裝也同樣精益求精，以至于在加利福尼亞州庫比蒂諾市的蘋果公司總部里，甚至有一間神秘的包裝專用間。
Packaging designers spend countless hours opening boxes within this special room, attempting to elicit the correct emotional response in customers opening new products for the first time. In his book, Inside Apple, Adam Lashinsky describes the level of obsession and attention to detail Apple commits to packaging:
在這間特殊的房間里，設計師們無數次拆開產品外包裝，試圖使消費者在第一次拆開包裝時能收獲最好的情感體驗?！短O果內幕》（Inside Apple）的作者亞當·拉辛斯基（Adam Lashinsky）曾在書中描述過蘋果公司對于包裝的執著。
“One after another, the designer created and tested an endless series of arrows, colours, and tapes for a tiny tab designed to show the consumer where to pull back the invisible, full-bleed sticker adhered to the top of the clear iPod box. Getting it just right was this particular designer's obsession.”
“一次又一次，設計師們似乎沒完沒了地設計和測試不同的箭頭標識、不同的顏色，甚至是告訴消費者該如何揭開iPod上邊完全密封的透明塑料的小小標簽。這些挑剔的設計師對完美有著不懈的追求。
