If you've bought anything from Apple, you know that their packaging is wonderful - slick, simple, with lots of little layers of discovery - like some high end gift basket or something.
You get the same kind of ooooohhh ahhhh you might get first opening a finely varnished mahogany box with velvet lining to reveal some wonderfully intricate and polished scientific instrument.
OTOH, Microsoft would have done it like this:
[link|http://www.youtube.com/watch?v=VAGr3mVVUwE&search=microsoft%20ipod|http://www.youtube.c...=microsoft%20ipod]
I laughed, I cried, it is so true.