Sing it

Apple actually cares about this sort of thing. Which is odd. Which is rare. Which is why they deserve gushing adulation now and then. They actually put the time and energy and labor into creating a gorgeous package most people will toss anyway, and why they include a first-time welcome experience, with subtle music, with flowing lush clean graphics, one that will never be repeated, just because.

This is the point. Detail and nuance and texture and a sense of how users actually feel, what makes them smile, what makes the experience worthy and positive and sensual instead of necessary and drab and evil

These are the things that are nearly dead in our mass-consumer culture, things normally reserved for elitist niche markets and swanky boutiques and upscale yuppie Euro spas and maybe cool insider mags like I-D and Metropolis and dwell. They are most definitely not to be expected of mass-market gadget makers. This is why it matters. This is why it’s important.

Aw. Look at that. His first Mac. Welcome to the real world, child.

• Category: Macintosh