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Attention to detail…

Nov 7th, 2006 by Simon

The way Mac pack up their computers is a fantastic example of attention to detail.

Just look at this set of photos on Apple Insider…

 

Now think about this. The cost of the basic Apple MacBook Pro is just £1349 (direct from the Apple Store)

Compare this with a Toshiba – I didn’t really hunt for long, but this one is a close specification at £1299(as priced on toshiba.co.uk)

You don’t get the Mac styling, nor do you get the 120GB HD, and the screen size is only 14"

My point being, you’re not exactly spending a lot more cash on a Mac nowadays, but they still bother to put the thought into their packaging.

So, it’s not that Apple has a huge price premium.

The way people talk about Apple, you have to believe it’s partly because of stuff like this – caring about how you’ll feel opening the box.

I wish more brands could achieve this same degree of perfection…

Posted in Advertising | Comments

  • There's also a sense with Apple that you are buying more than the physical product...the brand is experienced, and communicated, at every possible touch point...everything from the box, to the warranty card, to the power plug, to the battery latch, to the business card, to he startup sound, to the plastic wrap that surrounds the product when you open it.

    In the US a mid-range MacBook with a 2 Gig Processor is $1299, while a Dell XPS M12110 (and what is up with the names!?) costs $1199 with a smaller screen. And that's Dell, king of cheap.

    Here's a site worth checking out. Its called "Unboxing" and captures the, well, unboxing of new products.

    http://www.unboxing.com/
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