Unboxing the iPhone 16 Pro Max
Apple’s iPhone 16 Pro Max and Apple Watch Series 10 are larger devices — but they seem to come in smaller packages every year.
Let’s see if Apple’s Journal app picks up on today’s unboxing and recommends an entry about it. While in every case it is the device itself we believe we’ve paid for, part of our money does go on the packaging — and it’s remarkable how well Apple does this.
It may seem a bit much to praise a box or two, but fine. The ever-shrinking Apple packaging is no casual afterthought, it is always precision designed to use the least material, but remain strong enough to survive being transported around the world.
Apple does of course talk up the environmental impact of how it is reducing packaging. To that end, 2024 is a significant year, too, because Apple aims to entirely kill off plastic packaging before 2025.
Then there is also a straight logistical advantage to making smaller packaging. It means that more iPhones and Apple Watches can be fitted into an aircraft hold or freight shipping container.
But for all that there are sensible discussions to be had about Apple packaging, there is really just that it’s fun to see what you get. So take a look at the unboxing of both an iPhone 16 Pro Max and an Apple Watch Series 10 on a cloudy day in an English garden.
Unboxing the iPhone 16 Pro Max
Top to bottom: undoing Apple’s packaging, getting the iPhone out of its box, and turning it on for the first time
There’s the new Camera Control button
The camera bump on the iPhone 16 Pro Max
Unboxing the Apple Watch Series 10
Top to bottom: unboxing both the Apple Watch Series 10 and a Watch band
Do notice the black wrapping around the Apple Watch Series 10 itself, to the left in its box. That’s the only criticism AppleInsider has of Apple’s packaging, because it’s the only part that easily tears.
It appears that the wrapping is a sleeve and that the Apple Watch should slide out of it. But instead the sleeve is tight enough that in trying to free the Apple Watch, it gets torn.
Packaging is a truly serious business
Now you know just how Apple is packaging its latest devices. You might well have guessed, since it isn’t noticeably different from last year, but at least now you know.
And should anyone spot you looking at unboxing photos, tell them this. Apple has a department where the staff spend most of their time opening boxes.
It’s true, too. It’s called the “packaging room” and for years it was a secret. It was secret because Apple did not want anyone to know just how much effort goes into designing its boxes.
