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Keeping an iPhone box is one of the few weird things that almost everyone does, but why do we do it exactly?
Apple's packaging design looks like a simple choice made by the company, but the psychological factors behind it are what makes it work.
The company's decision to adopt simple designs across all of their products' packaging, on their website and on every advert they publish, highlights a very smart psychological strategy that causes us to have a meaningful connection with the brand and its products.
The first psychological principle in question is the 'Endowment Effect', which suggests that people put a higher value on objects because they own them.
When customers buy Apple products, they don't just buy the device, they get the whole package - including the literal packaging.
According to The Fast Company, iPhone boxes boast high-quality and aesthetically pleasing packaging that enhances the experience for owners of the device, while also making the packaging feel valuable and worth keeping despite just being a piece of cardboard.
Next is a psychological principle called the 'Halo Effect'.
The Halo effect is a cognitive bias about a person's tendency to let their impress of someone or something in one domain effect their impression of them in different domains.
Because of the company's top notch brand reputation and the pristine quality products, compared to phones or tech made by other companies, Apple consumers will also perceive the packaging as superior as well.
It goes without saying too, that the packaging plays on the strings of luxury and status.
The minimalist, sleek, yet classy design of packaging on Apple products, as well as the anticipation that builds up while unboxing the device, means that it is almost a luxury experience when you buy a new product.
It ranks similarly to unboxing a high-end fashion item - with the feeling of luxury increasing our own value of the product and feeds into our desire for status.
Colour is also a key factor in the packaging, with the brand's iconic white packaging being viewed as pure - yet sophisticated - at the same time.
It is suggested by colour psychologists that white creates a sense of openness and space, which also helps to built anticipation during the unboxing process.
Last but not least, opening a box in itself feeds into our inherent curiosity and like for surprises, as unboxing a product gives us a way to satisfy our feelings, while knowing that there will be feelings of joy and happiness when you get to the device itself.
Altogether, these psychological factors combine to create an emotional response from the consumer, with the packaging being more than just a box and rather a key part of the product experience that many - including myself - never throw away.
LADbible has contacted Apple for comment.
Iphone 11 Pro Box Joshua Nair is a journalist at LADbible. Born in Malaysia and raised in Dubai, he has always been interested in writing about a range of subjects, from sports to trending pop culture news. After graduating from Oxford Brookes University with a BA in Media, Journalism and Publishing, he got a job freelance writing for SPORTbible while working in marketing before landing a full-time role at LADbible. Unfortunately, he's unhealthily obsessed with Manchester United, which takes its toll on his mental and physical health. Daily.