Mark Morford's column from the SF Gate website:
http://www.sfgate.com/cgi-bin/article.cgi?file=/gate/archive/2003/10/01/notes100103.DTL
[Edit: Link updated]
http://www.sfgate.com/cgi-bin/article.cgi?file=/gate/archive/2003/10/01/notes100103.DTL
And you open the gorgeous black box and lift the white cardboard inside flap, itself adorned with clean offset typeface declaring "Made by Apple in California," and you are confronted with what is quite possible the most thoughtfully designed and pleasing packaging you've ever seen, not like you care about this stuff and hey it's all just Styrofoam and garbage anyway, but still.
[Edit: Link updated]