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Phightinphils

macrumors 6502
Original poster
Jul 27, 2012
376
40
USA
Any word on the box yet? I've seen some super clean concepts but I wonder if Apple will keep it secret until launch?
 
The box for the Edition has been described in an interview Ive did with the Financial Times a few weeks back:

But the thinking is grown up and sophisticated and extends far beyond the watch. “We didn’t want the packaging to be a sort of shorthand for value, where the box needs to be big and we have to include expensive materials. We’ve always liked the idea that if we are heavy in our thinking, we can be much lighter in the implementation. So there’s huge virtue, I think, in keeping the packaging small: at least, it is the right choice environmentally, it’s easier to move things around and you don’t end up with your wardrobes full of large watch boxes that you don’t use.” Thus, the box of the top-of-the-range watch is aniline-dyed leather on the outside and a “sort of ultra- suede on the inside” — so far, so conventional, but there is a connector at the back that turns it into a charging dock when the watch snaps into place thanks to magnetic technology. “I like the idea that it’s all part of one experience, it’s all part of how we feel about something, and that each of these elements can play a positive and interesting role.”

Source: http://www.ft.com/cms/s/0/3ae35e46-c9a6-11e4-b2ef-00144feab7de.html#axzz3V8O8Um3Q
 
There is a video. Every box is laser carved from an ingot of cardboard, and the silk screening is licked on by bengal tiger cubs.
 
It's incredible how Apple is able to create hype around the box of their products, too!
 
Wow! I knew Apple had a mystical sales pitch, but this I never expected. If the box is this important, I'm going to buy it and toss the watch and keep the box, and I'll treasure it for ever and ever :rolleyes:
 
Wow! I knew Apple had a mystical sales pitch, but this I never expected. If the box is this important, I'm going to buy it and toss the watch and keep the box, and I'll treasure it for ever and ever :rolleyes:

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Wow! I knew Apple had a mystical sales pitch, but this I never expected. If the box is this important, I'm going to buy it and toss the watch and keep the box, and I'll treasure it for ever and ever :rolleyes:

You are allowed to toss the watch to me, you know. As an exchange, I will give my SS Watch box to you. :D
 
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