We all know how precise Apple gets when it comes to their products. Steve Jobs nit picked every single thing about their products until they were perfect & this is embedded deep within Apple’s DNA after Steve has gone.

If you have bought an Apple product you know how well it is packed. Wrapped in beautiful hard Boxes Apple products are packed in a simple and elegant way. According to a report published on 9to5mac.com the company has a dedicated “secret” room to even test packing designs.  [via]

 It is somewhat akin to Jony Ive’s design bunker in that it is a place where many prototypes are being iterated exhaustively, per Apple’s famous penchant for perfection. Apple even has a number of patents, such as this filing outlining an active packaging for products that will allow Apple to change what is inside on the fly.

To fully grasp how seriously Apple executives sweat the small stuff, consider this: For months, a packaging designer was holed up in this room performing the most mundane of tasks – opening boxes.

In one example illustrating Apple’s exhaustive attention to detail, Lashinsky relays how Apple’s packaging room at one point was filled with hundreds, yes hundreds, of iPod box prototypes so that Apple could determine which box lent itself towards evoking the emotional response Apple was looking for upon opening up a product for the first time.