The Genius of Apple Boxes: Why We Keep Them and What It Means for Marketing

London-based TikToker Max Klymenko's recent video explores the surprising reason why so many people keep their Apple product boxes. His street interviews in London revealed that 87% of those surveyed still had their boxes. This led him to investigate Apple's "packaging room," a place where hundreds of box prototypes are examined. "It's fascinating to see how much thought goes into something as seemingly insignificant as a box," said Klymenko. The video explains how this meticulous design contributes to a marketing strategy called "controlled friction." This technique, according to Klymenko, creates a more luxurious and memorable unboxing experience, reinforcing the brand's image. The video concludes by highlighting how this attention to detail benefits Apple's marketing and branding efforts.