I guess to make a box that’s a joy to open, you...

I guess to make a box that’s a joy to open, you have to open a lot of boxes. That’s why that same room is sometimes filled with hundreds — hundreds! — of prototype boxes, all made by Apple’s designers. Again, according to Lashinsky, Apple always wants to use the box that elicits the perfect emotional response on opening.

We used to build cathedrals, now we open boxes.