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10 Packaging obsession
10. 包装控
Apple pays as much attention to its packaging as it does to its products. So much so, that it has a dedicated secret packaging room within its headquarters in Cupertino, California.
苹果不仅重视产品的研发生产，对产品的外包装也同样精益求精，以至于在加利福尼亚州库比蒂诺市的苹果公司总部里，甚至有一间神秘的包装专用间。
Packaging designers spend countless hours opening boxes within this special room, attempting to elicit the correct emotional response in customers opening new products for the first time. In his book, Inside Apple, Adam Lashinsky describes the level of obsession and attention to detail Apple commits to packaging:
在这间特殊的房间里，设计师们无数次拆开产品外包装，试图使消费者在第一次拆开包装时能收获最好的情感体验。《苹果内幕》（Inside Apple）的作者亚当·拉辛斯基（Adam Lashinsky）曾在书中描述过苹果公司对于包装的执着。
“One after another, the designer created and tested an endless series of arrows, colours, and tapes for a tiny tab designed to show the consumer where to pull back the invisible, full-bleed sticker adhered to the top of the clear iPod box. Getting it just right was this particular designer's obsession.”
“一次又一次，设计师们似乎没完没了地设计和测试不同的箭头标识、不同的颜色，甚至是告诉消费者该如何揭开iPod上边完全密封的透明塑料的小小标签。这些挑剔的设计师对完美有着不懈的追求。
