“Designed by Apple in California”

Designed by Apple in California is usually presented dramatically and in isolation. Often you see it after opening a flap or unfolding a panel. It stands alone as a single line of type on a solid field. There is never anything that distracts from it. The early cube-shaped iPod packages were the best at this. You’d remove the sleeve, unfold two panels, and there it was. The next fold revealed the device. That I still remember this sequence says a lot about how powerful the experience was.

I remember unboxing my first iPod to find that line. I’m pretty sure Apple thinks it’s magical.