Seven.
That’s how many Apple product boxes I’ve kept – some of them for longer than the product that came in them!
But I’m not a hoarder.
And I’m not alone.
Imagine the validation I felt when I saw professional organiser Megan Golightly explain why we’re more likely to keep Apple boxes than others.
Controlled friction.
It’s that slight resistance you feel as you’re lifting the lid from the box. It deliberately slows you down to prolong your sense of anticipation.
There’s even a subtle "popping" sound once the seal is broken, signalling release.
Apple is using psychology to signal we’re handling something special.
Because they know that customer experience isn’t only about the product – it’s about how people feel before, during, and after they use it.
What small, intentional moments could you design to slow people down, build anticipation, or leave them with a sense of delight?
P.S. Megan's TikTok which inspired this post
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