I was invited into the AT&T store this morning, after a long wait, to purchase my iPhone 5. I avoided looking at the display model iPhones on the way in, and averted my gaze from everyone elses iPhones. I wanted to enrich the experience of opening my own iPhone 5, and make it more special than it already would be. The sales rep retrieved the iPhone I requested…
Then he then proceeded to open the iPhone himself, with his back to me.
My stomach sank. Opening an Apple product is a religious experience. It’s one of the best things about the first day with your shiny new device. He took that from me. I felt like this sales rep had stolen from me. They were stealing from everyone. No one was opening their new iPhone. Is it not supposed to be special anymore? Then why does Apple continue to spend 3, 5, or 10 times as much on packaging and presentation as other companies?