This doesn’t surprise me at all. What does surprise me is that no other consumer electronic company puts the care into packaging that Apple does.
By making each and every product a joy to open, Apple sets the tone for the product itself subconsciously in the user’s mind.
Compare this to the companies that put their products in the clear plastic anti-theft packaging. Not only do they take forever to open with a combination of scissors and ripping, I nearly slice at least one finger open every time. When I finally get the product out, part of me just wants to smash it against a wall — I’m that angry by the opening experience.