Apple has won a “Design Distinction” award for the packaging of its iPod in I.D. Magazine’s Annual Design Review 2004. “Flawless,” “inventive,” and “utterly consistent with what we’ve come to expect from Apple,” judges said of the packaging. “Opening the box requires a series of motions, beginning when you slide a paper sleeve off a cardboard cube and ending when you lift flaps revealing egg-carton nests holding the music player and its components. With each move, the suspense builds. There’s this ballet of unwrapping that is clearly intentional. It prolongs your excitement about finally owning the product.”
