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Some examples of products that have been perceived positively due to their presentation include Apple's iPhone and other products. The company's attention to detail in packaging and presentation, from the design of the box to the arrangement of the product and accessories inside, has been lauded for enhancing the overall customer experience. Other examples include luxury goods like high-end watches and jewelry, where the presentation box often matches the quality and craftsmanship of the product itself.
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People judge a product or a company by the signals it conveys. If a product is presented as slipshod, it will be perceived as slipshod. If the company presents them "in a creative professional manner, we will impute the desired qualities." These principles have been at the core of Jobs's approach to products. As Jobs recounted later, Markkula taught him that the tactile experience of opening an iPhone box will set the tone for how the customer perceives the product.
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What principles made Steve Jobs one of the greatest inventors and product visionaries of the 21st century? Biographer Walter Isaacson raises the curt...
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