The Dell notebook I was replacing had been an expensive, high end notebook in its day. It came in a brown corrugated cardboard box with “Dell" printed on the outside in blue ink. The packing materials were functional and gave the impression that "efficiency" was the chief criteria, not delighting the customer. The product was a very good product. The presentation was not.
If you are in the market of selling inexpensive products to the cost conscious, then surprising the customer with a positive retail experience,unparalleled free advice, premium packing, eye popping product design, etc. will not be significant. But staying in the premium market, and doing it well, is what made it so Apple made money when other computer makers could not. Not to mention the fact that Apple has more cash on hand ($76 billion) than the Federal government ($74 billion). That is shocking to consider.