Google Doesn't Get the Importance of Gadget Packaging

A montage of frustrated Google Nexus 7 owners struggling to open their new tablets' packaging proves there is at least one thing Apple gets that Google does not: boxes. As the clip below shows, Google's Nexus tablet with its taped sides and fussy plastic takes effort to open, eliciting what some would call "wrap rage," the linguist-approved word for the anger associated with opening a factory sealed product. This phenomenon isn't unique to Google's new hardware. It's a process so universally hated that both Larry David and Stephen Colbert have satirized the effort it takes to get beyond the wrapping. Google didn't think about the visceral reaction that users would first associate with the product. Apple does and it pays off.