Microsoft Designs the iPod Box?
I remember when I purchased my first iPod. I was so impressed by not just the device, but the entire experience. I ordered it online, and had my name etched on the back. I also remember the packaging, how it felt, and the white ear buds that seemed so cool. All of those fine details are part of Apples brand.
Now back to the video. Even the design of the packaging of the iPhone aligns with the Apple brand. Simple, cool ... every detail. Regardless of how you feel about apply, you can learn from their attention to detail and brand management.