Apple’s matte white box is perhaps the best example of minimalist product design currently on the market. The information sits in a small box in the front and center area, lacking color and high contrast between the text and the surrounding areas.

The embossing is almost unnoticeable here, but they have a slight depression for home buttons and even different shapes for their AirPods. Another element that’s not as obvious unless you look closely is how they use raised ink alongside tight tolerances for shaping and fitting the text.

The result here is an aesthetically pleasing design that evokes the sense of a modern, precision-made product. 

This ties in with Apple’s overall design philosophy for most of their products, which is making them feel good and easy to use.

Packaging design is ultimately an extension of marketing, and nowhere is this more obvious than with Apple’s products. They try to convey the sensations of their minimalist design across all elements of their user experience, going beyond the box and into the rest of a user’s life.

With all that said, Apple’s minimalist design probably wouldn’t work without their aggressive advertising in other areas. They sell most of their products in their shops and online stores, with a few sent out to other retailers to cover their bases.

In short, minimalist design works because they’ve already advertised to customers and don’t need the box itself to call attention when people are browsing. 

Most people know they’re going to buy a specific Apple product when they visit the store, so Apple can focus on the experience of purchasing it rather than trying to beckon people over.