Zen and the art of opening an iPhone box | 1843 https://www.1843magazine.com/design/brand-illusions/zen-and-the-art-of-opening-an-iphone-box

"Japanese novelist Junichiro Tanizaki once described with reverence the joy of drinking from a lacquer soup bowl: “There is an extra beauty in that moment between removing the lid and lifting the bowl to the mouth..."