Here are a few screenshots from the iOS 5 setup procedure. New customers can initiate the process at home when they’re ready. There’s no indifferent, heavily-piereced carrier clerk to deal with, no Muzak-filled mall or long line.
What’s better is that it’s beautiful. That’s notable because most users will only ever see this once. Since most people don’t reminisce about the day the set up their iPhone, iPad or iPod touch, Apple could have made something effective yet forgettable.
But that’s not how Apple does first impressions. That’s not why people record themselves opening boxes that contain Apple products. This attention to detail and respect for its customers is one of the reason I appreciate Apple so much.