The iPhone out-of-box experience is superb; it's reminiscent of Apple's first iPod. The beautiful black and chrome box has none of the fiddly "how do I get into this thing?" of the video iPod packaging; the top just lifts off. And there, resting on top and wrapped in protective plastic sheathing, is iPhone, nestled like a diamond ring in an elegant gift box, or a very expensive watch. The inside of the top box half has a resilient foam panel to help protect the iPhone in transit.

The iPhone turns on the moment you press the "Home" button at the bottom, or its on/off switch at the top. It tells you what to do: "Activate iPhone" in large, clear type, and underneath, "connect to iTunes". The bottom of the screen says "slide for emergency" — even before activation, it can be used for 911 emergency service.

iPhone rests in a sturdy acrylic tray (with a recycling symbol and type 7 designation). A tab from the next layer down protrudes through a circular opening in the tray. This lifts out to reveal a deep sub-tray containing a custom iPhone Dock, a tiny power brick, USB Dock cable and iPhone's headphones. (The bottom tray is recyclable, if you can get it out; it appears to be glued in place.)