While the outside design of the box is less indicative of the changes Samsung has made to their new smartphones than the actual phone, it carries things full circle. Samsung wasn’t just thinking about the phone, they wanted customers to feel like even the unboxing was a fresh experience. The box’s overall shape is still the same of course, and there’s still the implementation of the sleeve that encases everything, but when it comes to looks Samsung has changed things up. Altering the packaging design might be a minor thing, but even the little things matter in capturing the customers attention and Samsung has made sure to do just that. The box is simple and elegant, but ultimately they’re letting the phones inside speak for themselves.