YouTube feeds addiction for tech unboxing obsession

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Lamarr Wilson does not have a good poker face, but has the kind of face for unboxing gadgets that makes him popular with his YouTube audience.
Lamarr Wilson does not have a good poker face, but has the kind of face for unboxing gadgets that makes him popular with his YouTube audience.
Photo: Lamarr Wilson/YouTube

Cult of Mac 2.0 bugMaybe Christmas morning doesn’t come often enough. How else do you explain the full-blown obsession of millions of people who turn to YouTube to watch videos of someone opening boxes containing new products?

Tech companies, especially Apple, know that packaging and how it opens to present you that shiny new gadget is a critical first step towards a love connection. Companies are even conscious of how a sparkling YouTube personality with a child-like excitement for what’s inside the box can help drive sales.

9.7-inch iPad Pro unboxing: Big things come in small packages

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Looks like an iPad Air, but it's so much more.
Looks like an iPad Air, but it's so much more.
Photo: Ste Smith/Cult of Mac

The new, powerful iPad Pro is available at Apple Stores today and we’ve got a fantastic iPad Pro unboxing video to show you all the ins and outs of the new tablet.

Cult of Mac videographer Ste Smith talks us through the packaging, the setup and the latest-greatest device itself in this cool iPad Pro unboxing video that he made right after picking up the 9.7-inch tablet from his local Apple Store.

If you want to get your (virtual) hands on this sexy new iOS device, here’s your chance.

iPhone SE unboxing: Our first look at Apple’s new tiny dynamo

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iPhone SE box
Unboxing the iPhone SE is familiar ... yet somehow exciting and new!
Photo: Ste Smith/Cult of Mac

The iPhone SE finally arrived on my doorstep this morning, and I couldn’t wait to get Apple’s new 4-inch iPhone out of the box.

Get our first impressions of the tiny dynamo in Cult of Mac‘s iPhone SE unboxing video below.

Kahney’s Korner: iPhone 6s unboxing special

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Check out our unboxing of Apple's new iPhone 6s Plus below.
Check out our unboxing of Apple's new iPhone 6s Plus below.
Photo: Cult of Mac

It takes years to understand the appeal of the unboxing video. On the face of it, they’re very silly. And yet unboxing is one of digital video’s most popular and enduring genres.

Who wants to see someone else opening the box of a brand new gadget? Wouldn’t you want to do it yourself?

And therein lies their appeal — the vicarious pleasure of seeing a stranger enjoy a gadget you covet.

With that, here’s our contribution to the genre: Cult of Mac’s first unboxing video. Watch in enraptured fascination as we take the iPhone 6s Plus from its box.

Get a closer look at the el cheapo gold Apple Watch

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The gold Apple Watch looks great with a navy band.
The gold Apple Watch looks great with a navy band.
Photo: Blake Kimball

Apple fans can’t purchase the iPhone 6s, Apple TV, or iPad Pro that were unveiled yesterday, but if you’re lucky you can pick up the cheap gold Apple Watch Sport today, now that Apple Stores have received limited supplies of new units.

Cult of Mac got an early look at the new gold finish thanks to a reader who already scooped up a 42mm gold Apple Watch Sport at the Apple Store in Gilbert, Arizona, and while the new model is way cheaper than its expensive Edition sibling, it still looks like a million bucks.

Take a closer look: