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.