37 Signals has a brief but poignant post about the five word line found inside the packaging of each Apple product. My first mac was a G4 in 1999 and I don't actually recall reading it upon opening the box. In the years to come, it became standard issue inside each subsequent Apple package. They usually position the statement to be the first text one reads when opening an Apple box. The sentence is both a forewarning of what's to come in the unboxing process, as well as a broadcast of their core value, design.