What the user experiences when unwrapping a product is part and parcel of the product/brand’s total user experience.
Image from Wikimedia.org
Architects for example work with a building’s approach experience. This describes how the structure reveals itself over time as a person approaches it from a particular direction (usually the designated ingress – such as the path to the front door.) It is an introduction to the structure, and sets the tone for future interactions with it.
Image from Engadget.com
Product packaging works the same way. What the buyer sees, smells and feels as they unpack their purchase sets the tone for future interactions with it.
Image from Microsoft.com
How a new operating system presents (on our laptops, phones and tablets) in the first few timese we use it will colour our on-going experience of it.