Apple has proven that its design expertise stretches beyond the gadgets it sells – by winning an award for… a box.

The plaudit is for the iPod's packaging, which was described as "flawless and inventive" by judges at the ID Magazine Annual Design Review 2004.

They added that "this is utterly consistent with what we've come to expect [from Apple]", reports MacNN.

They continued: "Opening the box requires a series of motions, and with each move, the suspense builds. There's this ballet of unwrapping that is clearly intentional, it prolongs your excitement about finally owning the product."

The Annual Design Review has run since 1954, and recognizes "the best in product, furniture, graphic and environment design, from the iconic to the obscure".