服務設計是近年來盛行的新興設計議題。在全球化競爭的國際市場中，許多企業與品牌都逐漸將發展方向由產品導向，調整為加入服務導向的發展策略，以期能夠提供消費者更完善的產品服務與體驗。而這些多元與完整的服務體驗，都需要透過服務設計思考中的五大原則，來進行規劃與設計；並且利用服務設計流程的建構，以及服務設計工具的運用予以落實。提供消費者一套完整的服務經驗，是服務設計概念中的主要目的。而本文認為，產品與消費者的互動過程之中，消費者最先接觸到的不是產品本身，而是產品的包裝。因此，產品的包裝設計可以作為消費者、產品、品牌三者之間互動的界面；品牌也可以藉由產品的包裝設計，讓消費者能夠從產品開箱到使用產品的過程中，體驗完整的服務流程。蘋果電腦是一家較擅長於塑造並且提供消費者完整服務體驗的品牌。本文將簡介蘋果電腦所提供的服務體驗，並針對其產品與包裝間的服務設計整合做分析探討；以服務設計思考的五大原則觀點，討論蘋果電腦iPhone產品包裝設計的特色，並進一步分析其包裝結構與細節，藉此歸納出蘋果電腦在包裝設計上所具備之服務設計觀點與特點。最後，再將歸納出服務設計觀點應用於包裝設計時，可採行的方法步驟及聚焦重點，並建構出一個適用於產品包裝設計之流程，以提供未來產品包裝設計之參考。

Service design has been an emerging topic in recent years. In the globalized competition, many companies and firms gradually shift their business development strategy from product orientation towards service orientation aiming to provide consumers with premium product service and consumer experience. To realize these services with diversification, one should follow five principles of service design thinking and should implement the services through service design blueprints and tools. The core purpose lying in service design is to provide a complete service experience. In consumers' interaction with a product, the packaging is always the first touch-point with the consumers rather than the product itself and, therefore, acts like a bridge between the consumers and the product in communicating the brand image. Right at the moment of unboxing can consumers already begin the complete service experience stimulated by the visual impact from the package design . Apple Inc. is an expert in creating and providing state-of-the-art service experience over the other competitors. This thesis will analyze and survey the service experience and integration of product and packaging design provided by Apple Inc.; discuss iPhone packaging design through five principles of service design thinking; analyze the packaging structure; and finally conclude the application methodologies by a case study. In the end, a service design procedure is set up to provide a reference for packaging design in the future to apply the concluded methodologies by four steps of service design process, service design tools and the case study.