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For most of Apple's history, every box hid the same small gift: a sheet of Apple-logo stickers. Rainbow-striped in the Apple II and classic Mac years, then white in the iMac era, they colonized car bumpers, dorm doors, and the lids of non-Apple laptops — the cheapest brand campaign ever run, paid for by the customers who applied it.

The tradition ended quietly: beginning with 2024's products, Apple stopped packing stickers as part of its plastic-free, carbon-neutral packaging push, with stores briefly handing them out on request. Their absence made them collectible — sealed rainbow sheets trade as memorabilia — and earned the stickers the rare honor of being a discontinued Apple product that was never for sale.