Ignore how shoddy my comparison is - I made it quickly in Keynote - but, I'm noticing some similarities here. Presenting the product on the box with a simple image and a mix of bold/standard text in the name. Short sentences, designed to feel weighty and meaningful ("Mankind's most advanced phone." <=> "Performance and Design. Taken right to the edge".) I like the slate, though - I think it's one of the things that separates this scheme from Apple.