As I mentioned, Apple is all about style. They have always done a good job with their product packaging. A simple black or white box with a large full color image of the product is an effective tool for catching the consumer's eye. The lettering used by Apple is also effective. It is a large and easily readable font that leaves you with no doubt about what is inside the box you are looking at.
You have to admire their marketing skills here.
Inside the box the iPhone 3GS has similar contents to the older 2G and 3G. You get the phone right on top and easily accessible underneath in a small box is the manual (although, why it is there I have no idea; I have never met anyone that reads the iPhone manual). And below that is the neatly packaged accessories compartment.
Here you have your USB cable, power block and headphones. The headphones are like the new iPod Shuffle in that they have the remote volume feature on them and additional controls for iPod functions. One item conspicuously absent is the cleaning cloth. With the 2G and the 3G you received a cloth for cleaning the glass on the phone. But this was not the case with the iPhone 3GS I purchased.