When I purchased my MacBook Pro in early 2008, I threw down US$69 for a .Mac (now known as MobileMe) membership. I expected to get an email confirmation of my .Mac order (which I did), followed shortly by another email with an activation code.
Instead, I received the hot mess you see in the pic above (US size 9.5 shoe included for scaling purposes). First, a huge FedEx package, about the same size as the current MacBook's packaging. Rattling around inside of it was a cardboard box with .Mac emblazoned on the front, large enough to fit a CD or DVD inside. But instead of a CD or DVD, I found a small paper booklet with a sticker on the front page containing my activation code. In all, it was about a pound of packaging (at least) for something that really didn't need to be mailed to me at all.
Nearly three years later, the situation hasn't improved. The New York Times notes that MobileMe's packaging needs to go on a diet, and they're absolutely right. Apple's made a big deal in recent years about its push for "greener" practices in both its products and its packaging, and they've made big strides. In 2006, Greenpeace gave Apple very poor ratings for its environmental practices. Greenpeace spent the next few years hounding Apple for its environmental record, until earlier this year when Apple got top ratings. Apple has since slipped to ninth place in the rankings.