Apple stickers are included in the box of Apple products such as iPhones, MacBooks, and iMacs. The stickers were originally intended to be used for promotional purposes and to reinforce the notion of brand identity. Apple has a loyal fan base, and the stickers allowed fans to display their favorite brand publicly, similar to wearing the shirt of a favorite music band or sports team. In the early years, when Apple was still trying to make its own space and taking on computer giants like IBM, these stickers were a way of showing support for the "underdogs". However, as Apple products gained popularity and the company became big, they were no longer the underdogs. So, Apple chose to become the "cool kid" instead and positioned itself as the "cool" tech company. Now, Apple stickers are a way of showing the world that you are a fan of the brand.

In summary, Apple stickers are included in the box of Apple products for promotional purposes and to allow fans to display their favorite brand publicly.