More to iPhone
Role: Lead Content Strategist
How do you make iPhone stand out in a world where every phone promises the same features?
That was the challenge I was given: transform the existing iPhone page and reposition the device as more than just a list of specs. Instead of leading with familiar benefits like battery life or camera, the campaign needed to spotlight Apple’s deeper commitments; Privacy, Sustainability, and Accessibility.
The aim was to move away from spec-driven marketing and toward storytelling that revealed the lesser-known ways iPhone supports everyday life. By reframing the value proposition around Apple’s core principles, the campaign sought to strengthen brand affinity and build lasting customer loyalty across EMEA.
The Solution:
How do you show that iPhone is more than just another smartphone? By telling stories rooted in what people care about most.
I developed the strategy by researching the cultural context across EMEA, uncovering what people in different regions truly value and what matters most in their everyday lives. Using internal analyst reports and social listening tools, I identified key conversations shaping audience priorities.
From these insights, I created an interactive digital experience that showcased iPhone’s everyday benefits through Apple’s core pillars of Privacy, Sustainability, and Accessibility. Rather than leaning on abstract terms, I redefined the language, briefing the copy team to craft clear, human headlines like “Help minimise environmental impact”. Each micro-story focused on one meaningful benefit, making Apple’s values feel personal and relatable.
I then worked closely with designers to bring the vision to life ensuring the experience met commercial goals while remaining beautifully designed and engaging. The campaign shifted perception of iPhone beyond specs and features, positioning it as a product grounded in principles that genuinely enhance everyday life.
What happens when you shift from selling specs to telling stories?
The campaign sparked a measurable change. Traffic, engagement, and user interaction across the site all rose significantly. Story cards achieved high click-through rates, drawing audiences deeper into the experience and driving more journeys toward conversion pages like Basket, Trade-In, and Why Switch.
Beyond the numbers, the narrative-led approach reshaped how people perceived iPhone. Its impact has endured: the campaign is still live today, adapted for new market needs, and its storytelling framework has gone on to inspire other Apple initiatives.
