Apple - iPhone 11

Apple is known for its smart, witty, human voice that simplified technology—exactly like their products. But it leaned too much into product specs and features.

With so little room to flex conceptually, every headline works hard conceptually to communicate a feature benefit. The thinking behind each line extends easily into film executions.

We injected levity, casualness, and colloquialism—we made Apple fun.

This marks a huge shift in the way Apple talks about iPhone and their products. I was Lead Writer and part of the team that set the voice and tone you’ll see on Apple.com today.