Apple News Copywriting

I don’t think most consumers understand digital ephemera like this is actually written by anyone. That’s why I love working on brand services. I’ve been that customer. I’ve been annoyed at this stuff when it’s not done well, and sometimes these are seen by tens and hundreds of millions of people. If I can make a paragraph a little smoother, a headline slightly clearer, a message a tad less disruptive, perhaps even welcoming and rewarding—the cumulative impact across all our customers is mind blowing.