Setting the Stage: Preparing for iPhone 17 launch

  • The Goal: Hit the ground running! I was recruited to step in last-minute when the iPhone team lost a copywriter just 2 months before launch.

  • The Creative Challenge: Mastering Apple’s voice quickly—the perfect balance of aspirational, minimalist, and punchy. I had to ensure my writing was indistinguishable from the established campaign voice within my first week of onboarding.

  • The Work: Ensure all launch-related copy (Apple Store messaging, emails, landing pages, digital ads) was on-brand, accurate, error-free and reflective of Apple’s unique voice and brand. I partnered with creative, UX, and product teams to prepare global marketing platforms for launch.

  • The Skill: Brand Stewardship & Voice Continuity. I’m limited by an NDA, but if you’d like to know more about my work at Apple, ask me and I’ll tell you what I can! 

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