Apple

Comments off | By · July 25, 2026

Campaign Diaries

Spain

Lucía Mateo (Ilunion): ‘An extraordinary idea earns the trust of people’

Brand: Apple

Campaign: I’m Not Remarkable

Source: https://ipmark.com/entrevista/lucia-mateo-ilunion-una-idea-extraordinaria-gana-confianza-gente/

Goal: Promote inclusivity and normalize the portrayal of people with disabilities.

Media: University musical

Summary: Lucía Mateo Girón discusses the W!N Awards and highlights Apple’s campaign 'I’m Not Remarkable,' which challenges traditional narratives about disability in advertising. The campaign features a university musical showcasing students with disabilities as ordinary individuals, not heroes, emphasizing that technology should adapt to individual needs. It aims to normalize representation and has achieved creative excellence by winning an Emmy.

Campaign Diaries

No Brand Diaries found.

advertising creativity disability inclusivity

Global

Apple Launches Home View, a New Smart Home Device

Brand: Apple

Campaign: Home View

Source: https://www.reasonwhy.es/actualidad/apple-home-view-nuevo-dispositivo-hogar-inteligente-2026

Goal: To promote the new Home View smart home device

Summary: Apple has launched Home View, a new smart home device, emphasizing the need to foster a culture of risk in marketing to discover better ways to improve.

Campaign Diaries

No Brand Diaries found.

Apple smart home

United States

New Apple CEO showcases iPhone Duo on the red carpet and ‘Widow’s Bay’ shines at the Emmy Awards

Brand: Apple

Campaign: Widow’s Bay Promotion

Source: https://www.imagensdemarca.pt/artigo/novo-ceo-da-apple-exibe-iphone-duo-na-passadeira-vermelha-e-andquotwidows-bayandquot-brilha-na-noite-dos-emmys/

Goal: Promote Apple TV+ series and new iPhone Duo

Claim: Apple leads the Emmy Awards night

Media: event appearances, television awards

Summary: At the 78th Emmy Awards, Apple made headlines with the public debut of the new iPhone Duo by CEO John Ternus, and its streaming platform Apple TV+ showcased its successful series, Widow's Bay, which won 14 awards out of 19 nominations.

Campaign Diaries

No Brand Diaries found.

Apple Emmy Awards iPhone Duo Widow's Bay

USA

15 Creative Campaigns You Should Know Today

Brand: Apple

Campaign: Between Beats

Source: https://www.adlatina.com/publicidad/15-campaas-creativas-que-debes-conocer-hoy-930057155

Goal: Promote the health detection features of the Apple Watch Series 12

Media: Television, digital platforms, social media, and podcasts

Summary: This article highlights several creative campaigns, including Apple's 'Between Beats,' which showcases the Apple Watch Series 12 and its health detection system through three health-related stories. It also discusses other campaigns from brands like Bonobos, Cadbury, and ’47 during events like New York Fashion Week.

Campaign Diaries

No Brand Diaries found.

Apple Watch creative advertising health campaign

Uruguay

That Fruit of Temptation (Apple unveiled new iPhone Duo, 18 Pro, new Watch and AirPods 5)

Brand: Apple

Campaign: New iPhone Duo, 18 Pro, new Watch and AirPods 5

Source: https://infonegocios.biz/y-ademas/esa-fruta-de-la-tentacion-apple-presento-nuevos-iphone-duo-18-pro-nuevos-watch-y-airpods-5

Goal: Introduce new products and enhance user experience with innovative designs

Claim: Designed to be your smart personal hub

Summary: Apple unveiled its latest products, including the iPhone Duo, 18 Pro, Watch, and AirPods 5, at its September event. The new iPhone Duo is a foldable phone aimed at providing a smooth and intuitive user experience, equipped with a titanium body and advanced multitasking features. The iPhone 18 Pro and Pro Max also presented significant upgrades in battery life and camera technology, designed to work seamlessly with Apple's AI implementations.

Campaign Diaries

No Brand Diaries found.

product launch smartphone technology

The similarity between creatine and cocaine is the insight of this supplement brand’s campaign

Brand: Apple

Campaign: null

Source: https://www.reasonwhy.es/actualidad/ag1-campana-publicidad-creatina-control-aeropuerto

Goal: Raise awareness about the iPhone Duo

Summary: The article discusses Apple's presentation of the iPhone Duo, highlighting a new era in technology with John Ternus as the CEO.

Campaign Diaries

No Brand Diaries found.

Apple iPhone technology

Global

How Apple is using heartbeats to make health tech feel human

Brand: Apple

Campaign: Between Beats

Source: https://www.marketing-interactive.com/how-apple-is-using-heartbeats-to-make-health-tech-feel-human

Goal: To promote the Apple Watch Series 12 and its health sensing features

Media: broadcast, digital, social, podcast

Summary: Apple's latest campaign for the Apple Watch Series 12, titled 'Between beats', focuses on the human heartbeat as a storytelling device for health and fitness. The campaign showcases how the watch aids users in understanding their bodies through personal stories of various users, including an athlete recovering from a health scare and a young drummer monitoring her readiness score. It features a new health sensing system capable of detailed heart monitoring and readiness scoring, and will be promoted across multiple media channels.

Campaign Diaries

No Brand Diaries found.

Apple Watch health tech marketing

Japan

What are the barriers that troubled senior Chinese manufacturers regarding foldable smartphones? Can the ‘iPhone Duo’ conquer the Japanese ‘penalty point’ approach?

Brand: Apple

Campaign: iPhone Duo Launch

Source: https://www.advertimes.com/20260911/article557237/

Goal: Introduce the first foldable iPhone

Summary: Apple announced its first foldable iPhone, the iPhone Duo, on September 9, priced from 364,800 yen and set to release on October 23. The announcement highlights the challenges and competition in the foldable smartphone market, particularly in Japan, where consumer confidence and purchasing intent remain cautious due to concerns over price and durability. Despite high recognition of foldable smartphones among consumers, the actual intent to purchase is significantly lower, mainly due to worries about their longevity and high costs.

Campaign Diaries

No Brand Diaries found.

Apple consumer behavior foldable smartphones iPhone Duo Japan

Global

From Freepik to Magnific, in first person: mistakes and lessons from their transformation process

Brand: Apple

Campaign: iPhone Duo

Source: https://www.reasonwhy.es/actualidad/magnific-erores-lecciones-transformacion-freepik

Goal: Launch a new iPhone model

Claim: A new era with the foldable iPhone Duo

Summary: Apple introduces the foldable iPhone Duo, marking a new era with John Ternus as CEO. The focus is on innovation and transformative technology in the smartphone market.

Campaign Diaries

No Brand Diaries found.

Apple foldable technology iPhone

Croatia

Heartbeats Takes Directing of Apple’s New Advertisement

Brand: Apple

Campaign: Between Beats

Source: https://www.media-marketing.com/vijesti/ritam-srca-preuzima-reziju-appleove-nove-reklame/

Goal: To showcase the impact of health data on user decisions

Media: Television, digital, social, and podcast channels

Summary: The new advertisement 'Between Beats' directed by Camille Summers-Valli uses heart rate fluctuations to transition between life scenarios of various individuals, illustrating how data from the Apple Watch Series 12 influences their daily health decisions. The advertisement premiered during Apple's September product launch and emphasizes the integration of health metrics into everyday life rather than merely presenting the device as a data recorder.

Campaign Diaries

No Brand Diaries found.

Apple Watch health monitoring

USA

What special guests did Apple have at the event? (How was the handover between Cook and Ternus?)

Brand: Apple

Campaign: iPhone Duo Launch Event

Source: https://infonegocios.biz/infomiami/que-invitados-especiales-tuvo-el-evento-de-apple-como-fue-el-paso-de-mando-entre-cook-y-ternus-2

Goal: Showcase the new iPhone Duo

Media: Event Presentation

Summary: The article highlights the special guests at the Apple event on September 9, 2026, where the new iPhone Duo was introduced. Notable attendees included content creator iShowSpeed and Colombian singer Feid, who were among the first to experience the new foldable device. The article emphasizes Apple's tradition of creating cultural connections through its product launches.

Campaign Diaries

No Brand Diaries found.

Apple event presentation iPhone Duo product launch

Global

What Apple Sells When It Doesn’t Just Sell iPhones (Ecosystem, Relevance, Phygital Experience)

Brand: Apple

Campaign: New Product Announcements and Ecosystem Communication Strategy

Source: https://infonegocios.biz/infomiami/lo-que-apple-vende-cuando-no-vende-solo-iphone-ecosistema-relevancia-experiencia-phygital-2

Goal: To manage customer expectations and increase ecosystem retention.

Claim: Privacy is a product attribute.

Summary: The article discusses Apple's strategy during their recent product announcement event, highlighting the expected price increases and the importance of creating a strong ecosystem to retain customers. It emphasizes how Apple communicated these changes effectively to minimize negative reactions while showcasing the added value of their products, particularly in terms of data privacy and augmented memory functionality.

Campaign Diaries

No Brand Diaries found.

Customer Retention Ecosystem privacy Product Strategy

Brand

Apple Campaign: I’m Not Remarkable Source: https://ipmark.com/entrevista/lucia-mateo-ilunion-una-idea-extraordinaria-gana-confianza-gente/ Goal: Promote inclusivity...