The iPhone was so different from the phones it came to replace. In the earliest years of the device’s history, the potential for misunderstanding among customers unfamiliar with smartphones was high. How did Apple’s marketing team do it? Look back in computing history as they confidently show you the phone as a friend would, put it in your hand, explain how it works. They present the phone from your point of view — calmly, lightly, naturally. Result: You understand it, and you like it. This 11-page article from issue 46 of Before&After Magazine demonstrates how Apple (in 2010) made a perfect presentation with the audience in mind.
The heart of the site is video; the iPhone is explained in a natural, conversational way. Even in motion, the design remains focused; every detail contributes to clarity.
© John McWade/Before&After Magazine, courtesy of Gaye Anne McWade.
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