Events
Cameron Craig: We used communications to turn around Apple
There are a few brands that are more beloved than Apple. And when it comes to leadership, few inspired me more than Steve Jobs. One person who had a front-row seat at Apple and who worked alongside Jobs was Cameron Craig.
A look into Apple’s iPhone X Marketing Strategies
Cameron worked with Apple for 10 years during the company’s dramatic turnaround period under Steve Jobs. Starting in 1997, Cameron led Apple’s agency efforts with Porter Novelli Australia before moving to Singapore to lead Apple’s communications in Asia-Pacific. The company then relocated him to California, where he played a senior role on the product PR team.
Cameron will be heading to the Middle East to speak for the first time at IABC’s EMENAComm communications conference this February in Bahrain. He spoke to us about his time at Apple, the lessons he learned from Steve Jobs, and why communications were central to Apple’s turnaround.
Event: IABC’s EMENAComm communications conference / February in Bahrain
Q: Can you tell us about your Apple journey?
Cameron: I worked on the agency side in the mid-1990s. We won the Apple business, and I joined Apple a couple of months later as the Asia Pacific lead. I was there for three years, and then they transferred me to Cupertino’s mothership in California. I was part of the product communications team during a fascinating time for Apple. I started at Apple a year after Steve Jobs returned. The first thing I worked on was the Think Different campaign, and my last project was the iPhone. I got to see a company’s journey from the brink of destruction to this massive company that emerged.
Q: What are your learnings from that time at Apple?
Cameron: I will be talking about five lessons that I learned during my ten years at Apple that I reapply every day. Since Apple, I’ve held several senior global roles, including Yahoo, Paypal, Visa, and Polycom. These five lessons are the basis on which I’ve succeeded in my profession.
Q: Can you share one of those lessons with us now?
Cameron: Keep it simple. You look at the press releases for Apple’s products, and they were so easy to understand. Take, for instance, the communications around the iPod. It was all about” 1,000 songs in your pocket. Listening to music will never be the same again.” Short words and short sentences, packed with emotion and meaning. There were no clichés, no jargon. As Steve Jobs used to say, if a mere mortal couldn’t understand our communications, then we’d failed. And you didn’t want to fail if you worked for Steve Jobs. Simplicity is a lost art. I get distracted and tempted to use complex wording, techno mumbo-jumbo, and it’s not easy following this rule. I’ll be sharing tips on how to do this during my talk at EMENAComm. The issue of simplicity was my biggest learning at Apple. And that is even more true today when we live in a world where English isn’t everyone’s first language. Please keep it simple, and your communications will be more effective.
Q: Apple has always been great about talking to people’s emotions, about product benefits. How did you do this so well?
Cameron: Steve Jobs was an amazing storyteller, and he put so much effort into getting these keynotes right. There was always a villain, be it a rival operating system. There’s always a hero, which is Apple, and there’s always tension in the story. Steve had great storytelling techniques. Look at Think Different; here is Apple at the brink with no products on the horizon, yet this campaign is packed with emotion and hope, which resonates with people worldwide. You can count that day as day one of the rebirths of Apple. A story that is rarely told, which I’ll be sharing at the conference, is what this did for Apple’s employees. I don’t think that Steve and the team at Apple get enough credit for their employee communication.
Q: We’ve talked about Apple, but you’ve also worked with other global firms. What do we do if we don’t have a communicator like Steve Jobs at the top of our organization?
Cameron: I believe firmly that everyone has a great story to tell. One example of this is Polycom, and I met the company’s founder a couple of days into my new role. It was at kids at workday, and he had these 11 and 12 year-olds completely engrossed. When he walked into a RadioShack store, he talked about buying a 99 cents book on how to make speakers, and that book led to the creation of this two-billion-dollar company. Every single company around the world has a Polycom speakerphone in their conference room. It’s an incredible story, and yet it had never been told. We changed that, wrote a Havard Business Review article, and started sharing his story widely. To repeat, we all have a story inside of us.
Unlike last year, Apple is holding an in-person fall event named “Far Out” on 7 September. iPhone 14 will be the big headline announcement at the event. Other things will also be unveiled, including the Apple Watch Series 8 and probably more.
The launch will be streamed live from the Apple Park campus at 10:00 am Pacific Time.
According to MacRumors, this article highlights everything we’re expecting to see (and some more distant possibilities) at the event.
iPhone 14
The most significant change to the iPhone 14 is the elimination of the 5.4-inch iPhone mini, which is being discontinued due to lackluster sales. The iPhone 13 mini will be the last iPhone at the 5.4-inch size, but four iPhones are still coming this year.
iPhone 14 size will be bigger for all models
Apple is replacing the 5.4-inch iPhone with a larger 6.7-inch model, so we can expect to see the 6.1-inch iPhone 14, the 6.7-inch “iPhone 14 Plus” or “iPhone 14 Max,” the 6.1-inch iPhone 14 Pro, and the 6.7-inch iPhone 14 Pro Max. For much of the rumor cycle, the standard 6.7-inch iPhone in the works was assumed to be the iPhone 14 Max after the Pro Max naming scheme, but rumors now suggest that it could be called the iPhone 14 Plus instead.
iPhone 14 models will look almost identical to the iPhone 13 models
Aside from the new size, the standard iPhone 14 models will look nearly similar to the iPhone 13 models, with most changes reserved for the more expensive Pro models. There will be no design changes, and the Face ID notch will remain, nor are the iPhone 14 models expected to adopt ProMotion technology.
iPhone 14 Lineup- Image Credit: MacRumors
iPhone 14 models will have an upgraded front-facing camera
The iPhone 14 models are getting the upgraded Ultra Wide camera from last year’s iPhone 13 models. They’ll also have an upgraded front-facing camera with a wider f/1.9 aperture and autofocus capabilities.
iPhone 14 models will have satellite-based emergency features
We’re expecting 6GB RAM, up from 4GB, and all iPhone 14 models are rumored to feature an updated Snapdragon X65 10 Gigabit 5G modem from Qualcomm. The X65 modem enables some satellite connectivity features, so there have been rumors that Apple will implement satellite-based emergency features that let users send texts and report major emergencies in areas without cellular coverage.
WiFi 6E support is coming, and there’s rumored to be a new purple color that will join in black, white, red, and blue. Pricing is expected to stay the same, starting at $799.
iPhone 14 Pro
While minor changes are coming to the standard iPhone 14 models, the Pro line is getting a much more significant update. The 6.1 and 6.7-inch sizes aren’t changing, but Apple is rumored to eliminate the notch.
iPhone 14 Pro- Image Credit: Apple
iPhone 14 Pro line will have a more streamlined look
Apple is implementing a pill-shaped cutout and a hole-punch cutout, which will house the front-facing camera and the TrueDepth system needed for Face ID. Though these are two precise cutouts, Apple plans to combine them into one long pill-shaped notch using the software.
The space between the two cutouts will be blacked out when the iPhone is activated, making the cutouts indistinguishable. This design will look like one cutout rather than two different-sized cutouts, which will make for a more streamlined look.
Rumors suggest that Apple will use the space between the cutouts for microphone and camera indicator lights. Still, the area between the cutouts will be black and appear as a single cutout.
iPhone 14 Pro line will include a 1Hz to 120Hz ProMotion display
The iPhone 14 Pro models are rumored to have a 1Hz to 120Hz ProMotion display, enabling a long-awaited Always-On Display function that’s expected to work similarly to the Apple Watch’s always-on display.
iPhone 14 Pro line will have the most significant camera updates we’ve seen on the iPhone line in years
The front-facing camera will feature the same wider f/1.9 aperture and autofocus capabilities as the regular iPhone 14. There will be a more significant, more prominent camera bump to accommodate a new 48-megapixel Wide lens with a 21 percent larger sensor that supports higher-resolution images and 8K video recording, marking one of the most significant camera updates we’ve seen on the iPhone line in years.
Other expected changes to iPhone 14 Pro models
The telephoto lens will be upgraded from a 6-element lens to a 7-element lens, and we could also see improvements to the Ultra Wide camera. A new purple color could join the graphite, gold, and silver options. 6GB RAM is expected, the same as the iPhone 13 Pro models, and we are counting on a faster Snapdragon X65 10 Gigabit 5G modem, WiFi 6E, and up to 2TB storage space.
iPhone 14 Pro models might have a higher starting price
With so many upgrades, the iPhone 14 Pro models could have a higher starting price, with Apple increasing prices by approximately $100. If that happens, the iPhone 14 Pro will start at $1,099, and the iPhone 14 Pro Max will start at $1,199; no specific pricing details are known now.
Apple Watch Series 8
The Apple Watch Series 8 is expected to look like the Apple Watch Series 7, with no notable design changes. Apple will continue to offer 41 and 45-mm size options, and the S8 chip inside is expected to provide the same performance as the S7.
A new temperature sensing feature might be added to the Apple Watch Series 8
We may get a new temperature sensing feature that can detect changes in body temperature. It’ll be used for fertility planning, but future versions of the Apple Watch could alert you if you have a higher than average body temperature.
Apple Watch Series 8- Image Credit: MacRumors
Measuring body temperature from the skin is not as accurate as getting a core body temperature reading. Hence, the Apple Watch Series 8 will not likely provide a specific temperature number, instead just monitoring changes over time.
Car crash detection might be added to the Apple Watch Series 8
Car crash detection may make it into the Apple Watch Series 8, with the feature mirroring fall detection. The accelerometer would detect a gravitational force spike and then alert emergency services if necessary.
More updates might be added to the Apple Watch Series 8
There could be updates to activity tracking. We don’t know precisely that Apple is working on an updated low-power mode. The updated low power mode would allow more functions to work while battery life is being preserved, rather than simply limiting all features.
Apple Watch Pro
Apple is planning to launch a higher-end “Apple Watch Pro,” though it may sport a different name. The “pro” version of the Apple Watch will have an updated design that Bloomberg’s Mark Gurman has described as an “evolution of the current rectangular shape.”
Apple Watch Pro will have a bigger screen size (display)
It will be larger than the current 45mm Apple Watch Series 7 and will feature a display that measures two inches diagonally, up from the 1.9-inch screen size of the 45mm Apple Watch. The display will have a 410 x 502, and the extra display area could be used to show additional fitness metrics on a single screen.
Apple Watch Pro will have a shatter-resistant display
The Apple Watch Pro isn’t just a higher-end version of the Apple Watch; it’s also more rugged and is aimed at those who need more protection for extreme sports and other intensive activities. It will be made from a titanium alloy that is better able to hold up to abuse, and it will have a shatter-resistant display.
Apple Watch Pro- Image Credit: MacRumors
Apple Watch Pro will have a longer battery life
Because the Apple Watch Pro is expected to be larger than the Series 8 models, it will accommodate a bigger battery. It could thus support longer battery life for longer workout times. The low power mode could last for more than one day before recharging.
Apple Watch Pro might be more expensive.
Aside from the new design and the larger body, the Apple Watch Pro is expected to include all of the same features as the Series 8. It will be more expensive, perhaps between $900 and $1000.
Apple Watch SE
A new version of the affordable Apple Watch SE is in the works and is expected to debut alongside the Apple Watch Series 8, but there’s no word on what new features it might include. We can perhaps expect a faster processor and an always-on display, a feature initially introduced with the Series 6.
Airpods Pro 2
Early rumors suggested that Apple might go with a smaller, stemless design. Still, more recent information has indicated a design similar to the current design with silicone ear tips and a stem.
Airpods Pro 2 might have an improved Find My integration and an improved sound
The charging case is rumored to have speaker holes, so it can play a sound when the AirPods are lost, which will go along with improved Find My integration. The AirPods 3 acoustics will enhance the sound, and an updated H1 chip with self-adaptive noise cancellation capabilities will be added.
AirPods Pro 2- Image Credit: MacRumors
Apple analyst Ming-Chi Kuo said the AirPods Pro would feature Apple Lossless (ALAC) audio support. No AirPods have Lossless audio support because the AirPods function over Bluetooth, so for the AirPods to play higher-quality Lossless audio files, Apple would need a non-Bluetooth solution.
Apple is rumored to be transitioning to USB-C across its product lineup, but this year’s AirPods Pro is expected to continue to feature a Lightning port.
Other Apple products release
While new iPhones, Apple Watch, and AirPods should already make for a jam-packed event, there are also new iPads in the works. Still, it is not clear if Apple will introduce these devices at the September event or save them for a second event that could potentially happen in October.
Today, more than 6,000 tourists celebrated sun alignment on King Ramses II in front of Abu Simbel Temple in Aswan.
This remarkable phenomenon happens twice every year, on February 22 and October 22, as the sun’s rays penetrate the front corridor of the entrance to the Temple of Ramses II with a length of 200 meters until it reaches the Holy of Holies.
The Holy of Holies is a platform that includes the statue of King Ramses II, sitting next to it the statue of the god Ra-Hor, his sister, the god Amun and the statue of the god Ptah.
As for Ptah remains in the shadows every year; the sun does not light up its face because Ptah is considered the god of darkness among the Egyptians, According to ancient beliefs.
Abu Simbel
The great temple of Abu Simbel was constructed by ancient Egyptians Over three thousand years ago in a way that the sun would shine on the statue of King Ramesses II on the same date every year, marking key dates in the pharaoh’s life in a celebration of his coronation day.
Abu Simbel temple was carved in a rock piece on the west bank of the Nile in a spot of great beauty to worship the sun. It is considered the most prominent temple carved in rocks in the world.
Chief Inspector of Abu Simbel Antiquities Ahmed Masoud clarified that the temple opened the doors for tourists starting at 3 am to facilitate viewings of the sun alignment, asserting that thousands of tourists lined up in the “longest tourist queue” in Egypt before entering the temple.
Google Play has announced today that The Android Dev Submit is back. Taking place October 27-28, the annual conference celebrating the Android developer community – the latest updates in Android development directly from the Android team and participate in the virtual fun with your peers.
The event is a good opportunity to connect with Android team and Android developers around the world.
-
Startups9 years ago3 Creative Egyptian Women Who Master E-commerce
-
News10 years ago11 Talented Egyptian Photographers on Instagram
-
Campaigns8 years agoVodafone Egypt Brings Generations Together, Unlocks 4G Power
-
Marketing9 years agoWhich categories will suffer most from increased prices in Egypt?
-
Apps8 years agoRadio Garden Live Map of The Globe’s Radio Stations
-
News8 years agoTop 10 Egyptian Fashionistas to Follow on Instagram
-
Campaigns8 years ago7 Big Stats That Show Which Ramadan Advertisements Resonated Most
-
Opinion9 years agoF*** Being a Founder, Be a Follower