Apple
Services: Growth Marketing
The tools behind Apple Services campaigns, from the Super Bowl to in-store offers.
The problem
Apple Services marketing runs campaigns at every scale, from the Super Bowl to offers in Apple Retail stores. Each one ran on decks and a platform for tracking projects and campaigns. Both failed the same way.
Every team built its slides from a blank page, so deck quality tracked whoever was assigned to it.
And the platform’s intake tables asked people to retype what the system already held. Which is why a project’s real state usually lived in someone’s side spreadsheet.
Work that repeated every cycle was redone by hand every cycle. That’s a design problem before it’s a tooling one.
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