Apple.com (DE) — Sustainability
Apple.com (DE) — Sustainability
The Opportunity
People aren't aware of the sustainable efforts Apple have made for the iPhone.
The Approach
Raise awareness with Germany's eco-savvy market — with zero tolerance for greenwashing.
The Solution
A lightweight experience built around the iPhone's lifecycle — before, during, and after.
The idea
Germany served as the ideal test market. Environmentally conscious, deeply sceptical of corporate green claims, and highly engaged with the topic. To earn their trust, we had to earn every word.
We structured the narrative around the iPhone's lifecycle — pre-usage, active usage, and post-usage — woven into the broader "Apple has a Plan" campaign. The visual language was developed to feel substantive, not performative.
The component
After exploring numerous concepts, we settled on a carousel-style approach that presents key points within the framework of the iPhone's lifecycle. Each card was carefully curated — crafted to strike the perfect balance of readability, simplicity, and resonance.
Users could explore at their own pace and dive deeper into supporting material. The mantra throughout: simplify, simplify, simplify.
"Each point had to tell a complicated and in-depth story. Every word came under scrutiny."
The scale and nuanced nature of each piece of detail was the main challenge. Apple's legal team scrutinised every claim. Getting approved copy that still felt human and engaging required constant iteration between teams.
Average horizontal completion rate — well above industry benchmarks for carousel content.
Average card open rate, proving genuine appetite for deeper sustainability knowledge.
Used as a best-in-class case study for the new Apple.com — proving that carousels can make a genuinely engaging storytelling experience.