Privacy

Every time a privacy scandal hits the news, Apple is associated because it's a tech brand. It needed to differentiate itself from the crowd, and ensure its stance on privacy was loud and clear. To that end, a simple corporate page that people seldom care for became the talk of the internet, news, and global press. Simply because Apple took an approach that every other brand has avoided – privacy in plain language that’s easy to understand, marketed as a desirable product. This page refresh had industry leaders and global press calling for change, and for competitors to follow Apple’s lead.