Apple launches | AT&T
The Apple launch is AT&T’s largest sales event of the year. I’ve overseen design on AT&T's digital channels for the past 5 years, on the consumer website and mobile app. I’ve led the iPhone, iPad, and Apple Watch launches.
The launches involve coordinating with large cross functional teams–marketing strategy, engineering, mobile app, design standards, brand, video, and directly with Apple – to ensure we meet business goals and KPIs, provide an integrated user experience across all channels, timelines are met, creative receives Apple approval, and we launch first to market.
The 2025 iPhone 17 launch involved designing and updating around 30 landing pages on ATT.com, PLP and PDP placements for the new products, and 30+ placements for the mobile app. Many ATT.com pages are segmented and required several experiences per page. The launch had several phases as well–Coming soon, Preorder, and General availability– with creative changing in each phase.
80+
team members across strategy, operations, and creative
28
landing pages updated during the Preorder phase
227
web components launched throughout the event
Traffic was driven via targeted email newsletters and SMS, paid tactics (TV ads, digital banners, paid social, paid search), SEO on att.com, and pages across ATT.com.
Performance metrics
The iPhone 17 launch was an astounding success and drove substantial growth and conversions across AT&T's digital platforms. Digital brought in 157K orders (out of 350K total orders) in the first week and 540K orders in the first two weeks of launch. Submitted orders were up 53% year-over-year in the first two weeks. Orders on ATT.com led all channels with a 45% share of total orders and contributed to a 20% channel shift to digital.
540K
iPhone 17 digital orders, first two weeks of launch
53%
increase in digital orders, YOY
20%
channel shift to digital
The 2024 iPhone 16 launch also had a positive story - submitted orders performed 212% to target and sales traffic accounted for 2.4M visits–a 56% increase–for the week of the launch.
We’ve also been first-to-market over our competitors for the past 5 years, since I took lead.
Previous launches
Video
The launches sometime involve integrating video onto our pages to really showcase the new phones and enhance the user experience. I work closely with our video artists and marketing to determine how and where they're placed.
Creative team
Creative lead: Liz Rohdewald
Copy leads: Lauren Jackson, Greg Donelan-Rapacki
Design: Olivera Miletic, Ken Bae, Tee Adams, Joel Easley, Ami Chan, Emily Lee, Mike Kenna, Jessica Straw, Chetan Lalwani, Tanya Lehr, Greyden Opio, Tirah Kensinger
Video: Ken Bae
Writing: Lyndsey Reid, Justin Baer, PJ Levine, Skip Jackson, Tamar Levin
