iPhone users increase every year. In 2017, tech giant Apple hit a record market value on its tenth year anniversary. The users that come from other competing backgrounds switch to iOS, which is the new tool for the promotion campaign of the company. Apple wants to invite over the current Android users.
The potential customers are inspired to take the leap, highlighting the compelling features such as superior performance, privacy, and camera quality, etc. The campaign consists of five short videos that compare the features such as Music and Photos to persuade the smartphone users to use iPhone and enjoy some awesome features. In another attempt to gain users, Apple refurbished the microsite.