Memory

Team aligned on a gifting-first narrative across iPhone 17 and Apple Watch. Approved a $12M media budget with 60% to paid social. Creative direction leans warm, family-centric vignettes.

Agency delivered the hero film cut and 6 social variants. Legal flagged the camera claim in v2 — needs the asterisk disclaimer before we can ship to channels.

Master positioning doc — key message hierarchy, audience segments (Upgraders, Switchers, Pro creatives), and the channel-by-channel rollout calendar for launch week.

Build the reservation funnel for retail demos. Blocked on design handoff for the confirmation screen. Target live date is two weeks before launch.

Moved to In Review. Static gifting set complete, motion variants pending. Awaiting sign-off from brand before localization kicks off for EMEA and APAC.

Discussed shifting spend from awareness to consideration as launch nears. Strong intent signals from the developer audience. Proposed a dedicated LinkedIn push for enterprise.

Net adds up 14% MoM, driven by the bundled trial promo. Churn ticked up slightly post-trial — flagging a retention creative test for next sprint.

Full-year budget allocation across products and channels. Holiday and iPhone 17 launch are the two biggest line items. Contains the quarterly pacing targets.

Adapt the 'Lightness' campaign for 7 EMEA markets. Translation in progress; awaiting regional pricing inputs before the assets can be finalized.

Card in Development. Engineering building the reservation flow; copy locked. Need final pricing tiers from product marketing before QA.

Samsung dropped a pre-launch teaser leaning hard on AI camera features. Worth watching their spend ramp — may need to defend share of voice in the camera narrative.

Approved language for the 'Privacy. That's Apple.' refresh. Specific do-not-use phrases attached. Applies to all paid and owned channels going forward.

iPhone 17 awareness CPMs trending down 8%. Recommended scaling the top video creative and sunsetting two fatigued static sets. Watch frequency on retargeting.

Three concept territories for the holiday push: 'The Perfect Gift', 'Family Moments', and 'Surprise & Delight'. Includes mood boards and sample scripts.

Stand up the always-on health & fitness campaign. Audience and creative briefs drafted; pending budget confirmation from the FY26 media plan.

Board-level deck summarizing the holiday strategy, FY26 pacing, and the iPhone 17 launch plan. Used in the quarterly leadership review.