Apple iPhone

Before the iPhone was an obvious business choice

There was a time when the iPhone had to make its case to businesses, with BlackBerry the established choice and Apple asking people to consider an alternative. Apple wanted to show how companies of different sizes were already using the device in their day-to-day work, through a series of case-study films on its website.

 

The idea put actual use at the center of the argument, giving a prospective business customer something more concrete than a list of features. Novartis, a major pharmaceutical company, provided one of those stories, with applications that reached into healthcare as well as its own operations.

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Gathering the information

Eitan was brought in as senior writer on the Novartis case-study film, working directly with Apple’s team. The story grew out of interviews about how Novartis used the iPhone to connect patients and physicians, and how it was developing apps for the wider community.


His job was to shape those interviews into a story a business audience could follow. The people using the phone and the work they were doing gave him the detail he needed.

An iPhone story with people in it

The story also looked beyond Novartis’s internal use of the device to the apps it was developing for the wider community. That distinction mattered because it showed what a business could build with the technology as well as what its own employees could do with it.

The resulting film contributed one specific example to Apple’s broader campaign, making the iPhone’s business relevance visible through a company already putting it to work. Before that relevance felt obvious, a well-told example had a job to do.