"Apple tells stories that make us feel better about ourselves". Product design expert Kevin Davis tells us how emotional messaging is the key to Apple's success

An image of the Apple logo over a still from the Apple Wonderlust event
(Image credit: Apple)

Anyone turning in for Apple's Wonderlust event last month was probably there for news on the features of the new iPhone 15 and Apple Watch Series 9. But like many Apple product launches, we were shown a lot more than that. 

As well as all the technical details on specific products, there was a huge amount of emotional messaging around the whole Apple brand. The introduction didn't showcase a product but rather the stories of Apple users, and there was a big emphasis on green credentials. Kevin Davis, co-founder and managing partner at the product experience design firm Milkinside and an expert in human-centric product design, believes Apple’s strategic use of emotional intelligence (EI) is the key to its success. We spoke to him to find out more.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.