Phil Schiller has been at Apple for 20 years, but he still has plenty of new ideas. Last year Apple unveiled the Privacy. That’s iPhone campaign, which is the company’s latest effort to build trust with customers concerned about data security.
Schiller served as one of the judges for Apple’s popular Shot on iPhone Challenge. The campaign includes a partnership with the NHL in which team-taken photos are prominently displayed in eight participating arenas. The campaign shows that you don’t have to be a gifted photographer to get a great shot – if you’ve got the right gear for the job.
It’s all part of Schiller’s strategy to keep expanding the already mature iPhone market. "If we're going to push the upper boundaries, how do we make something that's more affordable for a larger audience?” he told Engadget last year. “To make the overall iPhone audience even larger? What choices can we make and still make it a phone that people can hold and say, 'I have the best too'?"