Dezeen features in Apple's iPhone 5 launch

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Dezeen features in Apple's iPhone 5 launch

News: Dezeen featured in Apple's launch of the iPhone 5 today and makes an appearance in the movie demonstrating the new product.

Dezeen features in Apple's iPhone 5 launch

Our homepage was shown in a video demonstration of the new device as part of a presentation by Apple CEO Tim Cook and colleagues at the Yerba Buena Arts Center in San Francisco.

Dezeen features in Apple's iPhone 5 launch

The movie, which is now up on Apple's website, starts with an introduction by Apple vice president of industrial design Jonathan Ive, and the sequence featuring Dezeen starts at 01.16.

Dezeen features in Apple's iPhone 5 launch

The sequence begins with an iPhone 5 user opening an email titled "Great website" which contains the message: "I just came across http://www.dezeen.com/ and I really think you would enjoy it. It has a lot of the same architectural styles that you love. Dave".

Dezeen features in Apple's iPhone 5 launch

The user then clicks on the link in the email and is taken to our homepage while Apple senior vice president Bob Mansfield describes how LTE technology allows "really fast downloads over your cellular network".

Dezeen features in Apple's iPhone 5 launch

After this the user goes to their bookmarks page, which interestingly already contains Dezeen, and navigates to a different site.

Dezeen features in Apple's iPhone 5 launch

Apple contacted Dezeen earlier this year asking us to create a bespoke version of our home page and an editorial page for a possible future marketing campaign. Apple specified that both had to be free of external advertisements and social media buttons, but they did not give any details of how the pages might be used.

The pages we created for us by our long-term collaborators Zerofee. Besides the iPhone versions of Dezeen, we also created billboard-sized pages that may, or may not, appear in Apple Stores and outdoor advertising hoardings as part of the marketing push for the iPhone 5.

  • dan

    Time to make your site mobile ready folks!

  • http://www.dezeen.com Marcus/Dezeen

    I guess Apple thinks Dezeen works pretty well on a smartphone. Otherwise they wouldn’t have featured us in the iPhone 5 launch demo!

    Marcus/Dezeen

    • Patrick Johnson

      Agreed. Apple do not want mobile enhanced websites. They want their phones to provide an easy way to view normal websites. Enhancements for phones/touch like they do on their website. But they're not responsive in the traditional terms.

      Responsive design needs a serious rethink. Or at least people should stop using it for the sake of it. If you're going to do it do it properly. But give the option to view the normal website. Because we might be used to it from the desktop.

  • Competitor

    I think Jonathan Ive likes the design of your site! Dezeen is not mobile ready in any way. You should definitely improve that.
    /Competitor

  • invisiblea

    I wonder if it would still have been featured if the site was small screen optimised…

    Regardless, the small screen Dezeen experience could be improved (although we know that iPad users are fine with it).

    /Developer

  • Competitor

    Probably not. Apple wants to show how easy it is for the user to browse a webpage. Regardless what Apple thinks, webmasters optimise their sites for mobiles because Google likes it!
    /Competitor

  • Sam

    This is the big time guys. Rejoice.

  • invisiblea

    Actually dear Competitor, we’d optimise our mobile experience because the readers would like it.

    /Developer

  • Michael

    I'm surprised you've publicly given a behind-the-scenes look at how Apple's marketing operates, considering secrecy is paramount for Apple.

  • JON

    Did you have to sign an NDA? Did you know it was for the iPhone 5, and how long ago did Apple contact you (you said earlier this year)?

    /curious blogger_

  • ASE

    As a longtime reader of this site, I was really excited when I saw the keynote yesterday. Super cool.

  • elemonk

    Marcus – thank you for the insight. I personally think it’s very interesting and exciting to see Apple uses distinctive ordinary content for their rare but highly anticipated public events, instead of generic material! In this case all compliments are on your side! Congrats!

    Nevertheless I’m very curious about the effect of riding Apple’s marketing swing. Did you feel any significant deflection regarding your visitor rates?

    Elemonk

    • http://www.dezeen.com Marcus/Dezeen

      We got so much traffic off the back of this that our site went down last night! Specifically our servers got overloaded by traffic coming in from a story about us on MacRumours: http://www.macrumors.com/2012/09/13/how-an-archit

      However traffic spikes like this aren't particularly beneficial to us as they distort the picture. We'll have to wait to see if there's a lasting benefit to our traffic stats from the Apple tie-up but it definitely is serving as fantastic marketing for us.

      Marcus/Dezeen

      • JON

        Thank you for the response!

  • Ralph Kent

    Simply amazing how so much time is devoted to a phone which is pretty similar to lots of other phones and also pretty similar to its predecessor. If I read another tech analyst saying ‘its more of a EVOlution than a REVOlution I will definitely need to break something’. How many times have I read that cliche on recent apple (re) launches The words ‘Cash Cow’ spring to mind. Above all, I am embarrassed that humankind has become so obsessed with a piece of electronics. I blame Stephen Fry. Rare beauty my ****.

  • Steven Hewitt

    My family is from the town where this photo is taken. Can't say I ever imagined it would end up in an Apple Promo, brief as it was!

    (FYI: Joe Batt's Arm, Newfoundland)

  • http://www.itechwhiz.com Apple News

    Probably not. Apple wants to show how easy it is for the user to browse a webpage. Regardless what Apple thinks.