Led conception, design, development, and release of more than 100 Apps.

Problem

The App Store required a diverse set of high-quality apps to meet growing iOS user demands and maintain its competitive edge.

Stakes

The early years of the App Store required emergent strategies and continuous learning from successes and failures.

Discovery

Apple leveraged its brand and marketing prowess to enable individual developers to reach millions of consumers without relying on B2B models.

Outcome

Successfully launched over 100 consumer apps, resulting in multiple appearances in “Top Apps” and millions of downloads.