In early 2020, Apple News+—the premium subscription tier of the Apple News app—wasn’t converting customers as expected. Despite offering access to 300+ magazines and newspapers, most users of the free app weren’t aware of the full value behind the paywall. Previous marketing had focused on the cost-saving proposition, but it just wasn’t landing.

Our research revealed that “a good deal” wasn’t the message people needed. What they needed was more perspective. In an increasingly polarized world, Apple News+ offers subscribers something uniquely powerful: a broader, more nuanced view of the issues shaping their lives. With hundreds of publications at your fingertips, it’s not just a better deal—it’s a smarter way to stay informed.

We built a global brand campaign around the idea of The Power of Perspective. Each execution worked as both a product demo and a thematic statement—showing how reading across a range of sources leads to deeper understanding. The “Schools” TV spot, in particular, captured the complexity of the moment, as the pandemic, social unrest, and economic uncertainty collided in the summer of 2020.

Following launch, Apple saw a significant bump in both new and existing users upgrading to News+. Just as importantly, retention improved—subscribers felt a renewed appreciation for the service and its value at a time when perspective was more essential than ever.