I co-founded the Story Team within Apple’s Marcom along with Amel Elsiddig Monsur and Joe Burger. Our missive: ideation and R&D for social innovation, particularly on user education and cultural acclimation to new technology. * Under Amel’s brilliant guidance, I helped lead a team of creatives and agencies on content that quadrupled views while quartering budgets, and engaged new independent artists and musicians with a blue chip brand. * We also synthesised strategy and new product missives through a storytelling lens for launch design teams. I was there from iOS 16 to iOS 18, and during the launch of Apple Vision Pro.