WWDC24 Insights: Apple’s Tips for Better User Buy-In Through Feature Reframing

Triumph Nnaemeka Ugoji's photo
Triumph Nnaemeka Ugoji
·

3 min read

Hey guys

Did you watch WWDC24, Apple’s flagship event to announce their Software updates?

iOS 18 is already a strong contender for the most improved OS even if I feel like there is an andriodization of Apple going on, especially with the single-tone themes customization feature but hey, whatever rocks your boat, right?

What I really want to talk about is communicating user benefits.

Apple gets it!

I saw this tweet from MKBDHD, the bane of consumer tech reviews, and no flake to Google, but I totally agree.

this one

Photo cred: MKDBHD

As builders, we sometimes get lost in our world of features and buzzwords and sometimes when we launch, it seems that we’re talking to our industry counterparts rather than the actual users of our products.

The smartphone industry is a good example.
You talk about your 300MP giga focus ultrawide 100x magnification camera.

bla bla bla bla bla bla bla bla bla

Okaaaay?????

Your camera is dope, what does this really mean for me?
How good will this camera be when I’m clicking those Instagram shots or creating video content as a TikTok creator? Will the video processor improve from last year’s iteration?

If yes, by how much?

I believe you get the point, right?

Does your new shiny display now have 3000 nits, okayyy?
Does this mean it’s much easier to use under sunlight, right? Why don’t you lead with that first?

Apple exploits this so well, remember when they didn't even tell us how many MaH we were getting in our batteries or how many gigs of RAM we were getting, they just told us, "It’s X times faster than last year and it’ll get you through the day", and that’s really all we need to know.

Of course, this doesn’t apply if you’re marketing to a market segment crazy about specs and having the best camera specs and the new processors in full detail.

BUT if you’re marketing to the day-to-day user of your product, that person who wants to get a job done, then borrow a leaf from Apple and always lead with benefits first. Yes, your new product is amazing and the specs must be world class but l always with benefits first.

Here are ten more examples of basic features and reframing into benefits

RegularReframing
5000mAh Battery: Our phone boasts a massive 5000mAh battery!All-Day Peace of Mind: Never worry about running out of battery. Use your phone all day long, worry-free.
Active Noise-Cancelling Headphones: Experience superior noise cancellation with our advanced technology.Immerse Yourself in Your World: Block out ambient noise and truly focus on your music, audiobooks, or work.
48-Megapixel Camera: Capture stunning detail with our high-resolution camera.Capture Life's Moments in Stunning Detail: Take sharp, clear photos and videos you'll love to share with friends and family.
Water-Resistant Fitness Tracker: Don't let sweat or rain stop your workout! Our tracker is water-resistant.Workout Worry-Free: Track your swims and other water workouts without damaging your device.
Smart Speaker with Voice Assistant: Control your home with ease using voice commands.Control Your Home with Just Your Voice: Play music, adjust lights, set timers, and more, all with simple voice commands.
Two-Factor Authentication: Keep your accounts secure with our two-factor authentication system.Extra Secure Accounts: Enjoy an extra layer of protection for your online accounts.

When you strip it down, it’s just Apple understanding their user’s needs to a T with a clear understanding of how to communicate in a manner that is simple and concise.

A good reframe is about clever communication. Always remember that.