Every year a new iPhone is launched, and every year only the press get to hold and experience the new device before it hits stores. Millions of people order the new iPhone on pure faith without ever getting the chance to hold and understand its new size, shape and gold color. How do we get the latest iPhone into people’s hands without making them go into a retail location?

Apple’s launch cycle changed in 2018 when we enabled anyone anywhere to interact with the new iPhone through native features on their own device. By using their own device’s touchscreen and accelerometer, people could tap to change color, rotate to see all angles and swipe to compare sizes. We created an entirely new retail space, ensuring people never will again have to wait to hold the new iPhone.

Months of rumors, staying up late to pre-order and standing in line just to demo the new iPhone in-store… little has changed after 11 years later iPhone launch fever is still going strong. We wanted to find a way to acknowledge and include those folks who don’t get early access (pretty much everyone) and give them exactly what they want the most - access to the new iPhone. We used Twitter, the place where people talk about iPhone the most, to drive them to Swipe Up Showroom. And we designed the entire experience around their native social media gestures like tap, swipe and tilt.

As part of the iPhone XS launch campaign, Swipe Up Showroom launched in multiple languages across global markets, before iPhone XS and XS Max were in stores. It was the first activation housed on experience.apple, Apple’s new top-level domain and interactive bridge between above-the-line media and retail.

Showroom completely reinvented the way people meet iPhone by using their own mobile device’s native touch screen and sensors. Tap to change color, flick your wrist to see all the gorgeous angles, swipe right to toggle devices and swipe up to compare screen sizes.

The speed and ease of the accelerometer and the simulated lighting were rigorously refined to give people the utmost control while maintaining the elegant colors and pristine light sweeps, enabling them to take the new iPhone XS and XS Max for a spin with their own hands.

Results included in confidential section.