Problem statement: Users buying new Apple devices had no guided path to get started. Personal Setup created free one-on-one online sessions with a Specialist right after purchase. Now live at apple.com/shop/personal-setup

Problem statement: Users struggling with products had no real-time text-based help on Apple.com. AI Chat Support connects users instantly with an in-house built AI without the necessity for a phone call. Now live within the sales flows at Apple.com.

Problem statement: Users had no in-app path to repair their own devices. Self-Service Repair brought DIY repair ordering and guidance directly into the Apple Support app. Now live within the Apple Support App.

Problem statement: Apple Card users navigating financial questions had no dedicated support channel. Apple Card Chat gave them a direct, secure line to Goldman Sachs specialists inside Wallet. Now live within the Apple Card Wallet.

Problem statement: Consumer electronics packaging generates enormous environmental waste. The Environmental Box Design project took a look at reducing packaging materials and redesigning content without sacrificing beauty, contributing to Apple's 2030 carbon neutral goal. Now live across all Apple products.

Problem statement: Sellers managing shipping logistics faced a fragmented label creation experience. eBay Labels streamlined the end-to-end process of printing and purchasing postage from the listing flow. Now live