What Apple's PR Team Does That B2B Launches Can Copy
Apple's launch habits are mostly discipline: checkable numbers, early briefings, named customers. Here's which ones a smaller B2B company can use, and which it can't.
When Apple introduced the iPhone 18 Pro and iPhone 18 Pro Max in September 2026, it ran what the analyst site Above Avalon called its usual PR "red carpet," and it was John Ternus's first product launch in his new role. Most of that red carpet is out of reach for a company selling software, consulting or services to other businesses. A few of the habits underneath it cost very little, though. They also matter more now than they did a few years ago, because more buyers start their research by asking an AI assistant, and the assistant can only repeat what a company has said clearly in public.
