How New Zealand’s COVID Response Was Like an Apple Product Launch
By virtually any measure, New Zealand has passed its COVID-19 test with high honors. So says the University of Pennsylvania. What can the rest of the world learn from their approach? An unlikely source—a team of designers—likened it to a Steve Jobsian-style Apple product launch.
The Clever podcast team deconstructs New Zealand’s COVID strategy from a design thinking point of view. On my playlist, it came right after a discussion of Danish furniture design. It features civic design strategist Ana Monroe and Akiko Kurematsu, a design and culture journalist.
Some will argue these lessons don’t apply to every country. That might be true. New Zealand is smaller than many countries (a population of 5 million), and every culture is unique. But viewed with an eye towards design, the lessons are inspiring and provocative. And besides, they still work for Apple. Why not take a look and learn?
Consider these parallels between an Apple product launch and New Zealand’s pandemic response.
* * * ON STRATEGY * * *
Apple launches go big. New Zealand Prime Minister Jacinda Ardern’s mantra from day one was: “go hard and go early.”
Apple launches are bold. New Zealand’s goal from the start was eradication, not curve flattening.
Apple communication is simple. New Zealand’s COVID plan has four alert levels; prepare, reduce, restrict, eliminate. The rules for each are simple, straightforward, and prescriptive.
* * * ON COMMUNICATION * * *
Steve Jobs and Tim Cook set the tone from the top for Apple. Ardern sets the tone for New Zealand.
Apple’s communication is consistent. They repeat the same message over and over. New Zealand's COVID mantra is Stay Home, Stay Safe, Be Kind.
Apple’s design is minimalist. New Zealand’s COVID communication is minimalist.
Apple employs vivid metaphors. Remember Jobs pulling a Macbook Air out of an envelope to show its size? Remember the slogan, “1,000 songs in your pocket” for the iPod launch? New Zealand employs vivid metaphors to inform public safety. For example, a COVID bubble is a self-contained household or group of 10 or fewer people. Children understand that a bubble is safe. When broken, the bubble impacts others.
* * * ON CULTURE AND LEADERSHIP * * *
Apple knows their fans: people who think different. According to Monroe, New Zealand’s plan connects with the calm, smart, and civic-minded people of New Zealand.
Apple launch events are legendary for the intensity of their collaboration. New Zealand created their COVID identity in six days, including intense work over a weekend.
Apple’s fans trust Steve Jobs and Tim Cook. New Zealand trusts Ardern. Health chief Ashley Bloomfield, aka The Curve Crusher, even has his own merch.
Apple launches are loaded with numbers to establish credibility. New Zealand’s COVID communication is fact-based and apolitical. Here’s an example from today.
Apple supports its developer ecosystem. New Zealand similarly supports local business owners. They provide open-source materials for download. A free contact tracing app helps shop owners support the public.
I didn’t set out to write an article about COVID. This blog is about the intersection of technology and the human condition. But the parallels between tech and New Zealand were inspiring to see and share. I hope this article helps in some small way as we all continue to battle the global pandemic.
