How an Architecture Website Got Featured in the iPhone 5 Launch Video

Architecture website Dezeen was prominently featured in the iPhone 5 promotional video revealed yesterday, and today the site has posted a brief behind-the-scenes look at how the collaboration came to fruition.

NewImage
The site is featured in the video starting around the 1:16 mark, with the iPhone 5 user opening an email with a link to the website. He clicks the link, views the site, navigates to Safari's bookmarks list and then opens another page. The page is viewed during a section of the video discussing how LTE technology provides for "really fast downloads over your cellular network."

Apple contacted Dezeen earlier this year asking us to create a bespoke version of our home page and an editorial page for a possible future marketing campaign. Apple specified that both had to be free of external advertisements and social media buttons, but they did not give any details of how the pages might be used.

The pages [were] created for us by our long-term collaborators Zerofee. Besides the iPhone versions of Dezeen, we also created billboard-sized pages that may, or may not, appear in Apple Stores and outdoor advertising hoardings as part of the marketing push for the iPhone 5.

Given how secretive Apple tends to be with its marketing materials, it remains to be seen if this disclosure by Dezeen will impact Apple's marketing strategy going forward.

Popular Stories

WWDC25 Live Coverage Feature 1

WWDC 2025 Apple Event Live Keynote Coverage: iOS 26, macOS Tahoe, and More

Monday June 9, 2025 9:00 am PDT by
Apple's Worldwide Developers Conference (WWDC) starts today with the traditional keynote kicking things off at 10:00 a.m. Pacific Time. MacRumors is on hand for the event and we'll be sharing details and our thoughts throughout the day. We're expecting to see a number of software-related announcements led by a design revamp across Apple's platforms that will also see the numbering of all of...
maxresdefault

Everything Apple Announced at WWDC 2025 in 9 Minutes

Monday June 9, 2025 5:21 pm PDT by
At today's WWDC 2025 keynote event, Apple unveiled a new design that will inform the next decade of iOS, iPadOS, and macOS development, so needless to say, it was a busy day. Apple also unveiled a ton of new features for the iPhone, an overhauled Spotlight interface for the Mac, and a ton of updates that make the iPad more like a Mac than ever before. Subscribe to the MacRumors YouTube channel ...
liquid glass

Apple Announces All-New 'Liquid Glass' Software Redesign Across iOS 26 and More

Monday June 9, 2025 10:13 am PDT by
Apple today announced a complete redesign of all of its major software platforms called "Liquid Glass." Announced simultaneously for iOS, iPadOS, macOS, watchOS, tvOS, visionOS, and CarPlay, Liquid Glass forms a new universal design language for the first time. At its WWDC 2025 keynote address, Apple's software chief Craig Federighi said "Apple Silicon has become dramatically more powerful...
iPadOS 26 Apple Newsroom

Apple Says iPadOS 26 is Compatible With These iPad Models

Monday June 9, 2025 11:22 am PDT by
Apple today announced that iPadOS 26 will be compatible with the iPad models listed below. iPadOS 26 features a new Liquid Glass design, a menu bar, improved app windowing, and more. iPadOS 26 supports the following iPad models:iPad Pro (M4) iPad Pro 12.9-inch (3rd generation and later) iPad Pro 11-inch (1st generation and later) iPad Air (M2 and later) iPad Air (3rd generation and...
iPhone Car Key WWDC 2025

Apple Says These 13 Vehicle Brands Will Soon Offer iPhone Car Keys

Monday June 9, 2025 2:38 pm PDT by
In 2020, Apple added a digital car key feature to its Wallet app, allowing users to lock, unlock, and start a compatible vehicle with an iPhone or Apple Watch. The feature is currently offered by select automakers, including Audi, BMW, Hyundai, Kia, Genesis, Mercedes-Benz, Volvo, and a handful of others, and it is set to expand further. During its WWDC 2025 keynote today, Apple said that 13...
Apple WWDC25 iOS 26 hero 250609

Apple Announces iOS 26 With 'Liquid Glass' Design, Live Translation, Overhauled Phone App, and More

Monday June 9, 2025 11:00 am PDT by
Apple at WWDC announced iOS 26, introducing a comprehensive visual redesign built around its new "Liquid Glass" concept, alongside expanded Apple Intelligence capabilities, updates to core communication apps, and more. Liquid Glass is a translucent material that reflects and refracts surroundings to create dynamic, responsive interface elements, according to Apple. The new design language...

Top Rated Comments

Eduardo1971 Avatar
166 months ago
Yeah, I guess they shouldn't expect to work with Apple in the future.

"Loose lips..."
Score: 8 Votes (Like | Disagree)
pandamonia Avatar
166 months ago
So Apple wanted a website made to look better than it normally would on the browser! Classic.
Score: 7 Votes (Like | Disagree)
Battlefield Fan Avatar
166 months ago
Given how secretive Apple tends to be with its marketing materials, it remains to be seen if this disclosure by Dezeen will impact Apple's marketing strategy going forward.

Idiots.
Score: 4 Votes (Like | Disagree)
John.B Avatar
166 months ago
So Apple wanted a website made to look better than it normally would on the browser! Classic.

I wish more websites were scrubbed of cruft like social media links.
Score: 3 Votes (Like | Disagree)
nagromme Avatar
166 months ago
This doesn’t seem like any great trade secret: they’re telling the tale AFTER the iPhone 5 and marketing materials were already released.
Score: 3 Votes (Like | Disagree)
kalsta Avatar
166 months ago
Having a company make a special webpage for an iphone advert does not show how the iphone handles webpages on 4G or the iPhone. Its made to look better at its job than it is.

You have to be kidding. They're absolutely entitled to show best-scenario kind of situations to promote their products. That's what advertisers do! If it's an actual video of an actual webpage on an actual iPhone, they've done nothing wrong here.

There are grey areas for sure, like when McDonalds spends hours meticulously recreating a burger for a photo shoot, then touches it up, etc. I think that's stepping pretty close to the line of deception… but to their credit, they finally released a video (//www.youtube.com/watch?v=oSd0keSj2W8) which is very open about this process.
Score: 2 Votes (Like | Disagree)