Hey,
Welcome to this week’s issue!
Apple launch season looks flawless on YouTube — but behind the camera, it’s packed with chaos, lessons, and a few surprises from the 2025 lineup.
Here’s what’s inside:
Apple 2025 Launch Season: What Really Happens Behind the Videos — the lessons I’ve learned while juggling workflows, deadlines, and press trips
The new podcast episode on the hidden challenges creators face when iPhone season hits
The latest gear and setups I’ve been testing on the road
Let’s dive in👇
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What Apple 2025 Really Looks Like From the Creator Side
Apple launch weeks look polished from the outside — sleek videos drop within hours, thumbnails shine, reviews flood in.
But behind the scenes, it’s messy, rushed, and full of lessons.
Here are the biggest ones I’ve learned:
📱 Lesson 1: Real opinions take more than 24 hours
During launch season, everyone’s posting “day one” takes.
But iPhones are still migrating data and settling battery life. Waiting a week or two gives insights that actually help viewers, not just clicks.
🗂️ Lesson 2: Approvals start on Monday
Apple launch means brands are on tight deadlines too.
Shooting and sending integrations early in the week buys days for approvals instead of hours — and saves me from last-minute chaos.
✈️ Lesson 3: Press trips break even the best workflow
Launch season overlaps with brand trips and extra shoots. One unexpected flight and the whole schedule falls apart.
The lesson: saying yes to everything during Apple week means saying no to balance.
🎬 Lesson 4: Remote editing is a double-edged sword
Editors around the world keep things moving — but I only see how I actually came across once the edit lands. Cue reshoots, fixes, and scramble hours before upload.
Speed always comes with stress.
✅ Lesson 5: Early approvals save launch week
Sending full videos for approval at the end is a recipe for disaster. Getting scripts and integrations signed off early creates breathing room when Apple week is at its peak.
🍏 My Standout Picks from Apple Launch 2025
iPhone 17 Air — a form factor that just feels different the moment you hold it. Light, comfortable, and tempting (if only the cameras kept up).
Orange Pro Max — sometimes color alone is enough to sell it.
AirPods Pro 3 — foam tips finally make them gym-proof, with ANC that rivals over-ears.
Apple Watch Series 11 — slimmer than the Ultra but with almost all the same power.
👇 Know someone glued to launch week? Send this their way:
📺 What I’m Testing This Week
Some things that grabbed my attention this week:
Homey Pro Mini — Testing this new hub for home automation in the Studio. It officially launches tomorrow.
Xiaomi 15T Pro — Currently trying it out ahead of the launch in Berlin.
iPhone 17 Pro / iPhone 17 Air — Hands-on testing both to see how they stack up against each other.
ASUS ProArt P16 Laptop — It’s been great for both gaming and creative workloads.
Belkin Qi2 3-in-1 Chargers — Using the travel version while in Berlin this week; it’s become my go-to charging setup.
🎙️ Podcast: What Happens When You Buy Views on YouTube
This week’s episode is all about the messy, surprising, and sometimes frustrating reality of running a creator business during launch season.
You’ll hear us dig into:
Why A/B testing thumbnails and titles can backfire (and what we learned the hard way)
The mysterious drop in desktop views — and whether ad blockers are to blame
The hidden cost of buying views (and how it can crush organic growth)
Apple finally reaching out — and what that means for the channel
The real downside of skipping chapters in videos
And yes…how being sick in the middle of iPhone season throws everything off
It’s raw, unfiltered, and full of lessons most creators don’t usually share.
📡 Next Issue: Munich Summit — The Announcements That Actually Matter
Tech events are full of flashy reveals, but which ones genuinely shift the landscape — and which vanish after the keynote?
Next issue, I’ll be sharing my takeaways from Munich:
The hardware reveal that could quietly reshape daily workflows
AI promises vs. the features that actually look usable
Prototypes and whispers you won’t see in press releases
The announcement that feels overhyped — and the one that could be a game-changer
Plus: my quick verdict on what’s worth your attention (and what’s just noise).
📅 See you Saturday.
Help Me Shape What’s Next
I want these issues to be genuinely useful (and fun) for you — so tell me: