Apple Teams Up With Beyonce To Champion Women On IWD 2020

By Emeric Brard
on 6 March 2020

Singer Beyonce has joined Apple to champion women on IWD 2020. Apple launched a start-studded video campaign and themed additions across Apple retail, the Apple TV App, Apple Podcasts, the App Store and a fun Apple Watch Activity award. 

International Women's Day

Its “Behind The Mac” is a video campaign celebrating some of the most influential women making a huge difference in our world. Set to Beyoncé’s “***Flawless” and featuring the strong words of Chimamanda Ngozi Adichie, the video involves the likes of Ava Duvernay, Marie Kondo, Greta Gerwig, Diane von Furstenberg, Lady Gaga, Gloria Steinem, Malala Yousafzai, Megan Rapinoe and Shannon Boxx, Olivia Wilde, Alicia Keys, Elizabeth Banks, Tarana Burke, Lilly Singh, Audrey Gelman, Victoria Monet, DJ Switch and Black Mamba.–AhpY5v-YE&

Apple has also added a wide range of newly available, International Women’s Day-themed content.

Throughout March, Apple has made over 5000 Today at Apple sessions called “She Creates” available that highlight female creators who are using photography, design, technology, business, music, and film to address tough but important topics. In some Apple stores, there will even be sessions run by empowering women like singer Meghan Trainor and designer Carla Fernandez who through their creativity and influence are making waves in their sectors and subsequently inspiring the women around them to do the same.

As a bonus, people can now sign up for two new experience-enriching ‘Today at Apple’ sessions. The first is a music lab where you can deconstruct Alicia Keys’ song “Underdog” and even make your own remix of it using Garageband. The other session, “Playful Portraits”, will see participants guided into transforming a regular photo into a work of art by using a different range of patterns, colours and stickers on the Procreate app.

Apple, International Women's Day, Alicia Keys

From next week, Apple TV users can choose from a collection of powerful International Women’s Day content which can be found here.

From today (March 8) Apple will also see the release of new podcasts under the collection “Inspiring Women”.

Apple Watch

As a fun bonus, on March 8, Apple Watch users can earn an exclusive Activity award for just 20 minutes of exercise.


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