Apple x Dua Lipa: When Product Becomes Part of the Moment
- Alejandra Salazar
- Sep 24
- 1 min read
The iPhone 17 launch isn’t just about tech — it’s about cultural storytelling. Apple partnered with Dua Lipa during her Radical Optimism Tour, letting her capture behind-the-scenes content with the iPhone 17 Pro. The phone became part of her creative process — not just a prop.
For marketers, this shows a shift:
✔️ Product placement is evolving: It’s now about authentic experiences, not staged endorsements.
✔️ Brand entertainment matters: Collaboration with cultural icons creates moments audiences remember.
✔️ Storytelling drives engagement: Products live in the moments that matter most.
"The phone became part of her creative process, not just a prop.” I love how Anggie Salazar explained this campaign. The magic happens when a product stops being a prop and becomes part of the creative process. Dua Lipa is the meme, the icon, the star: she is the moment. And this Apple x hashtag#DuaLipa collab is a perfect example of how brands can creatively partner with the many talents out there to create something outstanding and win fans’ hearts.
To get there, you can partner with us at CROING l Creative Agency and work with Anggie Salazar, who is the real moment! Working with her, your brand will win fans’ hearts — effectively, on time, and on point. I can promise that.
