Me still waiting on Apple to let us copy/paste outfits from Pinterest straight into our closets.

But in the meantime… the WWDC (Apple’s annual Worldwide Developers Conference) happened yesterday, and even if you couldn’t care less about the iOS update or whether your MacBook can now read your mind (spoiler: it kind of can), here’s why it matters:

Apple stayyyyys giving us a masterclass in how to build desire before something is even available.

They didn’t just announce new tech.

They announced a future. A feeling. A vibe.
And people are already lining up (mentally and financially) to be part of it.

If you sell anything online (or at all!!)? WWDC is your blueprint. If you don’t sell anything (I doubt it tbh) but read why you can’t resist what’s new in the little white, and perfectly smooth boxes.

What You Can Steal from Apple’s WWDC Playbook:

#1. They name the outcome, not the tool.

Apple doesn’t say: “We added generative AI.”
They say: “Now your phone is smarter, more personal, and more helpful.”

For the girls: Drop the jargon. Lead with the result. No one’s buying “8 calls and a workbook”… they’re buying what those calls do for them.

#2. They sell the problem before they sell the solution.

Apple didn’t launch AI. They said, “Your phone isn’t helpful enough. That’s a problem.” And then? They solved it.

For the girls: Start your sales page by highlighting what’s not working. It’s the friction that makes people lean in.

#3. They cast the user as the hero.

It’s not about the Air Tag, it’s about the mom finding her keys. It’s not about the MacBook Air, it’s about the creative making magic. It’s not about the new iPhone software, it’s about the traveler ordering in another language with confidence.

For the girls: Your offer isn’t the hero. Your client is. Make your marketing feel like her movie trailer.

You don’t need Apple’s budget to use Apple’s brain.

If they can sell a software update with this much buzz, you can sell your offer with a little more clarity, confidence, and creativity.

Now go give your offer the keynote treatment.

Xo, The Salesgirls

ICYMI and care… here are the big things that were actually announced, coming this fall:

• “Apple Intelligence” is here… yes, that’s their spin on AI. It’ll show up everywhere from Photos to Notes to your phone calls (which now come with live translation and call screening - I won’t be answering that).

• A new design language called Liquid Glass will make every Apple device look and feel more seamless than ever. How quickly will I shatter my screen and carry it for 2 additional years, shards and all? Only time will tell.

• You can now create visuals using Image Playground: a ChatGPT-powered tool that runs on-device for privacy. Seems scary but I hope people only use it to be funny and not mean.

• And they’re not just rebranding features… they’ve shifted to annual OS naming (iOS 26, macOS Tahoe, etc.), because even version numbers can carry weight when marketed right. Tip of the cap, no doubt.

Want the full recap? Apple laid it all out right here.