From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
Every September, Apple launches its new toys. This year: iPhone 17 Pro, the all-new iPhone Air, AirPods Pro 3 with live translation, and the latest Apple Watch family.
I don’t even own an iPhone, but I paid extra attention this time. Why? Because one of my clients needed insights.
And what I found is a masterclass in localization. Apple isn’t just good at building devices—they’re experts at making sure the words feel right in every language.
Here are 5 things they got spot on in Spanish:
1. They avoid literal translations
“Even more delightful. Even more durable.” could have been awkward in Spanish. Instead, it became: “Más resistente y aún más irresistible.” A natural, catchy play on words.
2. They humanize the tech
“Heart rate sensing during workouts” turned into: “medición de frecuencia cardiaca para entrenar.” Less robotic, more user-friendly.
3. They keep the Apple rhythm
Short, powerful sentences. “Un sonido magistral. Y mayor autonomía: hasta 8 horas de reproducción de audio.” Direct, confident, minimal.
4. They adapt names smartly
The “Vitals app” became “Constantes Vitales”. Clear, trustworthy, and natural for Spanish speakers.
5. They add cultural warmth
The Apple Watch Ultra 3 ends with: “El reloj de deporte y aventura definitivo te saluda.” That little “te saluda” is pure local flair—friendly without breaking the brand voice.
Apple proves that great localization is invisible. It doesn’t sound translated. It sounds like it was written for you, in your language, from the start.
And this isn’t new. They’ve been doing it for years, across dozens of markets. Whether you’re reading Apple in Spanish, French, Japanese, or German, the feeling is the same: clear, minimal, aspirational.
That’s because their brand voice is one of the most consistent in the world. They never let tone get lost in translation. Instead, they adapt it—so that the personality feels equally “Apple” everywhere.
For me, that’s the real lesson: localization isn’t about chasing perfection in words. It’s about building a brand that feels natural in every market, without ever losing its core identity.
And Apple shows us it can be done. Year after year. Launch after launch.
Outside the desk
Where the magic really happens.
✈️ I love the first weekend of September—when you gather with friends, have fun, and share summer stories over one (or two… or three) drinks.
🍳 Because of a new client, I’m cooking more than usual this week (yes, they’re in the food industry). I tried three new recipes, and the results were great!
🧘♂️ Yesterday I went to my second ever Hot Bikram Yoga class. Slept like a baby afterwards.
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how we can work it out.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙