This content audit summary is based on an independent assessment of Apple, Inc.’s online content and product images for the Apple Watch. This research was conducted in October 2023. No work was performed on behalf of Apple, Inc. or its affiliates.
The case study “Accessibility is for everyone” evaluates the accessibility of Apple’s online content for the Apple Watch, focusing on the often-overlooked core of accessibility: the content itself. By auditing usability, findability, actionability, and tone, this content audit summary highlights how Apple balances marketing and support to align with user needs and business goals, fostering engagement and advocacy.
All images displayed throughout this case study are copyrighted material and are the property of Apple, Inc. They are used here for educational and illustrative purposes only.
In product development, the focus of web accessibility is often limited to:
While admirable, this approach fails to address the purpose of accessibility, the content. Follow me on a journey as we evaluate the accessibility of Apple Watch content.
Web accessibility is more than technical compliance—it’s about creating meaningful experiences for everyone. While features like tab order, keyboard controls, and screen reader support are essential, they only address part of the equation. The true heart of accessibility lies in the content—what users consume, interact with, and rely on.
Accessible content ensures everyone, regardless of ability, can engage with your product as intended. From understanding critical instructions to appreciating thoughtfully designed interfaces, accessibility transforms barriers into bridges. It’s not just a legal obligation; it’s an opportunity to show inclusivity, expand your audience, and deliver on the promise of a seamless, user-centered experience.
The goal of auditing content is to help business meet its objectives. One of the most essential questions we must answer is, “What’s the purpose of this website or application?” In other words, “what’s the business hoping to achieve?” There must be a criteria by which assess content.
| Best Practice | Definition |
|---|---|
|
Usability |
Enhancing user interactions for effective goal achievement. |
|
Knowledge Level |
Adapting content to user expertise, from novice to expert. |
|
Findability |
Facilitating content discovery through clear organization. |
|
Actionability |
Prompting user actions and decisions through persuasive content. |
|
Audience |
Tailoring content to specific user groups, ensuring relevance and engagement. |
|
Accuracy |
Ensuring content is factually correct and trustworthy for informed decision-making. |
Another factor we must consider is the purpose of the organization. Is its mission to rule the world? Or cure world hunger? Visitors will be in for an adventure, learning about Apple, Inc. The ‘About Us’ section spans across multiple pages.
We’ve identified three areas of interest Apple, Inc. conveys to readers:
The page count between Sales/Marketing and Support was well balanced. There were 4% more pages for Support. This is done in favor of the customer and doesn’t go unnoticed. Cultivation and advocacy are to drivers for customer acquisition and retention.
| Channel | Page Count | Percentage |
|---|---|---|
|
Marketing/Sales |
24 |
46% |
|
Support |
28 |
54% |
Here’s a breakdown of the Apple Watch pages made available to the public shown below.
Total Pages
Content audit of major channel pages for Apple Watch, 10/05/2023
The page count between Sales/Marketing and Support was well balanced. There were 4% more pages for Support. This is in favor of the customer and doesn’t go unnoticed. Two key steps in the journey we can’t omit from our study, cultivation and advocacy.
The tone of the content is well balanced, consistent, and appropriate given context.
“Chunking is critical for presenting content that users can comprehend and remember easily.” NN/g How Chunking Helps Content Processing
The screenshot below, highlights the global navigation menu. The menu is placed at the top of the page for visitors to easily locate.
“What users believe they know about a UI strongly impacts how they use it. Mismatched mental models are common, especially with designs that try something new.” NN/g Mental Models
All site navigation options work as expected. The content of all pages corresponded to the information scent of menu labels at the time of testing.
What happened to the menu? When I scrolled down the page the menu simply disappeared.
“Users should be able to quickly correct mistakes or backtrack on choices made.” NN/g User Control and Freedom
“Users should not have to wonder whether different words, situations, or actions mean the same thing. Follow platform and industry conventions.” NN/g Maintain Consistency and Adhere to Standards (Usability Heuristic #4)
Global navigation is a key anchor for users exploring content. Make it static or reappearing when scrolling up to ensure:
Make the global navigation consistent to reduce cognitive load and improve usability by:
Both recommendations prioritize usability by improving navigation accessibility, predictability, and efficiency. These adjustments ensure users stay oriented and in control, enabling smoother engagement with the site.
By addressing these areas and validating changes with real users, Apple can create a more inclusive and impactful experience, strengthening its reputation as a leader in accessible technology.
