Apple News Audio

Introducing Audio Articles and Audio tab to Apple News: allowing millions of users consume and explore the most thought‑provoking articles from the News+ vast catalogue in a completely new way.

Lead Designer · 2021 · Apple

The Context.

Apple News+ Audio is a feature within the Apple News+ subscription service. This service provides access to a wide range of magazines, newspapers, and other digital publications. The audio feature enhances the experience by offering audio stories — These are professionally narrated versions of some of the best articles available in Apple News+.

It’s designed to give users the opportunity to listen to stories from top magazines and newspapers, making it convenient for times when reading may not be possible, such as during commutes or while multitasking. This feature adds an extra dimension to the traditional reading experience, catering to the growing popularity of audio content like podcasts and audiobooks.

The Problem.

Apple News+ main value prop is it’s an extensive catalog of long form articles. However, this format can be time consuming and requires full attention to consume — limiting the opportunities users have to engage with the content and take value out of their subscriptions. This is suggested by our data that shows high tap and low completion rates.

We believe audio is a great format for users interested in long form content, allowing for quicker, low-pressurized and more democratic consumption — ultimately making our content accessible to users when they are driving, exercising and/or multitasking.

A companion to your reading experience.

We crafted the feature to not be “in your way” while users are in-app, while keeping all the expected functionality of a top-notch audio app. The mini-player docks at the bottom of the screen, leaving the rest of the view port completely free to be filled with the amazing imagery and content of the News app.

Audio controls are only ever-visible while audio is active, and allow users to have full control over their audio consumption or dismiss it entirely from any point. In addition to that, we implemented smart tracking and sync between audio and text to allow users to seamlessly pick up and consume as they prefer.

A new tab for all your audio content.

We also introduced a brande new Audio Tab, where users can navigate the entire backlog of Apple News’ ever-growing catalogue of professionally narrated audio stories. Users may also get personalized recommendations based on their usage and habits or discover stories curated by Apple’s editorial team.

The Audio tab is also home to “Apple News Today” an audio news show presented by journalists that provides a daily briefing on the biggest stories handpicked by Apple News editors, along with interviews and other original content.

Truly integrated.

We also created consistent audio entry points that can be dynamically added to any of our story cards, allowing users to engage and identify audio content anywhere in the app.

We’ve also integrated our audio feature with CarPlay — Making for a truly seamless experience when switching from device to device, or from reading to listening.

Impact.

Millions of monthly users of the audio feature alone within the first year

Higher app retention rate among audio listeners

Significantly bigger completion rate when compared to long-form content

Significant amount of trialists starting from the Audio tab

Significantly more likely to convert prospect subscribers than text-based content