Emirates deploys 20,000 iPhones, iPads across cabin crew

Apple has achieved another mile-high business win as Emirates airline equips 20,000 staff with iPhones or iPad Air devices to empower them to deliver better passenger service and other in-flight efficiencies.

Apple takes to the air industry

This isn’t the first big Apple equipment deal to hit the air industry. Over the last decade its products have become commonplace across the sector, from cabin crew to flight control to on the ground and off the ground passenger experiences. For example:

• In 2021, Delta and Jet Blue announced major investment in M1 Macs and iPads for pilots. Delta issued iPhones to staff earlier that same year.
• In 2020, Apple reached an agreement with American Airlines to provide TV+ streaming for passenger entertainment.
• In 2017 we learned that United Airlines already used over 50,000 devices.
• Also in 2017, Ryan Air began support for Apple Pay.
• Japan Airlines has been using an app that has been used by ground maintenance to keep planes flight ready for years.

These are just some of an array of known examples of Apple use in air flight, even as work continues to add personal ID to Wallet. One day all you’ll need to travel will be your Apple Watch and iPhone.

What is happening at Emirates?

Back to Emirates, what’s happening is as follows:

• The airline has launched a new strategy called ‘One Device’ leveraging Apple products.
• All 20,000 Emirates Cabin Crew will receive iPhone 13 or iPad Air configured with custom Emirates apps to improve and streamline passenger service onboard, as well as enhance the overall crew experience.
• Emirates began deploying these devices a year ago.
• Over 7,000 Emirates crew members already use iPhone across 450 daily flights in the global network.
• In the coming months, an additional 5,000 cabin crew will receive them.

Deployment insights

As part of the project, Emirates in-house Service Delivery and IT teams conducted an extensive user research campaign with cabin crew before designing and building a range of native, custom-built apps to revamp the user experience for cabin crew and to ensure passengers receive the world class service experience expected from Emirates.

They claim the survey confirmed that Apple products help cabin crew feel better prepared at work and enable them to offer highly personalized service to passengers.

BYOD advocates take note. These managed devices have data separation in place so crew can use the devices for personal use, even as their private data is kept protected.

IT may want to note that while building up to this deployment the airline has done things the right way, including extensive trial and research across the first cohort of deployed devices.

Supporting this, the company also opened its own 24/7 support shop in Dubai, where cabin crew could get help learning and using the devices.

What apps are there?

Emirates has built a selection of new apps for the service. These include apps to improve the inflight meal order-taking process in Business Class. Other apps give cabin crew up-to-the-minute roster and flight information, including insight into seat changes and upgrades. They also gain insight into passenger preferences so they can provide uniquely personal services.

The One Device initiative also enhances cabin crew performance and safety standards by ensuring they can access 24/7 support globally, including a team of specially trained experts at Emirates Dubai hub, as well as via Apple Support.

The information component extends to remotely updated operational manuals, micro-learning.

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