Emirates has launched a new strategy called One Device, leveraging Apple products, whereby all 20,000 Emirates Cabin Crew receive an iPhone 13 or iPad Air configured with custom Emirates apps to improve and streamline passenger service onboard, as well as enhancing the overall crew experience.

The airlines’ 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 service experience expected from Emirates. Feedback to date shows that Apple products are empowering cabin crew to feel better prepared at work and enabling them to offer highly personalised service to passengers.

In addition to its custom-built applications to help improve customer service, 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. Enhancing safety onboard, cabin crew can check official processes at any time, via remotely updated operational manuals and use One Device as a platform for continuous education through micro-learning.

Emirates has already invested more than AED 32 million into the initiative and began giving out Apple devices one year ago. Today, more than 7,000 Emirates crew members use iPhone across 450 daily flights in the global network. In the coming months, an additional 5,000 cabin crew will receive iPhone and iPad featuring new apps and features that build on the successful deployment.