Apple, ethics, sustainable development, brand image, greenwashing, Macintosh, iPhone, iPad, hi-tech industry, Samsung, Xiaomi, Oppo, recycling, recycled material, planned obsolescence, tax evasion, Tim Cook, Steve Jobs
"The planet is not waiting. Neither do we.", "Products that consume so little energy is not common", "Investing in nature to offset our emissions should be expected", "Our business is carbon neutral, and by 2030, all our products will be too".
Recently, Apple, the world's largest market capitalisation, wants to be seen as the champion of an economy that respects the environment.
But, for many discerning observers, these slogans ring hollow. Naturally, they wonder if this is a real strategy, or a strategy developed with the aim of improving its image by highlighting the concepts of sustainable development and ethics.
According to the definition of the World Bank and the Brundtland report of the United Nations Commission, "sustainable development is a form of development that meets the needs of present generations without compromising the ability of future generations to meet theirs."
[...] So, what are its advantages? It is first and foremost a customer-centric marketing strategy, but it is also, and above all, the manufacture of "cool" products, with a sleek design like its head office in "Apple Park" in Silicon Valley. Inaugurated in 2017 on the occasion of the keynote presentation of the iPhone X to the public, it is a circle of glass with futuristic architecture at an estimated cost of 5 billion US dollars. Moreover, in all the Apple Stores, the customer is drawn into a feeling of well-being, a cosy atmosphere in bright rooms with items carefully lined up on light wooden tables; everything is done to "compel" the purchase. [...]
[...] The firm ordered the shredding units to destroy everything and prohibited any recovery of parts. Conclusion If the Californian group wishes to position itself as a recycling leader in the sector, the behind the scenes reveals a very contrasting reality that arouses the indignation of more than one consumer. It is indeed difficult to continue to adulate the brand when we are aware of its ignorance of workers' rights in factories in China, of its pronounced taste for planned obsolescence, of its appetite for tax optimisation and especially of its responsibility in the amoral context of conflict minerals. [...]
[...] We seek, by means of a suggestive image to convince that the new iMac reduces the carbon footprint by 20% compared to its older brothers . which remains to be demonstrated. Finally, regarding the famous robots Daisy and Dave, Apple uses the technique of the disproportionate promise well known to green launderers. Theoretically, these disassembling robots are supposed to recover materials at a frequency of 200 devices per hour. In addition, it is said that 1 ton of recycled iPhone components contains as much gold and copper as 150 tons of mined materials. But are these claims credible? [...]
[...] Sustainable development at Apple: a diversionary strategy known as "greenwashing" Author of a media offensive for the defence and preservation of our planet Apple must, however, make progress in the area of ethics In reality, this is a diversion, a reprehensible strategic move called "greenwashing" A. Apple: a media offensive for the defence and preservation of our planet A pioneer in innovation, the company also aims to be a leader in sustainable development in its sector of activity to distinguish itself from its competitors. [...]
[...] Worse, it indulges in greenwashing which, if necessary, is enough to tarnish its image even more. In any case, the American multinational is no longer dreaming. It is struggling to reinvent itself as evidenced by the sales statistics of the iPhone which mark time; yet it was an innovation that spearheaded its growth strategy. From now on, for the followers of Steve Jobs, the question is whether the anti-Apple campaign has achieved its ends or whether the various ethical and financial scandals have finally got the better of the notoriety of the firm. [...]
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