Among the topics of unit 5, sustainability, developing more sustainable business, and creating conditions for a new era of sustainability, some of this week's reading focuses on how can we even modify or shape the demand. But, why should we do that? Companies see the need and supply the products or services are is not enough? Why should companies communicate with their customers to build and develop more sustainable businesses? Or, creating conditions for a new era of sustainability?
The Disappeared Power Adapters
Now, you probably noticed that Apple has no longer freely provide power adapters for its iPhone buyers. Apple said, "As part of our efforts to reach our environmental goals, iPhone 13 Pro and iPhone 13 Pro Max do not include a power adapter or EarPods. Included in the box is a USB‑C to Lightning Cable that supports fast charging and is compatible with USB‑C power adapters and computer ports." Apple encourages consumers to re‑use their current USB‑A to Lightning cables, power adapters, and headphones, which are compatible with these iPhone models. Why does Apple do that? Should Apple worry about the angry of its customers since they will think it is an extra cost? Clearly, it is not as easy as just take away the adapters and say NO.
In 2021, Apple has just been fined two million dollars by Procon-SP, Brazil's consumer protection organization, for failure to comply with local laws since the release of the iPhone 12. Apple chose to make this sudden cut globally in a claim that withholding the adapters would save the Earth from 3 million metric tons of carbon emissions every year. Procon-SP also questioned Apple if it was indeed compensating with a lower unit price. The Procon-SP said, it is inconsistent to sell the device unaccompanied by the charger, without reviewing the value of the product, and without presenting a plan for collecting old devices, recycling. Apple claims that there are more than two billion adapters produced already and that most people have their own which they can use.
However, the $2M penalty from Brazil doesn't only come for missing power adapters. Apple has been accused of false advertising because, since the 11 series, iPhone owners have been refused repair services for phones which seems to contradict their claim.
In conclusion, I think Apple should improve communications with its consumers and reshape consumer demand. Showing the carbon footprint, and explains the carbon footprint or environmental impact of Apple's operations does not mean consumers will understand and accept it. To earn the trust of consumers is not easy. I think Apple can provide some reciprocity projects or consistent reward programs to do it better.
Reference
HT Tech, & HT Tech. (2021, March 21). Brazil regulator fines Apple nearly $2 million for not bundling charger with iPhone 12. HT Tech. Retrieved October 4, 2021, from https://tech.hindustantimes.com/tech/news/brazil-regulator-fines-apple-nearly-2-million-for-not-bundling-charger-with-iphone-12-71616299389169.html.
Posts
