Apple's iPhone 12 Removal of Earbuds and Wall Chargers: A Marketing Gambit or Eco-Friendly Move?
Recently, Apple announced that it would no longer include earbuds or wall chargers with the new iPhone 12, citing environmental concerns as the primary motive. However, is this claim taken literally, or is it a marketing strategy?
Environmental Impact or Financial Strategy?
At first glance, the removal of earbuds and chargers seems like a genuine effort to reduce environmental impact. However, a closer look reveals that the move is primarily driven by financial motives rather than environmental concerns.
Once you consider that most people already have a charger that can work with their iPhone, and these chargers are likely stored in a drawer, the environmental benefit of this move is questionable. The chargers and earbuds that Apple is not including with the iPhone 12 are likely to be replaced anyway, merely leading to increased storage space in drawers rather than reducing overall waste.
Reduction in Packaging and Shipping Weight
While the removal of earbuds and chargers does reduce packaging and make the product lighter, the reduction in manufacturing filters is less than half. This means that the overall environmental impact is minimal. Moreover, the shipping weight is still significant, and the environmental benefits are likely overstated.
Additionally, the transition to wireless Bluetooth earbuds and charging further complicates the benefits. These devices are still manufactured and require power, which produces carbon emissions. The convenience factor of not having to carry additional accessories is a significant motivator, but the environmental impact is minimal.
A Bid to Maintain Exclusivity
The stated motive of reducing environmental impact appears to be a cover for a more significant marketing strategy. Apple has a vested interest in maintaining an image of exclusivity and premium branding. By not including earbuds and chargers with the iPhone, Apple effectively encourages consumers to purchase these items from its own stores or online platform, thereby supporting its higher prices.
Moreover, Apple's move to premium wireless earbuds aligns with its overall strategy. By discontinuing the supply of cheaper headphones, Apple aims to boost sales of the new, higher-priced earbuds. The idea is to cultivate a perception that using these premium brands is essential, fostering brand loyalty and driving up profit margins.
Restricting Second-Hand Markets
The move to not include chargers with the iPhone also serves to restrict the second-hand market. If you purchase a new iPhone and sell your old one, there is no built-in charger. This effectively adds a 50% tax to many second-hand transactions, as the buyer or the seller must purchase a charger. Most people would opt to sell the laptop and let the buyer purchase a new one, thus keeping the consumer within the Apple ecosystem and maximizing marketing opportunities.
Furthermore, the restriction on the second-hand replacement charger market benefits Apple by allowing it to sell them at higher prices. This practice discourages third-party sellers and ensures that consumers must go through the official Apple system, thereby supporting its brand and ecosystem.
Conclusion
In summary, while Apple's move to not include earbuds and chargers with the iPhone 12 may seem like a genuine effort to reduce environmental impact, it is more likely a marketing strategy to maintain exclusivity and increase profits. The environmental benefits are minimal, and the move primarily affects the convenience and financial aspects for the consumer.