SUSTAINABAILITY

MARKETING
REPORT ON APPLE
 Table of Contents
Executive summary...............................................................................................................................2
Introduction...........................................................................................................................................2
Situational analysis................................................................................................................................3
SWOT.................................................................................................................................................4
Environmental sustainability.........................................................................................................4
Economic sustainability.................................................................................................................4
Social sustainability.......................................................................................................................4
Market and marketing summary...........................................................................................................5
Segmentation................................................................................................................................5
Targeting........................................................................................................................................5
Positioning.....................................................................................................................................5
Statement of value and customer benefits.......................................................................................6
Statement of value........................................................................................................................6
Customer benefits.........................................................................................................................6
Marketing mix.......................................................................................................................................7
Product............................................................................................................................................10
Pricing..............................................................................................................................................12
Distribution......................................................................................................................................13
Promotion........................................................................................................................................14
Process............................................................................................................................................15
Material Selection............................................................................................................................15
People..............................................................................................................................................15
Physical Evidence.............................................................................................................................16
Environmental Impact Projection of Apple......................................................................................17
Controls...........................................................................................................................................18
Implementation...............................................................................................................................18
References...........................................................................................................................................18
Figure 1: Carbon Emission for Iphone...................................................................................................4
Figure 2: Variations in Iphone Design...................................................................................................7
Figure 3: Iphone New Packing Overview..............................................................................................8
Figure 4: Circular Economy Diagram....................................................................................................8
Figure 5: Circular Economy Diagram For Iphone.................................................................................9
Figure 6:Overall Apples carbon footprint............................................................................................10
Figure 7:Materials required for Iphone................................................................................................11
Figure 8:Carbon Emission Diagram....................................................................................................11
Figure 9:Overview of Apple Lastest Product.......................................................................................12
Figure 10:Apple Recycle Reduse Principle.........................................................................................13
Figure 11:iPhone 13 Pro Consumes 54 Percent Less Energy than required by this standard...............14
Figure 12:Apple Promotion using digital advertisement......................................................................15
Figure 13: Removal of Carbon Emission With Respect to Different Years.........................................17
Figure 14: DFE Apple Growth............................................................................................................18
Executive summary
The research will place a strong emphasis on the long-term viability of the mobile phone
system. Because of recent technological breakthroughs, greenhouse gas emissions have
increased, and they have been gradually rising in recent years. It is Apple goods, and their
use, production, and recycling all contribute to global warming by releasing greenhouse gases
into the environment. iPhones are an example of this.

The development of smartphones is projected to result in the usage of polluting components

such as cobalt, lithium, and other elements that will cause toxic waste as well as the wasting
of resources that will be exceedingly destructive to society. It will be examined in more detail
the long-term environmental effect of iPhone production, including carbon dioxide emissions
and the usage of potentially dangerous components.

The solution of this problem is when a high-definition image isn't required, reduce the
resolution of your autopay settings from HD to SD. It's best to avoid using mobile data
whenever feasible. Disable app downloads automatically. Just make sure your mobile phone
is backed up in at least one location before you switch off cloud backups that you don't use. If
you can, use your mobile network instead of the internet to make a phone call.

Introduction
In recent years, as a result of industrialization and population expansion, greenhouse gas
emissions have increased significantly. Prior to selling older things to new consumers, the
electronics industry, particularly the mobile phone sector, has made it normal practise to
update the design and functioning of older items before selling them to new customers.

Apple is a household brand when it comes to international success. Apple has ascended to the
top of the information technology industry since its establishment by Steve Jobs. Apple
started developing new goods very immediately following Steve Jobs' death, raising public
awareness of the company's environmental effect and increasing public worry about Apple
products. Apple has verified that the gadgets, including the iPhone 12 and iPhone 13 models,
are constructed from environmentally friendly components as of today. Customers, on the
other side, would want Apple to do more to protect the environment in its products. Apple is
aiming to manufacture more ecologically friendly items, such as the iPad, in order to be more
environmentally friendly. Reformulating and recycling its commodities in order to minimise
carbon footprints at every level of the supply chain, as well as making improvements in the
use of renewable energy, are two ways that the company is working to reduce its carbon
footprint. Given that Apple continues to sell outdated, ecologically damaging products, as
well as the lengthy time it takes to fix an iPhone, they virtually always choose to replace it
with a new one. As a consequence, Apple is obligated to react to customer concerns.

Figure 1: Carbon Emission for Iphone

Source: Apple (2022)

Situational analysis

Product Goal Improvement Marketing Mix

Materials Estimated 2025 Transition to  Product (Brand, Promise,
recycled or renewable materials Label)
in products and maximize  Distribution (Retailers)
material efficiency, product  Product (Brand,
longevity, and recovery. Formulation, label)
Water Stewardship Reduce fresh materials use,  Product (Brand, Promise,
improve the quality of materials Label)
discharge, and demonstrate  Product (Brand,
leadership by protecting shared Formulation, label)
material resources with respect to
2027.
Zero Waste Eliminate waste sent to landfill at  Product (Brand, Promise,
manufacturing facilities as well as Label)
corporate offices, data centres,
and retail stores 2030.
Mapping and Engagement Create a comprehensive  Product (Brand,
inventory of chemicals used by formulation, label)
suppliers to make the product  Communications (CSR)
2033.  Pricing
 Assessment and management Assess and manage chemicals for  Product (Promise)
risks to human health and the
environment 2035.
Innovation Transition to safer chemistries  Pricing
through chemical innovations,  Product (Brand,
beyond what is required 2037. formulation, label)
Energy Efficiency Reduce energy use at corporate  Communications (CSR)
and supplier facilities 2039.
Low-Carbon Transition product materials,  Pricing
Manufacturing processes, and  Product (Brand,
operating systems to low-carbon formulation, label)
alternatives 2041.
Renewable Energy Transition Apple and the suppliers  Product (Brand, Promise,
to 100% renewable energy 2043. Label)

SWOT
Environmental sustainability
The mobile phone, one of the most significant technical advancements in human history, is
used for a variety of tasks including communication, e-commerce, entertainment, and a
variety of other everyday activities.

Apple is committed to employing renewable energy sources, such as wind, geothermal, solar,
and hydroelectric energy, to power its products and facilities. As part of its efforts to
minimise greenhouse gas emissions, it is also devoting substantial resources to reducing the
carbon dioxide emissions caused by its goods. Apple goods are created completely of
recyclable materials, and water resources are conserved in order to guarantee that no waste is
generated throughout the manufacturing process.

Economic sustainability
It is vital to completely realise the concept of sustainable development in order to build a
sustainable economy that aspires to increase national revenue while simultaneously
improving the lives of its citizens. Apple must be able to constantly produce mobile phones
that are useful to people in their everyday lives in order to do this, which is something Apple
is capable of accomplishing. In order to stay one step ahead of the competition in the market,
it is equally important to keep an eye on the bottom line as well as the requirements of your
shareholders' shareholders.

Social sustainability
Responsibility and social justice, the best quality of living, workers' rights and health equity
are just a few examples of the many facets of social sustainability that must be addressed in
order for communities to thrive. While providing a safe and pleasant work environment, the
company's responsibility lies in ensuring the safety and well-being of its workers. Respecting
and safeguarding human rights, as well as aiding needy nations, is also a part of the
company's social responsibility.

Nearly 4 million of Apple's employees are given the opportunity to learn new skills via
training programmes. Employees and their families have access to a number of health centres
provided by Apple, as well as a number of metal suppliers that have been removed from the
supply chain for not participating with human rights audits.

Market and marketing summary

In order for firms to remain successful, they must take market issues into mind. More
information about this may be found below, in great detail:

 Segmentation
 Targeting
 Positioning

Segmentation
In the business world, segmentation refers to the process of determining the most appropriate
clients for a certain product or service. Consequently, it is very probable that Apple's ideal
iPhone customers are members of the upper class who are also concerned about the
environment, as opposed to members of the lower class.

Targeting
Customers will utilise the iPhone and other technologically sophisticated devices to target a
certain audience that appreciates using them as part of their marketing strategy, as shown by
the company. The strategy for Apple will be established in order to maximise the company's
commercial success by focussing on these particular consumer categories.

Positioning
A firm's positioning strategy defines the way in which the company will position itself in
respect to its rivals in addition to Microsoft, Lenovo, and other similar-sized companies,
according to the Craft report published this year a few of the company's significant
competitors in the sector include. The adoption of a long-term organisational structure, on the
other hand, will give the organisation with a competitive advantage over its competitors.
 Figure 2: Variations in Iphone Design

Source: Apple (2022)

Statement of value and customer benefits

Statement of value
According to Apple, the following is the statement of value for their newly developed
sustainable product: "To prioritise environmental issues while still meeting the needs and
expectations of consumers in the area of mobile phones."

Customer benefits
People who utilise Apple goods will benefit in a number of ways from their investments.
Consider the following as a few of the benefits:

● In addition to saving money, customers who purchase an iPhone are also helping to
reduce their environmental impact by buying the gadget.
● The operations of Apple are expected to provide consumers with the option to join in
an even broader community as a consequence of the company's initiatives.
● An evaluation of the long-term viability of mobile phones can determine whether or
not they can match the needs and wishes of users.
 Figure 3: Iphone New Packing Overview

Source: Apple (2022)

Marketing mix
The term "life cycle assessment" refers to the examination of a product's environmental
impact across its entire life cycle, which includes the extraction and processing of raw
materials, manufacturing, distribution, consumption, recycling, and final disposal (LCA).
This makes it possible to do comparable research of the circular economy diagram.

Figure 4: Circular Economy Diagram

Research carried out by Korhonen and colleagues (2018) shown how the adoption of the
circular economy model may assist businesses in enhancing the value of their operations
while simultaneously cutting costs and boosting efficiency. As a consequence of the circular
economy idea, which emphasises the reuse and recycling of existing resources, Apple has
made tremendous strides in creating iPhones in a more environmentally friendly way than
previously possible. Furthermore, they claim that their ground-breaking iPhone tactic engine
is the world's first phone to be created entirely of recycled earth materials, and that it is the
first of its kind in the world. As a result of their efforts, they have gained a competitive edge
in the market. Additionally, using an approach known as life cycle assessment, it is feasible
to examine the environmental effect of a product across its entire life cycle (LCA). In the
LCA process, each phase is broken down into five stages, each of which is further subdivided
into five additional phases.

Figure 5: Circular Economy Diagram For Iphone

To effectively execute their marketing strategy, Apple must clearly define the purpose and
scope of their marketing strategy, according to the findings of the life cycle review. It is not
possible to collect the results of a life cycle impact assessment without first completing an
inventory analysis of the assets. It is possible to do a life cycle inventory study at a later
point, which would be the next step. It is possible that Apple may opt to conduct a life cycle
impact assessment on its devices and make use of the information gathered as a consequence
of this research.

The above discussion highlights the many marketing aspects that must be taken into account
while developing a long-term strategy for Apple's iPhone product line, including: The next
part will be on how to identify the challenges that arise while attempting to design a long-
term framework for the iPhone development process. According to Diener and Seligman,
individuals benefit from a well-being economy because it provides an equitable opportunity
for the improvement of social stability and other variables such as education (2018) In order
to address the demands of people while also preserving a decent level of life for them,
economic health is vital. On the basis of this notion, it is conceivable to infer that the new
iPhone will be successful in preserving the existing standard of living since it possesses a
sustainable property. As a result of reaching this conclusion, it is feasible to develop the
Natural Step Framework (NSF). In order to create a sustainable society, a framework known
as the Natural Step Framework, which was devised by the United Nations Development
Programme, must first be established. As a result, the firm has decided to refrain from using
any potentially harmful components in the manufacturing of its products, which may be
brought to light as a result of this decision.

Figure 6:Overall Apples carbon footprint

Source: Apple (2022)

 Figure 7:Materials required for Iphone

Source: Apple (2021)

Figure 8:Carbon Emission Diagram

Source: Apple (2022)

Product

The environmental effect of the various components of the new product was considered by
the corporation throughout the development of the new product. To ensure that they were
contributing their fair share to the well-being of society as a whole, when Apple developed
the iPhone, for example, they used only 100 percent recyclable materials. One of the most
notable features expected to be present in the product is the lack of PVC, barium, mercury,
and beryllium, according to the manufacturer. In addition to offering clients arsenic-free
display glass, this product is ecologically beneficial in both its design and manufacturing
processes.

Figure 9:Overview of Apple Lastest Product

Source: Apple (2022)

Apple Recycle and Reuse Principle

Apple offer this service to its customer for free. Apple disclaims and excludes any warranties,
explicit or implied, with respect to the Service. Appliances, motor vehicles, and other
mobility equipment, medical devices (except monitoring devices), and gadgets with
significant pollutant or liquid content are all excluded from the Service. Approval by Apple is
not guaranteed. Responsibilities arise if Apple or a delegate conducts the Service to Apple or
a designated destination only personal gadgets belonging to you or your family will be sent.
People have to give permission to send or bring in a device that belongs to someone else (s).
By bringing a device to an Apple Store for service, for the people to give up ownership of the
device and its data to Apple (s). A legal resident in the state where the Device is served.
Apple does not guarantee that it will accept returns for the Device.
You agree to create a backup copy of the Device's data before delivering it to Apple. In order
to use the service, people must agree to Apple's terms. Export restrictions are among the laws
that you represent and guarantee that you have and will comply with. No infringement of
third-party intellectual property rights is permitted (such as copyright and trademarks;
patents; trade secrets; and other proprietary rights). People agree to indemnify Apple and its
directors, officers, employees, affiliates, subsidiaries, and agents if Apple provides this
Service on behalf of a client. Apple, its affiliates, employees, and agents are not responsible
for any damages. People may sue Apple for up to $20 if you have a claim. Apple has the right
to modify or discontinue this Service at any time.

Figure 10:Apple Recycle Reduse Principle

Pricing

The iPhone 13 is available in six different colour options, including (PRODUCT)RED and
starlight, among others with respect to 2030 the price of the mobile may vary with respect to
these facts. The iPhone 13 is also available in a variety of colours, including blue, pink,
green, and midnight blue. Based on how much space you want, you may choose from three
different internal storage solutions that cost either $799, $899, or $1,099, with respect to
2030-2035. Apple's iPhone 13 tiny, which has 129GB of storage and is available in the same
six colours as the larger model, costs $699 and can be ordered at Apple. Prices for 256GB
and 512GB storage capacities vary based on the setup, with the former costing $799 and the
latter costing $999 according to 2045.

Distribution

Apple sells its iPhones via a variety of various distribution channels. Starting with I-shops,
which are basically Apple stores where consumers can go and ask questions and get answers
from industry experts on a variety of issues, the business is setting the bar high. Their well-
organized store and pleasant purchasing experience will ensure that Apple buyers return
again and again. Independent businesses, which are mostly located in shopping malls, are
now stocking Apple goods for the second time, making them more accessible to customers.
The third option is to purchase Apple iPhone online via the Apple website, where buyers may
pick from a variety of websites that sell Apple iPhone, such as Amazon, to make their
purchase (iPhone Marketing Strategy & Marketing Mix).

Figure 11:iPhone 13 Pro Consumes 54 Percent Less Energy than required by this standard.

Source: Apple (2022)

Promotion

Apples newly developed environmentally friendly iPhone has a strong promotional plan,
which is one of the most effective marketing techniques available. Because of this, the
following will act as the company's promotional strategy going forward:

● Apple seeks to draw customers' attention to their business via marketing efforts that
highlight the company's environmentally friendly activities.
● They want to take direct aim at the social media sites, which is understandable. It is
estimated that over 223 million people are engaged on social media platforms at any
one time. Aside from that, the population of the nation is increasing at an alarmingly
rapid rate (show in the picture below). As a result, they will make use of social media
to spread the word about their product and attract new clients to their company.
● Additionally, they will take into account offline campaigning in addition to internet
marketing. According to the corporation, the offline campaign will be launched in
major US shopping malls in order to swiftly capture the attention of prospective
consumers.

Figure 12:Apple Promotion using digital advertisement

Source: Statista Apple (2021)

Process
Apple buys many of the components for iPhones like the memory chip, the modem, the
camera module, the microphone and the touch-screen controller from more than 200
suppliers around the world. The components manufactured by those companies all around the
world are ultimately sent to just two companies to assemble into iPods, iPhones, and iPads.
Those companies are Foxconn and Pegatron, both of which are based in Taiwan Basically,
most of the process of manufacturing an iPhone consists of buying the products from
manufacturers and assembling them in proper factories. Nevertheless, the case of iPhone
itself and further improvements on it contain a lot of engineering manufacturing methods. In
this post, we would like to describe and demonstrate the details of iPhone mobile phone
manufacturing process.

Material Selection

As a base material, Apple has been using 6000-7000 Aluminium series metal for the
iPhone models for a long while. 6000 series aluminium contains added manganese and
silicon. This combination of elements allows the alloy to be solution heat treated which
improves the alloys strength. 7000 series aluminium is alloyed with zinc and can be
precipitation hardened to provide the highest strength of all commercially available
aluminium’s. Thanks to the oxide layer of aluminium,  the case has a strengthened body and
corrosion resistance with having good looking.

People

One of the perks that employees talk about the most on Glassdoor are the discounts on
company products. This includes 50% off most Apple software and annual 25% discounts on
Apple’s most coveted products: iPods, computers, and iPads.For your 90-day employment
anniversary, Apple will reward you with either $250 off a new iPad or $500 toward a new
Mac. You can reuse this perk every three years.

There is no missing the bright-eyed good humor of an Apple store employee. Apple employs
many other kinds of professionals, too, with job roles extending far beyond the retail sector.
Information technology specialists make up a good portion of Apple jobs, but there are many
other positions in diverse areas like finance, legal, and global security. You could even find a
role in human resources, managing the employee benefits you yourself will come to enjoy.
No matter your position, there are only great things to come with a company that boasts a 4.1
out of 5.0 rating on Glassdoor and 1,500% employee growth since 1998. Apple also makes a
practice of promoting from within, offering tremendous training and job advancement
opportunities for employees of all titles.

Physical Evidence

According to the DFE Apple plan to become carbon neutral by 2030. Apple cut carbon
emissions by 48 percent by employing low-carbon materials and removing 19 million metric
tonnes of emissions throughout the course of its operations. Tungsten, a critical metal in the
manufacture of Apple goods, was used in the creation of the iPhone 13, where it was used in
a Tapti Engine that was made entirely of recycled tungsten. Apple was able to remove the use
of arsenic in display glass and beryllium from all of its modern gadgets a year after Mercury
was declared obsolete.

Figure 13: Removal of Carbon Emission With Respect to Different Years

Source: Apple (2020)

 Figure 14: DFE Apple Growth

Source: Apple (2022)

Environmental Impact Projection of Apple

Apple’s commitment to protecting the environment is an integral part of its business practices.
From the earliest stages of design through manufacturing, use, and recycling, Apple takes care to
minimize the environmental impact of its activities.

To support a clean and healthy environment for all, Apple actively takes steps to improve its
product design, manufacturing, energy use, and recycling programs, including:

 Selecting environmentally acceptable materials and substances

 Reducing waste from the manufacturing process

 Providing software tools that enable users to control the energy-saving features of their systems

 Providing product recycling programs for customers worldwide

Controls

It is Apple's marketing strategy to guide the company in the right direction. The firm's
achievements must be discussed in monthly meetings, which are required by law. The
following areas will be monitored in order to maintain tabs on the development of the
company:

 Revenue
 Expenses
 Customer Satisfaction
 New-product development

Implementation

 Improve working conditions for Chinese staff to preserve or build their client base,
particularly if sales are poor.
 There is a distinct lack of Apple retail outlets in Africa, and this has to be addressed
immediately.
 Connect with both existing and new customers to build great relationships.
 Research and development should be a priority in order to remain competitive in the
market.

References
 Anonymous. 2007. August 19. "Why did Apple air two new iPhone ads last week?
http://blogs.business2.com/apple/2007/08/why-did-apple-a.html. (accessed February 12,
2008)
 Apple Insider. 2007. "Apple’s iPhone the No. 4 U.S. handset during third quarter." October
19. http://www.appleinsider.com (accessed February 9, 2008).
 Bulik, Beth Snyder, Cuneo, Alice Z., (2007, October 15). "APPLE." Advertising Age, Vol. 78,
Issue 41.
 Burrows, Peter 2008, Feb. 12. “Inside the iPhone Gray Market.” BusineesWeek.
 Carew, Sinead. 2008. Apple says has sold 4 million iPhones. Reuters¸ January 15.
http://www.reuters.com (accessed February 9, 2008).
 Carton, Paul, and Woods, Jim. 2008 "ChangeWave survey shows consumers abandoning
basic models for advanced RIM and Apple phones." http:
www.changewave.com/freecontent/2008/02/alliance020708-SmartphonesPress_pr.h.
(accessed February 13, 2008)
 Caulfield, B. 2008, February 8. “Sorry, First Adopters – Better iPhone is on the Way.”
Forbes.com.
 Crum, Rex. 2008, Feb. 1. “Unlocked iPhones present dilemma for Apple.” MarketWatch.com
(accessed February 13, 2008
 Dean, J. & Piling, C. 2007, January 11. "Taiwan Makers May Wring Big Profits From iPhone."
The Wall Street Journal.
 Eisenmann, T., Parker, G., and Van Alstyne, M. 2006. Strategies for two-sided markets.
Harvard Business Review, 92-101.
 Grossman, Lev. 2007, June 30. "I take the iPhone Home." Time.
 Jobs, S. 2007, September 6. "Steve Jobs' Letter to iPhone Customers." The Wall Street
Journal.
 McMains, Andrew. 2006, June 19. "TBWA's Media Arts Lab Rebundles for Apple." Adweek,
Vol 47, Issue 25.
 Miles, Stuart. 2007. "Apple promises 3G iPhone for 2008 news." Pocket-lint, September 18.
http://www.pocket-lint.co.uk/ (accessed February 9, 2008).
 Mossberg, W. & Boehret, K. 2007, June 27. "Testing Out the iPhone." The Wall Street
Journal.
 Olson, P. & Laurent, L. 2007, November 9. "iPhones Land in London." Forbes.com.
 Reuters, 2007, October 3. 'O2 UK digs deep for iPhone."
http://www.reuters.com/article/technologyNews/idUSl038246020071003
 Rosmarin, R. & Greenberg, A. 2007, October 17. “iPhone Opens Up.” Forbes.com.
 Sharma, A. & Wingfield, N. 2007, June 15. "Is iPhone AT&T’s Magic Bullet?" The Wall Street
Journal.
 Sharma, A., Wingfield, N., & Yuan, L. 2007, February 17. "How Steve Jobs Played Hardball In
iPhone Birth." The Wall Street Journal
 Wingfield, N. & Sharma, A. 2007, June 29. iPhone ‘Surfing’ On AT&T Network Isn’t Fast, Jobs
Concedes. The Wall Street Journal.
 Wingfield, N. & Yuan, L. 2007, January 10. "Apple’s iPhone Is It Worth It?" The Wall Street
Journal. Woyke, E. 2007, November 30. "Bonjour, iPhone!" Forbes.com.
 Yuan, L. & Bryan-Low, C. 2007, January 10. "iPhone Hinges On the Likes of Mr. Digate." The
Wall Street Journal.