{"id":5374,"date":"2016-05-11T23:07:38","date_gmt":"2016-05-11T17:37:38","guid":{"rendered":"http:\/\/13.201.39.237\/?p=5374"},"modified":"2016-05-11T23:07:38","modified_gmt":"2016-05-11T17:37:38","slug":"apple-iphone-innovation-sustainability-eco-friendly","status":"publish","type":"post","link":"http:\/\/13.207.105.184\/?p=5374","title":{"rendered":"Enough with the Cameras, Apple\u2019s Next Innovation Should Be an Eco-Friendly iPhone"},"content":{"rendered":"\n

A<\/span><\/p><\/div>

nother Apple launch event.<\/span>\n\nAnother series of predictable reactions from fanboys and haters alike.<\/span>\n\nAnother set of topical marketing posts (right on cue, <\/span>Zomato<\/span><\/a>).<\/span>\n\nAnd, definitely, another thing for other phone companies to <\/span>rip off<\/span> get inspiration from.<\/span>\n\nLet\u2019s get this out of the way: Whether you love \u2019em or hate \u2019em, Apple is the mobile phone industry lodestar. Other companies can claim innovation and hyperbole with futuristic videos and promises of never settling, but Apple is the company to follow. Even Android loyalists (raises hand) have to admit: If Steve Jobs hadn\u2019t unveiled the <\/span>iPhone<\/span><\/a> on January 9, 2007, we wouldn\u2019t even be having the OS debate now.<\/span>\n\nFeatures by Apple that were initially mocked, soon became standard. When Retina Display came around, incredulous pundits debated the need for so many <\/span>pixels<\/span><\/a> per inch. Today every phone company tries to cram more pixels with every iteration, disregarding their own \u201ccan-human-eye-even-register?\u201d arguments. More recent examples include the \u201cnotch\u201d and the exclusion of the 3.5mm audio port (the latter taking \u201ccourage\u201d, according to marketing head Phil Schiller). Just a few years later, several critics \u2014 most notably Samsung \u2014 have incorporated these features into their devices.<\/span>\n\nIn this industry, Apple is the Pied Piper (no <\/span>Silicon Valley<\/span><\/i> reference intended).<\/span> Whether the irrational <\/span>fandom<\/span><\/a> around it is warranted is another debate. But one thing\u2019s certain, when the folks from Cupertino make an announcement, executives and designers from every <\/span>other <\/span><\/i>mobile phone company are paying attention.<\/span>\n\n

If Steve Jobs hadn\u2019t unveiled the iPhone on January 9, 2007, we wouldn\u2019t even be having the OS debate now.<\/p><\/blockquote> \n\nSure, other companies have innovations too. But they tend to be prototypes, half-baked, or with lacking discernible use case. Take the example of <\/span>Huawei\u2019s headline-ready folding phone<\/span><\/a> that faced production snags after a much-hyped announcement. Or the difficulty of real-life usage of <\/span>modular phones<\/span><\/a> from Motorola and Essential. When Apple has an innovation, it\u2019s not just consumer-ready, but it\u2019s built an entire ecosystem around it. \u201cIt just works,\u201d as Jobs famously said.<\/span>\n\nWhich is why, slowing sales be damned, <\/span>Apple<\/span><\/a> is the most powerful and influential mobile phone company in the world. Its innovation and design labs subsidises your low-cost Chinese flagship killer. It also de-risks innovation: Apple\u2019s loyalists will test and make something trendy, so companies with lower appetite for volatility can take the leap, worry-free (look at what happened with <\/span>AirPods<\/span><\/a>, or \u201ctruly wireless earphones\u201d as they are now called).\u00a0<\/span>\n\nNow, let\u2019s get to another truth of the industry: Mobile phone technology is not going to exponentially change in the near future. Sure, processors will get faster, and <\/span>cameras<\/span><\/a> will have the few more perfunctory megapixels, but this is not innovation as much as your annual increment is (sorry for giving HR ideas).<\/span>\n\nThis is why I feel Apple\u2019s next innovation should come from somewhere else altogether. <\/span>Sustainability<\/span><\/a>.<\/span>\n\nLet\u2019s look at some facts: Global e-waste is growing every year, and will reach <\/span>60 million tonnes<\/span><\/a> by 2021 \u2014 that\u2019s the weight of 350 million smartphones. More importantly, this relatively small amount comes with a massive amount of <\/span>harmful elements<\/span><\/a>. It\u2019s estimated that e-waste contributes to only 2 per cent of America\u2019s landfills, but to 70 per cent of its toxic chemical waste. And that\u2019s not to mention the human cost. Many of these rare elements are extracted after <\/span>risky mining and processing<\/span><\/a>.\u00a0<\/span>\n\n

When Apple has an innovation, it\u2019s not just consumer-ready, but it\u2019s built an entire ecosystem around it.<\/p><\/blockquote>\n\nWhat\u2019s worse is that our phones last 1.5-2 years on average \u2014 you know this anecdotally when your \u201clatest\u201d device magically stops working. It\u2019s as if an internal clock has been triggered, something that several tech giants, including Apple, have been accused of deliberately doing. Phones have low hand-me-down-ability and specialised recycling facilities are too few and far between for more than dedicated green warriors to make the effort. As a result of this, people are also tired of needing to upgrade <\/span>phones<\/span><\/a>. Several \u201cupper-middle-class\u201d folks will now make do with a 25k phone, knowing they will need to change phones again in 15 months. Design uniformity and almost-mandatory protective cases have nullified the badge value of expensive phones, too.<\/span>\n\nIf Apple were to make their devices last longer or more eco-friendly on disposal, it would have a tremendously positive environmental impact. It would also inspire the army of copycats to do the same. In an age where there\u2019s increased awareness of <\/span>climate change<\/span><\/a>, surely following an eco-friendly trend will become as important as adding a screen notch.<\/span>\n\nAnd if Apple were to actually make devices last longer, it would also mean everyone could just calm the bejeesus down and collectively drop out of this hype-fuelled 100-to-101 yearly race, and focus on actual innovation. The first iPhone took years to prototype, test, and get right. How great would it be to have some of those engineering minds trying to solve a real problem rather than figure out how to cram more megapixels into a selfie camera, or turn your face into a fucking <\/span>emoji<\/span><\/a>?<\/span>\n\nSome might be compelled to say that increasing device lifespan will negatively affect Apple\u2019s revenue. In the short term, definitely. But look at it this way \u2014 if a company assured you a phone will last at least three years, you probably wouldn\u2019t mind shelling out over 50k for it. And as more people increasingly ditch Apple for Android, this could actually help the company stem the drain. Don\u2019t forget: Apple makes a huge chunk of its revenue from services. So having a larger base at the risk of lower hardware revenue might not be an altogether bad pitch to investors already nervous about slowing top-lines.<\/span>\n\nNot to mention the impact such a move will have on goodwill and branding. In a time of increasing cynicism and hate for Big Tech, Apple could gather some serious <\/span>karma<\/span><\/a> points by doing what it\u2019s often done in the past \u2014 standing up for something it believes in. This is a rarity in tech today, and could even provide a moral high ground for Android loyalists to switch over, especially as Google is increasingly <\/span>showing flexibility<\/span><\/a> on its \u201cDon\u2019t Do Evil\u201d mantra.<\/span>\n\n

Global e-waste is growing every year, and will reach 60 million tonnes by 2021 \u2014 that\u2019s the weight of 350 million smartphones.<\/p><\/blockquote> \n\nTo be fair to Tim Cook and his team, Apple has already started some efforts in this direction. Last year, it opened up the technology of its recycling facility, <\/span>Daisy<\/span><\/a>, to other phone companies. In 2018, it was globally powered by <\/span>clean energy<\/span><\/a>, and now works only with <\/span>suppliers who do<\/span><\/a>, too. But there needs to be more. The green outlook that\u2019s friendly for press releases needs to be built into the product itself. Responsibility cannot be offloaded onto the <\/span>consumer<\/span><\/a>.<\/span>\n\nYes, it will be expensive, and possible scary for <\/span>employees<\/span><\/a> and investors. It\u2019ll involve deviation from the \u201cmoar! moar!\u201d hardware thinking of recent years. But no other company can pull it off. And if it starts with phones, it will eventually work its way into all of consumer tech.<\/span>\n\nApple has two things that can help it get there: An incredibly loyal user base, and very deep pockets.<\/span>\n\nOh, and courage. That\u2019ll come in handy too.<\/span>\n","protected":false},"excerpt":{"rendered":"

As other phone companies scramble over each other to rip off the iPhone’s latest design, Apple should go a step ahead and create sustainable phones. 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