Apple should follow B&O and make fully sustainable iPhones

NOTICE: With Apple's latest digital live stream in less than a week, tech fans are already salivating at the tech benefits it will bring to the table.

And for good reason. Rumors suggest that Apple will launch its iPhone 13 family of phones, a wearable Apple Watch 7, and the true Apple AirPods 3 wireless headphones.

Based on Apple's past launch events in the third quarter, there's plenty of evidence to suggest that all of these devices will make an appearance. As far as I can remember, September was the starting point for Apple to unveil its latest entry into these ranges.

But for me, there is a bigger segment that I look forward to. Specifically, an update on what he's doing to become more sustainable.

Over the past few years, Apple has always made a point of using its iPhone launch events to inform the press and fans about the latest steps taken to reduce its environmental impact. While they may sense the smugness of Silicon Valley, it was these segments of CEO, Tim Cook and VP, Environment, Policy and Social Initiatives, Lisa Jackson, that I appreciated most during the presentations.

It's not because I drank the kool-aid, or that I can get over the fact that no matter how you run it, great technology, as a whole, is harming the environment. I am also still extremely annoyed by his continued hostility to the right to mend the movement. Apple has actively tried to prevent people from repairing their own phones, by doing things like needlessly soldering parts into place.

I like them because Apple makes sustainability a central part of its strategy and has done some really positive things as a result. Take a look at Apple's 2021 Sustainability Report and you'll get a good overview, but the bottom line is: The company has managed to become carbon neutral and plans to expand this practice across its entire chain. supply by 2030.

This is undeniably a good thing that I sincerely believe every business should take. But, to really put its money where its mouth is, I think Apple needs to go further: it needs to let outside regulators, like the Cradle to Cradle Products Innovation Institute, check its homework.

There are two reasons for this.

First, in the end, Apple is a business, its purpose is to make money. It's also very good at it, with NASDAQ estimating its value in the trillions and stocks selling at record highs. As a result, these efforts will only continue as long as his leadership sees the value of the practice or personally cares about sustainability. Many do not.

If Apple, at a higher level, signed on for an external body to accredit the sustainability of its products on an ongoing basis, it would provide a guarantee that it was not just resting on its laurels and the goodwill it has accumulated. for his current job.

Second, because the science around sustainable product development, and by extension best practices, is constantly evolving.

One of the reasons I specifically named the Cradle to Cradle Products Innovation Institute as a solid choice is that it takes this into account and never issues lifetime sustainability certifications.

For those not in the know, Cradle to Cradle is a sustainability accreditation that marks products as Bronze, Silver, and Platinum levels. The certification is updated annually based on the latest scientific research in sustainability. It takes into account everything from the use of recycled parts to the product, the environmental impact of its supply chain and its ease of repair.

This is one of the most stringent standards I have seen, with the Institute not yet having awarded any product or company a Platinum Standard accreditation. Even when this is the case, accreditation only lasts two years, by which time the product must be recertified to the latest Institute standard.

It's this transparency and long-term commitment to product sustainability that will make the difference, because a product's environmental impact doesn't stop when a new version comes out. This is why I was so impressed to see the Bang and Olufsen audio brand commit to continuing to use the standard in their product development earlier this year, when they became the first audio brand to achieve the standard. bronze standard with its Beosound Level speaker.

It's also why I can't help but hope Apple will reveal its intention to take a similar step at its next digital launch event next Tuesday.