Apple thinks climate change will increase its brand value

“Where most people observe severe weather events exacerbated by climate change — like hurricanes and wildfires—and see doom and gloom, Apple sees an opportunity to sell more iPhones and increase its ‘brand value,'” Jordan Pearson writes for Motherboard. “That’s according to filings Apple made to CDP, a UK-based organization that gives companies a letter grade based on their environmental impact, as well as the risks and opportunities that climate change presents for their operations.”
“‘As severe weather events become more frequent, consumers may come to value more highly the immediate and ubiquitous availability of reliable mobile computing devices for use in situations where transportation, power, and other services may be temporarily interrupted,’ Apple’s filings to CDP states,” Pearson writes. “‘If customers value our work to help increase their sense of connectedness, personal safety, and peace of mind, during extreme weather events, we may expect some increase in customer loyalty or brand value,’ the filing states.”
“Apple also claims that ‘climate change policies’ may make electricity more expensive, and so energy-efficient devices may be preferred by consumers in the future. Again, Apple expects to benefit from this situation,” Pearson writes. “‘If Apple is successful in creating products attractive to people whose purchasing habits are changing due to concerns about climate change or rising electricity prices, it may result in a small competitive differentiator for our hardware products,’ Apple’s filing to CDP states.”
Read more in the full article here.
MacDailyNews Take: CDP, formerly known as the Carbon Disclosure Project, is a U.K.-based nonprofit that asks companies to report their environmental impact, including the risks and opportunities they believe climate change presents for their businesses. Apple and more than 7,000 companies worldwide filed reports for 2018, including more than 1,800 from the U.S., simply did as they were asked.
For more on Apple’s environmental initiatives, visit apple.com/environment.
SEE ALSO:
Apple launches $300 million China Clean Energy Fund – July 13, 2018
Apple paves the way for breakthrough carbon-free aluminum smelting method – May 10, 2018
Apple now globally powered by 100 percent renewable energy – April 9, 2018
Apple to stick with environmental pledges despite President Trump’s gutting of Obama’s climate change orders – March 30, 2017
State-of-the-art floating solar island brings Apple’s clean energy program to Japan – March 8, 2017
Greenpeace: Apple again the world’s most environmentally friendly tech company – January 10, 2017
Apple continues supply chain transparency as Trump administration considers suspending conflict mineral requirements – March 27, 2017
Apple announces environmental progress in China; applauds supplier commitment to clean energy – August 17, 2016
Apple VP Jackson visits ‘solar mamas’ in Rajasthan – May 19, 2016
Apple will run all its operations in Singapore on solar power – November 17, 2015
Greenpeace: Apple is tech’s greenest – May 15, 2015
Greenpeace: Apple leading the way in creating a greener, more sustainable internet – April 2, 2014
Greenpeace praises Apple for reducing use of conflict minerals – February 13, 2014