The trend towards overconsumption is rooted in our purchasing habits. The reduced life cycle of consumer goods is partly to blame. However, times are changing and brands are forced to adjust by also adopting an eco-responsible policy. This explains the recent decision by Apple to support the self-repair of its iPhones by providing approved spare parts. Known for its intransigence in terms of after-sales service, Apple seems in the throes of a change in strategy. Indeed, the American company announces that it wants to put on sale itself, from 2022, spare components to allow easier repair of iPhone 12 and 13. Ecological awareness for a tangible reduction of the carbon footprint of products or simple marketing move to maintain its brand image? Decryption.
Apple promotes self-healing of iPhones / iStock.com – Aramyan
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An astonishing 180 ° turn from Apple
Every year, it’s the same catchphrase on the Apple side. A new range of iPhones is released and, obsessed, loyal customers of the brand do not hesitate for a second to get a copy. The recent owners of Apple’s iPhone 12 are also the first to reserve their iPhone 13, despite the perfect state of functionality of their previous smartphone. Overconsumption governs the market in all areas, and Apple is counting on the enthusiasm of its followers to sell its iPhones. In order to guarantee the purchase of its new iteration, the brand went so far as to block its after-sales service for years. The iPhone manuals strongly advised against opening the device yourself for self-repair in the event of a problem. Customers were therefore short of choice until very recently.
Apple takes control of the aftermarket
If its competitor Samsung prides itself on being the brand that launched the first 5G portable, Apple will be able to congratulate itself on its apparent desire to adopt an eco-responsible policy for its iPhones. Indeed, the brand suddenly decided to encourage its users to self-repair. Apple thus breaks down the essential repair barrier erected around its devices, a change that leaves public opinion perplexed. In addition to the approved components that it plans to provide, the Apple brand intends to make all technical documentation relating to the iPhone available. A dedicated site will be put online for this purpose, a platform from which customers can also order the parts they need.
Details that remain to be clarified
For now, Apple has disclosed very little information on its new business strategy, which comes on top of its new policy of repairing iPhones with an unofficial battery. However, we know that the self-repair procedure will initially only concern the latest versions of the brand, namely the iPhone 12 and 13. At the same time, announcements on the price of said approved spare parts are expected. Knowing the brand’s habits, the budget to be expected by loyal customers may be high.
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