The release of iPhone 16 and 16 Pro by Apple shows the company still dominates the global smartphone market.
Apple has a share of 23 per cent in 2023 and a staggering 92 per cent loyalty rate among iPhone users in 2024, but frequent upgrades raise environmental concerns, especially since Google and Samsung have adopted a more measured strategy in terms of being environmentally sustainable. It seems like Apple, on the other hand, wants to maintain its image as a luxury brand.
With each annual release, it’s important to ask whether Apple’s frequent upgrades are necessary and, more importantly, whether they are environmentally responsible.
Apple claims it will be carbon neutral by 2030 but considering Apple’s annual iPhone releases have minor design changes, its commitment to sustainability is questionable.
On the surface, Apple has made progress toward sustainability by removing the charging block and shrinking the phone boxes. On the other hand, the company promotes frequent upgrades, which contribute to global e-waste.
This is important because, according to a report from the United Nations Institute for Training and Research, 62 million metric tons of global e-waste was produced in 2022, up 82 per cent since 2010. According to the report, by 2030, this number is expected to increase by 32 per cent making it 82 million metric tons.
So, despite Apple’s apparently similar designs, why do people still choose Apple? The answer lies in the company’s ability to provide an experience that goes beyond hardware. Every iPhone seems to be a status symbol, an indicator of a luxury brand that people look up to and trust.
Apple’s constant focus on providing quality and a feeling of luxury is what makes it one of the top five global brands and helps maintain its image despite the repetition of the designs.
Apple’s recycling initiatives such as the use of recycled aluminium, using renewable energy, and promoting recycling through their trade-in programs are commendable.
In contrast, rivals such as Google have adopted a more calculated approach to be eco-friendly with practices like fewer product releases and longer (seven years) software support for Pixel phones, which means your Pixel 9 Pro and Pixel 9, released on Sept. 4, 2024, will be supported all the way into 2031. Fewer releases equate to less global e-waste.
Apple and Samsung compete in the production of new products but Samsung’s phones lose 60 per cent of their value in the first year. Apple devices hold 43 per cent of their value after a year. This makes it easier for people to justify upgrading to a new phone without spending much money, especially with Apple’s trade-in program. However, when it comes to upgrades, Samsung’s willingness to take design risks—like foldable and flip—offers a more convincing argument for frequent upgrades.
Apple is at a crossroads in its evolution. If it is very serious about becoming carbon-neutral by 2030, Apple should go beyond recycling. It must encourage consumers to keep products longer and reduce the number of times new items are released.
Apple will need to figure out how to balance luxury while being responsible if it wants to lead the charge in the age-old rivalry with its competitors.