With a focus on bringing sustainable options to its customers, the company that created iPhone recently announced the introduction of “FineWoven” as the new standard for its iPhone cases and Apple Watch bands.
Thus, Apple moves away from the use of traditional materials such as silicone, indicating a sustainable marketing turn for its most beloved devices.
The reason behind Apple’s move
Image: David Švihovec/Unsplash/Reproduction
Marketing strategy is a step to demonstrate some commitment towards the global warming and ecological imbalances. Even though the entire development process of Apple devices causes irreversible damage to the environment.
FineWoven, a mixture of 68% recycled material, simulates the feel of suede and represents a theoretical advance towards a greener future for the company. Initially, the fabric will be implemented in accessories for the recently launched iPhone 15 and the brand’s smart watch straps.
Is FineWoven really more sustainable?
The fact is that, by giving up silicone and fluoroelastomer in the manufacture of its accessories, Apple takes a significant leap towards more responsible production practices.
These conventional materials have proven to be an obstacle to recycling and are produced using methods that are not so planet-friendly. Therefore, the idea is to make a gradual change, allowing old accessories to disappear on the market.
In the first phase of this project, only the case for the iPhone 15 and a specific bracelet for the Apple Watch will be offered with FineWoven. The prices of new accessories remain high, costing R$719 and R$1,099, respectively.
Despite the costs, this is a decision in line with Apple’s sustainability goals, which was revealed simultaneously with the launch of its latest smartphone.
A replacement for the popular “Sport Band” on the Apple Watch is also planned. This will be one of the first bracelets to adopt FineWoven, thus marking the beginning of a new era in which technology and sustainability go hand in hand in the company’s sales strategy. Apple.
