- Mr. Cook stressed that constant reinvention is “a great thing” for some users
- Apple has released eight new iPhone series since 2018, the 15 being the latest
- The CEO also teased what to expect from the product in 20 to 30 years
Apple CEO Tim Cook has revealed why the company releases a new phone every year, whether people really need to buy a new model every time and what the device might look like in 20 years.
Speaking at Apple’s data center in Denmark, he stressed that constant reinvention is “a great thing” and explained how they can keep the company more sustainable despite the possible regularity of replacing new phones.
Apple has released eight new phone models in the last five years: XS and XS Max (September 2018), 2021). ), SE 3 (2022), 14 series (2022) and 15 series (September 2023).
Mr Cook told Brut: “I think having an iPhone every year for the people who want it is a great thing.”
“And what we do is we allow people to trade in their phone, and then we resell the phone if it still works, and if it doesn’t work, we have ways to disassemble it and make a new one out of the materials iPhone.’
Apple CEO Tim Cook stressed that constant reinvention is “a great thing,” even with a new phone coming out every year
The iPhone 15 series, released in September, is the company’s eighth model in five years
Mr Cook also hinted at what an iPhone might look like in 20 to 30 years: “I think it will be carbon neutral.”
“And of course it will be far ahead of what it currently is, but I don’t want to tell you all our secrets in that regard.”
The CEO explained that he wanted to compare the secrecy surrounding Apple’s products with Apple’s approach to environmental issues.
Mr Cook wants Apple to be visible enough to become a model for others to copy – a “wave in the pond”.
Apple’s top man spoke from Viborg, Denmark, standing on a field of solar panels on the site of one of its 10 global data centers.
He cited initiatives such as using recyclable materials and committing to achieving carbon neutrality by 2030 as efforts he particularly hoped would be implemented.
However, Apple was still confronted with accusations of “greenwashing”.
Greenwashing is companies that claim to be environmentally friendly in order to deceive potential customers.
The Apple CEO announced that the iPhone would be carbon neutral within 20 to 30 years
Mr. Cook highlighted that the company uses 30 percent recycled materials in its new Apple Watch Series 9 – its first carbon-neutral product
But the Apple CEO insisted that greenwashing was “reprehensible” and that his company was open to being judged on “evidence points” rather than PR.
He emphasized that the company used 30 percent recycled materials for its new watch, reduced packaging and plastic consumption and switched from air to sea transport for its goods.
Finally, Mr. Cook gave insight into his personal efforts to reduce environmental impact.
However, he did not implement a space-age life policy, rather he said that he drives an electric car, “trying to avoid plastic”, recycling and composting.