The document discusses the environmental impact and pricing of the Apple iPhone. It notes that Greenpeace has raised concerns about hazardous chemicals in the iPhone like brominated flame retardants and polyvinyl chloride. It also discusses how Apple lowered the iPhone price by $200 two months after release, angering early adopters. The document proposes strategies for Apple to market both the iPhone and iPod successfully, such as targeting different demographics or positioning the iPhone as a higher-end product than the iPod.

1. Apple iPhone
More Brown than Green?

2. The Apple Juice
• 8 or 16 GB Memory
• 3.5” widescreen Multi-touch display
• Audio support for AAC, MP3 & more
• Visual Capabilities inc 640 by 480 pixel video
• 2.0 mega-pixel camera
• Wi-Fi 802.11b/g
• Bluetooth

3. The Issue
It may be the latest in modern
technology, but is the Apple iphone
damaging to the environment & how
has the price been affected by these
concerns?

4. The Bitten
AppleGreenpeace say the iphone contains two hazardous chemicals:
• Brominated Flame Retardants (BFR)
• Polyvinyl Chloride (PVC)
Key assumptions :
• Headphone Cable contains toxic phthalates
• iphone battery is glued & soldered to handset, hindering the
battery for electronic waste recycling

5. Apple iPhone environmental
report
-The report clearly states that Apple keeps to the rules of RoHS*
against restricted substances.
- This may not ultimately change the market value of the product but
instead put off retailers who are going to sell the product.
*Restriction of the Use of Certain Hazardous Substances in Electrical and Electronic
Equipment

6. From $600 to $399 in just 2 months!
Business Ethics or The Customer comes 1st
?
• When apple reduced it product by $200
after 68 days from release, many
customers were left fuming!
• Adopters will always pay a full price, but
didn’t expect such a price cut so soon.
• A 14 day full refund policy to claim back
$200 was introduced.

7. iPod recycling program
• This scheme will make the
iphone more environmentally
friendly
• Customers will receive a
discount on new iphones if the
exchange their old mobile
• If Apple encourage this
scheme with their own products
it will play a hand in reducing
global pollution

8. Victims of their own success?
Will the iPhone be the end of the ipod, nano & touch?
Fears:
iPhone will cause sales of other Apple
products to drop.
Upon release Apple fear they could lose
$1billion dollars as a result of the iPhone
introduction
So what do Apple want to do??

9. Victims of their own success?
Strategy 1
Market the iPhone to Businessmen & high
earners and ipods to teenagers & fashinistas.
Strategy 2
Make the iPhone a high end product by
increasing its price & lower the price of the ipod.

10. Thankyou