We all know Apple for its impact on how we communicate and interact with others. Its innovative technology has made it one of the most powerful companies out there. And let’s not forget that its customers are some of the most loyal consumers you’ll ever meet. Why? Because Steve Jobs knew that putting the customer first, ahead the product, was the right move. The goal of Apple was to make life easier, not more complicated.
Years later, we now have all types of Apple products; from the latest iPhone, AirPods, Macbooks, the list goes on and on. So what could possibly go wrong? Not even the most successful companies can be saved from the violence that is the CX economy. In order to stay at the top, companies need to keep up with their customers’ needs… And, apparently, with governments/agencies’ needs too.
Apple has some problems in Brazil
In Sao Paulo, Brazil, the consumer protection agency is requiring Apple to provide a charger with the latest iPhone. Apple stated that they are no longer providing chargers because most, if not all, consumers have them already. Apple has also stopped including headphones in the iPhone 12 packaging. This will reduce the impact and promote environmental stewardship. However, Sao Paulo says this is a violation of the Brazilian Consumer Defense Code.
I personally think Apple had the right thing in mind, however it does make you wonder. If they will not be including a charger and headphones anymore; does that mean they don’t want to target new audiences? We know all the loyal Apple users probably don’t need anymore chargers/headphones, but what about those that have finally decided to join the Apple family? Is Apple making them buy all these things separately now?
The Brazilian agency also stated that Apple has not shown any environmental gains and lacked in marketing it as so. While it’s hard to tell what consumers think about just getting the iPhone, it’s pretty clear some agencies find it unnecessary.
Itzell Ramirez-Lopez is a marketing intern for Worthix. She is currently a fourth-year at the University of Georgia pursuing a bachelor’s degree in Marketing, with an emphasis in Digital Marketing. She is also pursuing a certification in Legal Studies. She will be graduating in May 2021.