2023-09-23 13:30:00
When I said last week that these pre-recorded Apple presentations are pasteurized e immemorable, I wasn’t entirely accurate. In the event of September 7th, one segment resonated much more than the others and, for different reasons, will not be forgotten anytime soon. I’m talking, of course, about the video “2030 Status | Mother Nature”.
I’ll be honest: I found the video totally displaced e too long. With a duration of 5 minutes and 25 seconds, its appearance in the middle of the ad Apple Watch Series 9 It completely broke the rhythm of the presentation. To make matters worse, soon after came a 4 minute and 22 second segment in which Lisa Jackson (Apple’s vice president of environmental, political and social initiatives) basically repeated a lot of the information we had just seen.
But if you’re one of the people whose blood boils just thinking about what you saw, I’m sorry to inform you that This video was made just for you.
Nobody wants to know that
Most of the permanently angry internet commentators who spoke out against the video published (with different levels of education and vocabulary skills) variations of the same reaction: “nobody cares”.
And you want to know? They are right.
Taking a look at that YouTube feature that informs you of the most watched parts of each video, it is clear that this segment tied with the photography section on YouTube. iPhone 15 and the section on the A17 Pro in the ranking of audience disinterest.
Capture of the YouTube interface with the audience graph for each segment of the keynote video “Wonderlust”.
Furthermore, Apple has published numerous versions of this video on its different YouTube channels, and they all add up to just over 4 million views (versus almost 30 million views of the full video of the event).
But here are two important points:
It’s obvious that Apple knows that few people are interested spontaneously and voluntarily for this topic, after all, she has access to the download and viewing metrics of her environmental reports and… well, they shouldn’t be huge numbers.
It’s also obvious that she knew most of the comments and reactions to this segment would be bad. As a rule on the internet, anyone who likes something is satisfied and goes on with their day; who doesn’t like it, it needs manifest itself.
It is not new that Apple deals with people who confuse environmentalism with political expression and it is also not new that these people do not miss the chance to take a stance against any tangibleization of what they project as a sealing enemy.
With this in mind, two things become obvious: the inclusion of almost 10 minutes of environmental issues in the most important event of the year it wasn’t an accident or an unthinking attitude. Ironically, Apple already had help of angry internet professionals to enhance the dissemination of the material.
There is actually a third point worth mentioning: most people outside our tech bubble seem to have found the video funnywhich suggests that the real world has a lot more of a sense of humor than the rest of us.
In any case, knowing that people’s spontaneous interest in this subject usually borders on zero, Apple decided to create a playful video to list 11 (I counted) important initiatives. Was it less funny than Apple thought it would be? Undoubtedly. Not the Octavia Spencerwho always does well in comedic roles, managed to save some of the jokes that went far from making them laugh.
Still, Apple reiterated its intention to zero out the carbon impact of all its products by 2030 and now a much larger number of people are talking about it compared to the announcement made for the Earth’s Day on what, naturallyno one paid attention.
The damn ROI
In 2014, during the annual meeting between Apple and its investors, the NCPPR group asked Tim Cook to detail the ROIReturn on investmentor return on investment.”>1 of Apple’s environmental initiatives and commit to moving forward only with those that make a profit.
What came next was Cook’s greatest public display of anger to date. He replied:
Apple does a lot of things for reasons beyond profit. When we work to make our devices accessible to blind people, we don’t think about the damn ROI. When I think about doing things right, I don’t think about ROI. If this is too harsh a course for you and if you just want me to do things for ROI, sell your shares.
Was it an exaggeration? Certainly. You investors are right to demand that their investments yield a return. On the other hand, the issue of environmental responsibility regarding Apple was not exactly new and any investor should already know that.
For years, Apple had already been dedicating a (small) segment of the announcements of new iPhones to accounting for the environmental responsibility of each version, to the point of Phil Schiller having played with this in 2015, during the mention of the sustainable points of the iPhone 6s.
If Cook made a mistake in tom by arguing that environmental initiatives should not generate profit, the investor group’s public request to give up on these initiatives was equally unproductive. Similar situation to last week.
Setting an example
At this point, I think it’s not controversial to say that much of what Apple does serves as an action plan for other companies. In the case of environmental issues, it is no different. In fact, Apple itself has said more than once that it wait competition to replicate some of its environmental initiatives. And she reproduces it.
Amazon flags a newly announced product as environmentally friendly.
By dedicating almost 15% of the most important event of the year to a subject that, at best, comes naturally to almost no one (and at worst, makes some people lose control), Apple sends a clear message: bring to light the subject of sustainability is not just a choice, but rather a priority.
It’s very likely that each event will be a new opportunity to make everyone assimilate (or face) this, but here’s hoping that the next ones are really funny. And maybe a little shorter.
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#video #Mother #Nature #fulfilled #purpose