Have you seen this huge advertising campaign that rocked Paris, Madrid, New York and London at the beginning of September? The one that announced the mysterious arrival of the iPhone R with all the Apple look and feel, making everyone believe that Apple was behind it all? Well, think again! The campaign succeeded in creating a large number of reactions, especially on the social network X (formerly Twitter), with thousands of people betting on what this mysterious product could be.
But here it is, on September 12, the day of Apple's famous Keynote presentation, Backmarket, the famous brand selling reconditioned devices, a large part of whose sales come from Apple products, revealed the pot of roses. The iPhone R was nothing more than a refurbished iPhone. And there, Backmarket brought out the heavy artillery to make everyone aware of the environmental impact of tech. They pointed out the astronomical quantity of Apple devices thrown away each year, a real threat to the environment with each new product launched.
Their goal ? Raise collective awareness about the ecological footprint of tech, while highlighting the advantages of reconditioned products, which are more durable and accessible to us all.
Perhaps now is the time to rethink our technological choices and opt for more environmentally friendly options. What do you think about it?
