From Innovation to Oblivion: E-Waste and the Tech Industry’s Environmental Challenge
September 2024, by Matias
With the release of the new iPhone 16 and 16 pro announced, the already over-saturated market of mobile devices gets some new contenders. Now for anyone choosing a new phone has a sea of options to choose from. So, how are people meant to choose?
Apple is fortunate to be in a position where people will be purchasing from them for the foreseeable, thanks to the ecosystem that they have created. However, this ecosystem has been plagued by a certain issue for years. This issue is the lightning connector.
As Apple announced its devices this year, it became apparent that all devices are now switched to USB-C. However, for some devices, such as the AirPods Max, this is the only upgrade.
Apple only recently switched from its own lightning cables after the EU introduced legislation to prevent e-waste. They have been using lightning connectors since 2012, which has meant that for years, people have been buying lightning cables. With a multitude of other electronics using USB-C as the industry standard, many have been doubling up on buying USB cables along with their lightning connectors.
I’m sure many of us have experienced a cable that stops working, or we may lose a cable somewhere, resulting in us buying a new cable. However, the old one becomes e-waste. Apple produced a huge amount of e-waste thanks to their decision as a company to hang onto the lightning cable until they were forced to switch by new regulations. This switch also produced more, as Apple made the executive decision to be “greener” by not providing a charging block with phones anymore. This only caused more issues, though, as the new cables provided with phones were double-ended USB-C, meaning that they would not plug into your previous Apple charging brick. This decision meant that all the old charging bricks became e-waste, even though they could have been used if Apple had decided to use a USB-A to USB-C cable in its place.
Although there are a lot of negatives to be mentioned, there are some positives. Apple has now got a system that allows you to recycle your previous devices for a discount on your new purchase. This is great, as it means that less lithium needs to be mined to produce batteries, doing at least a small part to lower the impact of this incredibly harmful industry. The recycling also helps with the other parts that have various production methods, so all in all it’s an incredible system to have in place.
This isn’t solely Apple’s idea, though, as there are many options from other companies like Samsung and independent stores, such as Back Market, which refurbish devices to resell and, therefore, be re-used.
E-waste has been a rising issue in recent times, with there being almost 350-million tonnes of e-waste on earth and only 17% of that being recycled. With annual e-waste estimated to be worth over $60 billion. As technology improves more and more, it is likely these numbers only increase in the future as people gather up to get the new, sleekest, fastest devices. However, as more e-waste is produced, the materials are lost. This means that not only is this bad for the environment, but it is also bad for consumers. With the decline in resources available, these new devices will likely become more expensive to purchase and repair.
This is why there is now more pressure from consumers for electronic manufacturers to become environmentally friendly. New contenders in the market are providing what people want. Fairphone is a good example of this, as they use replaceable batteries, recycled materials and are e-waste neutral. This means that for every 225g phone they make, they use 225g of recycled materials.
These new greener companies are coming up in more sectors of the tech industry too, with companies such as Framework producing laptops that are largely recycled materials, with replaceable components for almost the entire device, so that they can be used for longer.
At MM-Eye, we’ve seen first-hand through our Say Do Sustainability Study (SDSS) that consumer priorities have shifted dramatically, especially regarding sustainability in tech. It’s no longer just about the latest features or the sleekest design—consumers are looking for brands that align with their environmental values. SDSS has shown that consumers expect more transparency and responsibility from tech companies, and they’re willing to switch brands for more sustainable options. Brands like Fairphone and Framework are great examples of businesses that are thriving by meeting this demand for greener technology.
For companies that want to stay ahead of the curve, it’s key to understand how consumers perceive your sustainability efforts. At MM-Eye we provide invaluable insights into these consumer attitudes, helping you align your strategies with what truly matters to your audience.
If you’re in the tech industry and looking to strengthen your appeal to environmentally conscious consumers, contact us at info@mm-eye.com or use the form below to book a consultation.