Case Study: Apple's CSR Strategy

Let’s face it – everyone has heard of this iconic slogan that defined Apple for many years. It spoke to the company’s innovative spirit, willingness to take risks, and especially its desire to push the boundaries of what was possible. After all, without this mindset of thinking differently, of thinking outside the box, we wouldn’t have this little universe of products that Apple created – iPhones, iPads, Apple Watches, and so on. 

But unfortunately, for so long, Apple’s approach to corporate social responsibility (CSR) was anything but different. In fact, like many other tech companies, Apple was mostly focused on generating a profit and creating products that would eventually revolutionize the entire world. And there’s no denying – they succeeded! The level of success that Apple achieved is incomparable.

“Apple is committed to ensuring the highest standards of social responsibility wherever our products are made. We insist that our suppliers provide safe working conditions, treat workers with dignity and respect, and use environmentally responsible manufacturing processes.”

Although more than a decade ago, this statement made by Apple on their website was their way of illustrating their commitment to social purpose and their intention to prioritize ethical practices and to ensure a safe working environment. On paper, it all sounds very nice. But do they follow up with actions on what they promise to do? As we know, back when Steve Jobs was alive, he wasn’t known for his philanthropy practices.

In reality, past controversies suggest that there might’ve been a considerable discrepancy between their words and actions. And one of the most well-known examples is when one of Apple’s suppliers, Foxconn, was accused of maintaining working conditions. At that time, it was discovered by the Fair Labor Association that the tech giant was not ensuring proper working hours, no compensation for overtime, nor safety measures in its supply chain, and overall just taking advantage of its employees. 

Even more so, despite dealing with the accusations regarding Foxconn, Apple still continued to face criticism and questions about its ethical practices. Back in 2019, Apple was again facing accusations related to its suppliers, namely by poor working conditions in the Federal Republic of Congo, leading to the death or injury of children. 

But they were also accused of low levels of transparency when it comes to their CSR (corporate social responsibility) initiatives. Especially since they are known for their notorious tendency for secrecy – when it comes to launching new products as well as their internal operations. So, most of the time, the goals achieved through their CSR (corporate social responsibility) initiatives were not always transparent. 

Although Apple has had its fair share of controversies when it comes to violating human rights, they have started to keep its end of the bargain – especially with the implementation of multiple Equality & Fairness Programs.Although Apple has dealt with a lot of criticism (and for good reasons), the tide has started to turn in the last couple of years. They started to take their role seriously, and they even started keeping their promises. Especially when it comes to their environmentally sustainable business practices!

In 2020, Apple revealed its plans to have its corporate headquarters be entirely powered by renewable energy. And they succeeded! In fact, they were one of the first global companies to do so. For this reason, they decided to extend this objective by 2030, but this time to extend it across the entire supply chain. So, in line with this, Apple aims to develop carbon-neutral products, representing a significant step towards a sustainable future. 

Even more so, as part of its sustainable practices, Apple has launched several programs to enhance the durability and longevity of its products through initiatives that promote the reusing and recycling of old Apple products. And that’s not all! They have also started implementing programs in which the tech company reuses already-developed but old products when developing new ones. What does that mean exactly? Well, it means that Apple has set a goal so that the resources used for the production of MacBook Airs are made out of 40% recycled materials. 

But besides trying to reduce toxic materials in the development stage of their products, Apple has also been invested in helping the environment first-hand. In fact, after partnering with The Conservation Fund, they preserved 36.000 acres of working forest in Maine and North Carolina to maintain biodiversity. And they continue to be involved in these initiatives! 

But they haven’t stopped here! In 2021, Apple launched a $200 million carbon removal campaign called the “Restore Fund” in collaboration with Goldman Sachs and Conservation International. At the end of these projects, 1 million metric tons of CO2 (Carbon Dioxide) will be removed from the atmosphere annually. This way, Apple will help reduce the number of greenhouse gasses that only aggravate the global warming issues and climate change concerns.

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In fact, Apple has started to take the issues of systemic racism more seriously and aimed to improve its situation through educational assistance. They are achieving this through the implementation of multiple CSR (corporate social responsibility) initiatives, which are part of their $100 million Racial Equity and Justice Initiative (REJI).

Economic empowerment, educational injustices, criminal justice reforms. All of these are under Apple’s mission to help the underprivileged communities who have continuously fought against these unfavorable regimes. For this reason, Apple has established a developer academy in Detroit to promote tech education, they have collaborated with historically black and Latinx colleges and universities across the US, and they have also developed an “Everyone Can Code” curriculum to provide a holistic approach to learning how to code. 

And, one of the most influential CSR initiatives that Apple invested in was providing venture capital funding to help and empower entrepreneurs of color. It’s clear that people of color have been historically neglected in terms of funding opportunities – especially in parts of areas where they make up the majority of the population. But that’s why Apple decided to invest in Harlem Capital. 

Even more so, they have also invested in Siebert Williams Shank and their Clear Vision Impact Fund. This aims to provide capital to small- and medium-sized businesses that are owned by minorities, enabling them to expand their operations.

These words only highlight the company’s commitment to not only providing innovative technology but also contributing to the greater good. Apple has had its rough patches – that’s for sure! But by recognizing the importance of serving the public good, the tech giant has set an example for other businesses to follow in making a positive impact on our world through CSR initiatives.