Business case

The goal is to provide a product that customer will enjoy using and can also feel good about using a
product with a sustainable design approach. The redesign of the iPhone pencil has the primary goal of
eliminating the use of the plastic outer shell using a durable bamboo material. The look, feel and sense
of quality will not be significantly different. Secondarily, beyond a business strategy, is to influence other
manufactures to lean toward similar sustainable approaches.

The materials can be sourced from used, but still functional, or new bamboo substrate. Used, good
quality material will help to decrease time and cost of production and afford for a less expensive product
for the consumer. Concerns about strength, especially water concerns- Bamboo is a very strong material
and is significantly more resilient than most wood types making it suitable for the purpose.

In 2018, apple sold about 10 million apple pencils. In 2019 the global stylus pen market was valued at
$0.83 billion and was projected to reach $1.22 billion by 2027. Quite a few companies make styluses in
general. The average cost of apple pen is $100. The aim is to reduce the cost of the pen with the
reduction in new material cost and manufacturing time.

Hanover principle Existing product New product Comments

Insist on rights of Apple’s view on 3Ps, is
humanity and nature being centered on green
to co-exist energy as a whole
Recognize Following from above.
interdependence Technology driven world
requires tech, better use of
energy resources. Not
product specific.
Respect Do not directly address this
relationships but ties in with previous
between spirit and rows
matter
Accept responsibility Apple typical offers the
for the customers the option of
consequences of send the product back.
design Parts however are not
easily reused. Frankenstein
design.
Create safe objects No end-of-life use, not
of long-term value easily or usually recycled
More product specific, no overuse
of materials, or no renewable, in
addition to the green energy
initiative
Use of the bamboo outer casing,
reuse of high-quality scrap bamboo
if possible
Creates awareness of ways to
decrease dependence of
nonrenewable resources without
compromising quality. Small impact.
Take-back program will be a service
provided. Though the design is
recyclable, it is understood that
people may forget to send the
product back or may find it
inconvenient. Initial and periodic
recycling reminders to customers
Product is repairable, outer
component recyclable. Take-back
program to reincorporate into new
products
Eliminate the More plastic must be used.
concept of waste No direct encouragement
of a take-back program.
Rely on natural Apple is focus on green
energy flows energy. Product is not
directly involved.
Understand the Idea of using new material
limitations of design each time as product is not
repairable, most consumers
to do return defective
products, no end-of-life use
Seek constant Namely reduction of carbon
improvement by the footprint, not product
sharing of specific, but the company
knowledge. as a whole.
Does not eliminate waste itself.
Recyclable, inner components
removable allowing disposal of shell
into regular waste. Active take-back
program awareness.
Reuse of scrap material can help to
reduce energy burden. Small
product, small impact, but an
impact nevertheless.
Reuse of old material, given product
is fixable and recyclable, cheaper to
recycle, absolute end-of-life,
bamboo shaving, saw dust, compost
etc.
Creating awareness of sustainable
design.