A Climate Change Promise by Apple

         One of last year’s advertisements introduced by one of the largest companies over the

world was the ad entitled “A climate change promise by Apple”. This commercial was

introduced by Apple which is an American tech company that is specialized in delivering the

best quality consumer electronics and provides the best support to their IOS software and online

services. In 2020, the company reached one of its goals which is becoming a carbon neutral

facility. Apple shifted all of its operation to 100% renewable electricity and has been investing in

reforestation projects to contribute in the removal of carbon naturally. However, Apple had

depicted further surveys and their vision evolved entirely to reach a specific goal. Apple intends

to remove their whole carbon footprint from all of its processes from manufacturing to the end-

of-life recovery of their products and material. Working towards reaching this goal, Apple will

work on designing sustainable manufacturing processes. 

       The company used the advertisement to effectively communicate their goals with the public,

and especially their customers and other interested parties. This ad was released by Apple during

the end of July 2020, tending to build a brighter reputation as a company that cares about

sustainability. Apple realizes that upcoming generation have a better perception of ethical and

environmental standards and would rather choose brands that follow sustainability measures

rather than other brands. In it’s ad, Apple makes a public commitment for its entire supply chain

to become carbon neutral by 2030. The overall strategy behind the advertisement led by Apple is

very great, but what makes the ad more powerful and appealing to consumers is the execution of

the commercial itself. 

       The quietness mood that controls the ad grabs the viewer’s attentions. The ad shows a silent

room with a heavenly sleeping baby, along with the whispering narrator behind the scenes. The

camera is concentrating all the time on the sleeping baby without photographing any Apple

product which is totally different from usual ads which tend to focus on their brand and the

products they’re trying to convince the customers to buy. 

   

       The constant focusing of their film on the sleeping baby clearly demonstrates the intended

purpose and message Apple is trying to deliver to consumers. Their clear message is that the

main concern of the Apple company is to save our planet from Global warming and taking care

of the planet for the future generations to live in welfare and in a healthy environment. Apple

tries in every ad it delivers to consumers to appeal to their emotions. For several times, they tried

to tie their brand to emotional experiences humans could encounter which fits the ethos of

Apple. 

     All in all, Apple is trying to reveal that the company has intentions to use its power for the

good of humans and the upcoming generations.