When Apple unveiled its latest iPhone 15 series and Watch Series 9, there was a notable shift in accessory choices. The tech giant bid adieu to leather in favor of woven-based materials, spanning Apple watch straps, AirTag pouches, MagSafe wallets, and iPhone cases.
Apple touts the new recycled material for its significantly lower emissions compared to the carbon-intensive leather it replaces. This environmentally conscious move did not go unnoticed by PETA (People For The Ethical Treatment Of Animals).
According to Bloomberg's Mark Gurman, Apple's decision to eliminate leather across its product lineup earned it accolades in the form of PETA's 2023 Company of the Year award. PETA praises Apple for “meeting consumers’ demands and setting a tremendous example for other top companies by ditching leather as part of its goal to be carbon neutral by 2030.”
Image Credit–PETA
PETA emphasizes that leather from cows' skin, as per the Higg Materials Sustainability Index, contributes substantially more to water pollution, water depletion, and greenhouse gas emissions compared to synthetic or plant-based vegan leather. Cattle ranching, a significant driver of deforestation, for instance, in the Brazilian Amazon rainforest, further underscores the environmental toll of leather production.
While Apple's move away from leather aligns with its broader green initiative, the transition has not been seamless. Apple's alternative, dubbed FineWoven, has not exactly been a hit. Users find the FineWoven cases peculiar to the touch, prone to scratching, and quick to gather dirt. Some third-party retailers even opted out, and Apple advised its staff to regularly swap display units to maintain a polished appearance.
The FineWoven cases need a serious upgrade to align with customer expectations. Despite the evident drawbacks, Apple can probably take solace in the likely higher profit margins of FineWoven cases, considering the unchanged price tag of $59 compared to their leather predecessors.
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Tsveta, a passionate technology enthusiast and accomplished playwright, combines her love for mobile technologies and writing to explore and reveal the transformative power of tech. From being an early follower of PhoneArena to relying exclusively on her smartphone for photography, she embraces the immense capabilities of compact devices in our daily lives. With a Journalism degree and an explorative spirit, Tsveta not only provides expert insights into the world of gadgets and smartphones but also shares a unique perspective shaped by her diverse interests in travel, culture, and visual storytelling.
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