4 Ways Apple Wants You to Know It Loves the World
In 2013, brand consulting company Interbrand gave Apple (NASDAQ:AAPL) the title of world’s most-valuable brand. According to the firm, Apple’s brand value increased 28 percent from 2012 to $98.3 billion, replacing 13-year front runner Coca-Cola. “For revolutionizing the way we work, play, and communicate — and for mastering the ability to surprise and delight — Apple has set a high bar for aesthetics, simplicity, and ease of use that all other tech brands are now expected to match, and that Apple itself is expected to continually exceed,” wrote Interbrand.
But Apple’s brand, as strong as it is, is not without chinks. Apple has received a lot of criticism — and in some cases, hostility — for the behavior of businesses in its supply chain. Apple has taken flak for its relationship with Foxconn and for the environmental impact of the factories that produce many of the raw materials for its devices. Apple was also found guilty by a U.S. court for conspiring to fix the price of e-books bought through iTunes.
In order to address some of these issues, Apple has been reaching deep into its supply chain and conducting audits of the companies it does business with. Here are some highlights from Apple’s 2014 report on its efforts.