3. Going Beyond: How does Apple's marketing philosophy fare in the era of AI and global warming?

Catering to an understanding of customer’s needs better than other company has forced Apple to develop a set of qualities they are known for in the present: 

• Simplicity (no unnecessary complexity)

• Brand loyalty (with a seamless ecosystem and personal support) 

• Polished high quality products (in contrast to my personal “ship early, often and iterate” philosophy)

Let's take a look at two new variables -AI and sustainability- and how there approach to these can affect how the audience perceives Apple in the future.

3.1 Empathy in the age of AI and personalization

A crossroad will be passed in upcoming years. It is the way in which Apple will commit to ethical use of AI—prioritising transparency, privacy, and moral decision-making—. 

Apple can strengthen trust and (should) respect users' rights, by underscoring its dedication to empathy in every technological advancement.

From a practical point of view - every organisation can integrate empathy into its AI practices by ensuring that technology enhances human interactions, particularly in customer service, instead of replacing them. Similar to the way our buying experience in Apple stores is a strong personal human touch built upon a less visible technical layer.

To combine empathy with AI for personalised digital experiences, recommendations and experiences should be tailored to user behaviours and preference. It should not only understand the customer. It should make the customer feel understood. 

3.2 Aligning on an environmental focus and avoiding impute

It is safe to say that the current generation has made the environment a focus of attention. A growing public sentiment is the way our youngest generations impute brand value from the way this company treats the environment. To avoid this there is an indirect and a direct approach to take.

Two approaches towards an environmental focus

The indirect approach focuses on a formal method in which companies address environmental issues in retrospect. An example is how enterprise companies comply with Environmental Social Governance (ESG), privacy and data regulations, and Sustainable Development Goals (SDG). For startups an optional choice, for medium and large sized companies such as Apple an obligation.

A direct -and more effective focus- is the way in which companies proactively address the environmental concerns of the public. By actively showing in which way you address the public’s concerns you think ahead. By execution of these initiatives you subsequently move away from greenwashing during campaigns and do what you were supposed to do in the first place. An example from Apple is their ambitious plan to become completely carbon neutral with their organisation’s operational activities.