An iPod Never Dies (it gets traded in)

Makeup Post 2

This post on Slashdot caught my attention because it brought to my attention a new Apple promotion (page down to June 3). While this promotion is rather understated on Apple's own website, it has received quite a lot of media attention. The post itself brings up the question of how to deal with technological waste. The fact is that all electronics contain many bad components that should not just be put in landfills. Lead in the solder, mercury in LCD screens and many other nasty things with long chemical names that I can't pronounce. When electronics get junked, a lot of this nasty stuff can seep back into our fresh water supply. The discussion of this post is really quite long and repetative, but what I really liked is how Apple decided to handle this issue head on.
Apple has decided to offer a 10% discount on a new iPod to anyone who returns an old one to one of their stores. This is a big deal for many reasons. This move positions Apple as a socially responsible company that is concerned about electronic waste and is doing something about it. Apple want's to capture the business of the segment of electronics consumers who are worried about the "right thing to do" and also to reward the loyalty of repeat customers. (Kotler and Armstrong p245)
I think Apple could benefit even more by positioning themselves as THE environmentally friendly computer company. Socially responsible target marketing would compliment their already positive image and enhance their more-for-more positioning. (p257, 263) They already have a complete recycling program in place, not just one for iPods. Not only could their "switch to Mac" boast that Apple has a better computer experience for you, but they could also say that Apple knows the best way to take care of your old machine. The price of every new Mac should be advertised as including the cost of recycling your old computer equipment.