Notes

Apple took a big step towards a more green future by producing the "greenest Mac ever", the new Macbook Air, which is manufactured from 100% recycled aluminum. This product was recently introduced an Apple event in Brooklyn by the Vice President of Hardware Engineering, Laura Legros.

Innovation: Apple has engineered a new aluminum alloy which can be produced from these recycled aluminum scraps. This alloy has very similar properties to the previous Macbooks, which continues to allow for the laptops very light and elegant appearance. This also means that apple is able to break away from other supplies are become more secluded, giving them more control over their product and ability to produce efficiently. The only downside of this operation is the increased R&D costs to create this alloy, which must now be recuperated.

Ethics: Being made from 100% recycled aluminum, this product greatly helps Apple address CSR, as they are helping the environment. Apple makes it a point to highlight that they are the only company doing this as this creates a unique selling point which a modern market is very interested in, thus providing a competitive edge over other computers, increasing market share as well as improving brand image and perception. The only disadvantage of this is that now other companies will try to emulate Apple, and while Apple has the first mover advantage, there is no guarantee that other companies can't do it better, thus potentially limiting the sales of future Apple products.