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Planned Obsolesence

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Submitted By kyjelly
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Obsolescent Apple
Introduction
The ethical issue I have decided to dissect for this assignment is the issue of built-in obsolescence. This act, also known as planned obsolescence, is the intentional action of a manufacturer to create a built-in a point of failure or a pre-planned expiration date into a product (Investopedia, n.d.). This is done so as to force consumers to continually replace their products with newer versions, thereby increasing the manufacturer’s profits. This is clearly an ethical violation that most people would be outraged to know is a common practice in a variety of products, and at one point in time was actually encouraged in order to help our country break free from the great depression (White, 2008). Though this practice could serve to stimulate the economy, it is wrong to purposely cause products with the potential to last a decade, to only last a couple of years. This is not only wasteful, but it cheats consumers out of the option to hold onto products until they either become legitimately obsolete, or break due to normal wear and tear. While some companies are worse than others when it comes to a built-in obsolescence, there is one electronics manufacture that, in my opinion, is the worst of the bunch. It is a company that started out with a sincere and humble beginning, then rose to fame in the electronics world, but has since fallen far from the tree, so to speak.
Fact based scenario Apple Incorporated has been at the heart of controversy when it comes to planned obsolescence. The main reason being, they intentionally keep users of their many iProducts from making simple upgrades and repairs to their pricy gadgets by making use of proprietary screws that require specialized tools in order to access and remove their products batteries. In addition, the batteries in most of their laptops, cell phones, and MP3 players are non-removable. These are gadgets that consumers are paying substantial amounts to own, which begs the question; do Apple customers really own their devices? According to iFixit CEO Kyle Wiens (as cited in Kahney, 2011) Apple wants to make its users completely dependent on them for all repair work, and upgrades. Unfortunately, their battery replacement costs are asinine, because according to Apple (n.d) a replacement lithium-ion battery for their iPod Shuffle will cost you $49 +$6.50 shipping and handling to send it in for repair, when the shuffle itself retails for $49 (iFixit, 2011)! Kind of makes you wonder if they are actually replacing the batteries on the Shuffle, or just throwing them away and sending a new one. What’s more, the average lithium-ion battery will typically last you through 400 charging cycles, or about a year, which conveniently coincides with Apple’s annual release of new products (Kahney, 2011). In my opinion, this is like stealing money directly from their customers, and needs to be stopped. With unethical practices like this, do people really want to do business with Apple? Fortunately for Apple, we already know the answer to this question. Their wildly popular products are not only unique and trendy; they are also ergonomic and easy to use. However, even though Apple’s products are wonderful, it is time they put a halt to this wasteful practice, and put an end to the practice of built-in obsolescence.
Code of ethics: Policy Letter from the new CEO Things are going to be changing drastically in regard to how Apple Incorporated does business now that I have taken over as Chief Executive Officer. It is my belief that as a global corporation, we have lost sight of the ethical responsibility we have to maintain our environment, as well as take care of our customer. I cannot sit idly by and watch as our products are thrown away before their true life cycle is up, then being replaced like a pair of socks. Our products can last much longer than we are allowing them to, and I intend to see that they do. Apple Inc. will do this not only for the sake of our customers and the environment we are needlessly polluting with our prematurely discarded gadgets, but also for the sake of our reputation as the number one manufacturer of cutting edge electronic devices. Below is an updated policy letter I have written to tackle the problem of built- in obsolescence, and how we as a team will begin to implement these changes.
Article I
Apple has an urgent responsibility to the environment, and will strive to reduce needless waste. As a global leader in the reduction of the amount of e-waste (electronic waste), Apple is going to make a commitment to put a halt to the current way our electronics are being built. The days of allowing our superior electronics to be tossed away because their batteries fail, is over. The side effect this will have will be the formation of a new section at our Genius Bar repair centers and the creation of thousands of new jobs here at Apple. Our new Core Replacement Kiosks© will usher in a new era for our company by extending the life cycle of our many products while charging our customers a reasonable price for a replacement. This way our valued customers can continue to enjoy their Apple product for years (yes plural) instead of a year or so. This solution is beneficial for Apple Incorporated, our customers and the planet.
Article II
Doing away with planned obsolescence will not decrease our products quality. The illusion that we are under concerning batteries is false. Our products will not become big and clunky like our competitors if we use a removable battery configuration. The fact of the matter is, our batteries are already some of the slimmest in the industry and will still not be user removable, like our competitors. The reason we are not migrating to user removable batteries is to ensure the highest quality batteries are replacing the old ones at the lowest possible cost to customers, while maintaining our customer’s warranties. In addition, the use of our new Core Replacement Kiosks© will also ensure that the old batteries are disposed of in a responsible and eco-friendly way.
Article III
We will give back what we have taken from our loyal customers. Whether we like it or not, we must do what is morally and ethically right by our customers. The truth of the matter is that we, as a company, cheated our valued customers out of a long and happy relationship with our products; it is time we pay them back. Starting next quarter, we will begin exchanging the iPods, Mac Books, and iPhones we allowed to fail for a substantial discount on a similar new product. This will allow us to not only make amends to our loyal customers, but to also dispose and recycle our old products in an environmentally friendly manner. I believe this will set us apart from our competitors and help us to become the poster child for environmental ethics.
Signed,
Kelly E. Yocum
Chief Executive Officer, Apple Inc.
Application of the code I believe that my code of ethics can stop out the implementation of built in obsolescence by showing not only our Apple shareholders, but our entire corporation that our customers do not simply return to us because our products run out of battery life. Article I will be implemented by following through on our promise to develop as well as emplace the Core Replacement Kiosks discussed. This will show our global community that we are committed to becoming a more earth friendly company, and will clearly display that we will not back away from our moral stance on the subject of the planned obsolescence. Application of Article II will follow the same environmentally friendly path, and will serve to assure our shareholders and our customers that our abolition of planned obsolescence will not affect the quality of our products; a promise Apple will honor to the best of our abilities. This article will also show the integrity of our company to do right by the environment by enforcing strict battery recycling guidelines. I believe that by ensuring our batteries are properly recycled, our customers will feel like we are acting on their behalf; making the world a better place for future generations. Article IIIs plan of action will be put in motion by alerting all Apple stores to prepare for an influx of old products to be recycled. Our customers will then be given a discount code for any outdated Apple product. The code will be emailed to them, and they can then use it to redeem their discounted Apple products. I believe that this action will show customers that we are an honest company and that we can admit when we are wrong; a true sign of being the world leader in cutting edge personal electronic devices.
Leadership
The United States Army defines Leadership as “influencing people by providing purpose, direction, and motivation while operating to accomplish the mission and improve the organization” (U.S. Army, 2006). In the military, leadership is not simply a position of power, but rather a way of life. From the lowest private, to the highest ranking military member, we are all leaders. One does not become a leader by simply pinning on a new set of stripes or stars, but by leading by example and earning the opportunity to take that next rung on the ladder. A leader must embody certain attributes in order to be taken seriously by subordinates. In order for my code of ethics to be enforced at Apple Incorporated, I must show the members of my team that I am worthy of the title leader. To do this I will demonstrate to those in my charge what right is supposed to look like. In order to make my code of ethics stick to the minds of Apple’s employees I must demonstrate that the words written in the articles hold weight by being a leader of action and following through with my word; a clear demonstration of integrity. Integrity is a huge part of my life and basically means that you must do the right thing at all times, even when no one’s looking. I can apply this attribute to Articles I through III by following through with everything I stated. This will show the rest of the Apple team that I am committed to this plan to do away with built in obsolescence and that I will see it through to completion. I will accomplish this due to a strong sense of ego integrity, which means that I will be do what is right by knowing myself and my shortcomings (Rosenstand, 2009). I will also be actively involved in the implementation of the Core Replacement Kiosks©, and lead by example by learning how to disassemble each product in our line and replace their batteries with fresh ones. I believe that this will influence others positively by showing everybody involved that this project has meaning, and that I am a leader that is willing to get his hands dirty to better understand each position within the company. I also believe that the code of ethics I wrote will have meaning to my employees, because in Article III I am bearing my moral values. I show that we are not simply a corporation, but a community that includes not only Apple employees, but also our valued customers. I believe that by embodying integrity, character, and a strong set of moral values will give me the reputation of being an admirable leader that will inspire junior leaders to lead from the front, rather than from the desk.
Conclusion
The act of built-in obsolescence is not always unethical because the laws written on the subject are not finite. However, stealing is irrefutably unethical, and that is exactly what building a point of failure into a device is, stealing. Apple has robbed customers of years of use by charging outrageous fees for the replacement of a battery. My code of ethics tackles the environmental responsibility the company should employ by not causing their products to be thrown out every few years. It also explains how planned obsolescence can be stopped, by simply creating a cost effective battery replacement system. I also took the liberty of throwing in some customer loyalty in the form of a product exchange. Taking these steps would instill customer satisfaction and provide the consumers with more of a sense of allegiance towards Apple, resulting in them wanting to support Apple in return by purchasing their newest and latest products. In summary, I believe that the employment of my code of ethics through the implementation I outlined above and through sound leadership will enable Apple Incorporated to free itself from the unethical behavior of built in obsolescence.

References
Apple (n.d.). Apple-batteries-battery replacement. Retrieved from http://www.apple.com/batteries/replacements.html
U.S. Army (2006). Army leadership: competent, confident, and agile. Washington, DC: Hq. Dept. of the Army iFixit (2011). Apple’s latest “innovation” Is turning planned obsolescence into planned failure. Retrieved from http://www.ifixit.com/blog/2011/01/20/apples-latest-innovation-is-turning-planned-obsolescence-into-planned-failure/
Investopedia (n.d.). Planned obsolescence. Investopedia. Retrieved from: http://www.investopedia.com/terms/p/planned_obsolescence.asp#axzz1u
Kahney, L. (2011). Is Apple guilty of planned obsolescence? Cult of Mac. Retrieved from http://www.cultofmac.com/77814/is-apple-guilty-of-planned-obsolescence/
Rosenstand, N. (2009). The moral of the story: an introduction to ethics (6. ed.). Boston: McGraw-Hill.
White, M. (2008) Consumer Society Is Made To Break. Adbusters. Retrieved from http://www.adbusters.org/blogs/blackspot_blog/consumer_society_made_break.html

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