And Speaking of Design and Innovation

Apple finaly takes action on environemental issues.

Apple trees

THE CONCEPT – " Apple-trees "

The concept is this: On Apple's outstanding internet store, ITunes they will set up the possibility to buy an "Apple-tree". This will be a non-profit project where the income goes to funding the project itself, aside from a small handling charge. (I know that this sounds bad for a commercial enterprise, but I predict that this will really establish Apple as an environmentally conscious company.)

An "Apple-tree" is an audio- and/or a video-file where Al Gore will thank you for buying an "Apple-tree". He will then explain to you that by buying an "Apple-tree" you are actually buying endangered rainforests in the tropical belt around the world, which by itself is not enough to save the world but is an important contribution. Then he will give you a new tip with every purchase of an "Apple-tree", of what you can do yourself to give the earth the upper hand in the battle against oblivion. There are several enterprises today that are planting or protecting the rainforest, so Apple will mainly be the front-end marketing arm.

I predict that with Apple's impact on society, and how the conscientious consumers want to participate; this will be a way of getting control over the situation. In the near future people will meet at work, in school, in the neighbourhood and at home to compare the number of trees they have "planted".

This is good brand-building. Apple will make even more money while they are saving the planet.

Now, doesn't that sound cool?

Dag Skaug

dagskaug@gmail.com