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Apple highlights some of the distinctive elements of the iPhone with a web page and new spots dedicated primarily to privacy and sustainability.
The new Web page explains that for Apple, the iPhone is more than just a device. From energy efficiency to recycling, to the privacy of customers, every iPhone is the result of design decisions made over the years. The six spots are text animations that explain some of these points
Advertising places a special emphasis on sustainability. In a legend, Apple describes how even features like iMessage are designed to be environmentally friendly:
"Whenever you send an iMessage, you help us and our goal – a future where everything is clean energy – approaches. For every iMessage sent from our data centers, we operate worldwide with 100% renewable energy. This means that billions of iMessages are sent every day with solar, hydro, wind or methane energy.
Apple's environmental initiatives are not new, but this year they have received special attention. For the Earth Day 2018 Apple introduced Daisy its disassembly robot to recover components from an old iPhone or an iPhone that no longer works. The effort coincided with the launch of the Apple GiveBack Recycling Program
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