APPLE TRADE IN: INNOVACIÓN SOSTENIBLE A TRAVÉS DEL MARKETING CIRCULAR

Abstract

Apple Inc. is one of the leading technology corporations at global scale, standing out for its innovative products and its commitment to sustainability. In this scenario, Apple launched the "Apple Trade In" marketing project, an application that makes easy for users to exchange old devices of any brand in exchange for credit for the acquisition of new products or business cards. This tactic is distinguished by its orientation towards the circular economy and its concordance with the principles of ecological responsibility of the brand. The main purpose of the action is to encourage the reuse of devices and minimise the effect on the environment, while they retain customer loyalty and simplify purchase of new products. The target audience is technology users.