Apple (Product)RED
by Andrew Spangler • 02/05/2007
at 05:57 PM
It?s always interesting to observe different stereotypes. You?ve got your jocks, nerds, geeks, preppies, techies, goths, and more recently ? the emo. Regardless of what social box people try to fit you in, it seems that we often gravitate to the stereotype we wish we fit in, right? Sometimes you fit really well into that little group, and sometimes you?ve got a Twinkie?s chance at fat camp. There are different kinds of stereotypes, people groups, cliques...I think Apple users fall broadly into the category of a sodality. Basically, a sodality is a group you have to earn acceptance into ? as opposed to a modality, which you are born into (your family).
I think Apple knows the kind of people that tend to be drawn into its fold (or clutches, depending on what OS you use), and markets their products specifically towards that demographic.
No duh, right?
What if Apple is using your sense of pity to get you to buy their products?
No doubt you?ve noticed the little red nano alongside the now classic black and white. Have you taken a closer look? Those little beauties are in conjunction with Bono?s (Product)RED ? an attempt to further the fight against AIDS.
Now, I?m definitely all for eliminating HIV/AIDS. According to Avert (a leading researcher in the fight against the disease), almost 40 million people are living with AIDS today and that figure includes up to 3.5 million children. Friends and family have told me about AIDS orphanages in Africa. I?ve seen pictures - I?ve seen the results of HIV/AIDS.
But the question remains, is it right for Apple to sell (Product)RED iPods? Let me share a little more of where I?m coming from. The (RED) movement is a conglomeration of high-end companies who have made a commitment to donate a certain percentage/amount of their profit off specific products to (RED). According to the almighty Wikipedia, the Gap is donating 50% of profits from (RED) items. Armani is donating 40% of sales from their (RED) products. And Apple is giving...10 bucks? That?s right, Apple has committed to give $10 from the sale of each 4 and 8 GB nano stamped with the (RED) logo. I was disappointed when I saw the dollar amount to be donated per pod; isn?t Apple capable of doing more? I would have liked to see something radical like 50% of each (RED) iPod sale ? you would end up with the same situation as the U2 iPods: only the truely interested make the effort.
I think Apple makes an attempt to offer products to the kind of people who like to call themselves ?non-conformists?. Those who would prefer to stand out in the crowd. You know who you are ? deep down you know you do some things just because everyone else says it?s dumb. Dirty conformists.
Interestingly, those kind of people also tend to be more globally conscious. When your teacher talks about Darfur, you don?t think of a Muppet. You watched Hotel Rwanda and An Inconvenient Truth because you are actually interested in that kind of thing. You might buy a VW, and probably are a pacifist. Getting warmer? Apple?s decision to ?support? (RED) seems to me to be a shrewd business move. Use their marketing power to raise a couple bucks for ol Bono, release a limited edition color for the nano, and generate even more interest among the faithful and those-yet-to-convert.
My question is: as the consumer, do we have an obligation to these products? If you are going to buy an iPod, should you buy a Red nano? How should we gauge our decisions as responsible consumers and concerned citizens?
Also, how do you feel about Apple supporting (Product)RED? Do you think they really care about AIDS, or are they just trying to sell iPods? Should motive even be a huge concern?
I think this has huge potential for Apple and for us as their loyal sodality. What will the verdict be for social justice ?themed? products? What about a (RED) MacBook?
Let?s talk about it. What should consumers do in response to things like (Product)RED? Where does the money actually go? Should we all buy a (RED) nano for our next iPod? Share your opinion in the Macteens forums!
Andrew Spangler is one of Macteens' resident eclectic eccentrics. His interests include travel, computers, music, and disagreeing with you just for fun.
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I don’t really think it’s right to buy a product just because it’ll give a percentage of the profits to a charity. If you want to help out, why don’t you donate directly to one of the many AIDS funds? In the end, they get more money, and you helped out more. Although, I guess the RED initiative does make all the rich-type-preps (the ones I know, anyway) want the cool red products, thereby forcing them to give.
And by the way - I didn’t watch An Inconvenient Truth. Not because I’m not interested, but because it stank of hypocrisy.
Lots of questions, precious few answers.
1) Motive doesn’t matter. If AIDS research is helped, who cares about the motivation? The goal of this project is to help cure AIDS, and thus no other measure matters other than that of how far along AIDS research gets.
2) Clothes are different from iPods. The profit margins Armani and GAP take on clothes are enormous—far higher percentages than Apple gets off the iPod. It doesn’t cost much to make a red t-shirt, but GAP is selling them for $30+ and Armani for much, much more than that. Apple cannot take 80% profit off iPod sales. Luxury clothing can.
Apple may not be giving as much as other companies, but it’s better than nothing. If I were in the market for a nano, I’d pick up a red one.
Also, clothing is sold at like 400% of what it costs to make them. I think iPods are like 200%, though that’s a lot also.
Basically, America has so many youths who are materialistic and shallow, caring more about why Britney Spears shaved her head than the new cancer fighting method that is being researched. With this in mind, many people feign altruism because of the ‘selfless’ bragging rights that accompany it. In this sense, while it would be more helpful to donate a higher percentage, i believe mac does care and want to do what it can. Donating more would just not be financially reasonable. Either way, their addition to the (RED) campaign combined with the increasing demand for iProducts can only benefit AIDS research. If the ends justifies the means without truly harming either party, then I’m for it. If you question (RED)’s impact on your obligation to buy a product then you’re not the type of person who needs to concern themselves. You’re already thinking about it. Adding (RED) to any product can only spread awareness to those who would otherwise ignore it.