We'll Call You - Apple
Mole is torn between wanting to get his velvety paws on the latest iPad, and not supporting a brand beset by accusations about grim factory conditions.
We'll call you: Apple
Apple Thank you for calling Apple, this is (gives name). How can I help you today?
Mktg I'm considering buying an iPad and I've heard the working conditions for the Apple factory workers aren't great, so I'm in a moral dilemma over whether to buy the iPad.
Apple OK, there's a lot of information available on the Apple website so I would urge you to have a look at the reports on there. I can give you the link for the supplier responsibility part of our website. It is www.apple.com/uk/supplierresponsibility. That covers the labour and human rights work, the health and safety and environmental impact of our products. It is something we take really seriously here at Apple and we have committed to having impartial third-party auditors come in and assess our suppliers. No one else in the technology industry has followed suit, as of yet.
Mktg Why are you the only people to audit suppliers - is that because you have had the most complaints?
Apple As I said, Apple take it really seriously that we constantly improve all areas of our business, including supplier responsibility so that's why.
Mktg Are the conditions in your factories quite good?
Apple I've read the report and I don't think they could do much more, to be honest. They take every measure they can to ensure conditions are good.
Mktg Why have these stories come out (about bad conditions)?
Apple I couldn't possibly speculate. It's got nothing to do with the iPad, which I believe is the reason for your call.
Mktg I just wanted to reassure myself I wasn't buying a product that was morally dubious.
Apple Absolutely, I totally understand. Thanks for your time. Bye bye.
VERDICT: 6 out of 10
The call-handler did not make the mistake of dismissing our concerns. However, claiming the alleged tough working conditions have nothing to do with the iPad is potentially misleading; concerns that workers do not get enough time to rest have been widely reported.
This article was first published on marketingmagazine.co.uk
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