Apple CEO Tim Cook explains why people should buy a new iPhone every year


  • Mr Cook insisted that the constant reinvention is ‘a great thing’ for some users
  • Apple have released eight new iPhone series since 2018, with the 15 the latest
  • The CEO also teased what to expect from the product in 20 to 30 years’ time

Apple’s CEO Tim Cook has revealed why the company releases a new phone each year, if people really need to get the new model every time and what the device could look like in 20 years.

Speaking from Apple’s data center in Denmark, he insisted that the constant reinvention is ‘a great thing’, and explained how they can keep the company more sustainable despite the possible regularity of new phones being replaced.

Apple have released eight new phone models in the last five years – the XS and XS Max (September 2018), XR (2018), 11 series (2019), SE 2 (2020), 12 series (2020), 13 series (2021), SE 3 (2022), 14 series (2022) and 15 series (September 2023).

Mr Cook told Brut: ‘I think having an iPhone every year for those people that want it is a great thing. 

‘And what we do is we allow people to trade in their phone, and so we then resell that phone if it’s still working, and if it’s not working, we’ve got ways of disassembling it and taking the materials to make a new iPhone out of.’

Apple CEO Tim Cook insisted that constant reinvention is 'a great thing', even to the point of a new phone being released every year

Apple CEO Tim Cook insisted that constant reinvention is ‘a great thing’, even to the point of a new phone being released every year

The iPhone 15 series, released in September, is the company's eighth model in five years

The iPhone 15 series, released in September, is the company’s eighth model in five years

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Their products are everywhere, but what exactly is @apple doing for the environment? We asked Tim Cook, the CEO of the brand, in this special interview.

♬ original sound – Brut.

Mr Cook also gave a hint as to what an iPhone could look like in 20 to 30 years’ time, saying: ‘I think it’ll be carbon neutral.

‘And obviously it’ll be way ahead of where it currently is but I wouldn’t want to give you all of our secrets in that regard.’

The CEO explained that he wanted to contrast Apple’s secrecy regarding their products with its approach to green issues.

Mr Cook wants Apple to be visible enough to become the role model which is copied by others – a ‘ripple in the pond’. 

Apple’s top man was speaking from Viborg, Denmark, stood in a field of solar panels on the site of one of its 10 global data centers.

He cited initiatives like the use of recyclable materials and its commitment to be carbon neutral by 2030 as efforts he was particularly hoping would be followed.

However, Apple has faced allegations of ‘greenwashing’ nonetheless.

Greenwashing refers to companies presenting themselves as environmentally friendly to deceive potential customers.

The new iPhone 15 (pictured) was released in September's Apple Event

The Apple CEO revealed that the iPhone would be carbon neutral within 20 to 30 years

The Apple CEO revealed that the iPhone would be carbon neutral within 20 to 30 years 

Mr Cook highlighted that the company uses 30 per cent recycled materials in its new Apple Watch series 9 - its first carbon neutral product

Mr Cook highlighted that the company uses 30 per cent recycled materials in its new Apple Watch series 9 – its first carbon neutral product

But the Apple CEO insisted that greenwashing is ‘reprehensible’ and that his company are opening themselves up to be judged on ‘proof points’ rather than PR.

He highlighted that the company uses 30 per cent recycled materials in its new watch, has reduced packaging and plastic use and has transitioned from air to sea transport for its goods.

Lastly, Mr Cook gave a glimpse into his personal pursuits to reduce environmental impact.

However, there were no space-age life policies he had implemented, rather, he said that he drives an electric car, ‘tries to avoid plastics’, recycles, and composts. 



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