Apple’s Charger Take-Back Is a Model for Ongoing Brand Engagement
Apple has asked customers to trade third-party USB power adapters for a nearly half-off discount on its branded accessory. This comes after a Chinese flight attendant was reportedly electrocuted last month while using an iPhone as it was charging. The take-back program has been hailed as a brilliant PR move to defend Apple’s brand, because it shifts blame to a charger unsanctioned by the company, though investigators haven’t confirmed that conclusion.
There’s a bigger idea here, though, that makes this program a model for brand engagement overall.
