Apple reveals breakthrough product at big event: moral justice
Thousands watched as Apple held its first big media event of the year, eagerly waiting for news of a smaller iPhone and updates to its smartwatch line and Apple TV service.
Instead, Apple opened by talking about privacy, yak ranchers and the power of recycling.
Apple's select few annual events are normally an opportunity to dazzle the press and public with shiny gadgets. This time, however, Apple attempted to dazzle with upgrades to its sense of moral justice -- just one day before Apple and the FBI have a court hearing over its ongoing privacy fight.
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Tim Cook, Apple's CEO and increasingly its moral figurehead, kicked off the event by comment on the company's decision not to assist the FBI in cracking into an iPhone 5c belonging to one of the gunmen behind the mass shooting in San Bernardino.
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"About a month ago, we asked Americans across the country to join in a conversation," Cook said on stage. "We will not shrink from this responsibility."
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Privacy was just the start. Cook quickly ceded the stage to Lisa Jackson, VP of environment, policy and social initiatives, to talk up Apple's sustainable energy efforts.
Apple used its PR magic to highlight its focus on reusable materials with the help of a high-tech new robot called Liam that strips iPhones for parts to be recycled.
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"Reuse and recycling is so important -- and that's where you come in," Jackson said on stage, before promoting Apple's online recycling program for customers.
It was also not lost on viewers that Apple, once infamous for having almost entirely white men on stage, placed the spotlight on a woman so early into the event.
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If all that wasn't enough, Apple concluded its introductory portion by bringing out an executive talk up its contributions to researching serious ailments like Parkinson's Disease with ResearchKit.
The takeaway: Apple isn't just a smartphone maker.
Apple is also, the company points out, a force for public good.
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As some were quick to point out on Twitter, that is a powerful -- and convenient -- sales pitch coming right before the next step in its controversial public battle with law enforcement and the U.S. government.
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Seth Fiegerman was a Senior Business Reporter at Mashable, where he covered startups, marketing and the latest consumer tech trends. He joined Mashable in August 2012 and is based in New York.Before joining Mashable, Seth covered all things Apple as a reporter at Silicon Alley Insider, the tech section of Business Insider. He has also worked as a staff writer at TheStreet.com and as an editor at Playboy Magazine. His work has appeared in Newsweek, NPR, Kiplinger, Portfolio and The Huffington Post.Seth received his Bachelor of Arts from New York University, where he majored in journalism and philosophy.In his spare time, Seth enjoys bike riding around Brooklyn and writing really bad folk songs.
