During Apple’s latest Keynote, held on the evening of September 9th, the brand unveiled several new products, including the iPhone 16. However, the most notable reveal was the introduction of its integrated artificial intelligence technology within the new iOS: Apple Intelligence.
Back Market and Marcel decided to play with the version of Apple Intelligence released following the keynote by posing a simple yet revealing question: “What are the most sustainable ways to get a new phone?“
A short video captures Apple Intelligence’s response, offering several options, with the first being “buy a refurbished phone.” The message is clear: even the world’s newest and supposedly smartest phone acknowledges that refurbished is the best choice. If Apple says so…
This move aligns with Back Market’s overarching mission: moving away from the endless race for ever more advanced technology by promoting refurbished products and encouraging more conscious consumption, better aligned with consumers’ actual needs.
The video has been broadcasted since today on the brand’s social media platforms in the United States and France.
