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Apple to Invest in Eco-Friendly Aluminium Smelting Technology R&D

Apple has partnered with both aluminium companies and the governments of Canada and Quebec, to collectively invest a combined $144 million to future R&D

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Top apps using Siri Shortcuts to make daily tasks easier: Apple. Pixabay

Playing a crucial role in future research and development (R&D) of a revolutionary aluminium smelting technology, Apple has committed investment in a joint venture that resonates the iPhone-maker’s take on environment-friendly technology innovations.

The joint venture could change global manufacturing. Aluminium is a key material in many of Apple’s most popular products and for more than 130 years, it’s been produced the same way. But that’s about to change, the company said in a blog post late on Thursday.

Aluminium giants Alcoa Corporation and Rio Tinto Aluminium announced the venture called “Elysis” to commercialise patented technology that eliminates direct greenhouse gas emissions from the traditional smelting process — a key step in aluminium production.

iPhones By Apple.
Apple iPhones. Pixabay

Apple has partnered with both aluminium companies and the governments of Canada and Quebec, to collectively invest a combined $144 million to future R&D.

“Apple is committed to advancing technologies that are good for the planet and help protect it for generations to come,” company CEO Tim Cook said.

“We are proud to be part of this ambitious new project, and look forward to one day being able to use aluminium produced without direct greenhouse gas emissions in the manufacturing of our products,” he added.

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Aluminium smelting process involves applying a strong electrical current to alumina, which removes oxygen. Companies use a carbon material that burns during the process, producing greenhouse gases.

Alcoa Corporation designed a new process that replaces that carbon with an advanced conductive material and instead of carbon dioxide, it releases oxygen.

“Elysis” would work to further develop this technology for larger scale production and commercialisation, with a package planned for sale beginning in 2024.

The company would continue to provide technical support as well, Apple said. (IANS)

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Tech Giant Apple Becomes One of The Fastest-Growing Brands in India

The Cupertino-based tech giant is fast selling almost all products -- iPhones, Apple Watch, Mac desktops and AirPods Pro -- apart from a growing Apple TV community in India

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Apple still continues to be an aspirational brand in India and the success of the iPhone XR and iPhone 11 indicates that Apple can grow faster in India provided with the right channel and pricing strategy in place. Pixabay

Riding on the strong demand for iPhone XR and iPhone 11, Apple became one of the fastest-growing brands in India in the fourth quarter of 2019, capturing 2 per cent market share with a year-on-year growth of 41 per cent, Counterpoint Research said on Friday.

On an annual level, Apple shipments are set to rebound in India during 2019 with an estimated growth (YoY) of 6 per cent.

“This is compared to a 43 per cent decline it had during 2018, thanks to the price correction of iPhone XR, revamped channel strategy and expansion of local manufacturing in India,” Tarun Pathak, Associate Director, Counterpoint Research, told IANS.

The initial strong demand for the iPhone 11 series was driven by aggressive pricing, promotional and channel strategy. “The EMI along with cashback offers on iPhone 11 series especially iPhone 11 did well during the important festive launch,” Pathak added.

Additionally, the fastest ever roll-out in India ahead during the festive season led to the strong initial shipments. In fact, price cut on iPhone XR immediately made it the best selling iPhone within Apple portfolio for two successive quarters (Q2 2019, and Q3 2019).

Apple
Riding on the strong demand for iPhone XR and iPhone 11, Apple became one of the fastest-growing brands in India in the fourth quarter of 2019, capturing 2 per cent market share with a year-on-year growth of 41 per cent, Counterpoint Research said on Friday. Pixabay

The Cupertino-based tech giant is fast selling almost all products — iPhones, Apple Watch, Mac desktops and AirPods Pro — apart from a growing Apple TV community in India. The reason for Apple’s rise lies in a better understanding of a market that requires unique customer strategies and mind games, not seen in other, more evolved smartphone territories.

“Apple still continues to be an aspirational brand in India and the success of the iPhone XR and iPhone 11 indicates that Apple can grow faster in India provided with the right channel and pricing strategy in place,” said Pathak.

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iPhone XR is being manufactured at Apple supplier Foxconn’s facility in Sriperumbudur, Chennai and iPhone 7 and 6S being assembled at supplier Wistron’s facility in Bengaluru. (IANS)