A company always has two choices – generate revenues and stay average or do something extraordinary every day. Apple does the second thing and that makes every other company seem average. They have totally devoted themselves in serving people and recently they showed everyone, how much they care about the environment. Environmental activities are often overlooked and companies are not even bothered about being eco‐friendly. But Apple’s initiative will not only inspire small companies, but the government will also laud their efforts. It’s fantastic how these small matters create a big impact and the lives are changed forever.

Branding is several small things packed together and here is a fine example. Retail stores receive huge traffic each day and it offers a fantastic opportunity to influence customers. They take away many important things after their visit and these things play at the back of their mind. They get to know about a company’s social responsibility and that ultimately becomes a major factor. Retail employees go the message and paper bags were introduced.

Apple will not promote anything that harms the environment and they are ready to take the necessary steps needed to make the change. Recycled materials are profitable for bulk operations and plastic bags were discontinued. But they were iconic, Apple is really bold sometimes, they are fearless.

Change never comes from a comfortable position and this discomfort brings revolutions. Plastic drawstrings bags were used for quite some time and people associated that with Apple. But with the new ones being used now, a surprise element is there. But by showing courage, they have earned people’s respect here. They will favour Apple even more and appreciate their efforts. The sales and other things will remain the same, as it depends on product quality. Bags which are already in stock must be cleared out. Various sizes are available and no comments were made about the design.