Corporate Social Responsibility: Analyzing Apple Inc.'s Sustainability Initiatives

Running head: CORPORATE SUSTAINABILITY
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Corporate Responsibility
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CORPORATE SOCIAL RESPONSIBILITY
Introduction
Apple Inc. is an American technological company that designs, sells and develops
consumer electronics, online services and computer software. The hardware products
includes the iPhone line of smartphones, iPad tablet, mac personal computers and many
more. The software includes the iOS operating systems, iTunes media player and Xcode. As
a multinational and the biggest company in the world it has been tasked to provide corporate
social responsibility as a best practice. Tim Cook, the current CEO, has elevated the standard
of corporate social responsibility in Apple (Cheng,, Ioannou, & Serafeim, (2014). It wasn’t as
though the company was socially irresponsible under the leadership of Steve Jobs the former
CEO and founder. Apple cared about the environmental impact and reported this on a product
level. Trust is the state of the subject’s inner world, determined by the desire for a
relationship, characterized by the willingness to transfer certain rights and corresponding
objects to other free subjects. The loss of trust in the market conditions characterizes doubt in
the ability of the subject to meet the expectations (primarily economic) of counterparties.
External analysis focus on organization Approach to CSR and Sustainability
Apple Inc. has invested large amounts of money since 2011 in ensuring that it is in the
map in sustainability. This are some of the inititatives
 The company partnerd with conservation fund to protect more than 36,000
acres of sustainable forest cover in North Carolina. It has ensured that more
than 13000 tones of wood has been harvested responsibly.
 In 2017, it donated 1 million dollars wildlife recovery efforts in southern
California
 Raised more than 3 million dollars in support of the Hurricane Harvey in
August 2017.

CORPORATE SOCIAL RESPONSIBILITY
 Also support reduction in CO2 emission by providing portable electric car
chargers to more than 550 employees.
 Supports gender equality and encourages empowerment of the marginalized
groups
 Its 2013, clean water program has seen more than 8 billion gallons of water
saved by suppliers.
External stakeholder
Apple inc works with many stakeholders. They include the;
1. government in conservations through various government agencies like the forest
services.
2. Charitable organizations like hurricane hurvey trusts
3. Other non governmental ogernizations
Analytical model and framework for internal ethical culture or external sustainability
Apple Inc has a good internal culture that enable CSR within the organization. CSR,
acting as an integral part of an organization's anti-crisis strategy, ensures its sustainable
development. In its normal operation, any organization (company, firm) has certain
connections with customers, suppliers, personnel, etc. Moreover, if it falls into a crisis
situation, then many of these ties, being fragile, will simply collapse. This happens because
business partners and employees of the company no longer trust her, doubting her ability to
emerge from a crisis, etc (Epstein, 2018).
Using of key ethical, csr and or sustainability models, concepts and theories as an
analytical frame.
For apple, The relationship of the organization with other economic actors, where the
basis of socially oriented behavior are only economic motives. The relationship of the

CORPORATE SOCIAL RESPONSIBILITY
organization with other economic actors, where the basis of socially oriented behavior are
only economic motives and the position of others, which, in turn, sets a certain character of
interpersonal relationships, primarily in the framework of joint activities (Frynas, &
Stephens, 2015).
Communication - the relationship of community, coherence. The links between the
elements of the system can be rigid (they are usually in technology) and flexible, changing in
the process of the system functioning (they are in living beings, in the economy, in society),
as well as direct and indirect. If you stick to its position, then everything is quite clear: you
and, accordingly, your company become economically unreliable in conditions of insolvency.
Identifying of company strengths and weaknesses against the analytical frame.
Firstly, the implementation of CSR as the main goal of an organization involves not
receiving and increasing profits, but preserving and developing one's business in the public
interest. Achieving this goal orients the manager not only to the state of the company's
internal environment, but also to the external one. So partners (consumers and suppliers),
competitors are considered as people with whom the interaction is built on the principles of
mutual assistance and mutual assistance (McWilliams, 2015).
Secondly, for many companies including apple, the main reasons for implementing
social projects today are improving the company's reputation and, consequently, increasing
sales and profits, however, these motives for implementing CSR are contradictory: improving
reputation, increasing sales and profits are only a favorable consequence of socially
responsible behavior. The impetus for the adoption and implementation of the concept of