Seven months after an over-criticised and self-defeating “leather-free” turn, Apple has the nerve to brag about it with a new video. In which, moreover, it reiterates the fallacy that giving up leather would be a favour to the environment: at best, the opposite is true. It stands out, however, that Apple did not make the video to brag about FineWoven, the fabric with which it replaces leather. Perhaps because the journey of the self-styled green and premium material, a thing that costs so much and lasts so little, is already come to an end.
It takes courage to brag about FineWoven
Apple’s decision to forgo leather, we told you, is both criticisable and self-defeating. Criticisable because, as unfortunately often happens, it is cloaked with a green value that it does not have: sabotaging (so to speak) the tanning industry does not promote sustainability, but weakens a circular activity and favours petrochemicals. Self-destructive because there is no hole in the market, and since September there are many who do business selling leather goods to Apple’s disappointed customers. So much so, that the Cupertino company, still busy legitimising the move, does not devote any images to promoting FineWoven. For the trade press, this is no accident, but a clue. Consumers have greatly lamented the poor performance of the alternative fabric: perhaps its dismissal is approaching.
In photo, a frame from the video
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