Apple's mobility solution

Last year, when I visited TEDxAmsterdam 2010, Alef Arendsen's TEDtalk triggered me to reflect on the mission statement of Apple. Alef Arendsen is co-founder of The New Motion, which offers mobility solutions powered by renewable energy.

How far will Apple stretch its mission statement? Will Apple launch a disruptive, 'think different' mobility concept; beautifully designed, simple to use, cool, fun, fast and powered by renewable energy?

Apple's mission statement:
Apple is committed to protecting the environment, health and safety of our employees, customers and the global communities where we operate. We recognise that by integrating sound environmental, health and safety management practices into all aspects of our business, we can offer technologically innovative products and services while conserving and enhancing resources for future generations. Apple strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of our products, processes and services.

Here's how Apple actually communicates:
"Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great products and services."

Will Apple challenge the status quo in mobility concepts? When?
Food for thought.

2019: A Future Imagined from Flat-12 on Vimeo.