On April 17, Apple released a new video ad titled "Goodbye to Leather," stating, "The company has phased out leather in its accessories to help reduce its impact on the planet."
As an alternative to leather, Apple uses a material called FineWoven, a super-fine twill fiber, in iPhone cases and Apple Watch bands.
Apple claims that this material offers a suede-like soft texture, and the recycled content of the finely woven twill material accounts for 68%, significantly reducing carbon emissions compared to leather.
However, there have been complaints from many consumers about the FineWoven material used by Apple. Numerous users have reported that their phone cases quickly wear out and become shabby.
Previously, there have been reports suggesting that this material Apple employs cannot withstand prolonged use and frequent abrasion, prompting many users to call for the company to use better materials instead.
Apple has always been keen on promoting its environmental philosophy, and it's evident that the release of this video is to coincide with the upcoming Earth Day on April 22.
