Consumers follow the evolution of Apple's products with a cult-like interest, eagerly awaiting the next generation. Apple is a titan in terms of marketing and has managed to tap into individuals neurologically to hook customers. Their customer loyalty is one of the most powerful brand-to-consumer connections of all time. The way cell phone service is designed requires individuals to keep their phones for periods much longer than the time it takes Apple to release another version. Consumers line up with frantic excitement to pay top dollar for a new phone while their existing model isn't exactly useless or outdated. The result of Apple's success is an afterthought at most for people around the globe. Perfect phones become obsolete and are sent to dumping sites that become large collections of electronic waste. In China, the circuit boards are burned by fossil fuels and contaminate both waterways and drinking water.
As the company achieves their goal of a maintaining a short product life cycle, the byproduct is massively contaminated dump sites. It has been reported that these areas have some of the highest collections of cancer-causing toxins in the world, elevated levels of miscarriages, and large reports of lead poisoning. Apple has recognized these issues and used innovation to create a robot focused on creating a more sustainable business model by recycling resources and improving their environmental footprint. Meet Liam, Apple's answer to improved operations, reusability of resources, and ironically, improved brand loyalty.