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We're not competing with Apple. We're competing with the idea that new is always better. That's a much harder fight.
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Fifty million tons of e-waste every year. That number will double by 2050. If that doesn't justify a company, I don't know what does.
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A refurbished iPhone costs 40% less, works the same, and doesn't require mining anything from the earth. The only reason people don't buy refurbished is stigma. We're killing the stigma.
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The best phone for the planet is the one that already exists. We just need to stop throwing them away.
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Refurbished had a trust problem. People thought it meant broken, scratched, or someone else's reject. We had to fix that perception before we could sell a single phone.