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From: http://techcrunch.com/2016/03/21/apple-the-social-enterprise/

“Today’s Apple press conference had an unusual start. The company usually starts by releasing a few vanity numbers — iOS devices sold, apps in the App Store, iOS adoption rate, etc. But today was different. Apple spent around a third of the keynote talking about privacythe environment, and ResearchKit and CareKit. The message is clear — Apple is the good guy.

In corporate social responsibility, social enterprises are for-profit companies that reinvest their profit to fulfill a mission that is tangentially related to the business world. Apple is far from a social enterprise, as it is making billions in profits every year.

And yet, Apple doesn’t have to reinvest a fraction of its profits in things like ResearchKit.

These three missions come at the right time for Apple. Many people don’t know if they should side with Apple or with the FBI in the iPhone unlocking case. It might be the reason why the company spent so much time on these issues instead of announcing new iPhones and iPads from the very beginning.

So, is it a marketing play or does Apple really believe in these missions? This question isn’t really important because Apple’s efforts could have a real effect on medical research, privacy and good recycling program”

While Apple has had its ups and downs when it comes to corporate social responsibility, it is good to see that one of the largest brands in the world is taking a definitive stance on social enterprise. If positive marketing is the push for companies with large caches of cash to direct some funds towards meaningful social enterprises, then that is a good step in our books.