Apple in a virtual event held recently in the United States unveiled one of the most awaited mobile phones by the masses. On October 13th, Apple came up with iPhone 12, iPhone 12 mini, iPhone pro, and iPhone 12 pro max. The virtual event was held in the apple park campus in Cupertino in California. The beyond belief decision of not selling the charger and earphones along with the iPhone worth thousands of rupees or hundreds of dollars has been considered as a bitter pill to swallow by many consumers. The intention behind this decision is something sustainable in nature. The foremost reason is it will help in making shipping and cutting the waste as without the chargers the boxes will be quite thin thus the shipping will be quite easy. Several Android phones all across the globe have stopped selling chargers along with the phones, they consider this decision will anyway decrease the cost of the product the consumer is buying, but on many grounds, this decision is considered stingy as apple not providing a basic charger and the consumer is paying almost 100k to enjoy the feel of its phone. Apple has committed to going carbon neutral by 2030. Excluding the chargers and earbuds will reduce the packaging, mining, and less heating CO2 emissions by the boxes. Cutting on E-waste is something many environmentalists worry about, while apple has been a significant contributor towards the change in the pattern of E-waste and the strenuous efforts of the organization are making Apple an environmentfriendly company. At last, it is evident that it hurts somewhere in the mind of the consumer but the brand claims it as a step towards a sustainable future and says they are working on the roadmap charted to achieve agenda 2030.