iFixit has launched a new campaign today called "I'm a Genius" to encourage everyone and everyone to repair their own devices. The initiative calls out how companies use marketing and other strategies to make repairs seem inaccessible to most, even though it's possible for some. iFixit also gives away $ 1000 worth of tools as part of the campaign.
iFixit shared the campaign in a blog post. It starts by looking back and remembering that repairing products used to be an important value in our culture.
Repair used to be a foundation of our culture – a basic pillar. But somewhere between endless product releases and constant upgrade cycles, we stopped fixing. Worse, we started to fear it.
Furthermore, iFixit believes that the marketing of Apple and Best Buy has made consumers insufficient to handle their own repairs.
Apple's decision to mark their technological support " Genius Bar ]" Was … well, genius. They have placed themselves as the highest breed of technical expert, intellectually superior to the rest of us in every way ̵1; and culturally cool, to boot. You will probably consult an expert, but you will never compete opinions about a genius. Their marketing was so successful that Best Buy came with by launching its own in-house technical support team, Geek Squad .
On the bright side, iFixit notes that the right to repair legislation has been introduced in the United States in 18 states this year, and Europe has also introduced its own version.
In order to further promote users to repair their own devices, iFixit runs its fight "I am a Genius" through the end of the month.
We must show the world that we are able to fix the things we own, so I ask everyone to share their repair stories through February with the hashtag #ImAGenius . Tell me what you've solved. Tell me what to fix. Take pictures of your repair. Record a quick video and share the story of your first solution. I'm not picky! I just want to flood the internet with repair stories that we can share with our lawmakers to prove that we are all, actually geniuses.
Ten winners will receive a $ 100 gift card for iFixit's store and be able to strengthen their tool collection. iFixit also asked popular YouTuber JerryRigEverything to share why he feels repair is important. The company also had four people without any repair experience, giving it a shot with the Apple device on the camera. Check out both videos below.