iFixit has launched a new campaign today called “I’m a Genius” to encourage anyone and everyone to repair their own devices. The initiative calls out how companies use marketing and other strategies to make repair seem out of reach for most people, despite it being doable for anyone. iFixit is also giving away $1,000 worth of tools as part of the campaign.
iFixit shared the campaign in a blog post. It starts out by looking back and remembering that repairing products used to be an important value in our culture.
Further, iFixit believes marketing by Apple and Best Buy have made consumers feel inadequate to handle their own repairs.
On the bright side, iFixit notes that Right to Repair legislation has been introduced in the US in 18 states this year, and Europe has introduced their own version as well.
To further promote users repairing their own devices, iFixit is running its “I’m a Genius” campaign through the end of the month.
Ten winners will get a $100 gift card for iFixit’s store and be able to bolster 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 give it a shot with their Apple device on camera. Check out both videos below.
