Fairphone, the Dutch manufacturer that emphasizes the sustainability and repairability of its devices, has an image problem; it is considered to be too ‘holier-than-thou’ which is putting off users. This is a shame, since the firm is one of a kind, and is bold enough to kick the trend of planned obsolescence and build a tech supply chain that is fair to its employees, users and the environment. Fairphone must try a different approach if it wants to grow its market share. Production has plateaued at around 100,000 phones a year for the last five years. Part of the issue is that existing customers do not need new devices as readily because the phones last longer, although the difference is…