Apple forced to take measures at its Rundle Mall store to stop tree martins flying into its windows

Tech juggernaut Apple has been forced to take action against a tiny problem – tree martins flying into its windows, with potentially deadly consequences.

* WARNING: Distressing imagery and descriptions

Tech juggernaut Apple is installing its own measures to stop thousands of tiny birds from making recurring – and deadly – strikes against the windows of its Rundle Mall store.

Apple said it had expedited steps to try and stop the tree martins hitting its windows by reducing the store’s lighting and installing decals on the glass as an additional deterrent.

It follows animal activist group, Wild Animals Australia, last month sharing confronting videos of tree martins flying into the windows and seriously injuring themselves or dying.

Tree martins after flying into the Apple Store.

Birds suffered broken necks, jaws and ruptured eyes.

Adelaide City Council had attempted to deter 10,000 of the birds from flocking to the Leigh Street dining strip by netting its pear trees, which resulted in the colony moving to the mall.

A Green Adelaide spokesperson said the new location had resulted in bird strikes against windows, either by them not seeing the glass or getting disorientated by reflections.

“The Adelaide tree martin roost is a very significant aggregation for the species and shining case for how even urban parts of the landscape can play an important role in wildlife conservation,” the spokesperson said.

Hundreds of the birds roost in a pear tree along Leigh St, in 2022. Picture: Craig Greer.

“(So) we are very concerned by the challenges tree martins have faced in Rundle Mall.

“In some good news, since decals have been installed on windows of the Apple store, birds have not been observed striking these particular windows.

“Some window strikes have occurred on windows of other retailer.”

Birds roost outside of Apple. Picture: Erin Jones

Apple has installed decals on its glass. Picture: Erin Jones

Green Adelaide and the council said they were working together to improve welfare outcomes for the birds, which migrate to Adelaide from January to May.

The council has ramped up cleaning of the mall where the birds roost, installed temporary lighting on the trees and engaged an ornithologist to assess the birds behaviour.

It has also removed netting from four trees in Leigh St away from outdoor dining facilities.

Damage to retail outlets by tree martins along Leigh St, pictured in 2023. Picture: Brett Hartwig

“With the flock already starting their northern migration, the council will continue to engage expert advice on tree martin behaviour and liaise with key stakeholders - including city traders - on management strategies to be implemented in advance of the next migratory season,” a council spokesman said.

Originally published as Apple forced to take measures at its Rundle Mall store to stop tree martins flying into its windows