If your business model is based on artificial obsolesence and 100% of the cost of e-waste and disposal is externalized, then anything that truly encourages effective continued use of older models is directly opposed to the business model.
And while it's something to have marketable trust-building by taking some responsibility for the waste and longer life-span, that also invites people to start thinking about how bad the fundamental business model is. If you get people to actually care about this stuff, that's building demand for a different business model, something closer to Fairphone.
At this point, the only really scalable way to solve repairability and e-waste is probably to mandate it legally. Force the costs to be internalized. Require a deposit on all electronics, like some states do with bottles. Adjust the numbers at each end to actually discourage waste and to actually cover real-world recycling costs.
And figure out how to require companies to unlock unsupported devices.
It doesn't work to have one company do these things while others don't. That puts the one company at a competitive disadvantage.