• Apple Goes Public About Going Green

    Image via ApppleiPhoneReview.com

    Apple wants us to know that the company is taking aggressive steps to become the "greenest" business it can possibly be.

    To date, the popular green movement has led to Apple getting more than its fair share of negative press with organizations like Greenpeace, which two years ago first began criticizing Apple for its use of toxic chemicals. What's more, Apple has also come under fire for operating under a veil of secrecy about its internal "green" policies and what they are - if there even are any.

    Beginning yesterday, however, Apple uncharacteristically opened up about its efforts to remain and improve its standing as an environmentally friendly company. on Thursday, Apple updated its official Web site to include a special section devoted exclusively to Apple's green initiatives, environmental achievements, and overall carbon footprint.

    Apple's homepage says its all: "Designing green products includes considering the environmental impact of the materials used to make them. From the glass, plastic, and metal in our products to the paper and ink in our packaging, our goal is to continue leading the industry in reducing or eliminating environmentally harmful substances."

    Perhaps most incredible is Apple's willingness to reveal information about its yearly carbon emissions - something the company has never done, even as competitors like Dell have openly flaunted such information about their own company much to the alacrity of green enthusiasts.

    From CNET:

    To show how things like packaging can affect the environment, Apple compares the 2006 13-inch MacBook to that of the 2009 13-inch MacBook Pro. The end result: "By reducing our packaging over 40 percent between 2006 and 2009, we ship 50 percent more boxes in each airline shipping container. That saves one 747 flight for every 32,000 units we ship," according to Apple.
    Although most environmentalists will undoubtedly be elated with this significant step in the right direction, many green company advocates will be on the front lines (likely as early as today) to criticize Apple for talking more about its "plans" rather than its actions.

    Apple has made public information in several categories including Life Cycle Impact, Product Usage Impact, and Product Environmental Reports.
    From time to time, Apple will update its website with more news about its environmental efforts for us to evaluate. Since Steve Jobs himself is believed to have been moved by the words and actions of Greenpeace, its likely that this latest endeavor by Apple is more than just a PR move to get a little positive green ink. For now, at least, it seems like the real deal.
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