Linked by Thom Holwerda on Wed 2nd May 2007 19:19 UTC, submitted by DevL
Apple Steve Jobs writes about Apple's efforts to become a more enironmental friendly company. "Apple has been criticized by some environmental organizations for not being a leader in removing toxic chemicals from its new products, and for not aggressively or properly recycling its old products. Upon investigating Apple's current practices and progress towards these goals, I was surprised to learn that in many cases Apple is ahead of, or will soon be ahead of, most of its competitors in these areas. Whatever other improvements we need to make, it is certainly clear that we have failed to communicate the things that we are doing well." Among other things, Apple will introduce LEDs in displays to Macs this year.
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Green My Apple
by Ben Jao Ming on Thu 3rd May 2007 23:22 UTC
Ben Jao Ming
Member since:
2005-07-26

Having worked with Greenpeace on this campaign, I must say, that I'm very thrilled to see such a result. We can't say for sure, what Apple have been cooking behind closed curtains, but certainly their "Hot News" is a direct response to the Green My Apple campaign, that will make them jump high up the Guide To Greener Electronics chart.

I can see, that there's talk about what's essentially the best thing to do for the environment, and ultimately it would be to stop consuming all kinds of human-made products. Of course that's not gonna happen. There are many things to take into account when choosing which campaign or product design to use, and that always leads to criticism. But when something new happens, we just have to ask ourselves: Was this an improvement? Did it make the world any better? In this case, I'd argue YES, because Apple has joined a new kind of competition, where electronics companies use green-ness as a marketing factor. And I applaud Apple's actions: Facing out flame retardants, PVC, not selling CRT, reducing packaging and such. This will intensify competition in a health- and eco-friendly way.

But of course all this is to be seen in contrast with technological consumption, where people replace their computers and gadgets within very few years. As long as these products aren't made properly reusable, this will remain the largest issue, since production and waste-handling are both energy-consuming and polluting. And that's where Individual Producer Responsibility comes in. I won't elaborate on this, but just mention it as a very excellent economical tool for internalizing these externalities.

Edited 2007-05-03 23:24

Reply Score: 1