The greening of Apple


Just in time for Earth Day, Apple has released a glossy video and an Environmental Responsibility Report, its second.

The video (see below) hits all the right notes, and will burnish Apple’s image — endorsed now by Greenpeace — as a green company. “We think about power, and how to power that power,” says the narrator, former EPA administrator Lisa Jackson, now Apple’s VP for environmental issues, “because our ecosystem is part of a larger one.”

The 36-page report is a tougher slog. Because in addition to hitting the right notes, it has to dance around the fact that Apple’s carbon footprint — 34.2 million metric tons of greenhouse gas emitted, 4.5 million gallons of water withdrawn — is getting bigger, not smaller.

“It takes an enormous amount of energy to design, assemble, and ship hundreds of millions of products all over the world,” the report acknowledges high up…

Ver la entrada original 265 palabras más



Introduce tus datos o haz clic en un icono para iniciar sesión:

Logo de

Estás comentando usando tu cuenta de Cerrar sesión / Cambiar )

Imagen de Twitter

Estás comentando usando tu cuenta de Twitter. Cerrar sesión / Cambiar )

Foto de Facebook

Estás comentando usando tu cuenta de Facebook. Cerrar sesión / Cambiar )

Google+ photo

Estás comentando usando tu cuenta de Google+. Cerrar sesión / Cambiar )

Conectando a %s