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Apple's latest green plans  (Source:
Apple's latest green move is likely a response to Greenpeace's protests and poor reports of Apple's business practices when it comes to coal use

Apple plans to power its Maiden, North Carolina data center with 100 percent renewable energy this year, and will run its other data centers the same way by early 2013.

According to Apple's plan, which was announced today, none of its three data centers will use coal for power. Its three data centers include Maiden, North Carolina; Newark, California, and the one currently being built in Prineville, Oregon.

Instead, Apple will generate 60 percent of Maiden, North Carolina's facility itself through the use of fuel cells and a 100-acre solar farm nearby. In addition, Apple is wrapping up a purchase of a 150-acre site two miles away from the Maiden facility. The other 40 percent of power will come from renewable energy providers in the area. For instance, it will use solar panels from SunPower Corp., which is a San Jose, California-based company.

According to the tech giant, it will be able to generate 124 million kilowatt-hours of power per year when all of its current projects are finished.

"We are leading the industry," said Peter Oppenheimer, Apple chief financial officer. "All three of our data centers will be coal free, which is an industry first for anybody of our size."

Apple plans to run all of its data centers on 100 percent renewable energy by February 2013.

Apple's latest green move is likely a response to Greenpeace's protests and poor reports of Apple's business practices when it comes to coal use.

Last month, Apple received poor renewable energy scores by independent environmental organization Greenpeace. According to Greenpeace, Apple had the highest percentage for coal dependency out of all the other tech giants at 55.1 percent. It also had a fairly low Clean Energy Index percentage of 15.3 percent compared to others on the list. As far as scores go, Apple received a "D" for energy transparency, an "F" for infrastructure siting, a "D" for energy efficiency and GHG mitigation, and a "D" for renewables and advocacy.

More recently, Greenpeace has been holding protests against Apple's coal use in Cupertino, California as well as other locations.

Greenpeace has showed appreciation for Apple's announcement today.

"Apple's announcement today is a great sign that Apple is taking seriously the hundreds of thousands of its customers who have asked for an iCloud powered by clean energy, not dirty coal," said Gary Cook, an analyst at Greenpeace International.

Source: Bloomberg

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Oh, brother
By Dorkyman on 5/18/2012 4:18:56 PM , Rating: 3
I read this and I thought: Stupid, stupid, stupid.

So Apple wants to be blessed by the Greenies by using expensive sources of power? They are free to do what they want (at least for now; not so sure if Messiah gets a second term) and can burn their cash in a furnace for all I care. That's because I'm NOT a shareholder--if I was a shareholder I would be mighty pissed at the flagrant waste of capital.

Made a lot of money on Apple stock years ago. Won't touch them today--a bubble ready to pop.

RE: Oh, brother
By ritualm on 5/20/2012 6:47:26 PM , Rating: 3
You're reading this too literally. Apple isn't interested in making its cloud facilities more environmentally friendly, it's doing these things purely to placate the likes of Greenpeace.

Won't matter regardless. Akamai disclosed absolutely no power source statistics whatsoever and yet managed to earn an A in energy transparency in that GP report. Only the most biased and hardcore of eco-nutjobs would buy that total fail of a fact report outright.

RE: Oh, brother
By Paj on 5/22/2012 7:56:22 AM , Rating: 2
I'm interested in why you think green power is stupid? I think coal power is stupid, but thats just me.

Energy source
By wiz220 on 5/18/2012 1:04:42 PM , Rating: 2
Apple figured out how to harness the power of their (and their users's) endless supply of smug?

RE: Energy source
By lowbot on 5/18/2012 1:23:20 PM , Rating: 2
BRB, I need to go look up "users's".

RE: Energy source
By Jeffk464 on 5/20/2012 11:22:33 AM , Rating: 2
"coal use in Cupertino, California"

I thought California doesn't use hardly any coal because of air quality restrictions.

By FITCamaro on 5/19/2012 8:40:53 AM , Rating: 3
I'd have a lot more of it for Apple if they gave Greenpeace the finger and continued to use the cheapest source of energy possible for their data centers and what not.

RE: Respect
By The Raven on 5/21/2012 11:50:10 AM , Rating: 2
Theoretically the Sun is the cheapest source of energy. We'd have to see their books on this but it is possible that they can set something up that would be cheaper than the status quo. Key word of course is "Theoretically".

Also, many people buy Apple products because of the supposed greenness of the company. Key word of course is "Supposed".

Anyway, I am just glad that the key word in not "Government" and rather Greenpeace here. This is the way people should get changes made. Voting with their wallet as it is said. The fact is that Apple can give GP the finger, but the gov't it could least without leaving the country.

Anyway I hope this is not a bonehead move by Apple and actually a sign that we are making progress on this technological front. On a personal level I make a lot of green decisions (buying low powered components, appliances, etc.) but the net result has to be equal or greater in my wallet or have a great effect on the environment that I want to support. I don't believe in 'random feel-good' greenness and I am certainly opposed to regulation en masse of such things.

By Apone on 5/18/2012 1:11:02 PM , Rating: 3
Having just seen the cinematic masterpiece that is The Avengers (again), would be interesting if Apple developed Arc Reactors to power said data centers...

Renewable? Green?
By Qapa on 5/22/2012 12:00:42 PM , Rating: 2
Ok, solar and wind and some others are renewable and green.

H2 on the other hand, most needs to be created from water and some other form of energy... so, most probably here this will end up coming from coal again... there goes the 100% whatever...

By R3T4rd on 5/18/12, Rating: -1
RE: Yeah...but
By kleinma on 5/18/2012 11:25:27 AM , Rating: 2
Let me know when they go carbon neutral like Microsoft...

RE: Yeah...but
By Flunk on 5/18/2012 12:47:21 PM , Rating: 3
Come come, it's a lot easier to do that when you only produce software than it is if you manufacture goods, any goods actually.

RE: Yeah...but
By WalksTheWalk on 5/18/2012 12:55:02 PM , Rating: 2
Apples does produce tangible goods too: Mac, iPod, iPhone, iPad, etc.

Because Apple does produces good, their green footprint should encompass all of the partners in their supply chain that produce their products. Given everything involved, I doubt they are green.

I'm not saying they shouldn't try to be greener. They can spend their money however they see fit, as long as they're not using tax money to or carbon mandates to subsidize this type of activity in any way.

RE: Yeah...but
By B3an on 5/18/2012 1:32:31 PM , Rating: 2
*face palm* He was obviously talking about Microsoft.

He's wrong anyway, as anyone with half a brain should know MS dont just produce software. They have the Xbox and Kinect - the fastest selling consumer electronics device ever.

RE: Yeah...but
By WalksTheWalk on 5/18/2012 2:49:17 PM , Rating: 2
You're right!

** Double Facepalm **

RE: Yeah...but
By kleinma on 5/18/2012 1:38:17 PM , Rating: 2
Yeah I totally forgot Microsoft does not make any keyboards, mice, webcams, game pads, headsets, laptop cooling pads, xbox, kinect. Nope. No hardware at all for those guys.

RE: Yeah...but
By Strk on 5/18/2012 5:28:38 PM , Rating: 2
Apple builds nothing. Apple is a software and design company. Other companies actually build their products -- just like MS. These are data centers.

RE: Yeah...but
By Reclaimer77 on 5/20/2012 9:29:28 PM , Rating: 1
Apple doesn't manufacture goods. They pay other people to manufacture the goods for them and slap an Apple logo on it.

The first thing Jobs did when he took back the reigns at Apple was to end ALL philanthropy. Philanthropy wastes money, money they couldn't afford to lose.

"Green" Data Centers is just another form of philanthropy and capital wasting. Apple is trying to buy charity by "going green". This is nothing but a PR stunt, a very expensive one at that.

RE: Yeah...but
By xti on 5/18/2012 11:43:41 AM , Rating: 2

RE: Yeah...but
By AEvangel on 5/18/2012 12:28:22 PM , Rating: 3
Why do they hate the poor coal miner in West Virginia??

RE: Yeah...but
By JimboK29 on 5/18/2012 12:51:16 PM , Rating: 2
This article has me so excited, I'm gonna go out and buy one of them there i-thingies with the touch screen.

RE: Yeah...but
By stimudent on 5/18/2012 1:15:04 PM , Rating: 2
The natural gas and oil companies will quietly put an an to it anyway or at least cause a long delay.

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