Top manufacturers of personal computers in the U.S. -- Hewlett-Packard Co, Dell Inc, and fourth-place Apple Inc. -- are each claiming to have the "greenest" PCs on the market.  The companies are crafting entire business plans around selling their "greenness" to consumers.

John Spooner, an analyst with Technology Business Research describes, "It's really a green arms race, in which they're trying to one up each other.  The good news is they're all working in this direction and that's going to benefit themselves, their customers and the environment."

Thus far the companies have primarily focused on different areas.  Dell has pushed ahead with recycling efforts, while Apple has removed toxic compounds like PBRs from its circuit boards and building materials.  And HP, which recently seized the top sales spot in the U.S. from Dell, is focusing on making greener packaging.

Dell claims to be the "greenest technology company on Earth", Apple say it has the "greenest family of notebooks", and HP says it's long been a supporter of environmentalism.  According to market research firms, the companies are indeed making great improvements.  Greenpeace recently noted that all manufacturers are getting greener, with Apple stealing the top spot.  The distinction marked a turn-around for the Cupertino company, as it had long drawn Greenpeace's ire.  A separate TBR study put Dell in the top spot.

The IT industry contributes 2 percent of the world's greenhouse gas emissions -- by helping cut that figure, PC makers feel they are distinguishing themselves.  A recent Forrester Research study showed 70 percent of businesses were going green as an effort to stand out from the competition.  States Forrester's Sally Cohen, "Companies are realizing that consumers do use these environmental considerations as tiebreakers. It does help differentiate their products."

Tod Arbogast, Dell's director of sustainable business, minimizes the competition, though, saying that there's even some collaborative efforts between the rivals.  He says, "I don't think we've reached the tipping point yet, I think we'll continue as an industry to innovate, challenge one another to go further, faster on these efforts."

Bonnie Nixon, HP's director of sustainability concurs.  She also is quick to add in a bit of boasting, though, stating, "(HP's) commitment has really been there, certainly through the 90's and the fact that society is really focusing on green right now is great. We're in an industry that can truly demonstrate (environmental commitment)."