Print 39 comment(s) - last by chrisld.. on Jan 21 at 10:19 PM

While getting better, Greenpeace feels Apple has a long way to go

Apple Inc. founder and CEO Steve Jobs is a self-proclaimed environmentalist and experiencer of nature.  He has a warm relationship with famed Nobel-prize-winning environmental activist and former Vice President Al Gore, and has always been labeled as overly environmentally oriented by his critics.  Still, Apple Inc.'s processes rely on conventional cost-effective, but sometimes mildly toxic, solutions found in much of the rest of the industry. 

This has led to harsh words between Jobs and environmental activists, such as Greenpeace.  At last Macworld Expo Greenpeace protesters disrupted the Apple-loving festivities with a vocal rally against the company's production logistics.  This led to Jobs sardonically remarking that the activists should, "get out of the computer business [and] go save some whales."

Apple subsequently ejected Greenpeace from the Macworld Expo grounds.

Greenpeace lost no love with Apple when it late last year slammed them with a report claiming their iPhone and iPod lines were "toxic".  Apple predictably fired back, firmly denying that its products were harmful.

This year's Macworld Expo showcased a possible cooling of tensions between Apple and Greenpeace.  For a change, there were no Greenpeace demonstrators to be seen, and Jobs for the first time focused on environmental specs in his keynote address. 

The keynote's primary focus is in Apple's laptop market "killer-app," the Macbook Air, one of the world's thinnest laptop designs.  When presenting the Macbook, Jobs noted that the thin aluminum casing is not only good looking, but also fully recyclable, with aluminum being one of the most easy to recycle materials.

He went on to proudly announce that the Air will sport the company's first mercury and arsenic free display and all Apple circuit boards (which due to the form factor are the majority of components) will be free of brominated flame retardants (BFRs) and poly-vinyl chloride (PVC). 

The use of BFRs and PVC are still relatively abundant in the consumer electronics industry, but their use was among the factors that Greenpeace ripped Apple's iPhone on.   PVC is a plastic used for casings and moldings, while BFRs are used as a flame retardant to protect circuit boards from fires upon overheating.  Several major manufacturers had already heeded environmental concerns and began removing these substances from their manufacturing processes.

Rick Hind, the legislative director of Greenpeace's toxics campaign, which recently ripped on video game console manufacturers, said that Apple was making some good steps, but was still performing rather poorly -- sort of like a B- student.  He said, "Apple is getting greener, but not green enough.  The Macbook Air has less toxic PVC plastic and less toxic BFRs, but it could have zero and that would make Apple an eco-leader."

Greenpeace also criticized Apple for Job's unfulfilled promise in 2007 in an open letter (PDF), in which he stated that Apple would eliminate all BFRs and PVC plastics from its product lines by the end of 2008.

Is Greenpeace picking on Apple?  Hind noted that Apple is often unhappy with Greenpeace's criticism, saying, "Apple sometimes gets really defensive.  They say: Why are you picking on us -- especially when we have such a small market share compared to the rest of the industry?"

Hind explains that the simple reason for targeting Apple is that it is seen as an innovator and tech leader, more so than traditional manufacturers like HP and Dell.  If they single Apple out, he feels, it will both raise awareness on the issue and get other companies to follow in suit.

Jobs made a promise at the Macworld Expo to continue to deliver environmental reports on new and updated Apple products in his keynote speeches and to focus more on green issues.  For now, he has earned a passing grade from Greenpeace, the kind that leaves a slightly sour taste in one's mouth -- above average, but still rather unsatisfactory.

Comments     Threshold

This article is over a month old, voting and posting comments is disabled

By ImSpartacus on 1/18/2008 2:28:03 PM , Rating: 5
I'm starting to think that some people just like to bitch.

By Master Kenobi on 1/18/2008 2:30:48 PM , Rating: 1
Your just now figuring that out? Welcome to the party. Better late than never I guess.....

By ImSpartacus on 1/18/2008 2:36:17 PM , Rating: 3
I've always tried to be optimistic about such things, but its depressing how Apple is being singled out (or at least it sounds as much). I'm more of an MS fanboy, but I still strive for equality.

I'm sure there are more computer hardware companies that create environmental waste, why don't they get B-'s? Or better yet, why don't we hear about it?

By Jedi2155 on 1/18/2008 4:10:07 PM , Rating: 5
We hear about the big companies because they have more resources, and definitely more sales, because changing their production would have a far larger effect on pollution than the many numerous smaller ones.

Plus the larger one's can generally afford to do such changes which then trickle down the technology developed to the smaller companies as well.

By eye smite on 1/20/2008 6:06:54 AM , Rating: 3
I think what you're seeing here more than anything is childish antics. GP got kicked out of last years convention, it pissed them off, so they've abused their position as an environmental advocate to taunt and harrass Mac. Especially in light of the fact there are other companies and bigger challenges they should pursue, but no they've hassled Mac. Petty people and their petty egos.

By PB PM on 1/18/2008 2:33:30 PM , Rating: 3
No kidding. People will always find something wrong, with a product no matter what you do. Honestly, the MBA is a crappy machine (this coming from a Macbook Pro owner), but honestly Greenpeace is just annoying. Its kind of funny though since Steve Jobs is a former hippy, and so are those who started Greenpeace.

By ImSpartacus on 1/18/2008 2:38:08 PM , Rating: 3
I never thought about the hippy connection, that's ironic. I do like how Jobs is quoted as telling the activists to go save some whales.

By PandaBear on 1/21/2008 8:17:29 PM , Rating: 2
That just prove the concept that friendship is worthless when profitability and personality clash.

"Nowadays, security guys break the Mac every single day. Every single day, they come out with a total exploit, your machine can be taken over totally. I dare anybody to do that once a month on the Windows machine." -- Bill Gates

Latest Headlines
Inspiron Laptops & 2-in-1 PCs
September 25, 2016, 9:00 AM
The Samsung Galaxy S7
September 14, 2016, 6:00 AM
Apple Watch 2 – Coming September 7th
September 3, 2016, 6:30 AM
Apple says “See you on the 7th.”
September 1, 2016, 6:30 AM

Most Popular ArticlesSmartphone Screen Protectors – What To Look For
September 21, 2016, 9:33 AM
UN Meeting to Tackle Antimicrobial Resistance
September 21, 2016, 9:52 AM
Walmart may get "Robot Shopping Carts?"
September 17, 2016, 6:01 AM
5 Cases for iPhone 7 and 7 iPhone Plus
September 18, 2016, 10:08 AM
Update: Problem-Free Galaxy Note7s CPSC Approved
September 22, 2016, 5:30 AM

Copyright 2016 DailyTech LLC. - RSS Feed | Advertise | About Us | Ethics | FAQ | Terms, Conditions & Privacy Information | Kristopher Kubicki