Greenpeace Gives Macbook Air "B-"
January 18, 2008 2:11 PM
comment(s) - last by
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."
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 design
s. 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
(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.
This article is over a month old, voting and posting comments is disabled
1/18/2008 7:02:09 PM
Whenever I think of GreenPeace I get visions of Cartman as the hall monitor running around giving people citations that care less about his "authoritah".
"If you mod me down, I will become more insightful than you can possibly imagine." -- Slashdot
Apple MacBook Air Notebook Launches, Lacks User-replaceable Battery
January 15, 2008, 1:29 PM
Greenpeace Launches Campaign Against "Toxic" Gaming Consoles
December 12, 2007, 4:03 PM
Steve Jobs Inducted Into California Hall of Fame
December 7, 2007, 11:21 AM
The Fallout From Greenpeace iPhone Report
October 23, 2007, 9:02 AM
Greenpeace Deems iPhone "Toxic"
October 16, 2007, 9:04 AM
Microsoft Gives Away iPhones to Promote Cortana's Little Sister in China
March 30, 2015, 9:59 PM
HTC's One E9+ ("A55") Unveiled, Packs Quad-HD; 1080p One E9 ("A53") Nears
March 30, 2015, 3:20 PM
HTC One M9 Plus ("Hima Ultra") w/ QHD, Duo Camera May Launch April 8
March 30, 2015, 12:36 PM
ESPN Continues to Give Windows Phone Special Attention w/ New App Makeover
March 26, 2015, 1:59 PM
NVIDIA's Latest Windows 10 Drivers: Still Too Unstable For Primetime
March 24, 2015, 4:45 PM
Samsung, Dell, Pegatron to Preinstall Microsoft Office 365 on Android Devices
March 23, 2015, 4:02 PM
Most Popular Articles
WSJ Report Implies That Google Leveraged Lobbying to Kill Antitrust Abuse Probe
March 25, 2015, 5:37 PM
Food Chemists at Italy's Barilla Claim to Have Perfect Instant Noodles w/out Frying
March 26, 2015, 4:25 PM
Apple CEO's Pledge to Give Away His Fortune is Worth More Than Face Value
March 27, 2015, 5:08 PM
Church of Scientology Buys Twitter, Facebook Space to Attack HBO Documentary
March 30, 2015, 4:27 PM
Google Readies Gmail "Pony Express" to Combat Facebook's Messenger Payments
March 25, 2015, 11:43 AM
Latest Blog Posts
Sceptre Airs 27", 120 Hz. 1080p Monitor/HDTV w/ 5 ms Response Time for $220
Dec 3, 2014, 10:32 PM
Costco Gives Employees Thanksgiving Off; Wal-Mart Leads "Black Thursday" Charge
Oct 29, 2014, 9:57 PM
"Bear Selfies" Fad Could Turn Deadly, Warn Nevada Wildlife Officials
Oct 28, 2014, 12:00 PM
The Surface Mini That Was Never Released Gets "Hands On" Treatment
Sep 26, 2014, 8:22 AM
ISIS Imposes Ban on Teaching Evolution in Iraq
Sep 17, 2014, 5:22 PM
More Blog Posts
Copyright 2015 DailyTech LLC. -
Terms, Conditions & Privacy Information