Don’t Fall For Apple’s Greenwashing
A few days ago, Apple did yet another one of its swanky launch events. The main focus of this one was the upcoming iPhone 15 and its EU-compliant USB-C port (RIP lightning port). But hidden among the pomp and excitement was something truly worrying: Apple’s next Apple Watch. The product itself is absolutely fine, if a bit expensive. But the problem has nothing to do with the watch itself; instead, it lies in Apple’s carbon-neutral claims about the watch. You see, Tim Cook and the gang have engaged in some genuinely moronic greenwashing. Let me explain.
Let’s start off by acknowledging that Apple’s sustainability efforts have actually been okay. Their products have a longer operational life than most of their competitors. I use a 4-year-old iPhone, which runs great and uses the latest operating system; I couldn’t say the same if I used an Android. The same can be said for their iPads, computers and watches. This long life means Apple contributes less to e-waste, has a small manufacturing carbon footprint, and a smaller mining footprint (at least in theory). Apple also has a decent recycling scheme, although it isn’t as widespread and available as it should be.
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But the big feather in Apple’s sustainability cap is their carbon emissions and profit. Their annual emissions peaked in 2015 when they emitted 38.4 million tonnes of carbon dioxide. That year, Apple made a whopping 53.39 billion dollars in profit! 7 years later (2022), they emitted 46.35% less emissions at 20.6 million tonnes of carbon dioxide per year, yet their annual profits have soared to a staggering 99.8 billion dollars! This means Apple has successfully and dramatically decoupled growth from emissions, a critical step towards sustainability.
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