That generally means turning tracts of degraded grazing land, previously home to cattle, into tree plantations. The company says that it has selected “high-quality” projects, a term for which there is no official arbiter apart from the private companies and NGOs involved in the process of buying and selling carbon credits.įor the Watch, Apple says it is expanding investments in what are known as “managed” forestry projects in Paraguay and Brazil. The credits don’t refer to carbon-sucking devices (though Apple is, to its credit, investing in those too as part of its broader sustainability efforts, at a smaller scale) but rather “nature-based” offsets. Of course, that assumes you think carbon credits mean much in the first place. They’re only brought together by an accountant’s sleight of hand.
The Watch doesn’t have any role in creating those credits. Part of the problem is the slipperiness of attempting to tie a carbon credit-an abstract financial instrument-to any particular product in Apple’s armada of product offerings or the wider global economy. Such cases require “case-by-case” scrutiny, he adds. The organization’s research found that consumers indeed take the phrase literally-“an absolute reduction in carbon emissions”-and then feel misled when it turns out to involve producing new emissions and then claiming some don’t count due to crediting, says Toby King, an ASA spokesperson.
Organizations such as the Advertising Standards Authority, the UK’s advertising regulator, have warned companies to take particular care when backing “carbon neutral” claims with carbon credits. So the rest comes from carbon credits, generated from investments in nature conservation and restoration projects intended to sock away CO 2 so it can’t warm the globe.
Recycled materials can’t cover everything. The company says it intends to use the Apple Watch as a model for making its entire product lineup carbon neutral by 2030.Īpple’s supply chain efforts, though heroic by comparison, illustrate the limits of how far corporate greening can get you toward carbon neutral-only about three-quarters of the way by the company’s estimation. You get to show off your new gadget and occupy the green moral high ground too. They will come in packaging emblazoned with a wreath of electric green leaves. The label will be slapped onto a subset of 9th-generation Apple Watches with a particular combination of casing and wristbands. The phrase “carbon neutral” is the rare bit of marketing speak that says exactly what it means: no extra carbon. He presented the latest version of the Apple Watch, the company’s first offering that’s said to be completely “carbon neutral.”
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Luckily, Cook knew how to win her over: with a new product. She appeared in the form of actress and producer Octavia Spencer, playing the role of a sardonic inquisitor who cross-examines CEO Tim Cook on his company’s climate promises. “Mother Nature” took this week’s fall Apple event by storm.
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