Greener Apples

No need to be cynical or pessimistic about the effect of lobby campaigns or the power of collecting people online. Greenpeace launched an environmental campaign against Appleâ??s lack of environmental policy. On 2nd May Steve Jobs published a second public letter (the first was against DRM) listing environmental hazards connected with Apple computers and the steps Apple was taking to remedy the situation.

It is generally not Appleâ??s policy to trumpet our plans for the future; we tend to talk about the things we have just accomplished. Unfortunately this policy has left our customers, shareholders, employees and the industry in the dark about Appleâ??s desires and plans to become greener. Our stakeholders deserve and expect more from us, and theyâ??re right to do so. They want us to be a leader in this area, just as we are in the other areas of our business. So today weâ??re changing our policy.

This is a good first step towards taking Apple to the forefront of environmental concerns as well as its firm position as a design leader. This approach also shows that design and environmentalism are not incompatible.

Greenpeace has responded on their campaign site with the words “We are cheering!”…

It’s not everything we asked for.  Apple has declared a phase out of the worst chemicals in its product range, Brominated Fire Retardants (BFRs) and Polyvinyl Chloride (PVC) by 2008. That beats Dell and other computer manufactures’ pledge to phase them out by 2009. Way to go Steve!

It’s nice to know that the machine of my choice has just made a little less guilty.

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