Six months ago, I posted about the campaign from Greenpeace to put pressure on Apple to adopt more eco-friendly practices in their manufacturing. Today, it looks like that campaign has taken full effect, with Apple’s public announcement that they are adopting processes to significantly reduce their environmental footprint across their manufacturing. The announcement comes straight from the top – Steve Jobs himself.
While the announcement notes that Apple was already well ahead of the game in many respects, there were others in which it lagged:
Apple has been criticized by some environmental organizations for not being a leader in removing toxic chemicals from its new products, and for not aggressively or properly recycling its old products. Upon investigating Apple’s current practices and progress towards these goals, I was surprised to learn that in many cases Apple is ahead of, or will soon be ahead of, most of its competitors in these areas. Whatever other improvements we need to make, it is certainly clear that we have failed to communicate the things that we are doing well.
To Apple, I say a big “well done and continue the good work”. To Greenpeace, I say the same, plus n equally big “congratulations on the 2007 Webby Award for Best Activism Site”. Cool.