We’ve previously written about Apple’s recent claims about sustainability. Specifically, their newest ad which introduces Apple’s first line of carbon-neutral products. In addition to those raising questions about Apple’s sincerity regarding sustainability, skeptics are finding it difficult to evaluate Apple’s carbon-neutral claims. In a recent report titled “Apple’s Carbon Neutral Smokescreen,” researchers at The Institute of Public & Environmental Affairs (IPE) raise important questions about Apple’s carbon-neutral claims. In the ad and press release, Apple announced that all three of its new Apple Watches would be the company’s first carbon-neutral products. Apple also claims that this carbon neutrality has been verified by a third-party. However, IPE counters:
“We have yet to find a carbon neutrality statement issued by that organization, nor have we seen any specific information about carbon offsets. In the case of the Apple Watch Ultra 2, for example, Apple’s product environmental report states that the watch offsets 12 kgCO2e through ‘nature-based solutions’ and ‘programs like the Restore Fund, that result in high-quality carbon credits’ but fails to disclose which carbon credits were used.”
The IPE also reports that Apple stopped requiring its suppliers to disclose their emissions data in 2022. IPE states that, based on available emissions data from that year, supplier emissions have remained stagnant or increased despite a 12% reduction in smartphone shipments in 2022. The lack of data points disclosed by – and to – Apple and the contradictory nature of others have observers scratching their heads. Whenever a company, particularly an industry leader like Apple, makes huge sustainability claims, adequate data to back those claims up must be available. Without this data, the door is open for skeptics to critique company statements. Even worse, if those skeptics are right, regulators and third parties may bring legal action based on misstatements. I also would not be surprised to see the third-party verifier of the claims come under scrutiny as well.
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Photo credit: misu – stock.adobe.com
