Apple is known for having a robust sustainability program and making serious sustainability claims. Back in 2023, we wrote about a flashy Apple ad that touted sustainability at the company. I predicted that this may land the company in legal hot water. Sure enough, it happened – although the lawsuit is a private class action lawsuit, not governmental enforcement. The case centers around the September 2023 line of Apple watches which the company claimed were “carbon neutral” – a claim based in part on offsetting. A recent article from Trellis describes the math behind the claim:
“Roughly 75 percent of the emissions reductions behind Apple’s claim about its watches come from changes to its production, such as its use of renewable electricity, processes that incorporate recycled materials for at least 30 percent of the components, fiber-based packaging and changes to shipping methods that avoid air transport. The rest of the claim, however, is made possible through carbon offset purchases. The class action suit alleges that the credits Apple buys from two nature-based projects, the Chyulu Hills forest protection scheme in Kenya and a reforestation initiative in China, are worthless because they ‘fail to provide genuine, additional carbon reductions.’”
Once again carbon offsetting proves problematic. It’s hard not to feel sympathetic for Apple here. Achieving a 75% reduction in emissions through operational efficiency and product design is incredible. Additionally, using carbon offsets for only the remaining 25% of unavoidable emissions is the right way to use carbon offsets. However, claims involving carbon offsets dubious and subject to legal scrutiny due to the state of the carbon offset market and unreliable nature of offset projects. This raises serious questions about the value of offsetting and whether companies should feel safe making claims based in any part on carbon offsetting.
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Image Credit: misu – stock.adobe.com
