Apple recently revamped the portion of its website devoted to the environment, and is promising to be more forthcoming with specific details about the impact its products have on the environment.
Apple’s real goal is to change the terms of the debate. Company executives say that most existing green rankings are flawed in several respects. They count the promises companies make about green plans rather than actual achievements. And most focus on the environmental impact of a company’s operations, but exclude that of its products.
Apple argues that broader, more comprehensive figures for carbon emissions should be used—for everything from materials mined for its products to the electricity used to power them—and it’s offering up its own data to make the case. Executives say that consumers’ use of Apple products accounts for 53% of the company’s total 10.2 million tons of carbon emissions annually. That’s more than the 38% that occurs as the products are manufactured in Asia or the 3% that comes from Apple’s own operations. “A lot of companies publish how green their building is, but it doesn’t matter if you’re shipping millions of power-hungry products with toxic chemicals in them,” says CEO Steve Jobs in an interview. “It’s like asking a cigarette company how green their office is.”
You can check out the full scoop on Apple’s efforts to get green over here.