Apple’s Climate Claims Deserve Scrutiny
The tech giant is a leader in setting high environmental standards, but it continues to rely on overhyped offsets to meet its goals.
Apple’s environmental goals are admirable, but the details are important.
Photographer: Justin Sullivan/Getty Images
Apple Inc.’s true specialty isn’t consumer technology. It’s marketing. Few other enterprises in human history have managed to efficiently separate people from their money at such scale.
So when this marketing juggernaut turns its prowess to selling its own green credentials, you should expect nothing less than, say, Oscar winner Octavia Spencer playing Mother Nature in a slick viral video. But the credibility of Apple’s environmental claims is a little fuzzier than the razzle-dazzle would have you believe.