Shouldn’t Apple have more green appeal?

I love the  site “” – it uses the brand iconography and feel of to challenge the company over its corporate social responsibility.  It wants those who identify with the cool brand to campaign for the company to be a Green Apple.  Its focus on iPoison and iWaste urges Steve Job to prioritise environmental concerns.

There are easy steps to m.Act and show support – and creative types are invited to show their support in designing posters and t-shirts. 

The site also champions social media with lots of ideas of how to promote the campaign.

Not all Apple fans support the efforts of Greenpeace – with some giving a robust defence.  Apple does have its on its site although you have to search for it.   This has a very corporate tone with little reflection of any emotional engagement with the topic.  The company’s public relations response to the Greenpeace campaign is dry and defensive – claiming:

“Apple has a strong environmental track record and has led the industry in restricting and banning toxic substances such as mercury, cadmium, hexavelent chromium, as well as many brominated flame retardants. We have also completely eliminated CRT monitors, which contain lead, from our product line. Apple desktops, notebooks, and displays, each score best in class in the new EPA ranking system EPEAT, which uses new international standards set by IEEE.”

Brands like Apple appeal to a young trendy audience, and regardless of whether or not the company is worse than any of its competitors, I would love to see it embrace the challenge of being iconic and green.

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Heather Yaxley PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.

5 thoughts on “Shouldn’t Apple have more green appeal?”

  1. They could have a return policy inplemented in stores for people to return their wonky ipods’s etc when they buy a new one. It would help change this throw-away culture that is prevalent today. A small step perhaps but maybe a good one?

  2. Jill – you are right in that small steps are important, but also there needs to be a commitment throughout the organisation so that all actions can be reviewed in relation to their environmental impact.

    Can design – which is one of Apple’s core values – be challenged to think about how the products can accommodate future changes and avoid becoming “throw away” devices, can they be easily dismantled and recycling ensured as you suggest.

    Is the choice of materials which are used sustainable? Is energy usage considered – such as any recharging devices switching off when charged so no “standby” wastage.

    I’m sure with all the talent in Apple, they could make being green a successful core value (excuse the pun).

  3. Yes, I go around switching people’s chargers off at the wall. My Dad, a retired electrician, reckons the transformer that changes the voltage is using power to transform even when the device it’s supposed to be charging is disconnected.

    Hoards of people buy replacement headphones too. Apple could surely design a wireless version. The only thing that might be a problem is people might lose their stuff if it’s in two parts.

  4. Your dad is right – transformers are dreadful things. I think they should have a cut off making you have to restart it rather than it always being on.

    Maybe with your idea of wireless headphones, they could fit into the main iPod making it harder to lose them. I have a remote thingy that I use in teaching to operate projectors using a USB port – the bit that goes into the USB fits into the handset when not in use and indeed acts to prolong the battery life by disconnecting it when in situ.

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