environment Stories June 27

AAPL: 143.73

-2.09

A Greenpeace campaign to highlight the environmental impact of planned obsolescence has slated iPads and MacBooks for their poor repairability scores, but praises the iPhone 7.

It follows a separate report earlier this year in which Greenpeace labelled Apple the most environmentally friendly tech company in the world …

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environment Stories April 22

AAPL: 142.27

-0.17

In celebration of Earth Day, Apple executive Lisa Jackson this week sat down with John Gruber for an in-depth interview. Airing as part of Gruber’s “The Talk Show” podcast, the interview discussed a variety of environmental topics, especially relating to Apple’s own efforts…

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environment Stories April 21

AAPL: 142.27

-0.17

Apple’s commitment to environmental sustainability is well established, but the company is going one step further in its new Danish data center. In addition to powering the center entirely from renewable energy, the company is capturing the waste heat generated and feeding it into a district heating system, to warm local homes …

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environment Stories April 20

AAPL: 142.44

1.76

Just like Apple itself is doing, many app developers are celebrating Earth Day with new apps and promotions. After Ice is a new app that uses augmented reality to simulate the effects of climate change around the world…

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Apple has published a new series of videos in celebration of Earth Day that both highlight the company’s green energy efforts and explain some of the science behind clean energy today. The video series includes comical illustrations and narrations from Apple execs including VP Lisa Jackson.

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There’s an acronym widely used for setting goals: SMART. There are a few different versions of this floating around, but one common one is that objectives should be Specific, Measurable, Achievable, Relevant and Time-bound. Apple’s stated commitment to stop mining the earth and build all products from recycled materials would seem to fail on two of these criteria.

It isn’t currently achievable. It simply isn’t realistic today for Apple to obtain all of the materials it requires in the quantities it needs at a viable price without mining some of them, and there’s no saying when it might become so.

It’s also not time-bound. Apple has given no indication of when it might reach its goal. Anyone can claim almost anything will be achieved – however far-fetched – without specifying a timeframe.

But while Apple’s objective isn’t SMART, that doesn’t make it either meaningless or useless …

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