Apple's environmental announcements, including its first carbon-neutral products, are progress but may act as a red herring to distract from its overall impact

Apple announced its first-ever carbon-neutral products today, but don't get too excited about what that means for the planet.

The Verge 2023-09-13 Justine Calma

Context & Ripple Effects

Apple’s product-level climate messaging sits within its broader [[a:955915|2030 carbon-neutrality commitment covering its business, supply chain, and product life cycle]]. The related coverage frames the new designation as a meaningful milestone, while questioning whether it directs attention away from the company’s total footprint.

That tension sharpened after reporting that Apple should clarify what its carbon-neutral product label includes, and as environmental groups challenged the use of credits in Apple Watch claims.

First-order effects

Apple can market its first designated products around a carbon-neutral claim, giving the announcement immediate consumer- and brand-facing value.
The claim also puts Apple’s accounting boundaries, supplier-emissions reporting, and use of credits under closer scrutiny from critics and journalists.

Second-order effects

Product-level claims create pressure on Apple to explain how they relate to its company-wide climate target, rather than letting the label stand alone.
Competitors with climate initiatives face a clearer comparison point, while suppliers become more consequential to whether device makers can substantiate lifecycle claims.

Third-order effects

If product-level carbon-neutral labels proliferate without comparable disclosures, climate branding may become harder for buyers and watchdogs to evaluate across hardware makers.
The durable test will shift from announcing a neutral product to showing whether product claims align with reductions across manufacturing and the full product life cycle.

The trend: Consumer-tech companies are moving from broad net-zero pledges toward product-specific climate claims, increasing the importance of transparent scope and verification.

Discussion

@diegojimenez Diego Jiménez on threads
Apple is making Carbon Emissions a big deal because *it is a big deal* and giving climate change visibility is the only way forward. Loved that ‘Mother Nature’ segment 💚
@espiers Elizabeth Spiers on x
This is cute and harmless but look at all the right wing blue checks in the replies losing their minds. I'd like to see them boycott woke Apple tho. They might give up Bud Light for five minutes but they ain't getting rid of their iPhones
@tim_cook Tim Cook on x
Today we announced Apple's first carbon neutral products with models of Apple Watch Series 9, Ultra 2, and SE. By 2030, all of our products will be carbon neutral! [image]
@lisapjackson Lisa P. Jackson on x
I'm so proud to work with the talented teams who helped create our very first carbon neutral products. It's a milestone that moves us even closer to Apple 2030 — our goal to become carbon neutral, for all our products, by the end of the decade. https://www.apple.com/...
@zacksjerryrig @zacksjerryrig on x
10/10 Nice work Apple.
@seyitaylor @seyitaylor on x
Twitter, which everyone knows is the best website in the universe, has spent a ridiculous amount of time dunking on Apple for doing a [maybe too earnest] ad about caring for the environment. They didn't interrogate the claims or their presentation, just went “LAME!”
@robertjbye Robert Bye on x
Apple of course forgot to mention the best way to minimise your impact on the environment is to not buy a new iPhone or Apple Watch each year.
@mbolotnikova @mbolotnikova on x
Not going to pretend that this move will save the planet, but it really is heartening to see a massive consumer brand push against the widespread, wildly inaccurate myth that leather is eco-friendly https://gizmodo.com/...
@gregjoz Greg Joswiak on x
To further reduce our carbon footprint, we're eliminating leather from all Apple products. We're introducing an entirely new FineWoven material that I love even more — with a soft, comfortable, suede-like feel.
@apollozac Zac Hall on x
Apple replacing leather iCal with FineWoven Calendar today [image]
@autismcapital @autismcapital on x
Wondering how the cobalt mine slaves feel about Apple larping as being plus-sized 100% renewable carbon neutral by 2030 lgbtqia++2s eco saviors? [image]
@tim_cook Tim Cook on x
At Apple, we believe that climate change is one of the world's most urgent priorities and we are deeply committed to doing our part. Today we had a special guest—a real force of nature—stop by to check on our progress. [video]
@eugyppius1 @eugyppius1 on x
in the Apple imaginary, ‘Mother Nature’ is a peevish hostile DMV lady who arrives late, treats her slavering minions like shit and has nothing to contribute. climate politics is wave after wave of midlevel box-ticking compliance bureaucrats scolding you forever.
@andyakoto Andy on x
I will take Apple seriously about their environmental efforts when they finally come to the realization that phones and watches don't require annual upgrades and extend their release schedules.
@ijustine @ijustine on x
The new Apple Watch Series 9 is the first carbon neutral product! They are also no longer using leather in any future Apple Product. [image]
@munster_gene Gene Munster on x
I'm surprised the event has spent about 10 minutes addressing Apple's carbon footprint goals. I think they want their brand to align with values around environmental impact.
@basedbeffjezos @basedbeffjezos on x
Steve Jobs would have never signed off on this
@autismcapital @autismcapital on x
Crossing the rubicon moment for Apple. An ad so cringe that it made even the most fervent Apple fanboys embarrassed. There'll be those in Apple who now crate an US VS THEM to defend this ad but it is indefensibly cringe. This may have been peak Apple woke [video]
@amasad Amjad Masad on x
Here's to the drones, the conformists, the squares, the goody two shoes... the ones who maintain the status quo.
@jamestitcomb James Titcomb on x
Does Apple killing leather accessories explain the absence of Craig Federighi today? [image]
@mkbhd Marques Brownlee on x
They haven't shown the bottom of the phone yet... I can't wait for the environmental point about USB-C
@ryanrozbiani Ryan Rozbiani on x
The new iPhone and Watch are so boring that Apple has to spend 20 minutes talking about the environment. Stats on the Apple Watch Series 9 [image]
@peta @peta on threads
Now that Apple has dropped leather from all of its new products—that also means Hermès won't be able to sell cruel leather watch straps for the tech giant either 👏
@jamesthomson@mastodon.social James Thomson on mastodon
This has real “unfunny skit shown at the office party” energy. Great message, toe curlingly delivered.
@stevesi Steven Sinofsky on x
The most used phrase was not USB or AI, but carbon neutral.
@markgurman Mark Gurman on x
Apple's war on all things leather is expanding to its retail stores. The company will phase out leather try-on mats for Apple Watches and leather cube seats. [image]
@neilcybart Neil Cybart on x
New Apple Watch Hermēs bands are really nice. The green in photo 1 and 4 is hand painted. Note the “H” in the 2 and 3 and photos. [image]
@neilcybart Neil Cybart on x
Apple: We will no longer use leather in any product (due to carbon footprint needed at our scale). Instead, we created FineWoven. The Apple Watch Hermēs partnership is staying but evolving to other textiles.
@stevemoser Steve Moser on x
Translate is coming to the Action button later this year. The ability to continue AirDrop transfers over the internet is coming in a software update later this year. Journal is coming in a software update later this year.
@ijustine @ijustine on x
Love these new Apple Watch bands #AppleEvent [image]
@ianzelbo Ian Zelbo on x
This is the weirdest way of introducing FineWoven
@samifathi_ Sami Fathi on x
Apple's partnership with Hermes has not ended, despite rumors. [image]
@rsgnl Joe Rossignol on x
Apple × Hermès lives on despite the shift away from leather.
@vadimyuryev Vadim Yuryev on x
Goodbye leather for Apple's accessories!
@snazzylabs @snazzylabs on x
Now that there is no leather involved, Hermès Apple Watch band margins have moved from 2,100% to 2,800%.
@jiteshubrani Jitesh Ubrani on x
Apple getting rid of leather due to enviornmental concerns. I'm guessing this will be marketed slightly differently in India #AppleEvent
@panzer @panzer on x
Apple killed all leather in all of its products just now, introducing Fine Woven, a heavily post consumer material.

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