Apple’s true specialty isn’t consumer technology. It’s marketing. So how much can we believe it selling its green credentials?
Apple’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.
A new watch lineup Apple calls its first “carbon neutral” product, a label Apple vows will apply to all its products by 2030Shipping more products by sea rather than by airUsing renewable energy for some watch manufacturing, along with corporate offices, data centres and retail storesA promise to use only “high quality” carbon credits to make up for whatever emissions Apple can’t eliminateThese days, corporate “wokeism” attracts conservative backlash faster than.
More important, Apple’s emissions goals depend heavily on carbon offsets, which are credits companies and people get for investing in projects to reduce carbon — often, planting trees. Apple is savvy enough to acknowledge the controversy. It promises its offsets will be “real, additional, measurable, and quantified, with systems in place to avoid double-counting, and that ensure permanence.”should hopefully store more carbon and be more sustainable than single-species tree plantations. Otherwise the trees risk dying, releasing their carbon right back into the atmosphere.
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