Thank You for Listening: Apple Repeats with EPEAT
The customers have asked for “A Greener Apple” and Apple has listened. Bob Mansfield, Senior Vice President of Hardware Engineering posted a customer letter on Apple’s website:
“We’ve recently heard from many loyal Apple customers who were disappointed to learn that we had removed our products from the EPEAT rating system. I recognize that this was a mistake. Starting today, all eligible Apple products are back on EPEAT….” (Click here for a complete copy of the letter.)
Apple customers, stockholders, suppliers and partners applaud Apple. Yes, I am one of the many Apple advocates, yet I also believe in corporate social responsibility and sustainability. A few days ago, I asked the question on Technorati “Where is Steve Jobs’ Greener Apple?” Some of the feedback on this site and others seemed to indicate that the commentaries by Greenpeace and others were premature and that the Apple way is the best way. While I didn’t necessarily agree with all that Greenpeace quoted, I did have a call to action.
In a personal response to one of the Technorati readers, I replied on July 11th and painted a different scenario noting: “What is unusual is that a company the size of Apple (largest market capitalization in the world) would normally synchronize PR with a significant action. It took Apple 4 days to explain its action after the media discovered Apple's removal of all their products from the EPEAT registry. A better approach would have been: 1) Apple proactively announces that it is working with EPEAT and other environmental organizations to develop a comprehensive consumer electronics environmental rating system; 2) Apple will maintain its current list of EPEAT certified products yet will no longer submit new products until a comprehensive approach is approved. 3) Apple will also seek to maintain its environmental leadership by innovating newer ways to maximize recycling of all Apple products and seek to design with recycling and sustainability in the forefront of required consumer criteria.” Apple has now completed two out of three of these steps even though (1) and (2) were acknowledged today.
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