Robert Leedham, British GQ:
In the past decade, Apple has transitioned its facilities to run entirely on renewable energy. In the past year, all of the iPhone, iPad, Mac and Apple Watch devices it released have been partly made with recycled materials. These moves have won approval from the likes of Greenpeace, but Apple has always suggested that was never the endgame. “We set really big goals for ourselves,” explains Lisa Jackson, Apple’s vice president of environment, policy and social initiatives. “At one point we were even calling them crazy questions.”
When Cook unveils the iPhone 12 to an empty arena in Cupertino, California, in the next few weeks, it is therefore sure to be its most ecofriendly smartphone ever.
Environmental groups such as the Worldwide Wildlife Fund and Greenpeace see Apple as key to changing its industry. If sustainability is marketed as an iPhone feature that’s on par with its triple-lens camera or Super XDR Display, then consumers could well demand the same from their Samsung or Huawei handset.
Committing to a 100 per cent renewable supply chain by 2030 is a huge undertaking. “It’s a really huge goal,” says Jackson. “Even saying it, I always get a little lump, because I know how much work is involved in doing it, but we have a very detailed plan.”
This effort might be the most important “impossible thing” Apple ever pulls off. Props to Lisa Jackson and her team.
This is a fantastic read, much more than the pull quotes above.