The new webpage is titled “The new Macbooks. The world’s greenest family of notebooks.” It compliments other efforts by Apple to show off their environmentally friendly approaches towards design.

When we redesigned the new Macbook, our designers and engineers set a goal of making not only the greenest notebook Apple ever produced, but the greenest family of notebooks. So every new Macbook has been built using materials that are highly recyclable and free of many harmful substances present in other computers. Apple engineers also designed the software and hardware to work together, in order to maximize energy efficiency and minimize the carbon footprint of the MacBook. Even the packaging was reconsidered and reduced, so there would be smaller boxes to ship and less material to recycle. The result is exactly what we hoped for: the greenest family of notebooks ever made.

Read – The New Green Macbooks
Read – Apple and the Environment
Read – Apple 2008 Environmental Update
Read – Environmental Performance 2008
Read – Steve Jobs Letter, “A Greener Apple”

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In recent statements concerning a “Greener Apple,” Steve Jobs has noted the new MacBook line to sport reduced toxics, less packaging, and better overall efficiency. Greenpeace has taken a comprehensive look at the new MacBook, MacBook Pro, MacBook Air and the LED cinema display’s specs. They have noted the results to be primarily favorable, indicating that the new notebooks feature internal cables and components that are free of PVC and BFRs.

Yet according to the article on the Greenpeace blog, the new MacBook’s sport toxic level reductions comparable to the Sony Vaio line on PVC and Lenovo Think Vision monitors, where they would have liked to have seen these toxins be reduced entirely. While these levels may not have been reduced across the board, Apple has been making strides to accomplish this in the near future.

“By far the most significant announcement that will resonate within the industry is fact that Apple is on course to be completely PVC and BFR free across in product range by end 2008. This will be a first for a computer maker and lays down the challenge to competitors such as HP, Dell, Lenovo, Acer and Toshiba,” Greenpeace explains. While all of the above mentioned companies have made pledges to remove such toxins in 2009, if Apple can manage to accomplish this ahead of schedule, the others should be able to follow suit.

“While Apple, and other top electronic companies, still face many challenges on the road to truly green electronics, it can only be a good thing to see a top CEO and high profile a public figure as Steve Jobs devoting significant time to environmental concerns at Apple.”

These are remarkably optimistic statements for the notoriously scrutinizing eyes of Greenpeace. Perhaps not until notebooks are made solely out of corn will they ever truly be satisfied.

[Greenpeace]

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Below are Apple’s Product Environmental Reports: (PDF Downloads)

Year after year Apple has set and met important goals to reduce its impact on the environment. The links below document these efforts and their results. Over 95 percent of Apple’s carbon footprint comes from the products we make. That’s why from the earliest stages of product design through manufacturing to customer use and recycling, we take care to keep our activities and our products environmentally sound. Product Environmental Reports have been created to document the progress we’ve made to minimize the carbon emissions of each product. Also included is information on the environmental impact of our facilities.

• MacBook Air
• MacBook
• MacBook Pro
• iMac (20-inch)
• iMac (24-inch)
• iPhone
• iPod Nano
• iPod touch

• Facilities Environmental Report
• Recycling
• Supplier Responsibility
• Environmental Health and Safety Policy
• Product Environmental Specifications
• FAQ

Read - Apple 2008 Environmental Update

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As previously reported, Apple is going greener this year with the updated version of the iPod nano and touch, eliminating certain environmentally unfriendly materials for more earth conscious, recyclable options. They were applauded by Greenpeace, who had previously called out Apple for “iPoison and iWaste” in its highly publicized media campaign regarding the company’s use of toxic PVC and BFR’s in its iPod and computer lines. Looks like Apple’s use of cardboard may get them in trouble again.

Unlike most electronic companies, Apple has always stood out for their conscious effort at packaging their products in an efficient manner. Bulky boxes with unnecessary and unmanageable surplus were a thing of the past. Particularly the iPods that were packaged for the store- in sleek, plastic, minimal designs, usually kept by the consumer for future storage. For shipping, the iPod was kept safe in a custom made shipping box, slightly larger than the original packaging.

Unfortunately it seems, as Apple takes one step forward in becoming a “greener Apple”, they have taken one step back. As reported today by iLounge.com, while the original packaging of the new iPod nano remains in line with past trends, shipping boxes have apparently become completely absurd. Writers at iLounge reported to have purchased nine iPod nanos only to have them delivered on the same day in nine separate FedEx Medium Boxes. (The iPod nanos could have easily all been shipped in one box.) This is just one office’s experience….Now multiply that by how many iPods are expected to ship in the upcoming weeks and months, and we have about enough excess FedEx boxes to cover the state of Texas. Okay, maybe not Texas. Delaware??? Either way, couldn’t Apple have come up with more efficient packaging for shipping?…Seeing as how they are on a self imposed quest to save the planet (or at least do their part) through the use of better business practices. They are sure to be hearing from Greenpeace regarding this.

Read – iLounge

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On Greenpeace’s official web-blog, they state that “It’s great to see Apple dropping toxic chemicals like PVC, BFRs and mercury in their latest products (updated iPods.)” As Steve Jobs announced in the “Let’s Rock” event earlier this week, the newly released iPods feature arsenic-free glass, and are “highly recyclable.”- Needless to say they are not just the FUNNEST iPods ever, but the greenest as well.

Greenpeace does go on to point out that the greener iPods aren’t actually all that unique, as companies like Nokia, Sony Ericsson and Samsung have been producing small iPod-sized gadgets for quite some time. The organization states that: “While these iPods may rock, what would really shake up the computer industry is if Apple sticks to its promise and becomes the first company to make personal computers free of toxic PVC and BFRs.” Is that a challenge we hear? Or a simple reminder to Steve Jobs to honor his commitment to “A Greener Apple” by the end of 2008?

What we can say for sure is that if Apple fails to meet their promise by the end of this year, we know one organization that is watching them closely and will not hesitate to remove them from their Christmas wish list.

[via ArsTechnica]

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By now most of us have heard about the Guide to Greener Electronics recently put out by Greenpeace.  In the report, the world wide organization ranks leading mobile phone, game console, TV and PC manufacturers on their global policies and practice on eliminating harmful chemicals, taking responsibility for their products once they are discarded by consumers, and their impact on the climate. All rankings of the companies are based on information that is publicly available, supplemented with clarifications and communications with the companies.  That being said, after the release of the June 2008 edition, we here at MacBlogz disappointing and not really surprised to hear that Apple, a company so innovative and progressive in product functionality, design and culture, was falling behind the likes of HP, Dell, Samsung, Toshiba, Nokia, Sony and Panasonic (to name a few) in the race to be the first to “go green”.  Thus, we decided to delve into said report and find out what, exactly, Apple is doing to fall behind the pack- to give us better insight into what Apple can do in the upcoming years to lead the way to green-greatness.

In yesterday’s post (Apple Going Green(er)), I spoke about Steve Jobs’ recent vow to make a “greener Apple.”  With the purchase of biodegradable packaging for the newest iPhone and the removal of certain toxins in their products, Apple is surely on their way.  According to the Greenpeace report, Apple comes in 11th position, scoring a miserable 4.1 points (out of 10), mainly due to putting products on the market whose key components are free of “brominated flame retardants” (BFRs) and PVC vinyl plastic.

Another area where Apple thrives is the energy efficiency of their newer models, where all computers (portable and desktop) conform with the requirements set out in the stricter Energy Star version 4.0 standard.  The iPod and the iPhone power adapters, on the other hand, far exceed Energy Star efficiency requirements and already meet California’s stricter appliance efficiency regulations that take effect July 1st, 2008.  According to Apple’s website,

“At Apple we not only design our products to be efficient in the office or at home, but also to be energy efficient.  This saves you money on your energy bills, while saving us all from using more of our precious natural resources.”

With lower demand for energy, Apple products mitigate waste, thereby helping to reduce the environmental impacts associated with CO2 and other emissions from power generation plants.  Apple does this by shipping their products with power management enabled, meaning that a low-power sleep mode will automatically activate if there has been no user activity for 10 minutes.  “Mac OS X allows your computer to rapidly scale processor performance to optimize energy use depending on how much work the processor is doing, or operate at reduced processor speed to save even more energy.”  Meaning, your computer will consistently work just about as hard as you are; Only increasing the amount of power and energy used, when needed most.

On the not so bright side, Apple looses points for portions of its chemical policy.  While Apple does provide examples of additional substances that it plans to eliminate with times lines (i.e. arsenic in LCDs and mercury by moving to LEDs) they fail to mention a target date for the phase-out of their small remaining applications of beryllium as well as make no mention of phthalates (both toxic chemicals).

Regarding Apple’s “recycling score”, Greenpeace feels that Apple’s take-back initiative, that includes battery take back, free recycling for iPods and mobile phones (of all brands) and their new free recycling of old Apple monitors and PCs (as if anybody ever gives those up) lacks marketing and proper customer education with many programs still only operating in the United States.

Other pitfalls for Apple are found in the lack of information they provide in the areas of the company’s own carbon footprint.  While Apple reports electricity consumption at its manufacturing facility in Cork, Ireland they offer no information on the amount of renewable energy used company-wide.  I suppose no news equals bad news according the Greenpeace.  And in some cases I am sure they are right.

At least Apple is beating out Microsoft, who maintains a safe spot at the bottom of the green heap (by neglecting to set goals to eliminate PVC or hazardous flame retardants).  Apple can also boast a 9.5% recycling rate on products sold seven years ago.  According to Apple’s website, their future will have a greener side, citing their continued work to reduce the environmental impact of the work they do and the products they make.  “A Greener Apple“, a memo written by Apple CEO Steve Jobs himself, talks about the future and keeping the public up-to-date on how Apple is applying their talents as innovators and engineers to becoming environmental leaders as well.

We are eager to see how Apple paves the future for the rest of the industry when it comes to environmental standards.  Even though Apple was far from praised by Greenpeace, we know they will take this information and make their policies more visible and their consumption known.  With the tech companies now aware that all eyes are on them, we hope they take their brilliant minds, share what they know and what they learn with each other, and do their part to help their, and our, environment.

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According to the UK’s The Register, Apple’s new 3G iPhone will ship in green packaging. (And by green packaging, they mean environmentally conscious and made partially of recyclable materials…Not green, as in “kelly green” or for that matter “forest green”….I think it is safe to say Apple will stick with its signature black box.)

In the past Apple has been criticised by Greenpeace for using Bromindate Fire Retardents (BFRs) and Polyvinyl Chloride (PVC) in its products. Last year, Apple CEO Steve Jobs vowed to create a greener Apple and with the shipment of the new iPhone less than two weeks away, CEO Hans Arentsen claims Apple has placed a large order for “millions of PaperFoam packaging” from Dutch company PaperFoam, which also makes manufactures packaging for Motorola.

PaperFoam (www.paperfoam.com), established in 1998 in the rural Dutch town of Barneveld, came up with the idea to make biodegradable products using potato starch as the main ingredient. Once the injection molding technology was refined, the first commercial products were launched. By 2004, more than 150 million PaperFoam trays were being produced. The first mainstream products were CD and DVD trays. Later PaperFoam produced trays for the first generation iPod nano and iPod video made of 100% natural resources, either potato starch or Tapioca starch.

With millions of iPod set to ship in the upcoming weeks it is nice to see Apple do their part to reduce waste caused by packaging the device in a responsible way. While Arentsen won’t reveal too many details, he does say the iPhone will be delivered in a cardboard box with a starch tray, which is fully recyclable. The company claims a carbon footprint reduction of 90% compared to the outdated plastic tray.

Keep in mind…While the tray is indeed made out of potatoes…That does not mean it is edible, or that is will go down easier with a little butter and salt. And the only way we can take advantage of Apple’s effort in reducing waste is by making sure our packaging ends up where it belongs: in the recycling. (Or for many Apple fans, in the original box at the back of the closet with the rest of your collection.)

via www.theregister.co.uk

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