[NetBehaviour] Greenpeace Drizzles on Apple's New Green Ad Campaign.

marc garrett marc.garrett at furtherfield.org
Sun Nov 30 12:57:09 CET 2008

Greenpeace Drizzles on Apple's New Green Ad Campaign.

Apple has launched a new campaign touting the environmental virtues of
its latest line of notebook computers. Meanwhile, a new Greenpeace
report ranks the company's overall environmental policies behind those
of rivals like HP and Dell.

The silver Macbook spins slowly in front of an all-white background, as
it has in previous Apple (Nasdaq: AAPL) Latest News about Apple
television commercials. But this ad's overall spin is different --
instead of talking up digital media, faster processors and more memory,
this one mentions toxic chemicals, recyclable aluminum and glass, and
energy efficiency.

"The new Macbooks. The world's greenest family of notebooks," says the
voiceover in the commercial, which began running in network prime-time
slots this week.

Also released this week: the 10th version of Greenpeace's Guide
(http://www.greenpeace.org/) to Greener Electronics. While Apple's new
notebooks may indeed be free of toxic brominated flame retardants (BFRs)
and PVC vinyl plastics and may use a quarter of the power it takes to
illuminate a light bulb, Greenpeace puts Apple behind competitors Dell,
HP and Acer when it comes to overall environmental policies.

"While Apple has now positioned itself amongst the leaders in the
electronics industry on phasing out toxic substances, to score more
points, the complete phase-out of PVC and BFRs in its iPods should be
consistent across all other future product ranges," the report states.
"Apple also needs to commit to phasing out additional substances with
timelines, improve its policy on chemicals and its reporting on
chemicals management." The guide also faults Apple for electronic waste
management and ranks it an overall score of 4.3 point out of a possible 10.


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