Alternate Vision

"Today is the first time we have openly discussed our plans to become a greener Apple. It will not be the last. We will be providing updates of our efforts and accomplishments at least annually, most likely around this time of the year. And we plan to bring other environmental issues to the table as well, such as the energy efficiency of the products in our industry. We are also beginning to explore the overall carbon “footprint” of our products, and may have some interesting data and issues to share later this year.

I hope you are as delighted as I was when I first learned how far along Apple actually is in removing toxic chemicals from its products and recycling its older products. We apologize for leaving you in the dark for this long. Apple is already a leader in innovation and engineering, and we are applying these same talents to become an environmental leader. Based on our tangible actions and results over time, hopefully our customers, employees, shareholders and professional colleagues will all feel proud of our ongoing efforts to become a greener Apple." - Steve Jobs

I wish I could say, "Apple went green. Now it's just a matter of time before the rest of them will." Aaron said it best at last night's party - if you don't give them numbers and convince them that it will do good for their brand equity, then chances are they won't see any business value in it. And that right there is the plain and simple truth. There is enough knowledge today to turn the tide on a lot of the unnecessary environmental damage being done. But even for those who want to do good, old habits die hard.

Labels: Going Green