Apple Inc. says it has begun selling its first carbon-neutral product and reconfirmed its plans to completely cut plastics from its packaging by the end of 2024.
But that doesn't mean the company is fully plastic-free, of course.
Beyond connectors and cables and plugs, the computer and personal electronics company is using yarn harvested through recycling of nylon and other materials from discarded fishing nets for the Sport Loop band on its smart watches. A new leather alternative being promoted for bands and cases — FineWoven — uses a textile created from 68 percent post-consumer content, including PET bottles.
Beyond the product announcements made Sept. 12 during an Apple press event, the company stressed that it remains on target for becoming completely carbon neutral by 2030 by a combination of material choices (such as recycled aluminum for watch and computer cases), investing in wind and solar energy, and supporting tree and grassland planting projects to capture more carbon.
Even as Apple celebrated its successes toward sustainability, it noted in a promotional film about its work that businesses haven't had a great track record in meeting its goals.
The film features Oscar winner Octavia Spencer as Mother Nature who comes to a high-stress, high-profile meeting with Apple leaders to discuss its sustainability, Tim Nudd from our sister paper Advertising Age writes.
"This is my third corporate responsibility gig today," Spencer's character says in the film. "So, who wants to disappoint me first?"