Apple has given its latest iPhones an environmental upgrade to go along with a
better camera and a few new features.
14 to 16 percent from last year's models, according to Apple measurements
that quantify how much pollution is caused during the production,
distribution, consumer usage and recycling of the devices.
Most of the improvements reflected changes made in the purchasing
and manufacturing of the aluminum used in the iphone enclosures.
Lisa Jackson, Apple's top environmental executive, told The Associated
Press on Wednesday that carbon emissions tied to the production of
those iPhone enclosures have been cut in half from last year.
Although those gains won't be highlighted in any of Apple's ads leading
up to the September 25 release of the last iPhones, the company is hoping
its faithful customers will appreciate the progress.
"We feel it's really important to tell folks what we did," Jackson said. "We
shouldn't keep these kinds of ideas in a box because we believe other folks
should be doing exactly the same thing."
Other major technology companies also have been trying to reduce the
pollution caused by their digital services and products, usually by investing
heavily in hydroelectricity and renewable energy such as solar and wind power
, to run the millions of computers that store and process data for their users.
By some estimates, technology products and services account for as
much of the world's carbon emissions as the airline industry.
Besides Apple Inc., both google Inc. and Facebook Inc. have also been
praised by environmental groups for reducing their reliance on power plants
that burn coal and natural gas.
Apple boasts that all its data centers, offices and stores in the U.S. are now
powered by renewable energy. On a worldwide basis, about 13 percent of
Apple's operations still draw on power generated from fossil figures. The
Cupertino, California, company has pledged to eliminate all fossil fuels from
its energy mix.
Apple is also pressuring the hundreds of suppliers of that make and
assemble parts for its gadgets to become more environmentally
friendly. As part of that resolve, Apple put a higher priority
on equipping its latest iPhones with aluminum produced with hydroelectric
power.
"It's a first step, but it's the kind of work you have to do to turn the
corner," Jackson said. "At the end of the day, if environment is one of
our values, then also want it to show up in our products."
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