Apple has released its latest commercial, and it’s a doozy.
Called “Better,” the ad (which is narrated by Tim Cook) refers to Apple’s work in terms of its environmental efforts — describing the company’s push to reduce its carbon footprint, conserve resources, and inspire others to follow suit.
Remember when Tim Cook said he wanted Apple to be a “force for good” in the world, in terms of sustainability?
In keeping with Apple’s plans to use 100% renewable energy to power all of its facilities, it has recently taken over a small hydroelectric project at a Central Oregon site, near to the company’s data center in Prineville.
Since these data centers consume massive amounts of electricity (read: the equivalent of a small city), Apple has been keen to explore alternative sources of energy to keep them in clean, renewable energy.
Tim Cook lashed out at shortsighted, bottom line-driven investors during Friday’s annual shareholders meeting — telling them to “get out of [Apple] stock.”
The exchange concerned the conservative think tank National Center for Public Policy Research, which was pushing Apple to disclose the cost of its sustainability programs, and the impact this had on the company’s earning power.
Cook was asked about Apple’s plans to have 100 percent of its power come from green sources — and whether this was the case only because of government subsidies on green energy.
Asked to commit point-blank to only pursuing moves immediately profitable to Apple, Cook responded with anger — noting that Apple does many things because they are right and just, and not simply about making a return on investment (ROI).
Concerned with the growing problem with eWaste? Want the ability to upgrade and repair your own electronics? Believe that the throw-away mentality needs to change for the sake of sustainability?
So does iFixIt, teardown-masters extraordinaire and longtime information and parts resource for Apple users. They have just published the Self Repair Manifesto, along with an ambitious call to action to create – via crowd-sourcing – a Wikipedia-style Free Repair Manual for devices of all kinds: electronics, appliances, even a few cars.
Though much of the buzz in the wake of today’s “Back to the Mac” event has been about the pair of sleek new MacBooks Air that Steve whipped out during one more thing (guilty as charged), the most revolutionary announcement was the Mac App Store. In one slide, Apple flipped the way people buy software for PCs on its head. Big ad budgets will soon be less important than a good relationship with Apple.
There’s a lot to debate about the Mac App Store (which we’ll do from now until a few years after its launch), but I want to touch on something no one is talking about yet: it makes Apple the greenest computer company on the planet.