It's great that Apple Inc. (Nasdaq: AAPL) has been exemplary at satisfying its most important constituents -- shareholders and customers -- because, right now, the company doesn't seem to be in the good books of some other industry observers, this time labor activists and environmentalists.
Greenpeace today joined the list of institutions, agencies, and individuals that have been sharply criticizing Apple in recent weeks, but this time the focus of the complaint is on the company's record in the area of environmentally friendly and low-energy footprint products and operation. In a statement today, Greenpeace said it did not include Apple in its latest "Cool IT Leaderboard" report because the company had not demonstrated commitment to helping reduce the impact of its products on the environment.
In its press release, it said further about Apple: "It has not demonstrated leadership or elected to pursue market opportunities to drive IT energy solutions that many of its competitors have, despite record profits and large cash reserves."
Facebook (Nasdaq: FB) is in the same black book, although recent actions taken by the company have improved its image with Greenpeace. The organization noted that Facebook "will be included in next year's Leaderboard" because it "has recently changed its policies and committed to a renewably powered Facebook and announced a partnership with Opower to use the Facebook platform to help its users compare their energy usage."
Essentially, getting a mention on Greenpeace's "Cool IT Leaderboard" requires a willingness by technology companies to leverage their real or presumed power and influence with suppliers to "transform the way we use energy, breaking our dependence on dirty sources of energy," according to the environmental watch organization. That's not all, the top companies on the Greenpeace Leaderboard also demonstrate commitment to the following goal:
By developing technology that allows users to monitor and prevent greenhouse gas emissions from everyday activities, ICT companies can provide society with solutions to phase out fossil fuels and drive the necessary changes needed to mitigate climate change impacts.
Many other technology companies got a ringing endorsement from Greenpeace for actions they've taken over the last years to develop a supply chain responsive to the environment. No. 1 on the overall Leaderboard this year was Google, followed by Cisco, Ericsson, Fujitsu, and Vodafone in that order. Also on the list are Alcatel-Lucent, Sharp, Softbank, IBM, Dell, HP, Microsoft, and Oracle. These companies outperformed because they not only actively introduced clean energy products in their operations but encouraged suppliers to adopt similar policies.
“Technology giants have a real opportunity to use their power and influence to change how we produce and use energy - Google tops the table because it’s putting its money where its mouth is by pumping investment into renewable energy”, said Greenpeace International IT analyst Gary Cook. “The IT sector might like to consider itself forward-thinking, but it is keeping far too quiet while the dirty energy industry continues to exert undue influence on both the political process and financial markets”.
I think apple may not really care about this as long as people love their products. I still wonder if there is any tablet that can beat an ipad or id there is any phone that can beat iphone. Only their products talk !!!!
It seems like Apple and Facebook are getting hit from everybody because of their size and constant media coverage. There are plenty of companies out there doing things much worse than these two, but going after high profile companies always brings media attention.
The MacBook laptops are the greenest laptops produced. Apple reduces the manufacturing energy required and the carbon footprint of its devices every year. Apple is building a solar power facility to power its data centers for iCloud. Even Apple gift cards are made out of recycleable or compostable bio-plastic.
I don't think Greenpeace would be happy unless they were put in charge of Apple's cash horde... Which would be a disaster for everyone involved.
Either that or they just want the media attention.
It seems Apple may have a technological problem in addition to being bashed by the media. Battery life of iProducts is notoriously short. The better performance of the iProds means battery depletion, and battery depletion means more frequent charging. Apple is not alone in this dilemma--better performing smart phones have the same drawback.
There are also two distinct aspects to a company's greening--its products and its in-house performance. Apple may well be building enviro-friendly facilities--I wonder if that should offset their product shortcomings (per Greenpeace. iFans love their products).
I thought software was especially minimal in its environmental footprint. Especially the cloud services that Facebook provides would seem to be devoid of environmental impact.
I'll have to take a closer look at how Greenpeace goes about ranking offenders. It's been a long time since they made news dodging the French navy, as they staged a direct action against nuclear bomb testing.
Wow! Reading your comment, it seems that Apple is the greenest company on earth? Hmm, See this 2011 Green Rankings and you will change your mind. Your greenest Apple is ranked 50th among 500 US ranked companies.
I think Greenpeace does us all a big favor by continually harassing the world's largest companies. It is a useful way to keep check on these megalithic companies.
It isn't that Apple is the greenest company on earth - rather its that Greenpeace makes it sound like they aren't doing anything / don't care at all.
Using your referenced link, Apple is ranked 50th out of a list of 500 companies - so they are one of the top 10% greenest companies... meaning 90% of companies do less / care less.
I support Greenpeace and their actions, but this just feels like a media grab. Go after the big polluters who actually don't care.
In recent time greenpeace is making quite confusing and political remarks. Perhaps, Apple may be far too advanced for them to understand concept of gree technology. People, soon avoid noticing greenpeace comments.
Yeah it can be considered in that fashion, Big companies are getting advertised freely and it helps to understand their activities and product details too.
By moving to the core of the industry and offerings services that keep the system humming, a group within the electronics market has rendered irrelevant the question of ownership and control of the supply chain.
EBN Dialogue enables and encourages you to participate in live chats with notable leaders and luminaries. Not only editors and journalists, but the entire EBN community is able to comment and ask questions. Listed below are upcoming and archived chats.
Archived Dialogues
Thailand Stages a Comeback Join EBN contributor Jennifer Baljko on Thursday August 23, 2012, at 11:00 a.m. EST for a live chat on how electronic manufacturers in Thailand have shored up their supply chain to reduce the impact of future natural disasters.
Euro-Crisis: What It Means for High-Tech Firms Join EBN Editor in Chief Bolaji Ojo and Contributing Editor Jennifer Baljko on Thursday, July 12, at 10:00 a.m. EDT for a Live Chat on high-tech and Europe's economic difficulties.
Microsoft Surface: Potential Winners & Losers What are the implications for the electronics industry supply chain of Microsoft Corp.'s decision to launch its own tablet PC? Join industry veteran and EE Times' systems and OEM expert Rick Merritt on Tuesday, July 3, at 12:00 pm EDT for a Live Chat on this subject.
Join EBN contributor Jennifer Baljko on Thursday August 23, 2012, at 11:00 a.m. EST for a live chat on how electronic manufacturers in Thailand have shored up their supply chain to reduce the impact of future natural disasters.
Peter Drucker famously said "Trying to predict the future is like trying to drive down a country road at night with no lights while looking out the back window." Yet in the razor's-edge world of electronics—with a lean supply chain and just-in-time demands—the need to know the future is vital.
You've heard the saying "the No. 1 supply chain risk is your people." That hasn't always been the case. But today's complex global supply chain requires a new type of multitalented employee. It's one who understands, finance, marketing, economics, is savvy with technology, graceful with relationships and can think analytically.
Where are these people? Are universities properly preparing the next generation supply chain professionals? How do train your existing workforce for these new, demanding positions?
Brian Fuller, editor-in-chief of EBN, will lead a 60-minute Avnet Velocity panel discussion that will ask and answer these and other questions swirling around today's supply-chain talent challenges.
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