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As Apple races towards its ambitious goal of achieving complete carbon neutrality by 2030, the tech giant wants its users to rest assured that they won’t be footing the bill for the company’s environmental endeavors. Lisa Jackson, Apple’s Vice President of Environment, Policy, and Social Initiatives, recently addressed this commitment at the Reuters NEXT conference, emphasizing that Apple refuses to increase product prices to cover the expenses associated with its carbon reduction initiatives.
During her presentation, Jackson reassured consumers that Apple does not impose a premium on its products to fund environmental initiatives. “We don’t factor in a premium to take care of the work that we’re doing,” she affirmed. This underscores Apple’s dedication to making sustainable practices accessible without placing a financial burden on its customer base.
Jackson credited Apple’s CEO, Tim Cook, for setting the tone when it comes to the company’s environmental initiatives. She expressed a desire to demonstrate that Apple’s commitment is not a mere marketing strategy but a genuine effort to incorporate clean energy and recyclable materials into manufacturing processes while reducing emissions. “It’s because they understand how to make clean energy and recyclable materials work in the manufacturing chains and drive emissions down,” explained Jackson.
Apple’s commitment extends beyond carbon neutrality, with a focus on recycling rare earths and other materials. Jackson highlighted the company’s collaboration with smaller businesses, emphasizing Apple’s role in investing and scaling initiatives that benefit not only the tech giant but also the broader industry. This approach aligns with Apple’s mission to lead and inspire positive change in the tech sector’s environmental practices.
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Apple’s dedication to sustainability is evident in the recent launch of the Apple Watch Series 9, touted as the company’s “first-ever carbon-neutral product.” The Apple Watch SE 2 and Apple Watch Ultra 2 also join the ranks of carbon-neutral devices. It’s worth noting that this designation applies to specific case and band combinations, showcasing Apple’s nuanced approach to incorporating eco-friendly practices into its product lineup.