David Bridges
Highlights
- Event: Apple recently hosted its “Awe dropping” event, highlighting its wearables.
- Claims: The new Apple Watch Series 11 does not claim carbon neutrality, following legal scrutiny.
- Materials: The watch features 40 percent recycled content, including 100 percent recycled cobalt and titanium.
- Production: Apple asserts the watch is manufactured with 100 percent renewable electricity.
Apple hosted its “Awe dropping” today, but wearables also got their moment in the sun, including the announcement of the . In recent years, the company has made some big environmental claims around its smartwatches, but after facing some legal scrutiny overseas, the language for this new Apple Watch generation’s green cred is notably more muted.
Starting with the Apple Watch Series 9, the company claimed that select models of the watch could be carbon-neutral, and those calls were echoed in some branding for the Apple Watch 10. However, a regional court in Frankfurt, Germany, last month that Apple could not call its smartwatch carbon-neutral because the carbon-offset program it was using was on land that it had only leased through 2029. Apple’s environmental plan didn’t account for how it would handle the carbon offsets after that date, meaning the ‘carbon-neutral’ claim was unfounded and violated competition laws, according to the ruling.
It seems like the sort of case Apple is likely to appeal, although we haven’t heard them make any announcement yet about possible next steps. But the action does seem to have influenced how the company is talking about its new Apple Watch Series 11. In the official about the Watch 11, the environmental impact section still notes some stats, but there’s no mention about carbon-neutrality for this particular wearable. Here’s what the company says instead:
“Apple Watch Series 11 is now made with 40 percent recycled content, which includes 100 percent recycled cobalt in the battery, and 100 percent recycled titanium or aluminum in the case, and titanium cases are made using an innovative 3D printing process that uses just half the raw material as previous generations. It is manufactured with 100 percent renewable electricity, like wind and solar, across the supply chain.”
There could still be some skepticism about how accurate these claims are; Apple wouldn’t be the first or the only one to cherry-pick stats for marketing. And while it is no longer making the statement about the smartwatch, Apple does claim in the release that it “is carbon neutral for its global corporate operations.”
Brandon Fletcher
