Hoping to learn a bit about how to give and take: Apple takes on what it means to be Green
Hoping to learn a bit about how to give and take: Apple takes on what it means to be Green
Submitted by Alexa Booth on Fri, 01/18/2008 - 17:51.
Just like the song in their Macbook Air ad, Apple is "Hoping to learn a bit about how to give and take". With the release of their new laptop, Apple finally seems to be getting behind green movement. (Lyrics to New Soul by Yael Naim, the music behind the new Macbook Air ad.)If you're unfamiliar with Apple's latest laptop, it's been named the "World's Thinnest Laptop", being displayed in an envelope, check out the ad If you haven't already seen it in action:
This new macbook is cause of much chatter both from the new design and portability possibilities, and also the start of a 'greener macbook'. I found the lyrics to the ad appropriate, being a laptop that is brand new and just starting to realize that moving towards sustainability is necessary and they are beginning to take action in reducing the damage to the earth. It's curious the link to the two, and I wonder if there was any thought put into these issues when the song was chosen or if it was chosen for the catchy La-la-la's similar to Feist in the Nano ad.
There are a few issues that I started thinking about, first, the possibility of less packaging, and smaller bags for carrying laptops. The 'envelope' presentation actually inspired two folks to create a very thin handmade fleece envelope sleeve and
while this particular bag isn't made of sustainable materials, it is handmade and is pretty cool, and probably uses less material then other sleeves. Maybe this is insignificant, but reducing is a good thing, even in small amounts.
Apple actually created a green page entitled Apple and the Environment and A Greener Apple that tries to dispel criticisms about Apple's less than green practices.
Among other things:
- "Apple plans to completely eliminate the use of arsenic in all of its displays by the end of 2008."
- "Apple plans to reduce and eventually eliminate the use of mercury by transitioning to LED backlighting for all displays when technically and economically feasible."
- "Apple products are designed using high quality materials that are in high demand from recyclers."
We'll just have to take Apple's word on these 'plans', as as it is carefully worded as a 'plan' there is no obligation to achieve these goals.
"MacBook Air embodies Apple’s continuing environmental progress. It consumes the least amount of power of any Mac and is also designed with the following features to reduce environmental impact:(From Apple's website)"
- Highly recyclable aluminum enclosure
- Mercury-free LCD display with arsenic-free glass
- PVC-free internal cables
- Largely recyclable, low-volume packaging ENERGY STAR.
- Meets ENERGY STAR requirements EPEAT Silver rating.
- MacBook Air received a Silver rating from EPEAT
Treehugger actually blogged about the macbook air, and received some mixed comments regarding how green this laptop actually is and whether or not they should be blogging about it. Comments ranging from people glad to see Mac choosing to go Mercury and PVC free and it being 'better than any other PC [they've] seen', to others upset at Treehugger for blogging about the laptop, and Apples wasteful uses of Aluminum, to bringing up the fact that nothing is replaceable on this macbook. Treehugger followed up to the abundant negativity with a poll asking readers what they actually thought about their post.
I voted good for Apple. It's a great start. I say this because, as a "tech-loving hippie" I will never have a perfect world, technology will never be good for the earth or nature, industry will always be destructive, but there are things we can do to minimize this effect. (ie. giving and taking-- which is why that song is so effective in my mind).
The steps apple has taken with the macbook air is encouraging, especially considering how popular they have become, I've excited to see what they come up with in the future, because as much as I love natural and eco-friendly alternatives, I *can't* live without laptops/computers/technology.
I'll just be happy when my bamboo xbox is released.
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