Greenpeace activists project supporters’ messages on the wall of Apple headquarters urging them to clean their cloud

Feature story - May 15, 2012
Toronto, ON—Greenpeace activists projected Facebook posts, tweets, and photos from supporters onto a wall of the company’s Cupertino headquarters last night, asking Apple to clean their iCloud by powering those data centres with renewable energy instead of coal.


—Greenpeace activists project Facebook posts, tweets, and photos from supporters of the Clean Our Cloud campaign onto Apple's Cupertino headquarters early Tuesday, May 15, 2012.


“Apple’s executives have ignored the hundreds of thousands of people asking them to use their influence for good by building a cloud powered by renewable energy,” Greenpeace Canada Climate and Energy unit head Christy Ferguson said. “We love Apple’s iPhones and iPads, but we don’t want to use an iCloud fueled by the smog of dirty coal pollution.”


The activists used a high-tech laser projector to post the messages and live-streamed the action back to supporters around the world, who watched as their requests of Apple were spelled out in real time on the company’s wall.

Over 215,000 people have signed the Clean Our Cloud petition asking Apple to power its iCloud with clean energy since Greenpeace International launched its campaign last month.

 “How Clean is Your Cloud?” Greenpeace International’s recent report, evaluated fourteen IT companies on key elements needed to build a clean cloud, including the electricity supply for over 80 data centres. The report found that Google and Yahoo are showing commitment to clean energy but Apple, Amazon and Microsoft rely on coal and nuclear energy to deliver their clouds.

Apple has made a limited investment in renewable energy for its data centre in North Carolina. However, as the facility expands more and more electricity will be provided by coal-fired power plants from Duke Energy.

“For a company known for its innovation, Apple is being left in the dust by companies like Facebook, Google and Yahoo, all of whom have taken steps and adopted policies to ensure that their clouds are increasingly powered by clean energy,” Greenpeace International IT Analyst Casey Harrell said.

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