Every Macworld brings something new to Mac lovers. This year, Steve Jobs pulled out an interoffice envelope, opened the flap and revealed the new "MacBook Air" – the thinnest notebook computer on the planet. For us though the highlight of the show, was Steve talking about the environment in his keynote speech for the first time. It’s a big step for Steve and we would like to congratulate all the Apple fans who helped us with our greenmyapple campaign. You made this happen!
Last May, Steve got us excited when he finally answered the 50,000 mac fans who wrote to him and announced that Apple would be going green. Steve's commitment was not everything we asked for but it did include a commitment to the phase out of the toxic chemicals Brominated Fire Retardants (BFRs) and Polyvinyl Chloride (PVC) by the end of 2008.
In June last year Apple launched the iPhone. We had hoped that the iPhone would be Apples' first step towards a green product but Steve missed the call, but it seems that Steve has come back with a winner at this years' Mac World.
This time Steve is on the right path for a green Apple. The MacBook Air is a strong entry in the race to build a green PC. As a mercury and arsenic free laptop it exceeds European Standards (RoHS directive exemptions) and raises the bar for the rest of the industry. The BFR and PVC free printed wiring on the motherboard is a big step forward, but not a first. Sony achieved that last November.
The MacBook Air has less PVC and BFRs than other Mac computers, but it is not entirely free from those hazardous chemicals. Had it been it would have made Apple an ecological leader.
With their product design on the right track Apple needs to make environmental leadership the theme of all its products - old and new. That means green design as standard right through the product line and a real global commitment to take back and recycling.
We can almost taste that Green Apple, unfortunately it's not ripe yet.