Background - 26 April, 2010
Apple is so well-branded it might come as a surprise to some to know that the company historically scored low points on the Guide to Greener Electronics for a lack of transparency and unwillingness to report on its environmental policies. It might be the best branded electronics company, but this doesn’t absolve it of responsibility.

Chart of Apple's score over time

After the Greenpeace “Green My Apple” campaign, the company did however become the first laptop maker in March 2009 to eliminate toxic poly vinyl chloride (PVC) and brominated flame retardants (BFRs).

So far so good. But Apple still has some work to do. At the moment, the company has been very weak on its climate and emissions reductions policies. Although it boldly quit the US Chamber of Commerce in protest of climate-unfriendly lobbying in Congress, the company needs to take real action to become a leader on climate or risk losing out on its green credentials.

Apple's visibility gives it potential as an environmental leader, something it should embrace or lose out to others. Indeed, Apple's position has been slipping slightly in recent rankings.