Design by Phil D, Creative commons

Apple has just posted on its website that its has cleared the last hurdle in eliminating toxic PVC plastic and is the first PC maker to completely eliminate hazardous brominated flame retardants and polyvinyl chloride plastic in its new iMac and Macbook.

Removing PVC from PC power cords was the last step in Apple’s industry leading position on toxics elimination. Apple was first with PCs virtually free of BFRs and PVC (except for the power cord) in March this year. While HP recently produced their first BFR/PVC free (except power cord) model, Apple has again moved further ahead of the competition

While removing the last use of PVC might not sound like a big deal it means Apple’s new products will be safer and easier to recycle and cause less pollution at the end of life. There were significant technical and safety certification barriers to finding PVC alternatives but Apple has now proved it is now possible and has completed the phase out, while reducing product price and boosting profits.

Apple’s PVC free power cords are only available in certain markets currently but should be available more widely when safety certification is obtained.

This lays down the gauntlet to other major PC makers such as Dell, HP, Lenovo and Acer to catch up with Apple again, and we’ll be keeping up our pressure on them to match Apple’s lead.

A bit of history

Back in 2006 we launched our Green my Apple campaign because we knew Apple had the potential to lead the industry towards greener, less toxic products. Huge numbers of Apple fans also called for a Greener Apple and the new iMac and MacBook are the final steps on the road Apple started down with Steve Jobs May 2007 Greener Apple statement.

This news marks an active few weeks for Apple’s environment team. Apple deserves credit for these positive moves but also big credit to all those Apple fans who helped make environment a top priority for Apple.