Yesterday we were listening closely to Apple's announcement of their new MacBook line up - Steve definitely put a lot of emphasis on the green elements of the new MacBooks - reduced toxics, more energy efficient, less packaging. All good news, but in our campaign for greener electronics we were looking for the new MacBooks to be the first computers completely free of toxic PVC plastic and brominated flame retardants (BFRs).
A check of the full specs revealed the MacBook Pro, MacBook and MacBook Air - as well as the LED Cinema Display will now have internal cables free of PVC and will have internal components containing no BFRs. Not quite the breakthrough we were hoping for. These new MacBooks are currently on a similar level of toxics reduction to the Sony Viao laptop series on PVC, and the Lenovo Think Vision in monitors. The BFR free internal components represent an improvement from the bar set by the Vaio line.
However while most including us were examining the specs of the new MacBooks, Steve released a long awaited (but much less hyped) update to his May 07 Greener Apple statement made in response to our successful GreenmyApple campaign. It makes very interesting reading, here are the highlights:
On toxics:
The greatest of these challenges has been eliminating PVC and BFRs, which many other companies have only promised to phase out of certain parts like enclosures or printed circuit board laminates. In contrast, we are removing all forms of bromine and chlorine throughout the entire product, not just PVC and BFRs. Apple has qualified and tested thousands of components and mechanical plastics as bromine and chlorine free, and we are in the final stages of developing and certifying PVC-free power cables.
I'm proud to report that all of Apple's new product designs are on track to meet our 2008 year-end goal(to eliminate PVC and BFRs).
On recycling:
In 2007, we achieved a recycling rate of 18.4%, which blew away our target of 13%. Our goal for 2010 was 28%, and we'll beat that in 2008-two years ahead of schedule.
On climate change:
We decided to measure the emissions produced at each stage of a product's lifecycle, from production and transportation to consumer use and eventual recycling. Starting today, Apple will report this information for each new product we introduce, so our customers will better understand the progress we're making.
By far the most significant announcement that will resonate within the industry is fact that Apple is on course to be completely PVC and BFR free across in product range by end 2008. This will be a first for a computer maker and lays down the challenge to competitors such as HP, Dell, Lenovo, Acer and Toshiba. All have pledged to remove these chemicals from PCs in 2009. But if Apple has solved the challenges involved there's no excuse for any of these companies not to follow Apple's lead on toxic chemicals elimination now and not wait until the end of 2009.
The increase in recycling rate and more disclosure on Apple's carbon emission should ensure Apple's score increases in our next version of the Guide to Greener Electronics.
While Apple, and other top electronic companies, still face many challenges on the road to truely green electronics, it can only be a good thing to see a top CEO and high profile a public figure as Steve Jobs devoting significant time to environmental concerns at Apple.