Apple has faced criticism over its short film showing Oscar-winning actress Octavia Spencer portraying Mother Nature scolding Apple CEO Tim Cook and staff over their green credentials. The tech giant has been accused of "greenwashing" its carbon footprint.
(Photo : Apple Official YouTube Channel)
In 2020, Apple promised to bring its entire carbon footprint to net zero by 2030 — through innovations in materials, clean energy, low-carbon shipping, and restoring natural ecosystems.
Apple Makes an Environmental Skit
During Apple's annual product launch event, "Wonderlust," on Tuesday, a five-minute video unfolded along with the release of their new products, including the iPhone 15 Pro.
In the clip, Tim Cook and his team eagerly wait for the arrival of Octavia Spencer at Apple's headquarters in Cupertino, California. As the scene unfolds, Spencer, as Mother Nature, grills the group about Apple's environmental promises.
New York Post reported that the video emphasizes Cook's commitment to achieving a carbon-neutral status by 2030. Spencer reminds Cook of his promise to bring the tech giant's entire carbon footprint to zero by 2030.
Referencing to Cook as the famed naturalist and "Walden" author Henry David Thoreau, she quotes his words about "a profound opportunity to build a more sustainable future for the planet we share."
As Mother Nature's words settled in, Cook and his team, gathered in the conference room, faced her probing questions. In response, Apple executives have cited a list of steps the company has taken to achieve carbon neutrality.
They said among them were eliminating plastic from its packaging and operating on clean energy. One staffer tells Mother Nature that their ambitious target is to permanently remove carbon from the atmosphere.
Cook then emphasized the ongoing transformation of nearly every facet of their operations aimed at reducing their ecological impact.
"As you can see, we've innovated and retooled almost every part of our process to reduce our impact on the planet... But there's still a lot more work to do," the Apple CEO said.
You can see the whole video here.
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Apple Receiving Criticisms From Social Media Users
Shot at Apple's sprawling 1 Infinite Loop headquarters in Cupertino, the glossy skit raised eyebrows among many. The video did not escape the sharp scrutiny of social media users, who did not hesitate to express their skepticism.
According to Daily Mail, journalist Peter Lloyd was among those who questioned the production, pointing out the irony of mass-producing products in China, a country known for its substantial carbon footprint.
One intriguing assertion from a purported "Apple worker" in the video was the company's claim of planting "forests" in Paraguay and Brazil. It is worth noting that this comes in the wake of a report that accused several major tech companies, including Apple, of "greenwashing."
The term "greenwashing" refers to the practice of making grand environmental claims without providing comprehensive reports to shareholders or the general public regarding their actual contributions.
Marine biologist Tim Lamont emphasized that no business had achieved flawless reporting across all aspects. During the skit, Apple highlighted the materials used in their products. However, it's essential to note that Apple's stance on materials sourcing has not always been so commendable.
In 2016, the tech giant faced allegations from Amnesty International and African Resources Watch of lax oversight of its cobalt supplies. Cobalt mining has been associated with dangerous workers' exploitation and other severe environmental and social issues.
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