Somewhat overshadowed by Easter celebrations, last Tuesday marked the 44th annual Earth Day (the first one was on 22 April 1970), an event that the powers that be at Apple are taking increasingly seriously.
In time for the occasion this year, Apple updated the content on its Environmental Responsibility website. It also released two new videos. The first is on the website and was put together to highlight the ‘Better’ campaign. Narrated by Apple CEO Tim Cook, it explains how his company is dedicated to running its affairs in a way that is ‘better’ for the environment.
The short film includes beautifully framed shots of solar power plants and images of Apple products in production. “Better. It’s a powerful word and a powerful ideal,” says Cook in the narration. “It makes us look at the world and want more than anything to change it for the better, to innovate, improve, to reinvent, to make it better.” You can watch the video here.
The second video released by the company was also part of the ‘Better’ campaign, but this one focused on the new Apple Campus 2 project. It showed a series of renderings of the building and featured commentary from revered British architect Sir Norman Foster, who designed the building. The project was conceived with the idea to “bring California back to Cupertino”, meaning the past ‘fruit bowl of the land’ connotations are referenced in the numerous trees and green elements of the campus.
Foster reminisces about Steve Jobs’ vision for the building, recalling an early phone call when Jobs said to him, “Don’t think of me as your client; think of me as one of your team.” You can watch the three-and-a-half-minute video here.
Not content with putting out some pretty images in film Apple has also been spreading its green message elsewhere.
The environmental responsibility page on the company’s website (where you can watch the ‘Better’ video) underlines Apple’s decreasing use of electricity in the sleep modes of the iMac, ranging from the 35 watts used by the 1998 version to the mere 0.9 of a watt used by the 2013 machine. The page goes on to detail how Apple is working to minimise the use of toxins in production and explains the company’s recycling policy.
Apple also ran a full-page ad marking Earth Day in newspapers across the UK, with the headline, “There are some ideas we want everyone to copy” – a clever but sly line that managed to spruik the company’s green credentials while also containing a little dig at Samsung and the patent infringement court case currently underway in the US.