For many years, Apple has emphasized how committed and active it is in the areas of environmental protection and sustainable production. The annual report has now been published in which Apple documents its current progress. The goal is clearly formulated. By 2030, greenhouse gas emissions are expected to fall by 75 percent compared to 2015, and the group wants to offset the remainder with certificates. At the same time, Apple emphasizes that it has already reduced its own emissions by more than 60 percent. Since 2020, company locations have also been completely climate-neutral – although this only refers to the offices and facilities operated by Apple itself, whereas the majority of emissions come from the supply chains. On the environmental side, Apple demonstrates these advances with many examples. The group names more than 38 million megawatt hours from the Supplier Clean Energy program in 2025, 100 percent fiber-based packaging for all new products and particularly prominent individual examples such as the MacBook Neo. Once again it is said that this consists of 60 percent recycled materials – although Apple has switched to the marketing-friendly measurement unit “recycled materials in relation to total weight”. The aluminum casing makes up such a large proportion of this light device that the value was easily achieved.
Apple’s chosen “highlights” of the new report
Distinctive environmental strategy – presented in a marketing-effective manner
As we said in our previous article “Apple and the environmental protection mantra – real role model or greenwashing and PR staging?” had stated accordingly: Compared to many other technology companies, Apple actually relies on an unusually concrete and distinctive environmental strategy. When presenting yourself, you naturally pick out examples that sound like comprehensive successes. However, continued high residual emissions, model assumptions that are difficult to measure and the subsequent dependence on compensation measures are given less weight in the press releases. However, Apple does not hide the points mentioned in the detailed report and visualizes them in this graphic, among other things:
