No, MKCREATIVEmedia doesn’t wield that kind of influence over 1 Infinity Loop. Or any influence, really. But about two hours ago we posted a summation of Apple’s withdrawal from the very EPEAT environmental standards the corporation helped establish over a decade ago. Our little contribution to the issue was not technological or particularly environmental, but political: Apple (and any other corporation, bank, investment firm, media conglomerate…) wants to set the rules, follow the rules, and be umpire of those rules (for itself) all at the same time.
Well, difficult to say that Apple called a foul on itself. But retiring Senior Vice President of Hardware Engineering, Bob Mansfield, has released aexplaining why Apple has decided to return to the EPEAT community!
Here are excerpts of his letter:
We’ve recently heard from many loyal Apple customers who were disappointed to learn that we had removed our products from the EPEAT rating system. I recognize that this was a mistake. Starting today, all eligible Apple products are back on EPEAT.
It’s important to know that our commitment to protecting the environment has never changed, and today it is as strong as ever….
For example, Apple led the industry in removing harmful toxins such as brominated flame retardants (BFRs) and polyvinyl chloride (PVC). We are the only company to comprehensively report greenhouse gas emissions for every product we make, taking into account the entire product lifecycle. And we’ve removed plastics wherever possible, in favor of materials that are more highly recyclable, more durable, more efficient and longer lasting.
Our relationship with EPEAT has become stronger as a result of this experience, and we look forward to working with EPEAT as their rating system and the underlying IEEE 1680.1 standard evolve. Our team at Apple is dedicated to designing products that everyone can be proud to own and use.
Sure, Apple wants those government contracts back. But what might also be striking about this volte face is Apple is tacitly admitting it didn’t expect much of a public reaction to their leaving the coalition. “I mean, really! Our stuff is greener than most anybody’s anyway. Why all this fuss?” We can see Apple’s decision on its decision as one little victory for the common person and her/his social networking tools.
Of course, we’re complaining about our latest iPads, whereas people are risking their lives on social networks in Syria and Egypt. But let’s take our wins where we can. And no, MKCREATIVEmedia won’t be taking credit for this change of policy.