![Take a Byte of Apple With a Pinch of Salt](https://img.etimg.com/thumb/msid-104168310,width-300,height-225,imgsize-6354,resizemode-75/take-a-byte-of-apple-with-a-pinch-of-salt.jpg)
The video's jubilant parade of claims might lull you into believing Apple's journey towards carbon neutrality is much farther along than it actually is. The reality is far from it. Apple aims to achieve a 63% reduction in GHG emissions by 2030, from a 2019 baseline. It is using the questionable mechanism of carbon credits to offset the remainder to make the carbon-neutrality claim, taking advantage of the lack of a standardised meaning for the term. Even by 2050, the company is only hoping to achieve a 90% reduction in GHG emissions. Its claim that it is now selling carbon-neutral Apple watches is also reliant on carbon credits-based offset mechanisms, which are deemed contentious among climate activists and scholars.
Apple does creditable sustainability work. It should avoid using slick marketing to exaggerate its climate ambitions.
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