@ChrisJWilson I mant to come back to this the other day! But the two points I would make about the timing of Apple’s environmental efforts and possible greenwashing, you’re right about Apple taking a more active role on environmental issues after the ciriticisms back in the early 2000s. Greenpeace was notably vocal in their criticisms but Apple didn’t do much to respond on environmental specific issues until after Tim Cook took over after Steve passed. Which is to say, I think their efforts on the environment have more to do with Tim Cook than previous criticisms. Steve didn’t seem to care much about Apple making statements or becoming involved in social or environmental issues. Tim changed that.
A second point, I would say that when Apple responds to criticisms by changing behavior that it’s likely a good thing. Sometimes they do so begrudgingly, but in the case of climate and environment my observations are that they actually do care. If you’ve never had a chance I’d suggest checking out apple.com/environme… They’ve gone quite deeply in how they address their environmental impact with annual reports dedicated to the efforts.
I think it’s understandable that so many are skeptical. In general capitalism as an economic system has failed miserably at social and environmental responsibility. The focus is always maximizing short term profits via increasing growth. It’s exceptionally rare for companies to take a real position and action on the environmental impact of their operations. But looking at these annual reports what I see is a company that is actually making real and substantial efforts. If there’s another company on the planet making this kind of effort I’d love to see it pointed out.
All that said, I still don’t think capitalism is capable of actually addressing the myriad ecological crises that we find ourselves in. Largely these crises are, in fact, the result of capitalism as a system that requires perpetual, endless growth and consumption. That’s not compatible with long-term balance with a finite planet and fragile ecosystems. Even Apple with its efforts is still a company that perpetuates constant consumerism. They’re doing far more than most to ensure re-use, recycling and better, socially-ecologically responsible sourcing but it’s within the framework of constant growth.