Last month, Apple made a big claim at its event about two carbon-neutral Apple Watches, the Series 9 and Ultra 2. However, the European consumer organization, BEUC, has dismissed this claim as “bogus” today.
According to the European Union, it will soon be illegal to make carbon-neutral claims for a product if those claims rely on offsetting credits to balance out the actual greenhouse gas emissions produced during manufacturing…
Apple’s Carbon-Neutral Apple Watch Claims
In the Apple Watch Series 9 press release, Apple used the term “carbon neutral” a total of 24 times to emphasize its commitment to the environment.
For the first time, customers can choose a carbon-neutral option for any Apple Watch…
“At Apple, we are dedicated to creating products that customers love while also protecting the planet. This year, we achieved a significant milestone towards our Apple 2030 goal,” said Lisa Jackson, Apple’s VP of Environment, Policy, and Social Initiatives. “We reduced carbon emissions from materials, electricity, and transportation through innovation and design.”
However, buried within the release is the admission that this claim is based on offsetting credits.
Emissions were reduced from the three main sources of greenhouse gases: materials, electricity, and transportation. The remaining emissions are offset using high-quality carbon credits from nature-based projects.
These emissions amount to approximately 7 kg to 12 kg per watch.
Europe Describes Claim as ‘Bogus’
The Financial Times reports that the European consumer organization has rejected Apple’s use of the term “carbon neutral”.
Consumer groups reacted strongly to the US tech giant’s decision to rely on credits to cancel out the 7-12 kg of greenhouse gas emissions from each new Apple Watch, following the EU’s crackdown on “greenwashing”.
“Carbon neutral claims are scientifically inaccurate and mislead consumers,” said Monique Goyens, director-general of BEUC, the European consumer organization. “The recent EU decision to ban carbon neutral claims will rightfully eliminate such misleading messages, and Apple Watches should be included.”
BEUC’s mission is to defend consumer rights across Europe.
BEUC represents 45 independent consumer organizations from 31 countries. Our main role is to advocate for them with EU institutions and protect the interests of European consumers. Our acronym comes from our French name, ‘Bureau Européen des Unions de Consommateurs’.
Nonprofit Carbon Market Watch also criticized the use of offsetting as an “accounting trick”.
“It’s misleading to give consumers the impression that buying the Watch has no impact on the climate,” said Gilles Dufrasne, a policy officer at Carbon Market Watch, partly funded by the EU. “It’s accounting tricks.”
One Apple Offset is Extremely Temporary
Even if offsetting credits are considered legitimate, Apple’s use of timber plantations has faced criticism for providing only short-term carbon savings.
Apple claims that the credits will compensate for emissions associated with the Watch’s manufacturing, shipping, and charging over its lifetime, thanks to the carbon absorbed by timber plantations and reforestation projects.
“Trees are turned into pulp and cardboard or toilet paper,” said Niklas Kaskeala, a carbon credits advisor. “The carbon stored in these products is released back into the atmosphere very quickly.”
Nevertheless, it is acknowledged that Apple is ahead of most companies in reducing emissions related to its Watch, achieving an 81% reduction compared to 2015 production.
Carbon Neutral Claims Set to be Banned in Europe
The European Union has recently announced plans to ban carbon neutrality claims in marketing materials that rely on offsets, which includes 100% of such claims. While not yet finalized, the ban is expected to be implemented in 2026.
9to5Mac’s Take
Arguments can be made for both sides. The reality is, there is no such thing as completely carbon-neutral manufacturing. The best a company can do is account for the carbon emitted during production and purchase offsetting credits accordingly.
Apple’s use of offsetting credits heavily relies on forests, and while some portion of those forests remain intact, most trees are eventually harvested for paper production, resulting in a loss of carbon neutrality.
It is fair to say that Apple’s claims are misleading, although calling them “bogus” might be a bit extreme.
On the other hand, it is undeniable that Apple is leading the way in reducing their carbon footprint among tech giants and has made significant progress. Apple actively encourages and supports its supply chain in addressing their own environmental impact.
As we have previously mentioned, the most effective way to achieve true carbon neutrality is by utilizing the products we already own.
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