Apple focuses on sustainability through innovative product design that reduces environmental impact at each stage of the product lifecycle. Their approach is to make sustainable products attractive to customers through beautiful, cool design rather than focusing on environmental credentials. This has allowed them to grow revenue faster than carbon emissions. Apple analyzes where emissions come from and works to lower manufacturing, transportation, use, and recycling impacts through smaller, more efficient product design. Their sustainability efforts have positioned them as a top sustainable company.

1. Sustainability at Apple
Take the lecturing out of the issue and make sustainability cool, sexy and desirable

2. What sustainability movement can learn from Apple?
• Marketing at Apple? Making sustainability practical
• Environmental credentials? “Look how green we are”
• Sustainable lifestyles – What customers “care” about
• Engaging millions of people in sustainability by making sustainable
products attractive to them
• That is, by producing beautiful, cool, socially normal and
fashionable products and making “sustainability” attractive
Bigger picture. Better products. Smaller impact.

3. Revenue Growth vs. CO2 emissions growth: Between 2008 and
2010, Apple has grown at 74% while the growth in CO2 emission is at
57%
Outpacing the industry in revenue growth while reducing CO2 emission
74%
Revenue Growth
Carbon Footprint
57%
2008 2010
 Apple design products to use less material, ship with smaller packaging, be free of toxic
substances used by others, and be as energy efficient and recyclable as possible

4. Apple has used a comprehensive life cycle analysis to determine where the
greenhouse gas emissions come from - 98% is directly related to the products
while 2% to the facilities
Total gas emission at 14.8m MT
46%
6% 45% 2%
1%
Total Manufacturing Transportation Product Recycling Facilities
footprint use
 Efforts to reduce the CO2 emission is dealt with, at every stage

5. Manufacturing

6. Manufacturing: Development of smaller, thinner and lighter products
with less carbon emission yet more powerful than previous generation
Removal of toxic materials/supplier code of conduct
2007 Apple TV 90%
2011 Apple TV Reduction
1998 15" iMac 50%
2011 21.5" iMac Reduction
2007 Mac mini 52%
2011 Mac mini Reduction
2006 15" MacBook Pro 21%
2011 15" MacBook Pro Reduction
2010 iPad 5%
2011 iPad 2 Reduction
 15-inch iMac, is designed with 50 percent less material and generates 50 percent fewer emissions
 Even the iPad became 33 percent thinner and up to 15 percent lighter in just one
generation, producing 5 percent fewer carbon emissions.

7. Transportation

8. Transportation: comprise 6% of CO2 emission, Apple develop thin and light yet
protective product packaging to reduce emissions. Saving one 747 flight for
every 371,250 units apple ship
2007 iPhone
2010 iPhone
 The packaging for iPhone 4 is 42 percent smaller than for the original iPhone shipped in 2007
That means that 80 percent more iPhone 4 boxes fit on each shipping pallet, more pallets fit on each
boat and plane, and fewer boats and planes are used — resulting in fewer CO2 emissions.

9. Product use

10. Product use: amounts a significant portion (45%) of CO2 emission, Apple
designs product to be more energy efficient and maximising battery life
48.4 CO2 (g) emission per hour of product use
10.5 10.5
7.4
2.5 1.7 1.2
60-watt 13-watt 2011 2011 11" 2011 2011 2010
Incandescent CFL Mac Macbook Air iPad2 Apple iPhone 4
light bulb lightbulb mini TV
Mac mini uses even less power than a single 13-watt CFL lightbulb, making it the most energy-
efficient desktop computer in the world

11. Recycling

12. Recycling focus begins at the very design stage to use less and
recyclable material
Recycling programs in over 95% of countries
GOAL
6.1% 9.5% 41.9% 66.4% 70%
2005 2006 2008 2009 2010-15
 The MacBook Pro battery can be charged up to 1000 times compared to 200-300 times for other
notebooks
 Apple far surpasses the last reported numbers from Dell and HP, which were each lower than 20
percent

13. And today Apple features at #2 in the Top 25 sustainable
value creators in the world
Source: BCG report on sustainability

14. Thank you!
Economy
S
Environment Society

15. Sustainability at Apple
Economy
S
Environment Society
“Imagine, if you will, three overlapping circles: one representing economic needs, one representing environmental
needs, and one representing community social needs. The area where the three circles overlap is the area of
sustainability, the areas of livability – the area where all the threads of quality of life come together. If we are to ‘have
it all’, we must recognize that these three circles are not separate, unrelated entities.”
~ John Kitzhaber, Governor, State of Oregon (2000)