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Apple launches 'Better' environmental campaign with Tim Cook-narrated video

post #1 of 59
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Apple on Tuesday unveiled a campaign that more clearly outlines the impact of the company's environmental initiatives, backing it up with a revamped environmental responsibility website and an introductory video narrated by CEO Tim Cook.



"Better. It's a powerful word, and a powerful ideal," Cook says to open the video. "It makes us look at the world and want more than anything to change it for the better. To innovate, improve, to reinvent. To make it better."

Cook goes on to say that the Cupertino, Calif. company is looking at ways to reduce its environmental footprint across a number of areas, from altering the materials used in its products to increasing their recyclability. He also calls out Apple's new data center designs and Arizona sapphire plant that are powered entirely by renewable energy.

"We have a long way to go and a lot to learn," Cook adds. "But now, more than ever, we will work to leave the world better than we found it and make the tools that inspire others to do the same."

The video is part of an updated environmental responsibility website which Apple has broken out into more descriptive sections -- Climate Change, Toxins, Finite Resources, and Our Progress. Each of the first three deal with ways in which Apple has altered its energy practices and products, while Our Progress features a letter from environmental chief Lisa Jackson and a bulleted list of major environmental victories over the past 13 years.

Some of the noteworthy achievements Apple highlights include:

  • Including both data centers and corporate campuses, 94 percent of Apple's energy is from renewable sources

  • Apple is working with suppliers to recycle water with a new Clean Water Program pilot

  • All Apple cables used in China are now PVC-free

  • Apple has signed the CERES Climate Declaration

  • Energy initiatives at facilities in Cupertino have saved enough energy to power 1200 homes per year

  • Over 1000 shared bicycles will be available at the new 'spaceship' campus

  • Over 90 percent of material Apple recycles is from products other than their own
post #2 of 59

And in before people whining about how Tim Cook shouldn’t have been the one to narrate this video, much less CEO.

Originally posted by Relic

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Originally posted by Relic

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post #3 of 59
Love how Apple is cranking out everything...except new products.
post #4 of 59
Quote:
Originally Posted by macinthe408 View Post

Love how Apple is cranking out everything...except new products.

 

I'd rather Apple focus on it's image rather than products for this part of the year. Image goes a long way and I don't want to see something like the Galaxy Gear get released because everyone is pushing them to reinvent the wheel, which Apple has never done, just refine it ;) 

 

I appreciate Apple's efforts in the environment and liked this video.

post #5 of 59

Didn't they tear down the old HP building and haul it to the landfill to make room for the new Cupertino campus?

 

Yes- Apple is better than most companies.  But they're still filling landfills.

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post #6 of 59
"Think better"?

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post #7 of 59
Quote:
Originally Posted by Andysol View Post

Didn't they tear down the old HP building and haul it to the landfill to make room for the new Cupertino campus?

Yes- Apple is better than most companies.  But they're still filling landfills.

No, the old building is being recycled and turned into offices for the homeless.

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post #8 of 59

Who is Apple trying to convince? Greenpeace? Who cares about them?

 

Apple has been "environmentally friendly" for a very long time now. Even in keynotes from many years ago, Apple would be touting how green and environmentally friendly their products are.

 

I think that the majority of Apple users are well aware of Apple's track record. I also believe that many non-Apple users do not care at all. They'll simply buy whatever is cheapest. 

 

If there was an Android tablet that came with this symbol on the box and it cost $49, then many people would be fighting each other to get one.

 

post #9 of 59
Quote:
Originally Posted by macinthe408 View Post

Love how Apple is cranking out everything...except new products.

 

You have the patience of a five year old at a birthday party, all sugared up and screaming for the balloon guy to make him another latex poodle.

 

The three years between the iPhone and the iPad is an exception to Apple's usual pace of product introduction.

post #10 of 59
Quote:
Originally Posted by Andysol View Post
 

Didn't they tear down the old HP building and haul it to the landfill to make room for the new Cupertino campus?

 

Yes- Apple is better than most companies.  But they're still filling landfills.

There's no creation without some destruction. And you don't know what all they're doing with the materials they tore down. Quit assuming.

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post #11 of 59
Quote:
Originally Posted by macinthe408 View Post

Love how Apple is cranking out everything...except new products.

You don't know what they're working on. The new products will come when they're ready. Quit parroting the Apple bashing party line.

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post #12 of 59
Quote:
Originally Posted by Apple ][ View Post

Who is Apple trying to convince? Greenpeace? Who cares about them?

Apple has been "environmentally friendly" for a very long time now. Even in keynotes from many years ago, Apple would be touting how green and environmentally friendly their products are.

I think that the majority of Apple users are well aware of Apple's track record. I also believe that many non-Apple users do not care at all. They'll simply buy whatever is cheapest. 

If there was an Android tablet that came with this symbol on the box and it cost $49, then many people would be fighting each other to get one.

1) Why can't they be doing it for themselves? I believe Cook believes what he stated in the video.

2) Being environmentally friendly isn't like getting a college degree where you can then stop learning and still retain that credential no matter how ignorant you become. It's like actually learning and you need to not only keep it up but progress. Even Dell is probably more environmentally friendly today than Apple a decade ago when Apple was leading the charge.

3) People don't simply choose what is cheapest. They choose what is cheapest for a perceived value. I'm sure you know people that were using WinPCs that didn't understand the value of the Mac you used until after they got one, or some Apple product before it clicked. Those intangibles that make the user experience better can be difficult to impossible to convey. In other markets Apple's products never weigh into the equation because the price is too far out of reach — the way a Rolls Royce Phantom (and driver) is out of reach for me — but they still weigh the perceived value among the items they can reasonably afford.

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post #13 of 59
Quote:
Originally Posted by macinthe408 View Post

Love how Apple is cranking out everything...except new products.

Just in 2013 alone…

  • 13" MBP refreshed twice that year.
  • 15" MBP refreshed twice that year.
  • 21.5" iMac refreshed twice that year.
  • 27" iMac refreshed.
  • 11" MBA refreshed.
  • 13" MBA refreshed.
  • The New Mac Pro was introduced after 9 years of the same cue design.
  • iPad Air was introduced.
  • Retina iPad mini was introduced.
  • High-end iPhone was refreshed.
  • Mid-range iPhone was introduced to tackle more markets and quickly took position number 2 and settled as number 3 for the world's most popular smartphone.
  • 16GB iPod Touch was introduced to tackle more markets.
  • New AirPort Extreme and Time Capsule with 802.11ac were refreshed and given a new design.
  • Mac OS X got a new name and a major overhaul, not to mention it was made free.
  • iOS was redesigned from the ground up to be a modern OS that eschews the gimmicky look of the 2007 design.
  • iWork and iLife suite apps got a major overhaul, and most apps free with purchase of an Apple product.
  • iCloud had a major overhaul and more interconnects for smoother accessibility between devices.
  • Touch ID become the first consumer biometric that was actually useful.
  • 64-bit ARM processor with AArch64 was introduced with an OS, included apps, and IDE that full supported it, not to mention excellent documentation to help get 3rd-party developers to quickly support the better architecture.

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"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

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post #14 of 59
Quote:
Originally Posted by Andysol View Post
 

Didn't they tear down the old HP building and haul it to the landfill to make room for the new Cupertino campus?

 

Yes- Apple is better than most companies.  But they're still filling landfills.

 

Actually the HP buildings were disassembled and scrapped of all recycling materials, and much of the non-recyclable stone was crushed for use on the site. But that's not just Apple's idea, that's how most construction is done, because hauling an entire building to a landfill would be incredibly stupid and wasteful, not to mention very expensive, particularly in California. 

 

Apple is also paying hundreds of thousands of dollars per tree to save as many of the older trees on the property and move them to new locations on or near the site. That's not necessary, but it preserves those old trees rather than trying to start from zero with small ones. Of course, Apple will also be planting tons of new trees on the site, which has long been acres of surface parking lots that contributed to toxic runoff.

post #15 of 59
Originally Posted by macinthe408 View Post
Love how Apple is cranking out everything...except new products.


Meanwhile, FUD production is at its highest level in years.

Originally posted by Relic

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Originally posted by Relic

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post #16 of 59
Quote:
Originally Posted by Corrections View Post

Actually the HP buildings were disassembled and scrapped of all recycling materials, and much of the non-recyclable stone was crushed for use on the site. But that's not just Apple's idea, that's how most construction is done, because hauling an entire building to a landfill would be incredibly stupid and wasteful, not to mention very expensive, particularly in California. 

Apple is also paying hundreds of thousands of dollars per tree to save as many of the older trees on the property and move them to new locations on or near the site. That's not necessary, but it preserves those old trees rather than trying to start from zero with small ones. Of course, Apple will also be planting tons of new trees on the site, which has long been acres of surface parking lots that contributed to toxic runoff.

Are you driving down to take photos of the construction. I seem to recall you did that for the Reno datacenter. What would be cool would be a weekly photo from the same vantage point(s) that are then made into a video or animated GIF that shows the progress over time. I doubt anyone else could match that.

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"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

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post #17 of 59
Quote:
Originally Posted by Corrections View Post
 

 

Actually the HP buildings were disassembled and scrapped of all recycling materials, and much of the non-recyclable stone was crushed for use on the site. But that's not just Apple's idea, that's how most construction is done, because hauling an entire building to a landfill would be incredibly stupid and wasteful, not to mention very expensive, particularly in California. 

 

Apple is also paying hundreds of thousands of dollars per tree to save as many of the older trees on the property and move them to new locations on or near the site. That's not necessary, but it preserves those old trees rather than trying to start from zero with small ones. Of course, Apple will also be planting tons of new trees on the site, which has long been acres of surface parking lots that contributed to toxic runoff.

Wow- interesting- didn't know that.  Thanks!

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post #18 of 59
Quote:
Originally Posted by SolipsismX View Post
 
Are you driving down to take photos of the construction. I seem to recall you did that for the Reno datacenter. What would be cool would be a weekly photo from the same vantage point(s) that are then made into a video or animated GIF that shows the progress over time. I doubt anyone else could match that.

I'd be surprised if Apple didn't have dozens of web cams on site, but I doubt they'll ever share it with us.

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post #19 of 59
Quote:
Originally Posted by mstone View Post

I'd be surprised if Apple didn't have dozens of web cams on site, but I doubt they'll ever share it with us.

I think they'll give us a couple videos of the construction but I think Dilger can add a different perspective to it and think it could be a win for AI.

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post #20 of 59
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Originally Posted by Tallest Skil View Post
 

And in before people whining about how Tim Cook shouldn’t have been the one to narrate this video, much less CEO.


This is a "Steve wouldn't have..." comment, but Steve Jobs did try recording the "Think Different" ad narration, and didn't do a bad job, but they ended up using Richard Dreyfuss. One could argue that a professional actor doing what he's trained to do is the most effective way to communicate a message and not focus on the personality of the CEO.

post #21 of 59
Quote:
Originally Posted by Magic_Al View Post

Quote:
Originally Posted by Tallest Skil View Post

 
And in before people whining about how Tim Cook shouldn’t have been the one to narrate this video, much less CEO.


This is a "Steve wouldn't have..." comment, but Steve Jobs did try recording the "Think Different" ad narration, and didn't do a bad job, but they ended up using Richard Dreyfuss. One could argue that a professional actor doing what he's trained to do is the most effective way to communicate a message and not focus on the personality of the CEO.

Folks are far wiser and less gullible ré professional voices, these days.
I think TC's narration says both more about what Apple believes in and TC's personal aims - something a 'paid' voice would reduce to mere marketing_speak...like how musak goes in one ear and out the other without hitting any grey matter.
As priorities go, Apple will gain immensely from this sort of statement.
post #22 of 59

wonder if this will make the news and TV ads tomorrow, since it is "Earth Day".

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post #23 of 59
Quote:
Originally Posted by Andysol View Post
 

Didn't they tear down the old HP building and haul it to the landfill to make room for the new Cupertino campus?

 

Yes- Apple is better than most companies.  But they're still filling landfills.

When a building is tore down everything gets recycled, the furniture is sold, the concrete is crushed and recycled, the rebars are pulled away and smelted, the wires are recycles, the copper and steel pipes are also recycled, etc. Every building goes through this process. Even when highways are resurfaced, the old tar and stones are recycled.

Sometimes the recycling equipment is moved and assembled on site, other times they haul the pieces to a plant.

https://www.youtube.com/watch?v=foTejyRXGVI

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post #24 of 59
I wish these ads were more clear - like, hey guess what, when u buy apple products it's way better for our planet than buying android or Microsoft! Even the data we serve up on ur phone uses energy that isn't harmful! I mean why can't we somethig similar to that?
post #25 of 59
Quote:
Originally Posted by Tallest Skil View Post
 


Meanwhile, FUD production is at its highest level in years.

 

Samsung is opening another Texas-based facility to keep up with internal demand.

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post #26 of 59
Quote:
Originally Posted by Andysol View Post
 

Didn't they tear down the old HP building and haul it to the landfill to make room for the new Cupertino campus?

 

Yes- Apple is better than most companies.  But they're still filling landfills.

Yes, but with demolition waste not their products.

 

Plus I wonder if there's a breakdown  of what actually went to recyclers versus a landfill on that project?

post #27 of 59
Quote:
Originally Posted by Andysol View Post
 

Didn't they tear down the old HP building and haul it to the landfill to make room for the new Cupertino campus?

 

Yes- Apple is better than most companies.  But they're still filling landfills.

 

And so Apple is still an evil, planet raping capitalist in your opinion?

post #28 of 59
Quote:
Originally Posted by SolipsismX View Post

Quote:
Originally Posted by Apple ][ View Post

Who is Apple trying to convince? Greenpeace? Who cares about them?

Apple has been "environmentally friendly" for a very long time now. Even in keynotes from many years ago, Apple would be touting how green and environmentally friendly their products are.

I think that the majority of Apple users are well aware of Apple's track record. I also believe that many non-Apple users do not care at all. They'll simply buy whatever is cheapest. 

If there was an Android tablet that came with this symbol on the box and it cost $49, then many people would be fighting each other to get one.

1) Why can't they be doing it for themselves? I believe Cook believes what he stated in the video.

2) Being environmentally friendly isn't like getting a college degree where you can then stop learning and still retain that credential no matter how ignorant you become. It's like actually learning and you need to not only keep it up but progress. Even Dell is probably more environmentally friendly today than Apple a decade ago when Apple was leading the charge.

3) People don't simply choose what is cheapest. They choose what is cheapest for a perceived value. I'm sure you know people that were using WinPCs that didn't understand the value of the Mac you used until after they got one, or some Apple product before it clicked. Those intangibles that make the user experience better can be difficult to impossible to convey. In other markets Apple's products never weigh into the equation because the price is too far out of reach — the way a Rolls Royce Phantom (and driver) is out of reach for me — but they still weigh the perceived value among the items they can reasonably afford.

Apple, likely, has spent $ Billions on research, development and implementation of "Better". Likely, Apple has an unequaled talent base, skill-set and knowledge base on what and how to make things "Better".

It occurs to me that this has value ... great value.

It would not surprise me if Apple were to make this available, free, to all comers.

IMO, this would be FOSS (Free and Open Source Services) that really makes sense ... and institute a race to the top!
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post #29 of 59
Quote:
Originally Posted by daveinpublic View Post

I wish these ads were more clear - like, hey guess what, when u buy apple products it's way better for our planet than buying android or Microsoft! Even the data we serve up on ur phone uses energy that isn't harmful! I mean why can't we somethig similar to that?

I think that for Apple it would be in bad taste and counterproductive to highlight its environmental aspirations and do competitive mud slinging in the same sentence.  Apple's customers are smarter than you think and don't need some things spelled out to come to the conclusion you are wanting. When you are trying to distance yourself from the competition and show a leadership role in the industry, you don't need (or want for that matter) to directly draw your potential customer's attention to the guys that are chasing you for comparison. That's suicide.

However, feel free to propose this to Samsung, they may think your idea will make for a brilliant ad against Apple.


Edited by snova - 4/21/14 at 1:52pm
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post #30 of 59

I bet the National Center for Public Policy Research (NCPPR) is going ape shit over this.   Eat it. 

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post #31 of 59

I was hoping the video would show Apple's data centers with racks full of Mac Minis and iMacs all running OS X Server.  Since that's what Apple promotes to its customers as servers, it would be good to see Apple using these themselves - eating their own dog food, as it were.  But instead, the video showed this:

 


Edited by Haggar - 4/21/14 at 2:52pm
post #32 of 59
Quote:
Originally Posted by Haggar View Post

I was hoping the video would show Apple's data centers with racks full of Mac Minis and iMacs all running OS X Server.  Since that's what Apple promotes to its customers as servers, it would be good to see Apple using these themselves - eating their own dog food, as it were.  But instead, the video showed this:

There you go again with your bullshit. In no way has Apple ever said that the Mac mini is an ideal server for a massive, large-scale datacenter.

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post #33 of 59

its kind of u

Quote:
Originally Posted by Haggar View Post
 

I was hoping the video would show Apple's data centers with racks full of Mac Minis and iMacs all running OS X Server.  Since that's what Apple promotes to its customers as servers, it would be good to see Apple using these themselves - eating their own dog food, as it were.  But instead, the video showed this:

 

Apple is not in the space anymore.  They already tried with Xserve. It didn't work out.

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post #34 of 59
Quote:
Originally Posted by SolipsismX View Post
 
Quote:
Originally Posted by Haggar View Post

I was hoping the video would show Apple's data centers with racks full of Mac Minis and iMacs all running OS X Server.  Since that's what Apple promotes to its customers as servers, it would be good to see Apple using these themselves - eating their own dog food, as it were.  But instead, the video showed this:

There you go again with your bullshit.

surprised to see a personal attack from you.  Vacation overdue? 

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post #35 of 59
Quote:
Originally Posted by snova View Post

surprised to see a personal attack from you.  Vacation overdue? 

The bullshit in question is clearly directed at his comments. In no way did I state or imply Haggar is figuratively or literally made of bullshit, consists of bullshit, or referred to any other aspects of his person. His comments, however, are and continue to be bullshit.
Edited by SolipsismX - 4/21/14 at 5:40pm

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post #36 of 59
Quote:
Originally Posted by snova View Post
 

Apple is not in the space anymore.  They already tried with Xserve. It didn't work out.

 

Then what's with all the people on this site and other Mac oriented sites slamming companies like HP, Dell, IBM and deriding the concept of enterprise servers?  If Apple is using those servers with non-OS X operating systems in their own massive data centers, then what business do Apple fans have to slam those companies?

post #37 of 59
Quote:
Originally Posted by SolipsismX View Post
 
Quote:
Originally Posted by snova View Post

surprised to see a personal attack from you.  Vacation overdue? 

The bullshit in question is clearly directed at his comments. In no way did I state or imply Haggar is made of bullshit, consists of bullshit or any other aspects of his person. His comments, however, are and continue to be bullshit.

I dont recall Haggar's past comments, but I'd bet your reaction is more based on the past than on what they said in THIS post.   I don't see anything untrue.   If Apple was in this space, I am sure they would "eat their own dog food".  But they are not.   So who cares?

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post #38 of 59
Quote:
Originally Posted by snova View Post

I dont recall Haggar's past comments, but I'd bet your reaction is more based on the past than on what they said in THIS post.   I don't see anything untrue.   If Apple was in this space, I am sure they would "eat their own dog food".  But they are not.   So who cares?

1) The implication is that Apple is a hypocrite for not using Mac minis for their expansive data centers. All his comments are along the same lines. Check his history.

2) For all we know Apple makes their own servers. Because they make them doesn't mean they have to also sell them. That said, I think it's possible they compile their own HW but I doubt they use OS X on them. It's simply not suited for the high-end server needs it was designed for.

3) His comment is as foolish as expecting Apple's data centers to use AirPot Extremes for their 3-port switch in their data centers instead of high-end data center routers from Cisco and Juniper.
Edited by SolipsismX - 4/21/14 at 3:29pm

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post #39 of 59
Quote:
Originally Posted by Haggar View Post
 
Quote:
Originally Posted by snova View Post
 

Apple is not in the space anymore.  They already tried with Xserve. It didn't work out.

 

Then what's with all the people on this site slamming companies like HP, Dell, IBM and deriding the concept of enterprise servers?  If Apple is using those servers in their own massive data centers, then what business do Apple fans have to slam those companies and their servers?

I wouldn't know about that.  I haven't seen that personally.   

 

btw  I'm not sure any of this equipment is what you think it is, perhaps I am mistaken however.  Can you tell me what in this photo you think we are looking at exactly?

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post #40 of 59
Quote:
Originally Posted by SolipsismX View Post
 
Quote:
Originally Posted by snova View Post

I dont recall Haggar's past comments, but I'd bet your reaction is more based on the past than on what they said in THIS post.   I don't see anything untrue.   If Apple was in this space, I am sure they would "eat their own dog food".  But they are not.   So who cares?

The implication is that Apple is a hypocrite for not using Mac minis for their expansive data centers. All his comments are along the same lines. Check his history.

ok. will do.

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