I just spotted this new "badge" on the Apple website a few days ago: "A Greener Apple".

For once, it isn't about a new product but more about old ones. The page being linked to is a memo from Steve Jobs in response to allegations that Apple doesn't do its fair share to be eco-responsible:

Apple has been criticized by some environmental organizations for not being a leader in removing toxic chemicals from its new products, and for not aggressively or properly recycling its old products. Upon investigating Appleā€™s current practices and progress towards these goals, I was surprised to learn that in many cases Apple is ahead of, or will soon be ahead of, most of its competitors in these areas. Whatever other improvements we need to make, it is certainly clear that we have failed to communicate the things that we are doing well.

I think it's a good initiative but if Apple wants to be taken seriously, I doubt a once-a-year update and vague plans (as announced) are going to be good enough. Why not set a CSR blog instead to follow on initiatives and progress? I guess it's the Apple way again... being secretive.

So, Steve is on its way but still has some miles to go before making his Apple a Granny Smith.


Aside note: I wonder whether this will get Apple (formely known as Apple Computers) into more trouble with Apple (the Beatles' label) as Apple Records' logo was actually a granny smith... :)