Yesterday Apple held their annual event launching the latest models of the iPhone and Apple Watch.
As always, the devices are beautiful, and show Apple at its best in almost all regards.
Except one area where they were conspicuously quiet: climate.
In previous years, there has been a steady drumbeat proudly declared from the Apple Park rooftops: “our first carbon neutral Apple Watch!”, “Our 2030 goal for net zero”, the Mother Nature skit, and an array of responsible, climate-focused details when describing each new product introduced.
One can criticise Apple’s previous climate messaging as being misleading, as not being enough, and as a ploy to reduce the climate guilt of buying a new electronics device you don’t need every year or two.
But you can’t argue that Apple was trying to get a message out there.
This year, however? It was different.
None of the new products introduced were declared as carbon neutral. They barely spoke about the sustainability story, apart from a few brief mentions of their use of recycled aluminium and titanium.
The sustainability story was mute.
What gives me hope, is Apple seems to quietly be doing the hard work under the hood — each product page on the site has a section outlining their work to reduce the use of virgin materials, prioritise renewable energy, and underscores their 2030 goals.
They just don't seem to want to talk about it too loudly any more.
I love my iPhone. I love my Apple Watch.
But in 5-10 years, the 200+ million iPhones that people buy in 2025 will be at the end of their useful life.
All electronics products ultimately end up in some form of landfill. We need to do better — a companies and as consumers. And it starts with talking about it.
Let’s hope Mother Nature can cope with another iPhone cycle.
It’d be nice if she got more airtime from Apple in the future.