Apple is under fire as a new lawsuit accuses the tech giant of misleading consumers by labeling its Apple Watch Series 9, SE, and Ultra 2 models as "carbon neutral", according to a new report from Reuters. Filed in the U.S. District Court for the Northern District of California, the lawsuit challenges the legitimacy of Apple's environmental claims and suggests the company may have exaggerated the impact of its carbon offset initiatives.
The lawsuit focuses on Apple's use of carbon offset projects, specifically Kenya's Chyulu Hills Project and China's Guinan Project. According to the complaint, these initiatives did not generate real carbon reductions because the targeted lands were already protected or naturally forested before Apple's involvement. The plaintiffs argue that Apple's support did not lead to additional environmental benefits, casting doubt on the authenticity of the company's carbon neutrality assertion.
Apple's carbon-neutral Apple Watch models, introduced in September 2023, were a key part of its push to make its entire business carbon neutral by 2030. The green "carbon neutral" label featured in marketing materials aimed to bolster the company's environmental credibility. However, the lawsuit claims that Apple's reliance on questionable offset projects misled consumers into believing they were purchasing more sustainable products.
The plaintiffs are seeking damages and an injunction to stop Apple from marketing the devices as carbon neutral. They argue that had they known the truth, they might not have purchased the devices or would have expected to pay a lower price.
This legal dispute not only challenges Apple's environmental claims but also underscores the growing scrutiny companies face over greenwashing. As consumers increasingly value sustainability, the case could have broader implications for corporate accountability and transparency in environmental marketing.
