Apple CEO Steve Jobs is serious about environmental leadership. He is also serious about being seen to be serious, as this makes for good public relations. However, having a business motive for making “green” upgrades does not negate all the good that they will do. Even before his latest announcement, Apple had already eliminated, by the end of 2008, such toxic chemicals as lead and arsenic (in displays), polyvinyl chloride (PVC) and brominated flame retardants.
With the introduction of LED technology in its displays, like the 30-inch Apple Cinema HD Display rentals from CRE, the Cupertino firm also took the lead in eliminating mercury from its products. The latest iMac rentals also have mercury-free components, and arsenic-free glass, and represent the future of “non-toxic tech.” CRE also checks the manufacturing processes of the other companies whose products it rents, as CRE is committed to its own sustainability strategy, as outlined in its corporate “green statement.”
A little history
Apple began a serious recycling program in 1994 and by 2007 it operated recycling centers in the countries where upwards of 80% of all iPods and Macintosh computers were sold. By the end of 2009, that figure had increased to over 90%. Hewlett-Packard, whose powerful HP8600 is one of CRE’s top computer rentals, is similarly committed to recycling and non-toxic manufacturing, and a critical mass of industry leaders has coalesced around a number of excellent standards and practices that are having great success.
Presently, there is no industry-standard way to assess the effectiveness of these recycling programs. Dell Computer has proposed a simple measure that projects a seven-year product lifetime, and measures the percentage of total weight recycled each year against the total weight of what was sold seven years earlier. This is a sensible proposal, with the added benefits of simplicity and transparency.
The way forward
For its part, Apple recycled 13 million pounds of e-waste in 2006, almost 10% of the weight of all products the company sold seven years prior. Apple executives expect this percentage to grow and, by 2010, project that the company will recycle 19 million pounds of e-waste, or nearly 30% of product weight sold in 2003 (seven years earlier). Apple’s high-end models, like CRE’s MacPro rentals and the iMac line, are not part of the Apple trade-in program yet, but the company offers 10% off a new iPod when a customer brings in an old one to recycle.
Whatever you need in the way of Apple products, potent PCs, plasma rentals or conference capabilities, it takes just a quick phone call or e-mail to get a CRE Account Executive working on a solution for you. If you know what you need, our Quick Rental Quote form is the way to go. CRE is proud to partner with Apple and other industry leaders in the “greening of technology,” and we will keep you updated on the progress!