Apple says it's getting better at being greener

In a new video entitled “Better,” Apple CEO Tim Cook lends his voice to a short clip devoted to the company’s greener-than-thou mantra.

The 1:49-minute  video   is classic Apple — as polished as an iPhone 5S, as clean as a spanking-new Mac, as sexy as an Apple Store Genius Bar in full regalia. Cook’s voice is determined and packed with passion, his words carefully measured, and his tone straight-on  serious about the message at hand: Apple is doing everything in its power, Cook says, to make the world a better and greener place, from using wind to power its server farms, to reducing packaging otherwise destined for landfills, to using  greener materials in its products.

TechCrunch’s Darrell Etherington points out in his blog other interesting parts of the video:

The video centers around the concept of “Better,” and what that means with respect to Apple’s products not only in terms of their technical design, but in terms of what they’re doing to minimize packaging, use more environmentally friendly components, and create large-scale facilities that use wind power and avoid dirty, non-renewable energy sources like coal. The video also expresses a renewed commitment to doing more of the same in the future.

The green stuff is great, and I applaud Apple’s efforts, but the beginning of this video with inside-looks at how the chamfered edges on the iPhone 5s are made, plus stress tests on iPad display panels and iPhone home buttons offer some of the more interesting visuals of the piece, even if you’re not necessarily all that interested in Apple’s green initiatives.

 

Photo of an Apple solar array courtesy of Apple

Patrick May Patrick May (295 Posts)

With more than 30 years on the front line of daily American journalism, I'm currently a staff writer with the San Jose Mercury News, covering Apple and writing people-centric business stories from Silicon Valley.