Apple charges a lot for its products, and it’s not getting better. The manufacturer values more than anything its comfortable margins, which allow it to invest, for example, in the research and development of innovative solutions to reconcile the production of its devices with its commitments to limit its carbon footprint. But isn’t the company taking advantage of this to pass the bill on to consumers?
Apple consumers don’t pay no “green tax” that would be charged by the brand on its products, reassured Lisa Jackson, the company’s vice-president in charge of environmental issues. In other words, Apple does not add a “surcharge” to the already high prices that customers pay to take into account the group’s carbon reduction efforts.
No green supplement on the price of iPhones
The leader spoke at a conference Reuters, At New York. No green tax therefore, even if it is difficult to confirm or deny it. The various measures taken by Apple to decarbonize the Apple Watch – now announced as “neutral”, to the great dismay of European associations – were of course financed by revenues from sales.
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To calculate the price of its devices and establish the margin that the group makes on each of them, Apple took into account the cost of all components: R&D, production, distribution, marketing… And there is no doubt that the efforts made by the company to “green” its activity (and that of its subcontractors) were also taken into account in these calculations. Therefore, the consumer is effectively paying for Apple’s promise of carbon neutrality by 2030.
Read Is the launch of new iPhones every year compatible with the climate emergency?
During this same conference, Lisa Jackson also echoed the statements of Tim Cook who wants to ensure that the rest of the industry follows the path traced by Apple to reduce its carbon footprint. Other companies must be able to take inspiration from the Apple “model”, and understand ” how to integrate clean energy and recyclable materials into manufacturing chains and reduce (their) emissions “, she explained.
Despite this good will displayed and the undeniable results of which Apple can be proud, certain organizations criticize the manufacturer for which it would be easier to achieve ambitious environmental objectives, unlike other industries which consume more energy.
Lisa Jackson acknowledged that many challenges remained to improve understanding of the issues and reporting on energy use in the supply chain. She agreed that “ even the manufacturing of wind turbines to generate renewable energy has a carbon footprint, and therefore this must be taken into account “.
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