Aluminium. We think about it in terms of how durable it is. What the number is. What the grade is. We marvel when it's linked to aerospace and we swoon when it's anodized gold, rose gold, or somehow made jet black. We hold it and feel it as part of our iPhones and iPads and Macs. And we appreciate it. But we seldom, if ever, think about it. Especially in terms of its impact on the environment.
And why should we? It's not like aluminum has changed in the last century or more.
But Apple has been thinking about it. Deeply. As part of its ongoing environmental initiatives — or imperatives — Apple isn't contenting itself to do things one way just because that's how they've always been done. No. Apple is actively seeking to change things for the better. It's very literally putting its resources — and the most successful product manufacturing pipeline in history — where its mouth is.
Apple has previously effused over how seriously it takes aluminum performance (see the Apple Watch video, above). Now it's giving the spotlight to aluminum responsibility and impact.
Here's how Apple describes what happened:
Releasing oxygen instead of burning it. Amazing.
Here's how Alcoa and Rio Tinto describe Elysis working:
Apple's CEO, Tim Cook:
Canadian Prime Minister Justin Trudeau and Quebec Premier Philippe Couillard, and Apple Senior Director of Operations and Environmental Initiatives Sarah Chandle announced all of this today at the facility in Saguenay, Quebec.
It'll be years until I'm holding an iPhone or iPad or MacBook made with this new process but, if Apple wasn't actively driving these technologies, it could be years more. What we buy is only part of the story of our future. Who makes it and how it's made are the other parts.
A few years ago, if someone asked me why I was buying and supporting Apple, I'd just say because they make great experiences and cool tech. Now I'm more likely to say because they actively seek to make the world a better place beyond just the great experiences and cool tech.
Smelt on, Apple. Smelt. On.
Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.
Yet environmentalists continue to heap scorn and contempt on Apple every day and say nothing about Samsung or Google or Amazon or Microsoft.
In the past Apple were heavily criticised because their PR dept made out they were environmentally responsible, but still shipped products in plastic packaging or used ethically toxic suppliers in supply chain. However of late the company has rightly been praised, seeing them place Apple second only to Fairphone in the Greenpeace guide and heavily criticising Apple, Google and Samsung and to a lesser extent Microsoft. They are rightly criticised for products being difficult to repair or instances of planned obsolescence, but these do not amount to Apple being the victim of a smear campaign like you suggest.
I applaud Apple’s and other corporations green efforts, but it’s about 30-50 years too late. The climate crisis’ exponential change is spelling our doom. All governments and corporations need to stop what they’re doing and begin the biggest “Manhattan Project”-type effort to get carbon out of the atmosphere. Now.
Good luck, that isn't going to happen
Better being captain obvious than a petty troll.
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