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Consumers Sue Apple Over Misleading Carbon Neutral Claims for Watches
Recently, a group of consumers has initiated a lawsuit against Apple, alleging that the tech giant’s declarations regarding the environmental benefits of three variations of its Apple Watch are both deceptive and inaccurate. The litigation, filed on Wednesday in a federal court in San Jose, California, involves claims from seven individuals who purchased the Apple Watch Series 9, SE, and Ultra 2.
The plaintiffs argue that they would not have purchased the watches, or would have chosen to pay a lower price, if they had been aware of the alleged misrepresentations concerning the products’ carbon neutrality. When introduced in September 2023, Apple proclaimed that these watches would be “carbon neutral,” attributing this status to reduced emissions paired with investments in carbon offset initiatives.
However, the complaint highlights concerns about the legitimacy of two key carbon offset projects cited by Apple to satisfy its corporate emissions targets. The consumers contend that these projects have not generated “genuine” carbon reductions. In particular, they point to the Chyulu Hills Project in Kenya, much of which is located within a national park that has been safeguarded from deforestation since 1983. Similarly, the Guinan Project in China was located in an area densely populated with trees long before the project’s initiation in 2015.
The complaint asserts, “In both cases, the carbon reductions would have occurred regardless of Apple’s involvement or the projects’ existence.” The plaintiffs argue that Apple’s claims of carbon neutrality hinge on the effectiveness and authenticity of these initiatives, thus rendering the company’s assertions as false and misleading.
Additionally, the lawsuit cites a study from the National Retail Federation and IBM indicating that approximately 70 percent of consumers in the US and Canada prioritize environmental sustainability when making purchasing decisions.
Responding to the allegations, Apple issued a statement on Thursday that did not specifically address the lawsuit. Instead, the company underscored its commitment to environmental stewardship. Apple declared, “We’ve drastically cut emissions for Apple Watch by over 75 percent, and we are investing significantly in nature-based projects to remove hundreds of thousands of metric tons of carbon from the air. We detail our work prominently and transparently for our users.”
Apple, based in Cupertino, California, has set an ambitious goal to achieve carbon neutrality across its operations, including its supply chain, by the year 2030.
The plaintiffs in this case are seeking unspecified damages, as well as an injunction to prohibit Apple from continuing to market the three watch models as carbon neutral. This lawsuit is registered under the title Dib et al v Apple Inc, in the US District Court for the Northern District of California, No. 25-02043.
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