But now, Jobs thinks the time is right to report on what Apple has accomplished. The company has finished a multiyear data-mining project to fully understand its environmental impact on the planet and has published data that may stir up controversy. Apple takes issue with studies that hand accolades to rivals such as Dell and Hewlett-Packard for cutting emissions at their facilities. Apple’s research suggests that those emissions make up only a small slice of a company’s larger environmental impact—a mere 3% in Apple’s case. Far more of the carbon footprint, he says—53%—is generated by Apple’s products. “Everyone focuses on whether you have motion detectors in the conference room” so the lights will go off when it’s unattended, says Apple Chief Operating Officer Tim Cook. “But making products cleaner involves real engineering. It’s about innovating, and it’s hard work.”
I think it’s a great approach.