You may remember how apple has branded itself many times in the past with its clean, green, energy efficient image of long battery lives, smart production, and environmentally-conscious computers. The new macbook pro was advertised with images of green grass, blue skies, and bright sunshine in every Apple store, and they vowed to help recycle old computers. Well... they didn't quite cover all their bases on their green front; it turns out much of this effort was simply Greenwashing.
A report issued today by Greenpeace ranks tech companies by how "green" they are, based on an index that takes into account the kind of energy they use to power their data centers, manufacturing plants, and other facilities. Most of their energy use went into the data centers used to feed though all internet traffic used by Apple and its products, such as iTunes. As it turns out, a whopping two thirds of the energy for these data centers is provided by coal, arguably the dirtiest fuel used worldwide. The cleanest marks went to Google and Yahoo, who have made huge strides in making their data centers and operations more efficient.
We need companies to be smarter about their energy use. When you upload a video to Youtube, do you wanna feel guilty for adding more carbon emissions to the environment? Apple should take Facebook's lead, and disclose the information about their data centers, and start using more renewable energy, such as Solar Power, Wind, and Geothermal, to feed their huge hunger for energy. It's the responsible and smart thing to do, for the company that paints themselves as responsible, user-friendly, and efficient.