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Last month Apple touted a new £399 watch as its “first carbon-neutral product”. The US company has a goal of being carbon neutral by 2030 – it has already reduced its gross carbon footprint by 45 per cent since 2015, according to its latest environmental progress report. But European consumer and environment groups point out that the Apple watch’s carbon neutral claims rest on the company buying carbon credits to offset the 7-12kg of emissions per watch. Within days of the launch, the EU said it would ban claims of “neutrality” based on offsetting schemes by 2026 as part of a broader fight back against “misleading advertisements”. More promising: the company has backed a US “right-to-repair” bill after years of complaints that its products are difficult to fix.
