This September’s keynote wasn’t just about highlighting the new products the company introduced. It has also helped Cupertino residents take action to mitigate climate change by reducing greenhouse gas emissions and reducing the environmental impact of manufacturing their products. One of the most repeated measures was the removal of all leather covers and straps. But if we dig a little deeper, unfortunately this isn’t as true as Apple would have us believe.
Greenwashing in sight? Let’s uncover what’s happening. New generation materials are one of Apple’s new flagships in its environmental commitment. True, there is no longer any trace of leather accessories on the official website. It’s also true that the Apple Watch case and band combinations are carbon neutral. But Apple is not alone with the Apple Watch. Hermès is one of its most important strategic partners. And although the leather straps have mostly come from Hermès, Apple’s official website now shows them all made of finely woven fabric.
All of this is fine. The problem occurs when we want to go to the official website of Hermès, Apple’s partner. And if we browse for a few minutes, who says leather bracelets are a thing of the past? On Apple’s website, maybe yes. But It is still possible to buy an Apple Watch Series 9 with a leather strap, both brand new. And where? On the Hermès website.
Apple will tell you no. But the Apple Watches with leather straps continue
The Apple Watch is one of the most representative devices of the Apple company. And although it is true that on the official website all the accessories that we can buy are made of braided threads, in the presentation they have not stopped showing how good they are at reducing the environmental impact of their accessories. And also that the Apple Watch was the company’s first “climate-neutral” product.
All of this is fine. But if you really want to fight climate change, what’s the point of saying you have a carbon-neutral watch and taking off the leather straps? Your strategic partner sells the same watch with leather straps? It is legitimate for Apple to say that they are not the ones selling these bracelets. Certainly it is your Hermès partner.
Apple, where is everything you told us?
But where and how do we adapt Apple’s carbon neutrality speech? The problem is not so much that leather accessories are sold. The real problem is the environmentalist and positivist discourse that they repeated during the presentation. The same speech they repeat ad nauseum on their website. Thank goodness they don’t sell leather accessories, which other strategic partners would do. And while you buy a leather strap from Hermès, the Apple Watch, even if it’s not sold in the Apple Store, is an Apple product.
So the chickens that come in are different from those that go out? Can Apple use the excuse that they don’t have any carbon debt with their watches? That some watches with leather straps that Hermès sells offset this environmental impact with their new formula? I’m very sorry, but as a consumer I’m disappointed.
As much as I think about Apple’s initiatives to protect the environment and be more respectful of the environment, which the Apple Watch refers to, I hate to see this backdoor still exist., which they never mentioned. Greenwashing or what is it about?
