The carbon-neutral Apple Watch 10: words, words, words ?

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For a few years now, Apple has been telling anyone who will listen that it is striving to offer “carbon neutral” products. The goal of 100% neutrality is targeted for 2030. Thus, the brand is gradually distilling its recipe to the different product categories. After Macs and iPhones made partly from recycled materials, the company proudly announced during its September keynote that the Apple Watch 10 was “carbon neutral”.

While the promise is great, it runs head-on into the new rules of the European Union, which are preparing to ban environmental claims deemed misleading.

A truly carbon-neutral watch ?

Apple is going to great lengths to defend its environmental commitment. According to its press release, all Apple Watch Series 10 models can now be carbon neutral, regardless of the material. A promise that also extends to the Apple Watch Ultra 2 when paired with certain types of straps. But how does the brand justify this commitment? In three points: drastic reduction in emissions related to materials, electricity used and transport, all offset by carbon credits.

The ambition is noble. Apple is striving to make its products more sustainable, notably by using recycled materials and minimizing energy consumption during production. However, these are not the only arguments at work: carbon credits play a key role in this claimed neutrality. For each ton of CO2 emitted, Apple compensates via environmental projects, such as reforestation or renewable energies.

This strategy is not without sparking lively debate, particularly in Europe. The new European Union directives, which will come into force in 2026, are indeed likely to pose a problem for the Cupertino company.

Brussels in ambush

Last March, the European Union adopted a directive aimed at banning ” misleading environmental claims “. The authorities want to prevent companies from promoting their products as carbon neutral or having a low environmental impact when these declarations are based solely on carbon credits. The aim is to better inform consumers about the real impact of their purchases, by prohibiting statements that could be misleading.

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And this is exactly where Apple falls short. The company does not hide the fact that its calculation is largely based on the compensation of CO2 emissions. The environmental report of the Apple Watch Series 10 clearly states: the emissions generated (more than 8 kg of CO2 per watch) are entirely ” offset “ by the purchase of carbon credits, remind our colleagues at Numériques. If Apple continues to promote this argument after the entry into force of the new European rules, it could be sanctioned.

Of course, these rules will not be applied for two years. This therefore gives Apple room to maneuver to adjust its speech. In the meantime, the company seems to be taking advantage of this delay to maximize its communication efforts around its ecological commitments.

A contested carbon neutrality

The very concept of carbon neutrality is currently the subject of much criticism. According to Ademe (the French Environment and Energy Management Agency), this term only really makes sense on a global scale. It is difficult to guarantee true neutrality at the level of a product or company, as it depends on multiple factors and often involves methodological and ethical biases.

Carbon credits, in particular, are the subject of skepticism. While in theory they make it possible to offset emissions by investing in green projects, their effectiveness remains difficult to prove. Promises to recycle rare earths, used in electronic products, are also difficult to keep. Yet these resources are at the heart of the manufacturing of gadgets like the Apple Watch.

This doesn't take away from Apple's efforts to be green. The company has even developed its own iPhone recycling robot, called Daisy. It aims to be much more efficient than the traditional recycling circuit. A unique approach in the tech industry, commendable, but which does not allow us to play the green knights either.

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• Apple claims that the Apple Watch Series 10 is carbon neutral thanks to emissions reductions and carbon credits.
• The European Union is banning environmental claims based on CO2 offsetting from 2026.
• The concept of carbon neutrality applied to companies remains highly criticized, particularly for its lack of rigor.

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