San Jose Adult Entertainment: Apple challenges Greenpeace to ‘think different’ on environment
In the years since Greenpeace singled out the company, pimping the Cupertino, California-based Mac, iPod and iPhone maker’s high-profile name and products to push its agenda, Apple has moved aggressively to seize the initiative and is now trying to change terms of the debate.
“I thought Greenpeace was being very unfair with us at the beginning, and that they were using us to get visibility,” says Steve Jobs in an interview published by BuinessWeek. “To have people saying we didn’t care and that we were callous in this area was very painful—and untrue.”
Now, with Apple winning high marks from Greenpeace, the company has turned its focus to changing the rules of how a company’s “greenness” is measured by focus sing on the environmental impact of a product’s whole lifecycle. Jobs et al want businesses and environmental groups to measure and emphasize real world impacts, rather than promises and marketing hype.