AAPL Stock: 118.3 ( 0 )

Printed from

Apple challenges Greenpeace report on 'cloud' polluting

updated 09:15 pm EDT, Tue April 17, 2012

Cites bad data, says NC facility will use 20MW

Apple has responded to criticism from environmental pressure group Greenpeace, which yesterday issued a report criticizing some of the biggest technology companies for lack of transparency on using sustainable resources for their cloud data centers. The Mac maker said Greenpeace's claims regarding Apple's North Carolina data center are based on bad data, claiming that it uses five times the amount of power that it actually does.

The report itself [PDF link] appears to contain a number of flaws, at least in regards to Apple. In addition to claiming the Maiden, North Carolina facility will use 100 megawatts of power, it later says Apple's efforts at renewable power will only generate "about 10 percent" of the facilities needs, even though it acknowledges that the planned solar array and biogas fuel cell together will generate about 25MW.

It also assumes that Apple's future Oregon data center will rely on "dirty" coal power to run, even though the company has said that the Prineville, Oregon plant will use another solar array to run "a high percentage" of the facility. In its response, Apple revealed for the first time that the Maiden facility will use about 20MW at full capacity, and that it now expects that the Oregon center will use "100 percent renewable energy."

Informed of Apple's response, Greenpeace's Gary Cook questioned how Apple's 500,000 square-foot Maiden data center could consume only 20MW of power, but said the group welcomed more transparency from Apple on the matter. Greenpeace's report criticized a number of tech companies, including Google, Facebook and Yahoo, for building data centers in states that rely on coal or nuclear power -- regardless of whether the data centers actually use such power or not, apparently.

Greenpeace uses its reports and publicity to pressure companies to use more renewable energy as part of a campaign to raise public awareness about the environmental "footprint" of large data facilities. Some have criticized their tactics, saying their findings are often speculative and deliberately designed to misinform consumers in the hopes that public pressure will force companies to be more transparent.

In the case of the estimate for Apple's use, Greenpeace based its estimate of Apple's likely power needs by simply dividing the $1 billion Apple said it would spend on the facility by a "rule" that suggests 1MW of power for every $15 million in servers. In addition to ignoring that a substantial part of the $1 billion price tag would be for constructing the solar array and fuel cell, the organization also appears to have ignored the fact that only a portion of the facility's 500,000 square feet would actually be used for servers.

Apple has previously said that it expects about 60 percent of the North Carolina facility's energy needs will be met by the solar array, though it may be planning to increase that. The Oregon facility will use much less power thanks to its location; cool desert winds and the design of the plant will reduce energy costs naturally, alongside the solar array.

Apple's Maiden, NC data center

by MacNN Staff



  1. Bobfozz

    Joined: Dec 1969



    can anyone take them seriously anymore?
    They don't rely on what they know, just on what they themselves speculate... which as we know by now is meaningless.
    I wish these "big" organizations would turn on Greenpeace and use the media, but factually, on Greenpeace which it doesn't do!

  1. carloblackmore

    Joined: Dec 1969



    Leave it to Apple to come up with a response to force even Greenpeace into sounding dumbfounded by being able to operate a facility on merely 20MW. Greenpeace sounds like every other industry that Apple came along and shocked with some revolutionary breakthrough engineering/design.

    Comment buried. Show
  1. HogKiller

    Joined: Dec 1969


    Greenpeace wrong?? Huh??

    I can't imagine that Greenpeace would inadvertently use faulty data, they must have gotten it from the EPA or some Democratic talking point.

  1. macnnoel

    Joined: Dec 1969


    Audit all the wannabe auditors

    they need to be transparent too.

  1. eldarkus

    Joined: Dec 1969



    is the mother of all f**k ups...

  1. aristotles

    Joined: Dec 1969


    Greenpeace probably pollutes more

    They probably drive gas guzzling SUVs and live in homes with air conditioners and then they have the gall to judge others.

  1. brainiac

    Joined: Dec 1969



    Apple has lawyers, right?

Login Here

Not a member of the MacNN forums? Register now for free.


Network Headlines

Follow us on Facebook


Most Popular


Recent Reviews

Ultimate Ears Megaboom Bluetooth Speaker

Ultimate Ears (now owned by Logitech) has found great success in the marketplace with its "Boom" series of Bluetooth speakers, a mod ...

Kinivo URBN Premium Bluetooth Headphones

We love music, and we're willing to bet that you do, too. If you're like us, you probably spend a good portion of your time wearing ...

Jamstik+ MIDI Controller

For a long time the MIDI world has been dominated by keyboard-inspired controllers. Times are changing however, and we are slowly star ...


Most Commented