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Apple promotes 'green' efforts via interview, new Cook-narrated video

updated 12:49 pm EDT, Mon April 21, 2014

Company says almost half of US stores powered by renewable energy

Apple today embarked on a new campaign to advertise its environmental protection efforts. The company's CEO, Tim Cook, narrates a video simply titled "Better" (below), in which he talks about initiatives such as renewable energy for datacenters, and efforts to use recyclable materials in products and reduce the amount of packaging Apple products come in. The company's VP for environmental concerns, Lisa Jackson, has meanwhile given an interview to Wired on the topic.

Jackson reveals that 94 percent of all of the power used by Apple's corporate and datacenter facilities stems from renewable sources, and that figure is said to be increasing. A focus of the interview is on Apple's new Nevada datacenter, which is receiving a 134-acre solar farm. Once construction is finished next year the farm will produce between 18 and 20MW; any leftover power needs should be met by geothermal sources. Apple is also said to be trying to expand renewable energy to its retail outlets -- almost half of its 254 US locations are already running entirely on renewable energy.

A more long-term project involves taking scrutiny to the supply chain, for instance accounting for the emissions generated by aluminum mining. Jackson says that Apple is considering a number of supply-side improvement options, but wants to avoid disturbing the customer experience.

by MacNN Staff



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