Not so fast: German court says Apple can’t call Watch carbon neutral
Apple’s big sustainability milestone just hit a legal roadblock. Not so fast: German court says Apple can’t call Watch carbon neutral, despite the company’s bold claims about the Apple Watch Series 9 and Series 10.
Image Credits:Darrell Etherington
When Apple launched the Series 9 in 2023, it touted the smartwatch as its first fully carbon-neutral product, covering everything from production to disposal. But now, German judges have ruled that Apple’s approach doesn’t hold up under scrutiny.
Why Apple’s Carbon-Neutral Claim Was Challenged
The case centers on Apple’s reliance on carbon credits. Each aluminum Apple Watch Series 9 and Series 10 produces just over 8 kilograms of CO₂ emissions. Apple offsets those emissions by funding carbon credit projects — specifically eucalyptus tree plantations in Paraguay.
The environmental group Deutsche Umwelthilfe (DUH) filed the lawsuit, arguing that Apple’s marketing misled consumers by labeling the devices as “carbon neutral.”
What the German Court Decided
Judges found that Apple’s carbon credits aren’t as long-lasting as consumers might expect. Three-quarters of the land used for the eucalyptus project is leased, and the leases end in 2029.
The court said this short timeframe undermines the credibility of Apple’s carbon-neutral claims. Consumers could reasonably assume that forests offsetting today’s emissions would remain intact well beyond 2050, especially given the long-term climate goals of the Paris Agreement.
Apple’s Response to the Ruling
Apple defended its strategy in a statement to TechCrunch, saying:
“The Court has broadly upheld our rigorous approach to carbon neutrality. We remain laser-focused on reducing emissions with clean energy, low-carbon design, and other innovations — work that puts us on track to achieve carbon neutrality across our supply chain by 2030.”
Despite the setback, Apple maintains that its sustainability efforts are industry-leading and that the ruling doesn’t derail its larger environmental commitments.
What This Means for Apple and the Industry
The decision raises bigger questions about how tech companies market their climate efforts. Apple isn’t the only brand to face scrutiny for relying on carbon offsets. The ruling could set a precedent in Europe, forcing companies to provide clearer, longer-term evidence when making “carbon neutral” claims.
For Apple, this means more pressure to cut emissions directly through manufacturing changes, renewable energy, and material innovation — not just by buying offsets.
Sustainability remains a core part of Apple’s brand identity, and its 2030 net-zero supply chain goal is still in play. But this ruling highlights the growing demand for transparency in climate claims.
With consumers increasingly skeptical of “greenwashing,” tech companies may need to rethink how they communicate environmental achievements. And as this case shows, regulators aren’t hesitating to step in.
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