Greenpeace Loves to Pick On Apple

(page 2 of 2)

In a sense, Greenpeace is wagging its finger at Apple for doing nothing wrong.

On the subject of PVC, Greenpeace acknowledged that the chemicals it found aren't regulated by RoHS, though they are banned under other European rules for use in toys and child-care products. So don't let your teething toddler suck on your iPhone.

An Incomplete Picture

Apple has been silent on the criticism this time. But it has in its corner the Bromine Science & Environmental Forum, an industry group that serves as a voice for chemical companies that produce BFRs. Keep in mind that nasty as they are, BFRs help prevent electronics from bursting into flames when they get hot. The organization shot back at Greenpeace, saying that the chemicals involved are not only legal, but necessary. Moreover, it said that Greenpeace couldn't fully identify the specific BFR chemicals used in the iPhone, only the element Bromine. "Therefore, the report speculates about what substances might be present, and raises an alarm without any basis for doing so." Greenpeace readily admits this and says it doesn't have the means do a more detailed analysis.

Raising an alarm is exactly the language I would choose in this case. Greenpeace certainly isn't doing a bad thing in trying to encourage the elimination of toxic chemicals from computers and mobile phones. But while the goal is itself laudable, its means of trying to move the debate forward with dubiously argued press releases borders on dishonesty.

If the chemicals in question were actually banned, Greenpeace's argument might hold more sway. Until that changes, its public scolding of Apple and indeed of the rest of the electronics industry must be seen for what it is: sowing doubt among consumers on a confusing issue.

Time to Take the Reins

That said, I disagree less with Greenpeace's ultimate aims than I do with its tactics. To that end, I think it's time for the technology and electronics industries to take this issue away from Greenpeace once and for all. How about a nonprofit, corporate-led research and development effort to develop truly green electronics? The effort would address the whole shooting match, from selection of raw materials that are both eco-friendly and obtained in a socially conscious manner, to the reduction of carbon emissions during a product's manufacture and years of use by customers.

Apple could lead the way, and pledge a fair amount of cash, say $20 million of its $15.4 billion cash horde. That amount could be matched by the likes of Dell, HP, Sony (SNE), Panasonic, Intel (INTC), Microsoft (MSFT), and all the other usual suspects. All involved would share in the fruits of the research and be entitled to apply the lessons learned throughout their product lines.

For once, the industry would have a definitive answer to Greenpeace's attacks and maybe even a real environmental victory to crow about.

Hesseldahl is a senior writer for BusinessWeek.com and his Byte of the Apple column, covering all things Apple, appears biweekly at http://www.businessweek.com/technology/.