Apple pushes environmental efforts ahead of Earth Day

“On a stunning cloudless day in the Nevada desert, Lisa Jackson stands with her back to an array of advanced solar cells, peering across a low chain link fence at NV Energy’s Fort Churchill Power Generating plant just a few hundred yards away,” Steven Levy reports for Wired. “The 1960s vintage facility has two giant boilers rising from the scrub brush, belching steam and god knows what else. It couldn’t be more different than the futuristic tract where Jackson is standing, with its gleaming rows of curved mirrors and palm-size silicon wafers silently drawing energy from the blinding sun. It’s like a contrast between a phone booth and an iPhone.”

“The longtime government official, now 52, is no longer Obama’s environmental czar. Since last June she has been Apple’s Vice President of Environmental Initiatives, reporting directly to CEO Tim Cook. It is in that capacity that she is on a mid-April trip to visit the solar array being tested in Yerington, Nevada, and Apple’s newest data center a few miles outside Reno,” Levy reports. “It’s an unusual trip in that its point is to give a reporter exposure to the way Apple works, a departure from the company’s usual maniacal secrecy. But when it comes to the environment, Apple consciously carves out an exception to its standard opacity. Part of the motive, of course, is generating a halo effect from good works. But Apple also hopes to inspire other companies and organizations to embark on similar ecologically helpful enterprises. Though it may not have always been the case, Apple has a good Earth Day story to tell.”

Read more in the full article here.

Apple has updated with a direct link to the company’s microsite on the environment (pictured below) which contains a new video, narrated by Apple CEO Tim Cook:

Apple and the environment

Related articles:
Greenpeace: Apple leading the way in creating a greener, more sustainable internet – April 2, 2014
Apple plans Nevada solar farm to generate clean power for data center – July 2, 2013
Apple now gets 75 percent of its total power needs from renewable energy – March 21, 2013
Apple’s NC and Oregon data centers to use 100 percent renewable energy – May 17, 2012
Bloom Energy confirms they will supply fuel cells for Apple’s North Carolina data center – April 30, 2012
New aerial images of Apple’s planned NC fuel cell, solar farms published – April 7, 2012
Apple’s massive fuel cell energy project to be largest in the U.S. – April 4, 2012
Apple plans USA’s largest private fuel cell energy project in North Carolina – April 1, 2012
How Apple took the lead on the environment – February 22, 2012
Apple patent application reveals next-gen fuel cell powered Macs and iOS devices – December 22, 2011
Apple’s Mothership campus solar roof will be among biggest in U.S. – December 7, 2011
Apple working with US company, Leaf Solar Power, on North Carolina solar farm – November 8, 2011
Apple patent app details highly-advanced hydrogen fuel cells to power portable devices – October 20, 2011
Apple building huge solar farm around its billion-dollar North Carolina data center – October 26, 2011


  1. The back page of the Adelaide Advertiser has a full page Apple ‘ad’ promoting their environmental activities. It also has a passing reference to Samsung et al.

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