![](https://techcrunch.com/wp-content/uploads/2023/09/apple-octavia-spencer-mother-nature.jpg?w=711)
Appel took off its annual iPhone extravaganza with a slickly produced video starring Octavia Spencer that embraces its environmental bonafides. So it is perhaps not surprising that most commentary leans toward skepticism.
And not without good reason. Apple is the most valuable company in the world. Telling people to buy less didn’t work. Moreover, greenwashing is a time-honored tradition. Environmental claims from companies are routinely received with skepticism.
But there’s reason to believe that Apple might actually mean it.
Since Tim Cook took over in 2011, Apple has become increasingly ambitious (and vocal) about improving its environmental performance. First, the company purchased enough renewable energy to power its direct operations. In 2016, it started using recycled materials in its products, starting with tin solder on the motherboard of the iPhone 6S. Then in 2020, the company set a goal to reduce CO2 emissions from all its products to zero by 2030.
It’s an important goal that Apple must adhere to. Although there are still seven years to go until the deadline, the company has made solid progress so far.
Apple’s approach to achieving net zero for its products is notable because it extends to third-party manufacturers, shipping, and even consumer use – deep into Scope 3 territory.
Of all the carbon pollution a company must eliminate, Scope 3 emissions – those over which the company has no direct control – are by far the most difficult. Companies have limited control over how third-party suppliers power their factories and offices or source their materials, making this a challenging part of the equation. But they do have some influence through the contracts they sign. And Apple often has a lot of influence in contract negotiations.