With its green commitments, Apple aims to go where consumers are

Many continue to ignore the green slide Apple shows during each of its product presentations — but the company’s environmental commitments are critical drivers for Apple’s future business.

Think global, act local

That’s because while many in the tech industry tend to focus on hardware specs, consumers are focusing more on the environmental consequences of the products they buy.

Consumers are smart enough to tell the difference between skin deep green commitments and genuine attempts to change. It was only a decade ago when famed Apple designer Sir Jony Ive reflected on this, calling consumers “incredibly discerning.”

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Source:: Computerworld