Archives for "environment"

Today at Macworld 2008 Steve Jobs unveiled the company’s newest computer Macbook Air. The one feature of this new notebook that perhaps got the least applause from the audience was unfortunately it’s “green” features, and I felt, due in part to how Jobs presented this feature.. WIRED ran this story about the launch along with reactions and criticism from Green-Peace. After reading this article, it became clear as to why there was a lack of enthusiasm on Jobs’ part in delivering this message… He was afraid of being blamed for not doing enough company wide to reduce environmental impacts.. I’m reminded of a story I heard from Joel Makower of Greenbiz.com at an event about 4 years ago about how at that time Nike was one of the biggest if not the biggest purchaser of organic cotton on the world markets yet no-one knew about it. When Nike was asked why they did not make that info public, they said that if they began talking about the fact that only a small % of their cotton purchase was organic, then people would ask why the rest of their cotton purchase was not. Oh the internal anguish people inside companies must feel when they find hiding behind the truth easier than living in it, then and today. Apple can either be blamed for not doing better or they can be applauded loudly for taking the first step and equally held accountable for their second step(something that clearly did not happen at the show) We can only hope that in future events, Jobs can bring the same level of charisma to launching green features as he does when he introduces new colors for ipods. To check out more photos of the environmentally friendly features of the notebook click on the following link.. Continue Reading