Consumers have filed a lawsuit against Apple in federal court, claiming the company's declaration that certain Apple Watch models are "carbon neutral" is misleading. The plaintiffs argue that the carbon offsetting projects utilized by Apple did not yield genuine carbon reductions and that they would have made different purchasing decisions had they known this information. Apple defends its environmental efforts, noting significant emissions reductions, but the lawsuit raises concerns about consumer trust in corporate sustainability claims.
"In both cases, the carbon reductions would have occurred regardless of Apple's involvement or the projects' existence," the complaint said. "Because Apple's carbon neutrality claims are predicated on the efficacy and legitimacy of these projects, Apple's carbon neutrality claims are false and misleading."
Apple stated, "We've drastically cut emissions for Apple Watch by over 75 percent, and we are investing significantly in nature-based projects to remove hundreds of thousands of metric tons of carbon from the air."
The plaintiffs argued that they would not have purchased the watches or would have paid less had they known the truth about Apple's carbon neutrality claims.
The complaint highlighted that 70 percent of US and Canadian consumers consider environmental sustainability crucial when making purchases, according to a study by the National Retail Federation and IBM.
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