Feeds

SAVE THE EARTH... give all your iThings back to us, begs Apple

Then prints 1.5m+ copies of a paper ad criticising Samsung

Boost IT visibility and business value

Apple's flagship products rarely come in colours other than silver, black and white. But for Earth Day, the fruity firm has decided to coat its entire business in a lurid shade of green.

Cupertino's latest eco-ruse is a recycling scheme that'll allow fanbois to drop off their old iThings and pick up a gift card if the gear is good enough to be resold.

"What the company wants to do is use all our innovation and all of our expertise to make the planet more secure and make the environment better," gushed Lisa Jackson, Apple's vice president of environmental initiatives, to the Associated Press yesterday.

Yet, the news wire's tech newshound tracked down the all-important part of the scheme:

Gift cards won't be handed out for recycled products deemed to have little or no resale value.

Meow, Apple ... today's Metro back-page print ad

To emphasise its green credentials, Apple is running a video campaign voiced by CEO Tim Cook, and also commissioned an attack print advert in the British and US press.

Above an image of a green field packed with solar panels, Apple wrote the words: "There are some ideas we want every company to copy" – a nice little jibe at Samsung, which Apple accuses of ripping off the iPhone.

"When everyone makes the environment a priority, we all benefit," the advert continued. "We'd be more than happy to see every data centre fuelled by 100 per cent renewable energy sources. And we eagerly await the day when every product is made without the harmful toxins we have removed from ours."

The advert was published in the Metro and Guardian morning newspapers here in Blighty, at least; the two of which have a combined average daily print distribution of 1,549,000 copies. ®

The Power of One Brief: Top reasons to choose HP BladeSystem

More from The Register

next story
Stick a 4K in them: Super high-res TVs are DONE
4,000 pixels is niche now... Don't say we didn't warn you
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Amazon Reveals One Weird Trick: A Loss On Almost $20bn In Sales
Investors really hate it: Share price plunge as growth SLOWS in key AWS division
Bose says today is F*** With Dre Day: Beats sued in patent battle
Music gear giant seeks some of that sweet, sweet Apple pie
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
Too many IT conferences to cover? MICROSOFT to the RESCUE!
Yet more word of cuts emerges from Redmond
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Securing Web Applications Made Simple and Scalable
Learn how automated security testing can provide a simple and scalable way to protect your web applications.