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Apple ushers in Earth Day with a recycling amnesty

Says this is one area where it encourages others to copy it
Tue Apr 22 2014, 14:06
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TODAY IS EARTH DAY and gadget designer Apple is celebrating by opening its hardware recycling scheme to all comers.

In the UK this means that it will take old and decrepit iThings and other machines that you might want to let it recycle.

"Send us your old iPhone, iPad and computer - Mac or PC. If it has monetary value, we'll credit your bank account. If it doesn't, we'll recycle it responsibly for you," Apple said.

"At no cost to you, send us your iPod or any mobile phone by post, and we'll process it for you. Or bring your old iPod to an Apple Retail Store and get 10 percent off a new one."

Earth Day is celebrated on 22 April and the recycling programme is not Apple's only effort. It has released a video about its green ambitions with a voiceover from CEO Tim Cook, and it repeated some of those intentions in print ads.

While the green agenda is clear, Apple has also used those print ads to have a pop at Samsung, the Korean firm that it often accuses of copying its technology.

Mixed in with Apple's chat about green energy is a not so subtle jibe. "There are some ideas we want every company to copy," it said. "There's one area where we actually encourage others to imitate us."

Apple has overhauled its Environmental webpages with the Believe splash video and much soothing talk about all the good things that the Cupertino company does.

Greener materials, less packaging and more stuff not going into landfills are the key messages, and Apple's CEO also talked up how the firm is green on the inside. "We have a long way to go and a lot to learn," said Cook, who added that Apple is trying to leave the world "better than when we found it".

Of course not all areas of the Apple business are as green as the trees that fill its campus, and high pressure Chinese manufacturing partner Foxconn doesn't make a showing in Cook's breathy voiceover. µ

 

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