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Apple launches 'Better' environmental campaign with Tim Cook-narrated video


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Apple on Tuesday unveiled a campaign that more clearly outlines the impact of the company's environmental initiatives, backing it up with a revamped environmental responsibility website and an introductory video narrated by CEO Tim Cook.

"Better. It's a powerful word, and a powerful ideal," Cook says to open the video. "It makes us look at the world and want more than anything to change it for the better. To innovate, improve, to reinvent. To make it better."

Cook goes on to say that the Cupertino, Calif. company is looking at ways to reduce its environmental footprint across a number of areas, from altering the materials used in its products to increasing their recyclability. He also calls out Apple's new data center designs and Arizona sapphire plant that are powered entirely by renewable energy.

"We have a long way to go and a lot to learn," Cook adds. "But now, more than ever, we will work to leave the world better than we found it and make the tools that inspire others to do the same."

The video is part of an updated environmental responsibility website which Apple has broken out into more descriptive sections — Climate Change, Toxins, Finite Resources, and Our Progress. Each of the first three deal with ways in which Apple has altered its energy practices and products, while Our Progress features a letter from environmental chief Lisa Jackson and a bulleted list of major environmental victories over the past 13 years.

Some of the noteworthy achievements Apple highlights include:

  • Including both data centers and corporate campuses, 94 percent of Apple's energy is from renewable sources
  • Apple is working with suppliers to recycle water with a new Clean Water Program pilot
  • All Apple cables used in China are now PVC-free
  • Apple has signed the CERES Climate Declaration
  • Energy initiatives at facilities in Cupertino have saved enough energy to power 1200 homes per year
  • Over 1000 shared bicycles will be available at the new 'spaceship' campus
  • Over 90 percent of material Apple recycles is from products other than their own