Apple faces a lawsuit over allegations that its assertion of three Apple Watch models being "carbon neutral" and eco-friendly is deceptive. Consumers assert in a complaint, filed in San Jose, California, that they would not have purchased the watches or would have paid less if they had known the truth. Apple, renowned for its iPhone, introduced the watches in September 2023, claiming carbon neutrality through reduced emissions and carbon offset purchases. However, the plaintiffs from California, Florida, and Washington, D.C., argue that the carbon offset projects Apple used did not genuinely reduce carbon. They highlighted that the projects, Chyulu Hills in Kenya and Guinan in China, were not authentic in achieving carbon reductions.
The complaint states, "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." Additionally, the plaintiffs reference a study indicating that 70% of U.S. and Canadian consumers prioritize environmental sustainability when making purchases.
In response to the lawsuit, Apple emphasized its commitment to environmental sustainability but did not directly address the case. The company informed, "We've drastically cut emissions for Apple Watch by over 75%, and we are investing significantly in nature-based projects to remove hundreds of thousands of metric tons of carbon from the air." Apple, headquartered in Cupertino, California, aims to achieve carbon neutrality by 2030, even within its supply chain. The lawsuit, seeking damages and an injunction against Apple's carbon neutrality claims for the three watches, is titled Dib et al v Apple Inc, in the U.S. District Court, Northern District of California, No. 25-02043.