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Apple Computer announced it would offer free recycling of iPod music players at its retail stores around the country. iPod owners who bring their old units to the stores will receive a 10% discount on the same-day purchase of a new iPod.
"We’re very happy to see Apple take this step," said Andrew Shalit, a shareholder advocate at Green Century Capital Management. "As shareholders, we see it as a way to increase foot traffic in Apple Stores and increase iPod sales. As environmentalists, we know that it will reduce the amount of toxic waste in our landfills and help consumers understand that electronics manufacturers can and should take responsibility for e-waste."
This step was specifically requested at Apple’s annual shareholder meeting in April by a representative of Green Century Capital Management, an environmental investing firm. At the time of the meeting, Apple Chairman and CEO Steve Jobs responded by dismissing the problem. Green Century views today’s announcement as a sign that the computer company is beginning to take the issue more seriously.
The move comes in the wake of an ongoing campaign by environmental groups and shareholder activists calling on Apple to take more responsibility for the disposal of the electronic goods that it produces. During Apple’s annual meeting, members of the Computer Takeback Coalition (http://www.computertakeback.org) released a report detailing the shortcomings of Apple’s recycling policies.
Electronic waste, also known as e-waste, cannot be dumped in landfills because of its toxic components. The cost of safely disposing of e-waste is currently borne by municipalities around the country, which often pass the cost onto residents in the form of a hefty disposal fee.
While positive, Apple’s new program does not address the full extent of the company’s e-waste problem. Pound-for-pound, computers and monitors comprise the vast majority of Apple’s production of electronic goods. Activists and shareholders will continue to press Apple to expand its free recycling programs to cover computer equipment as well as mp3 players, and to offer free and convenient recycling to consumers who do not live near an Apple Store.
"Apple has been trying for years to get people to switch from Windows PCs to its Macintosh computers," Shalit said. "What better way to do this than to take their old PC’s off their hands, and give them a discount on a new Mac at the same time? We’d like to see them offer this around the country, with an initial focus on the Apple Stores."
Green Century Capital Management (GCCM) is an environmental investing firm which focuses on environmentally progressive companies and uses shareholder advocacy to improve environmental responsibility.
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