The Dediu-Munster tapes: No. 2 Why Apple is so darn green

Apple’s customers are not the audience for Tim Cook’s virtue signaling.

This is the second of eight video clips extracted from a conference recorded live on Oct. 4, 2019 using a beta version of Teooh, an avatar-based virtual event platform backed by Munster’s Loup Ventures.

My take: The Q made assumptions about Cook’s initiatives. The A surprised him.

See also: The Dediu-Munster tapes: No. 1 What is Apple?


  1. Jerry W Doyle said:
    Horace did not give a complete answer or at least a good follow-up with a more meaningful accurate answer behind why Apple goes green!

    I also agree fully with Joseph Bland that Horace’s answer is a truncated version of a comprehensive answer needing more explanation.

    Tim Cook has articulated clearly in public forums (and through company reporting documents) that one of Apple’s missions is to “… leave the world a better place than we found it.” This statement often is included in Apple’s environmental reports, its promotional videos and inspirational posters.

    Cook chose three areas to focus the company to accomplished this mission: 1) addressing climate change, 2) using greener materials in products and 3) helping safeguard the planet’s resources. Hiring Lisa Jackson, the former Cabinet head of the EPA in the Obama administration, as VP of Environment, Policy and Social Initiatives at Apple was the start of targeting Apple’s massive resources to enact real change.

    Here is one of Cook’s potent public statements during an earnings call: “… Whether it’s improving working conditions or the environment, standing up for human rights, helping eliminate AIDS, or reinventing education, Apple is making substantial contributions to society.”

    As Apple’s CEO, Tim believes that if he could move Apple into the direction of making the environment a priority, other companies would follow. We all know about his many environmental impacts, but few know that under Tim Cook’s tenure Apple also shifted the company’s emphasis to making the entire supply chain to renewable energy. He announced on Earth Day in April last year that all Apple facilities around the world were running on 100 percent renewable power. That includes data centers, retail stores and offices around the world just like the Apple Park campus. Now, we are seeing other companies like Samsung following suit. Apple has emerged as one of the greenest tech companies in the world.

    So, what is the long term valuation? I would say this initiative is no more costly than making devices and software accessible for people with disabilities. Company CEOs and mid-size business owners went apoplectic with the passage of the American with Disabilities Act (ADA) and the associated accessibilities requirements called for in that legislation. Did it cause any large to midsize company to go bankrupt as many CEOs and business owners forecasted? Of course not! It resulted in more opportunities for valuable workers to enter the market and, it also had ancillary unintended benefits for the elderly, too. It was the federal government who led the way for companies. Here, it is Apple ahead of the federal government leading the way for companies and society as a whole.

    In summary, we are seeing Apple lead as a large cap company making the world a better place for all and that is a mission many identify with Apple when they think, “Apple.”

    October 8, 2019
  2. Fred Stein said:
    Agree on employee retention. Folks outside Silicon Valley don’t realize how tough that is – I’m talking $500K annual salaries.

    That said, green is great long term investment. Green is the future.

    October 9, 2019

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