Apple is facing a lawsuit over its claim that the Apple Watch Series 9, SE, and Ultra 2 are “carbon neutral.” The lawsuit, filed on Wednesday in a federal court in San Jose, California, alleges that the tech giant misled consumers about the environmental impact of these devices.
The plaintiffs, seven Apple Watch owners, argue that Apple’s sustainability claims influenced their purchasing decisions. According to the complaint, they would not have bought the watches or would have paid less had they known the truth. The lawsuit highlights the growing importance of environmental consciousness in consumer behavior, with reports indicating that 70% of U.S. and Canadian buyers consider sustainability a key factor in their purchasing choices.
Apple introduced its “carbon neutral” label in 2023 as part of its ongoing environmental initiatives. The company has marketed these watches as being produced with reduced carbon emissions, relying on recycled materials, and utilizing clean energy sources in manufacturing. However, the plaintiffs argue that Apple’s claims do not account for the full carbon footprint of these products, particularly emissions linked to supply chains and production processes.
This lawsuit raises critical questions about corporate sustainability claims and their validity. Greenwashing where companies exaggerate or misrepresent their environmental efforts has become a growing concern among regulators and consumers. If proven misleading, Apple’s branding could damage consumer trust and lead to stricter scrutiny of environmental claims in the tech industry.
Apple has not yet responded to the lawsuit, but the case could have significant implications for how major corporations market their eco-friendly initiatives. Given Apple’s commitment to achieving carbon neutrality across its entire supply chain by 2030, this legal challenge may force the company to provide greater transparency in its sustainability efforts.
As climate concerns continue to shape consumer behavior and corporate responsibility, this case underscores the need for clear and verifiable environmental claims. Whether Apple can substantiate its “carbon neutral” label remains to be seen, but the outcome could influence how companies worldwide promote their green credentials.
