Apple Accused of Misleading Consumers With 'Carbon Neutral' Claims

A lawsuit alleges Apple falsely advertised its Apple Watch Series 9, SE, and Ultra 2 as carbon neutral. The plaintiffs claim Apple's carbon offset projects, in Kenya and China, don't genuinely reduce emissions. These projects, the lawsuit argues, involved already protected or forested land, rendering Apple's contributions ineffective. The lawsuit contends Apple's carbon neutrality claims are therefore misleading. Consumers claim they wouldn't have purchased the watches, or would have paid less, had they known the truth. The complaint cites a study showing consumers prioritize environmental sustainability. The plaintiffs seek unspecified damages and an injunction halting the "carbon neutral" marketing. Apple launched these watches in September 2023 with prominent carbon-neutral labeling. The lawsuit is filed in a California district court. Apple aims for complete business carbon neutrality by 2030.