Not So Fast: German Court Challenges Apple’s Carbon Neutral Watch Claim

Apple proudly introduced the Apple Watch Series 9 two years ago as its first-ever carbon-neutral product, claiming that from production to usage and disposal, the watch had no impact on global warming. However, a German court has now challenged this claim, raising serious doubts about Apple’s sustainability marketing.

According to the ruling, both the Apple Watch Series 9 and Series 10, which carry the “carbon-neutral” label, actually generate over 8 kilograms of carbon emissions each. Apple attempts to offset these emissions through the purchase of carbon credits, but the court highlighted flaws in this approach.

The issue lies in Apple’s reliance on eucalyptus tree plantations in Paraguay as a carbon offset project. While these trees do absorb CO2, nearly 75% of the land is leased only until 2029. Judges argued that this short-term arrangement undermines Apple’s long-term carbon neutrality claims, as consumers naturally expect that offset projects should last until 2050 and beyond, in line with the Paris Climate Agreement.

The court further stated that advertising the Apple Watch as carbon neutral misleads consumers, since there is no guarantee that the carbon credits will remain valid in the long run if the plantations are later cut down.

Apple, however, maintains confidence in its environmental strategy. A spokesperson emphasized that the company remains committed to reducing emissions through clean energy, low-carbon design, and innovation, aiming for full supply chain carbon neutrality by 2030.

This ruling serves as a reminder that “carbon-neutral” marketing claims will face increased scrutiny in Europe, pushing tech giants like Apple to provide more transparency and long-term guarantees.

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