Apple is facing accusations of misleading advertising over its claims that the Apple Watch Series 9 and Ultra 2 are carbon-neutral. According to an ongoing lawsuit in the U.S. District Court for the Northern District of California, the company’s sustainability claims are allegedly false.
The lawsuit argues that Apple misrepresented the actual environmental impact of its smartwatches, linking them to carbon offset projects that do not effectively serve their intended purpose. Plaintiffs claim they would not have purchased the devices or paid less had they known the truth.
Two carbon offset projects associated with Apple, Chyulu Hills in Kenya and Guinan in China, are central to the case. The lawsuit states that both areas were already protected before Apple’s financial involvement, raising doubts about the company’s role in its sustainability efforts.
“The reductions would have occurred with or without Apple’s participation. As carbon neutral allegations have the assumption of project legitimacy, brand allegations are false and misleading. ”
According to process plaintiffs, 70% of consumers in the United States and Canada consider sustainability actions as an essential factor for purchase decisions.
Apple Watch gained the seal of neutrality.
Apple introduced its first carbon-neutral Apple Watch models in 2023 as part of a broader company-wide sustainability initiative.
Apple released special marketing materials to promote the effort, including video content and a “carbon-neutral” seal on the watch packaging. The company has set a goal to achieve full carbon neutrality by 2030.
As of now, Apple has not issued an official statement regarding the lawsuit.
