A class-action lawsuit filed against Apple alleges that the company misled consumers by falsely advertising certain Apple Watch models as carbon neutral. The complaint, submitted in the U.S. District Court for the Northern District of California, claims that buyers of the Apple Watch Series 9, SE 2, and Ultra 2 were deceived into paying premium prices based on unsubstantiated environmental claims.
The lawsuit argues that Apple’s carbon-neutral certification for these watches, introduced in September 2023, relies on questionable carbon offset projects. While the company stated it reduced emissions by 75% and offset the remainder through nature-based initiatives, plaintiffs contend that the forests in Kenya’s Chyulu Hills and China’s Guinan region were already significant carbon sinks before Apple’s involvement. This, they claim, means the offsets did not provide additional environmental benefits as advertised.
Plaintiffs assert that Apple’s marketing strategy intentionally leveraged sustainability claims to justify higher prices and enhance brand perception. By labeling the watches as carbon neutral, the company allegedly influenced purchasing decisions, leading customers to believe they were supporting genuine climate action. The suit further alleges that buyers suffered financial harm by overpaying for products that did not deliver the promised environmental impact.
Legal claims against Apple include violations of consumer protection laws, breach of warranty, unjust enrichment, and fraud. The plaintiffs seek compensation for affected customers, arguing that they were deprived of the true value of their purchases. Apple, in response to Reuters, did not directly address the lawsuit but reaffirmed its commitment to reducing emissions and investing in carbon removal projects.
The case highlights growing scrutiny over corporate sustainability claims, particularly regarding carbon offsetting. As environmental marketing becomes a key differentiator for brands, legal challenges like this could set precedents for how companies substantiate and communicate their green initiatives. Apple’s defense may hinge on proving the legitimacy of its carbon credit investments and the transparency of its disclosures.
