A group of Apple customers has filed a class action lawsuit against the tech giant, accusing it of falsely advertising certain Apple Watch models as carbon neutral. The lawsuit, filed in a California federal court, claims Apple relied on flawed carbon offset projects that did not genuinely reduce greenhouse gas emissions.
Disputed Carbon Neutral Claims
In 2023, Apple announced that select Apple Watch Series 9, Ultra 2, and SE models—when paired with specific bands and cases—were its first carbon-neutral products. The lawsuit, representing purchasers of these watches, argues that the company’s claims were deceptive because the carbon offsets used were ineffective.
“Apple’s false advertising may lead consumers to choose its products over genuinely sustainable alternatives,” the complaint states. The plaintiffs allege they would not have bought the watches or paid premium prices had they known the carbon neutrality claims were misleading.
Apple Defends Its Sustainability Efforts
Apple maintains its stance, with spokesperson Sean Redding stating, “We are proud of our carbon neutral products, which are the result of industry-leading innovation in clean energy and low-carbon design.” The company says it reduced Apple Watch emissions by over 75% through cleaner materials, renewable energy use, and supply chain improvements.
For remaining emissions, Apple invested in nature-based carbon removal projects. However, the lawsuit challenges the legitimacy of these offsets.
Questionable Carbon Offset Projects
The complaint highlights two key projects Apple relied on:
Chyulu Hills (Kenya): Allegedly generates credits by preventing deforestation on land already protected since 1983.
Guinan (China): Claims to have planted trees on “barren land” that was reportedly forested before the project began.
The lawsuit argues these projects did not provide additional carbon sequestration, rendering Apple’s carbon neutrality claims invalid.
Broader Scrutiny on Carbon Offsets
Apple is not alone in facing criticism over carbon offsets. A 2022 Bloomberg investigation found numerous companies using questionable credits to support sustainability claims. Environmental groups, including the Institute of Public and Environmental Affairs, have urged greater transparency in Apple’s supply chain to verify its carbon-neutral assertions.
The Bigger Picture: Corporate Carbon Footprints
Experts suggest a company’s true environmental impact should be measured by its overall carbon footprint—including operations, supply chains, and product lifecycle—rather than isolated product claims. Even if a product is marketed as sustainable, increased sales could still lead to higher total emissions.
The lawsuit underscores growing consumer and legal scrutiny over corporate sustainability claims, pushing companies to adopt more credible and transparent environmental practices.
