/2007/05/03/the-greening-of-apple/Andrew Curry's blog on futures, trends, emerging issues and scenariosTue, 08 May 2007 18:21:43 +0000hourly1http://wordpress.com//2007/05/03/the-greening-of-apple/#comment-6Fri, 04 May 2007 10:55:44 +0000/2007/05/03/the-greening-of-apple/#comment-6Certainly very interesting and encouraging to see that Greenpeace’s fantastic Green my Apple campaign has prompted action within the Apple machine at last, thanks for this Andrew. Apple’s efforts to reduce product toxicity and facilitate recycling, and importantly to try and be transparent about what they’re doing, are of course worthy of applause. However I couldn’t help thinking that giving customers a 10% discount on a new iPod if they recyle their old one is something of a perverse incentive – still waiting for a radical dematerialised business model that makes money without creating more and more stuff…

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