Analysis of the third kind
22 September 2017 17:24 (South Africa)

Steve Jobs wants you to think of green Apple

  • Branko Brkic
    branko3048 a ray
    Branko Brkic

    Brkic is the founder and editor of The Daily Maverick.

    He has edited magazines on business and politics, technology, and wildlife. He has also published fiction and non-fiction books, most of them in Serbian. Though he has never pretended to be a reporter, his wide knowledge of politics (especially in America), combined with his experiences in a disintegrating Yugoslavia, gives him an unusual outlook on events in South Africa.

    Despite the vowel-poor surname, he tells anyone who asks that he hails from Hyde Park, Johannesburg, having spent most of his adult life in South Africa.

    Recent columns:

For years, Apple was known as the leader in technology and, above all, design. Leader in green technology it wasn’t, exposing its flank to competitors such as Dell and HP who spent big-time on touting the nature-friendliness of their products. Eco-warriors such as Greenpeace in 2007 launched a major campaign against Apple’s environmental policy. So, now that he’s back at the core and advised by his buddy Al Gore, Steve Jobs is finally taking on issues environmental. Business Week reports Jobs wants to introduce a new way to measure carbon footprints by focusing on the entire life of a product, rather than just its production process. By tackling engineering issues like eliminating PVC and other toxic materials, and the products’ energy consumption from “cradle to grave”, Jobs hopes to pry the initiative from his competitors’ cold hands. We don’t think Dell and HP are looking forward to this particular battle.

  • Branko Brkic
    branko3048 a ray
    Branko Brkic

    Brkic is the founder and editor of The Daily Maverick.

    He has edited magazines on business and politics, technology, and wildlife. He has also published fiction and non-fiction books, most of them in Serbian. Though he has never pretended to be a reporter, his wide knowledge of politics (especially in America), combined with his experiences in a disintegrating Yugoslavia, gives him an unusual outlook on events in South Africa.

    Despite the vowel-poor surname, he tells anyone who asks that he hails from Hyde Park, Johannesburg, having spent most of his adult life in South Africa.

    Recent columns:

Get overnight news and latest Daily Maverick articles






Do Not Miss