Steve Jobs responded today, with a letter on the company website, to the attack of Greenpeace, that started a campaign to ask Apple to become more green.
In a five pages counter-attack, Jobs declared that “Apple has been criticized by some environmental organizations for not being a leader in removing toxic chemicals from its new products, and for not aggressively or properly recycling its old products. Upon investigating Apple’s current practices and progress towards these goals, I was surprised to learn that in many cases Apple is ahead of, or will soon be ahead of, most of its competitors in these areas. Whatever other improvements we need to make, it is certainly clear that we have failed to communicate the things that we are doing well.”
Then he precisely define the actions that Apple is doing about environmental policies and recycling of toxic chemicals, explaining that they were not communicated so well.
Apple recycled 13 million pounds of e-waste in 2006, which is equal to 9.5% of the weight of all products Apple sold seven years earlier. They expect this percentage to grow to 13% in 2007, and to 20% in 2008. By 2010, they forecast recycling 19 million pounds of e-waste per year — nearly 30% of the product weight Apple sold seven years earlier.

Then he even make some promises, telling that about the future that “today is the first time we have openly discussed our plans to become a greener Apple. It will not be the last. We will be providing updates of our efforts and accomplishments at least annually, most likely around this time of the year. And we plan to bring other environmental issues to the table as well, such as the energy efficiency of the products in our industry. We are also beginning to explore the overall carbon “footprint” of our products, and may have some interesting data and issues to share later this year.
I hope you are as delighted as I was when I first learned how far along Apple actually is in removing toxic chemicals from its products and recycling its older products. We apologize for leaving you in the dark for this long. Apple is already a leader in innovation and engineering, and we are applying these same talents to become an environmental leader. Based on our tangible actions and results over time, hopefully our customers, employees, shareholders and professional colleagues will all feel proud of our ongoing efforts to become a greener Apple.“