00:00Do you think we really need a new iPhone every year?
00:02I think having an iPhone every year for those people that want it is a great thing.
00:07And what we do is we allow people to trade in their phone.
00:11And so we then resell that phone if it's still working.
00:15And if it's not working, we've got ways of disassembling it
00:19and taking the materials to make a new iPhone out of.
00:22For the first time, you're allowing European journalists,
00:30including us, to visit your data center and photovoltaic installations
00:34like here in Europe, in Denmark.
00:37So why did you allow our presence here?
00:39We are a very secretive company with our products.
00:43So we want to keep our products to ourselves until they're ready to announce
00:46and then announce those to the world and describe those.
00:50But environment is different.
00:52With our initiatives like the environment, we want to be very open
00:58because we want to be copied.
01:00We want people to be able to look at this field that we're in today and say,
01:05I can do that too.
01:07And we want people to be able to look at our recyclable materials and say,
01:12I can do that.
01:13And so all of these projects we're being very open on
01:16because we want to be the ripple in the pond that other people can look at and copy.
01:22And it makes much more effect from an environmental point of view.
01:26What environmental issues would you like to see the company tackle further?
01:30Well, we've got more work to do.
01:31We've got more solar and wind installations to install around the world.
01:37We've got more materials from a recycled point of view
01:41to recycle and become part of our products.
01:44The watch now has 30 percent recyclable content, but it will be higher in the future.
01:50We've got to continue to have our transportation footprint be lower.
01:57But today, we're incredibly proud that the Apple Watch,
02:02certain SKUs of the Apple Watch are now carbon neutral.
02:05And this is seven years before our target of having all of our products carbon neutral.
02:10The term carbon neutral is widely criticized
02:13by experts who believe that it's impossible to be truly carbon neutral.
02:18There's even talk of banning the term within the European Union in the coming years.
02:23What is your definition of carbon neutral?
02:25Well, I'd invite anybody to look at how we're defining it on our website,
02:30because what we're doing is doing the hard work to lower our footprint dramatically.
02:37And then whatever is left over after doing all of these actions,
02:41we offset with high quality offsets like managed forests and managed grasslands
02:50that pull carbon from the atmosphere.
02:53But what our objective is, is to eliminate as much as possible prior to doing that.
03:00When we post videos about Apple products on Brute,
03:03the comments from our community often touch on greenwashing,
03:06the use of rare metals and calls for more restraint, consuming less.
03:11What is your response to them?
03:13Well, greenwashing is reprehensible.
03:15And so if you think about what we're doing,
03:18we're doing the work and then saying what we're doing.
03:22And you're standing in part of the work today.
03:24So there's a real proof point.
03:27The fact that there's 30% recycled material on the watch, that's a proof point.
03:32The fact that we took air transportation down dramatically
03:35to see transportation on the transportation footprint.
03:39This is an action.
03:40The fact that we're shrinking packaging, so more of these things will fit on one pallet.
03:46This is a key action.
03:49We're eliminating plastics.
03:52All of these things are actions that we've taken,
03:54and they all add up to now a carbon neutral watch.
03:59And by 2030, a carbon neutral products across the board.
04:03What do you hope to leave for future generations
04:06who will likely face the consequences of climate change their entire lives?
04:10Yeah, we want to leave the world better than we found it.
04:14That's our objective.
04:16And so that's the reason we've set such a comprehensive
04:20and challenging objective to do this by 2030, 20 years before the Paris Accord.
04:26If you think about it, this is a massive challenge and a very aggressive target.
04:33But we want to leave the younger generation something that they're proud of
04:39and something that they're proud that we worked on and worked on together.
04:43What would an iPhone look like in 20 or 30 years?
04:46Do you think innovation and technology can save the planet?
04:50I think it'll be carbon neutral.
04:52I think and obviously it will be way ahead of where it currently is,
04:57but I wouldn't want to give you all of our secrets in that regard.
05:00I'll just say from an environmental point of view, it'll be carbon neutral.
05:04And on a personal level, what are your ecological efforts?
05:07I do drive an electric car.
05:09I try to avoid plastics and plastic bottles.
05:13I recycle.
05:15I compost.
05:17All of these things I try to do, everything I do,
05:20I try my best to do something that has a lower carbon footprint.
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