Apple has kept pretty quiet over the past few months, allowing speculation surrounding upcoming devices to continously buzz along. Then on Monday visitors to the company’s website were greeted with a new video narrated by CEO Tim Cook, titled “Better,” that focuses on Apple’s commitment to the environment.
Apple’s already doing pretty good when it comes to the environment, at least compared to some of its competitors, but Cook promises to go even further. Noting that making things “better” is in the company’s DNA, Cook promises to “use greener materials, to use less packaging, to do everything we can to keep our products out of landfills.” He also points to new data and manufacturing centers powered entirely by clean energy and new production methods that incorporate recycled materials.
The video is also drawing plenty of comparisons to Apple’s iconic “The Crazy Ones” commercial developed by Steve Jobs in the 1990s due to the powerful imagery and the decision to have Tim Cook narrate the new video himself. If “Better” is more than a promise to go green, it could represent Cook’s vision for Apple as a company focused on improving the world. This ideal could help guide everything else it creates and does for the foreseeable future.
We won’t know whether Apple can deliver on this grand promise until years or even decades from now, but Cook also offers a clear list of short term goals for making its product eco-friendly. With a handful of new products expected later this year, we’ll see whether the company really finds new ways to cut back on waste and use its massive customer base to make a real difference.