Appendix List

Appendix 1: Report: The other side of Apple

Appendix 2: The site of Greenpeace

Appendix 3: Article by ‘As you sow’

Appendix 4: Apple’s Annual report 2010 (p.1-13, 34-35, 94-95)

Appendix 5: Front-page of Apple’s website

Appendix 6: Search results on Apple’s website

Appendix 7: Apple’s site of Mac

Appendix 8: The Big Five; ‘A personality scale’

Appendix 9: Navigation to ‘Environment site’

Appendix 10: Apple’s site of Environment.

Appendix 11: Apple’s site of Supplier Responsibility

Appendix 12: Apple’s site of Recycling

Appendix 13: Apple’s Progress report 2011

Appendix 1: The other side of Apple

http://www.business-humanrights.org/Search/SearchResults?SearchableText=the+other+side+of+Apple

Appendix 2: The site of Greenpeace

www.greenpeace.org/apple

“We love Apple. Apple knows more about "clean" design than anybody, right? So why do Macs, iPods, iBooks and the rest of their product range contain hazardous substances that other companies have abandoned? A cutting edge company shouldn't be cutting lives short by exposing children in China and India to dangerous chemicals. That's why we Apple fans need to demand a new, cool product: a greener Apple. What's new NOW? It's all streaming in live at the iBuzz page” (The text placed on the front of the website)

Appendix 3: As You Sow; Apple criticized for not presenting a CSR report.

http://www.30green.com/corporate-social-responsibility/apple-criticized-for-not-presenting-a-csr-report

Apple criticized for not presenting a CSR report - CORPORATE SOCIAL RESPONSIBILITY2011-01-12

Apple is out to convince its stakeholders not to accept the resolution towards the CSR strategy. According to Green Biz this decision will shadow the launch of a new line of green products that Macworld is planning for the next decade.The „As You Sow” CSR resolution was proposed to Apple with the condition that the famous company will publish this summer a CSR report that is suppose to cover details referring to greenhouse gas emissions, toxic products and recycling programs. The report is forcing the company to define from the beginning whether or not their products and business practices are sustainable and if they are not, to make sure they redefine completely the market strategy.According to „As you Sow”, Apple has every possible reason to publish a report considering that over 2.700 companies in the same line of business, among which the main competitors of Apple: Dell, IBM and HP have already initiated the procedure of publishing these CSR reports. As surprising as it may seem, Apple has fallen behind on this department, thing which threatens to become a menace to its good name as a company practicing sustainable growth.In spite of this the Apple board of directors that includes Al Gore has recommended the shareholders to give a negative vote for the resolution adoption. According to Apple, the board of directors has already agreed to an official CSR report and an additional one would represent a useless expense from the company’s money.The company’s declarations and reports concerning the activity in the environmental protection department are permanently refreshed on the company’s site and the CSR web page offers more than eloquent information about the green business strategy of Apple.It is not the first time that Apple is under fire from “ As you Sow” campaigns . Both this foundation and Greenpeace have been attacking Apple since 2007 summoning them to eliminate the chemical hazards from their mass production, an issue that was admitted by Steve Jobbs , himself who also presented his public apologies for the matter.

http://www.asyousow.org/

Appendix 4: Apple’s annual report 2010 (p.1-13, 34-35, 94-95)

http://files.shareholder.com/downloads/AAPL/1240747996x0xS1193125-10-238044/320193/filing.pdf

Appendix 5: Front page of Apples website www.apple.com

Search result on: ‘values’http://www.apple.com/search/?q=values&section=global&geo=us

Search result on: ‘history’http://www.apple.com/search/?q=history

Appendix 6: Search result of different keywords on Apple’s site

Search result on: ‘CSR’http://www.apple.com/search/?q=CSR

Search result on: ‘Corporate social responsibility’http://www.apple.com/search/?q=corporate+social+responsibility

Search result on: ‘Green apple’http://www.apple.com/search/?q=green+apple

Search result on: ‘about us’http://www.apple.com/search/?q=about+us

Appendix 7: Apple’s site of Macwww.apple.com/mac

Appendix 8: The big five – A personality scale

A brand personality scale (BPS): The big five

Sincerity

- Down to earth- Honest- Wholesome - Cheerful

Excitement

- Daring- Spirited- Imaginative- Up-to-date

Competence

- Reliable- Intelligent- Successful

Sophistication

- Upper class- Charming

Ruggedness

- Outdoorsy- Tough- Strong

David Aaker. Building strong brands. p. 144. Figure 5.2: A brand personality scale.

www.apple.com

www.apple.com/environment

Appendix 9: Navigation to the site of Environment From the first page (www.apple.com) you enter the site of environment (www.apple.com/environment) through the red marked link.

Appendix 10: Apple’s site of environment (Print screen followed by copied text)

www.apple.com/environment

For 2009, we estimate that Apple was responsible for 9.6 million metric tons of greenhouse gas emissions.1

Manufacturing — including extraction of raw materials and product assembly — accounts for 45 percent of Apple’s total greenhouse gas emissions.

4,298,000 metric tons of greenhouse gas emissions

Material use.

Over the past decade, Apple’s designers and engineers have pioneered the development of smaller, thinner, and lighter products. As our products become more powerful, they’re using less material to produce and generating fewer carbon emissions. For example, although today’s 21.5-inch iMac is more powerful and has a much larger screen than the first-generation, 15-inch iMac, it is designed with 50 percent less material and generates 35 percent fewer carbon emissions.

Toxic substance removal.

Designing greener products means considering the environmental impact of the materials used to make them. From the glass, plastic, and metal in our products to the paper and ink in our packaging, our goal is to continue leading the industry in reducing or eliminating environmentally harmful substances.

The greatest environmental challenge facing our industry today is the presence of toxic substances such as arsenic, brominated flame retardants (BFRs), mercury, phthalates, and polyvinyl chloride (PVC) in products. Although most countries still allow use of these substances, we have worked with our manufacturing partners to

eliminate them from our products. Not only is every product we sell free of BFRs and other harmful toxins, we have also qualified thousands of components to be free of elemental bromine and chlorine, putting us years ahead of anyone else in the industry. In addition, every display we make — whether it’s built into a system or available as a stand-alone — features mercury-free LED backlighting and arsenic-free glass.

Responsible manufacturing.

Apple is committed to ensuring that working conditions in our supply chain are safe, workers are treated with respect and dignity, and manufacturing processes are environmentally responsible. View our Supplier Code of Conduct as well as our supplier audit reports at the Supplier Responsibility site.

Designing our products to use less material makes them responsible for fewer carbon emissions than previous generations — even though they’re more powerful than ever.

Our entire product line — Mac, iPod, iPhone, iPad, and accessories — is free from many toxic material.

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Five percent of Apple’s greenhouse gas emissions are a result of transporting our products from assembly locations to distribution hubs in regions where our products are sold.

510,000 metric tons of greenhouse gas emissions

Smaller packaging.

Apple employs teams of design and engineering experts who develop product packaging that’s as small, light, and protective as possible. This kind of efficient packaging design not only reduces materials and waste, it also helps reduce the emissions produced during product transportation.

For example, the packaging for the MacBook is 53 percent smaller than for the first-generation MacBook. That means 80 percent more MacBook boxes fit on each shipping pallet, more pallets fit on each boat and plane, and fewer boats and planes are used — resulting in fewer CO2 emissions.

By reducing MacBook packaging 53 percent between 2006 and 2010, we ship 80 percent more boxes in each airline shipping container. That saves one 747 flight for every 23,760

units we ship.*

*Calculated using U.S. configurations. Back to Top

The use of our products generates 46 percent of Apple’s total greenhouse gas emissions.3

4,456,000 metric tons of greenhouse gas emissions

Energy efficiency.

The majority of greenhouse gas emissions Apple accounts for are produced when you plug in our products and start using them. That’s why we design our products to be as energy efficient as possible. Because we design both the hardware and the operating system, we’re able to make sure they work together to conserve power. Take Mac mini, for example. Through innovations both big and small, it uses as little as one-sixth the power consumed by a typical lightbulb.4 Mac mini even uses less power than a single 13-watt CFL lightbulb, making it the most energy-efficient desktop computer in the world.5

Apple’s A4 chip in iPad, iPhone 4, iPod touch, and Apple TV is another example of power-efficient design. Apple engineers designed the A4 chip to be a remarkably powerful yet remarkably power-efficient mobile processor. With it, your Apple devices can easily perform complex jobs, all while maximizing battery life.

ENERGY STAR qualification.

Unlike other manufacturers who may have one or a few products that are ENERGY STAR qualified, every single Apple product not only meets but exceeds the United States Environmental Protection Agency’s strict ENERGY STAR guidelines for efficiency. Apple is the only company in the industry that can make this claim. Learn more about energy efficiency

* Calculated while system is idle and has completed loading Mac OS X; for products with displays, the display is set to its full brightness. Assumes CO2e emissions generated from an average mix of power grids in the U.S. See our Product Environmental Reports for detailed power consumption information by product.

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One percent of Apple’s total greenhouse gas emissions are related to recycling.

62,000 metric tons of greenhouse gas emissions

Product recyclability.

Apple’s approach to recycling begins in the design stage, when we create compact, efficient products that require less material to produce. The materials we do use — including arsenic-free glass, high-grade aluminum, and strong polycarbonate — are highly valuable to recyclers, who can reclaim them for use in new products.

Longer-lasting products.

Apple designs products that last. The built-in battery in our MacBook lineup is a perfect example. Other notebook batteries can be charged only 200 to 300 times. The MacBook Pro battery can be charged up to 1000 times.6 And because this battery lasts up to five years, MacBook Pro uses just one battery in about the same time a typical notebook uses three. That saves you money, produces less waste, and increases the lifespan of your MacBook Pro.

Responsible recycling.

All e-waste collected by Apple-controlled voluntary and regulatory programs worldwide is processed in the region in which it was collected. Nothing is shipped overseas for recycling or disposal. Our recyclers must comply with all applicable health and safety laws, and Apple does not allow the use of prison labor at any stage of the recycling process. Nor do we allow the disposal of hazardous electronic waste in solid-waste landfills or incinerators.

Apple recycling programs.

Once an Apple product reaches the end of its useful life, we will help you recycle it responsibly. Apple has instituted recycling programs in cities and college campuses in 95 percent of the countries where our products are sold, diverting more than 130.2 million pounds of equipment from landfills since 1994. Our original goal for 2010 was to achieve a worldwide recycling rate of 50 percent. (To calculate this rate, we use a measurement proposed by Dell that assumes a seven-year product lifetime. The weight of the materials we recycle each year is compared to the total weight of the products Apple sold seven years earlier.) We exceeded that goal in 2009, one year earlier than projected, when we achieved a

rate of 66.4 percent. This far surpasses the last reported numbers from Dell and HP, which were each lower than 20 percent. In 2010, we expect to reach 70 percent, and we will strive to meet or exceed 70 percent in years to come.

Recycle your computer, phone, or iPod. And you may get something in return. Learn more

*As percentage of weight of products sold seven years earlier.

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Apple’s facilities — including corporate offices, distribution hubs, data centers, and retail stores — account for 3 percent of our total greenhouse gas emissions.

278,000 metric tons of greenhouse gas emissions

Facilities in the big picture.

Companies such as Dell and HP primarily report on their facilities as a gauge of their environmental impact. But switching off lights and recycling office waste aren’t enough. The products we make represent the biggest impact on our environment. That’s why Apple focuses on product design and innovation. Even so, Apple has taken significant steps to lessen greenhouse gas emissions produced by our facilities worldwide.

Energy use.

Apple reduces energy use in our facilities in a number of ways. Currently, our facilities in Austin, Texas, Sacramento, California, and Cork, Ireland, are 100 percent powered by renewable energy — eliminating 19,200 metric tons of CO2e emissions. In addition, Apple has been installing state-of-the-art digital controls, high-efficiency mechanical equipment, and monitoring technology for years, and we continue to investigate even better ways to run our facilities more efficiently. Of course, we use energy-efficient Apple computers in all our facilities.

Employee commuter programs.

Apple offers its employees several commute alternatives. Many employees take advantage of our public transportation incentives. And each day, up to 800 Apple employees ride our free biodiesel commuter coaches. We estimate that these programs have eliminated the use of 1559 single-occupant cars per day. That’s 10,292 metric tons fewer CO2e emissions for an entire year, or 38 metric tons per day.

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Learn how Apple lessens the impact of its products when in use

1. Greenhouse gas emissions are calculated in accordance with guidelines and requirements as specified by ISO 14040 and ISO 14044. Calculations include emissions from production, transport, use, and recycling of Apple products, as well as emissions from Apple facilities and employee travel. Emissions from product use reflect power consumed over three years for handheld products or four years for Mac computers and other products sold in the previous fiscal year.

2. PVC-free AC power cord is available in the U.S., Canada, Mexico, Colombia, El Salvador, Guatemala, Panama, Puerto Rico, U.S. Virgin Islands, and Venezuela. All other countries have PVC-free internal cables.

3. Calculation based on four years of use for a Mac and three years of use for an iPhone or iPod.

4. Based on an incandescent 60W lightbulb.

5. Claim based on energy efficiency categories listed within the EPA ENERGY STAR 5.0 database as of June 2010.

6. Apple does not warrant the battery beyond Apple’s one-year Limited Warranty. The battery has a limited number of charge cycles and may eventually need to be replaced by an Apple Service Provider. Battery life and charge cycles vary by use and settings. See www.apple.com/batteries for more information.

Appendix 11: Apple’s site of Supplier Responsibility

www.apple.com/supplierresponsibility

Appendix 12: Apple’s site of Recycling

www.apple.com/recycling/

Appendix 13: Apple’s Progress report 2011

http://images.apple.com/supplierresponsibility/pdf/Apple_SR_2011_Progress_Report.pdf