Apple Goes Green Amidst Environmental Protests

by Editor

Apple has released its latest commitment to greener business amidst a number of protests by environment groups, that claim that the mega corporation has been carrying out some not so green activities.


Protests in New York recently outlined the need for Apple to create a greener cloud. In response to the claims, the silicon valley giant has released its latest proposals to incorporate hydrogen fuel cells and mega solar power plants to power its Maiden data center.

More info in a previous report.

According to Apple the data center will be the most environmentally friendly data center ever built!

Apples latest marketing goes green...

In February Apple sparked interest with the release of its Facilities Report 2012 Environmental Update, which stated the company’s intention to sustainably power its gargantuan 500,000 square foot Maiden, North Carolina data centre through the construction of: a 20 MW, 100 acre onsite solar array to provide 42 million kWh renewable annual baseload; and a 5 MW biogas-fed fuel cell installation to provide 42 million kWh renewable annual baseload.   At the end of March Apple filed its plans for its fuel cell installation with the State of North Carolina Utilities Commission; the filing detailed the fuel cells with specifications that directly matched those of Bloom Energy’s ES-5700 200 kW Energy Server and at Bloom Energy’s East Coast ground-breaking in Delaware at the end of last month its CEO KR Sridhar confirmed that the installation would indeed be from Bloom.   Now, in a manner as low-key as the original announcement in its Facilities Report, Apple has confirmed its plans with the addition of a ‘Data Centers and Renewable Energy’ page to its Apple and the Environment microsite. Apple states:

Apple’s data center in Maiden, North Carolina, will draw about 20 megawatts of power at full capacity. We’ll be producing an unprecedented 60 percent of this power onsite. To do that, we’re building what will be the nation’s largest private solar arrays and the largest non-utility fuel cell installation operating anywhere in the country. That’s a scale of onsite renewable energy production that no other company has matched. Onsite energy generation minimizes our dependence on the grid and reduces our environmental impact. And when our solar arrays and fuel cells are operating, Apple’s Maiden data center will be the most environmentally sound data center ever built.

Source: Fuel Cell Today

One thing that Apple does best above all other computer giants is promote itself! Apple’s marketing campaigns are simply some of the best in the world.

When ever I see one of Apple’s over priced devices advertised in one of their numerous glamorous and sexy marketing campaigns, I want to race out and grab one straight away, even if I can’t afford it!

Do you think that Apple’s latest claims are just another one of their sexy marketing strategies designed to keep the faithful hooked on the iStuff?

Do you think that Apple has become a leader in creating greener computing power and that other manufacturers should follow their example?

Do you think that as a species we have allowed the creation of a giant (The Internet) that is one of the biggest contributors to green house emissions ever seen, to get out of control?

Al Gore forgot to mention that truth in his inconvenient truth. Yeah that’s right the internet consumes mega giga watts!

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