Green Goodness at Apple; A Chink in the Armor?

So, I read this article that appeared in Wired related to Apple's "walled garden" and the company's development practices as a reflection of the "values" of Steve Jobs. For Apple enthusiasts and those who work in the tech field, it's commonly known that they're a remarkably secretive, inward-looking organization that closely guards their vertically integrated offerings. It makes for a very different kind of technology company. As Wired shares: "When Jobs returned to Apple in 1997, he ignored everyone's advice and tied his company's proprietary software to its proprietary hardware. He has held to that strategy over the years, even as his Silicon Valley cohorts have embraced the values of openness and interoperability."

Part of the reason the walled garden has survived is Apple's ability to make forward-looking, aesthetically appealing products that anticipate the yet to be realized needs of their users. "No other company has proven as adept at giving customers what they want before they know they want it."

Ok, true enough when it come to products, but the article got me wondering - what good does Apple do in this world? If they're so prescient, what behavior and attitudinal shifts have they anticipated that go beyond just the way we interact with technology? Do they understand the increasing importance of social and environmental responsibility to consumers? In the interest of unearthing any signs of Apple's benevolence, I dug around a bit. I found this press-release-like announcement (undated) on the Apple site, referring to a Greener Apple. Steve Jobs shares with us: "It is generally not Apple’s policy to trumpet our plans for the future; we tend to talk about the things we have just accomplished. Unfortunately this policy has left our customers, shareholders, employees and the industry in the dark about Apple’s desires and plans to become greener." He goes on to reveal their efforts to remove toxic chemicals from their products and recycle more. Other areas of the site also talk about the energy efficiency of their products.

AHA. It looks like a single stone has been pried lose from the walled garden. They're admitting that when it comes to their values their customers and shareholders are demanding more transparency. And Apple is trying to deliver it, absent any flash. But it also makes me think: That's it? That's all you got? Jobs refers to a desire to be an "environmental leader", but it feels as though they're only embracing the most basic of environmental practices. Um, what about the fact that my iPod doesn't have a replaceable battery? Nor does the new Air. Well at least I can rest easy knowing they're recyclable, given that when they die I have no choice but to throw them away.

Innovative environmentalists? Not so much. I'm underwhelmed, Steve.