A Frankfurt court found Apple's 'carbon-neutral' Apple Watch claims misleading, citing short-term offsets. Apple will drop the label in Europe under EU rules.
© A. Krivonosov
A Frankfurt court has ruled that Apple misled consumers by describing the Apple Watch as carbon-neutral. The complaint came from environmental activists at Deutsche Umwelthilfe, who argued the company relied on green PR rather than genuinely neutralizing its emissions.
Apple first made the carbon-neutral claim in 2023, pointing to the use of clean energy, recycled materials, and a reduction in air shipments. The remaining 25% of emissions, the company said, would be offset through carbon credits purchased via the Restore Fund, which invests in reforestation projects in Paraguay and Brazil.
Experts countered that the eucalyptus plantations supported by Apple are monocultures that undermine biodiversity and demand significant amounts of water. They also noted that land leases for these projects expire in 2029, casting doubt on the long-term effectiveness of the offsets. Set against this backdrop, the promise of neutrality looks fragile.
In the end, the court found that labeling a “carbon-neutral product” violates competition law. Apple said it would drop this designation in Europe to align with new EU rules set to come into force in the coming years. The outcome serves as a reminder that claims built on carbon offsets face exacting scrutiny, especially when the underlying projects are short-term and ecologically contentious.