Apple is facing a consumer lawsuit in the United States over claims that its Apple Watch Series 9, SE, and Ultra 2 are “carbon neutral.” The lawsuit, filed in San Jose, California federal court on Wednesday, alleges that Apple’s marketing is false and misleading.

Consumers challenge Apple’s carbon neutrality claims

The lawsuit was brought by seven consumers from California, Florida, and Washington, D.C. They argue that Apple misled buyers into believing its watches were environmentally friendly, and they claim they would not have purchased the products or would have paid less had they known the truth.

Apple introduced the “carbon neutral” watches in September 2023, stating that it achieved carbon neutrality through a combination of lower emissions and carbon offsets. However, the plaintiffs claim that the carbon offset projects Apple relied on did not result in genuine carbon reductions.

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Concerns over Apple’s carbon offset projects

The lawsuit specifically challenges two projects Apple used to offset emissions:

• Kenya’s Chyulu Hills Project: The plaintiffs argue that much of this land has been part of a national park protected from deforestation since 1983, meaning Apple’s involvement had no real impact on carbon reduction.
• China’s Guinan Project: They claim the area was already heavily forested before the project began in 2015, meaning Apple’s offset claims are invalid.

“In both cases, the carbon reductions would have occurred regardless of Apple’s involvement or the projects’ existence,” the complaint states.

Environmental claims influence consumer decisions

The plaintiffs also reference a study by the National Retail Federation and IBM, which found that 70% of consumers in the U.S. and Canada consider environmental sustainability an important factor when making purchases. They argue that Apple exploited this consumer preference with misleading claims.

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Apple’s response and legal proceedings

Apple, which has pledged to be fully carbon neutral by 2030, did not immediately respond to requests for comment regarding the lawsuit.

The lawsuit seeks unspecified damages and an injunction to prevent Apple from marketing the Apple Watch Series 9, SE, and Ultra 2 as carbon neutral.

The case is Dib et al v. Apple Inc., U.S. District Court, Northern District of California, No. 25-02043.

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