Islamabad, Feb 28: Apple is facing a lawsuit from consumers who claim the company’s assertion that its Apple Watch Series 9, SE, and Ultra 2 models are “carbon neutral” is misleading. Filed in a federal court in San Jose, California, the lawsuit argues that Apple misrepresented the environmental impact of these products, influencing purchasing decisions.
The plaintiffs, who come from California, Florida, and Washington, D.C., allege that Apple’s reliance on two carbon offset projects—Kenya’s Chyulu Hills Project and China’s Guinan Project—does not genuinely contribute to carbon reduction. They point out that the Chyulu Hills region has been protected from deforestation since 1983, and the Guinan Project area was already heavily forested before Apple’s involvement in 2015. As a result, they argue, these initiatives would have maintained their environmental impact regardless of Apple’s participation.
According to the complaint, Apple’s marketing led consumers to believe they were purchasing eco-friendly products when, in reality, the company’s carbon neutrality claims are questionable. The lawsuit further highlights that sustainability plays a crucial role in consumer decisions, citing a study by the National Retail Federation and IBM, which found that 70% of U.S. and Canadian shoppers consider environmental factors when making purchases.
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In response to the allegations, Apple defended its environmental efforts but did not directly comment on the lawsuit. The company emphasized that it has reduced emissions related to Apple Watches by over 75% and is heavily investing in nature-based projects to eliminate substantial amounts of carbon from the atmosphere. Apple also stated that it remains committed to achieving full carbon neutrality across its supply chain by 2030.
The lawsuit seeks unspecified damages and aims to prevent Apple from promoting these watch models as carbon neutral. Legal proceedings in this case, titled Dib et al v. Apple Inc., are ongoing in the U.S. District Court for the Northern District of California, under case number 25-02043.
This legal challenge raises important questions about corporate sustainability claims and the authenticity of carbon offset programs. As consumers become increasingly conscious of environmental impact, transparency in eco-friendly marketing remains a key issue for major tech companies like Apple.
