Apple Faces Consumer Lawsuit in U.S. Over “Carbon Neutral” Apple Watch Claims

San Jose, California –  Apple is facing a lawsuit from a group of consumers in the United States, accusing the tech giant of making misleading claims about the environmental impact of its latest Apple Watches. The lawsuit, filed in the U.S. District Court for the Northern District of California, challenges Apple’s assertion that three versions of its smartwatch lineup—the Apple Watch Series 9, SE, and Ultra 2—are “carbon neutral.”

The plaintiffs, who hail from California, Florida, and Washington, D.C., argue that Apple’s carbon neutrality claim is based on flawed carbon offset projects that do not result in genuine emissions reductions. According to the complaint, consumers would not have purchased the watches, or would have paid less, had they known the truth.

Questionable Carbon Offsetting Projects

Apple, known for its iPhones and cutting-edge technology, launched the so-called “green-tagged” Apple Watches in September 2023, touting them as environmentally friendly through a combination of lower emissions and carbon offset purchases. However, the lawsuit claims that Apple relied on two offsetting projects that failed to provide real carbon reductions:

• Kenya’s Chyulu Hills Project: The plaintiffs allege that much of the land involved has been protected from deforestation since 1983, meaning Apple’s involvement did not significantly contribute to emissions reduction.
• China’s Guinan Project: The lawsuit states that the land designated for carbon offsetting was already heavily covered with trees before the project began in 2015, raising questions about whether Apple's efforts made any real impact.

The complaint asserts that Apple’s carbon neutrality claims are “false and misleading” because they depend on the effectiveness and legitimacy of these projects. The plaintiffs further cite a study by the National Retail Federation and IBM, which found that 70% of U.S. and Canadian consumers prioritize sustainability when making purchasing decisions.

Apple’s Carbon Neutrality Goals Under Scrutiny

Apple has long positioned itself as a leader in corporate sustainability, with a goal of achieving carbon neutrality across its entire supply chain by 2030. However, this lawsuit could cast doubt on the company’s environmental initiatives and marketing practices.

The plaintiffs are seeking unspecified damages and a court injunction to prevent Apple from marketing the Apple Watch Series 9, SE, and Ultra 2 as carbon neutral. As of Thursday, Apple has not issued a public response to the lawsuit.

Legal Proceedings Underway

The case, titled Dib et al v. Apple Inc., is being heard in the U.S. District Court, Northern District of California, under case number 25-02043. The outcome could have broader implications for how tech companies promote their sustainability efforts and whether stricter regulations are needed for carbon offset programs.