Apple is facing a new round of class action lawsuits from consumers, accusing Apple of misleading claims that Apple Watch Series 9, SE and Ultra 2 are "carbon neutral" products. The lawsuit, filed in the U.S. District Court for the Northern District of California, contends that Apple misrepresented the environmental impact of the three Apple Watch models by relying on carbon offset projects that do not actually reduce carbon emissions.
The plaintiffs claim that if they had known this, they would not have purchased their equipment or would have paid less.
The complaints focus on two carbon offset projects that Apple uses to support its carbon neutrality efforts: the Chyulu Hills project in Kenya and the Guinan project in China. Neither project met the criteria for additional carbon reductions because the land in question was already protected or heavily forested before Apple became involved, the lawsuit said.
In both cases, the carbon reductions occurred regardless of Apple's involvement or the existence of the projects. Because Apple’s carbon neutrality claims are premised on the validity and legality of these programs, Apple’s carbon neutrality claims are false and misleading.
The plaintiffs argue that because the sites have been managed for decades under conservation measures or are naturally dense forests, Apple's financial support does not result in a reduction in carbon emissions beyond what would occur naturally.
Apple launched its first carbon-neutral Apple Watch model in September 2023 as part of its broader environmental initiatives. Marketing materials and packaging include a new green "Carbon Neutral" label. The company has set a goal of becoming carbon neutral across its entire business by 2030.
The plaintiff cited a study by the National Retail Federation and IBM saying that 70% of U.S. and Canadian consumers believe environmental sustainability is an important factor in purchasing decisions. The plaintiffs asked Apple to compensate unspecified damages and issue an injunction prohibiting Apple from selling Apple Watch Series 9, SE and Ultra 2 in the name of carbon neutrality.