Apple this week published environmental reports for the new iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max, revealing that the Taptic Engine in all three devices is made of 100 percent recycled rare earth elements.
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The Taptic Engine, which powers haptic feedback, represents around 25 percent of the total rare earth elements used in each iPhone.
"This is one of those happy coincidences where what is good for the planet is really good for business at the same time," Apple's environmental chief Lisa Jackson told Reuters. "One of the things we talk about a lot internally, just in general, is how much more resilient this makes our supply chain."
Apple is able to recover and sort some rare earth elements using its recycling robot Daisy.
Tag: Taptic Engine
Top Rated Comments
(View all)Im thinking the “rare element” Apple means, is cash.
The taptic engine is made out of cash? That's pretty cool. Seems like a bit of a waste though.I've always wondered if Apple is the only one who recycles and tries to minimize their carbon footprint or if they are just the only ones advertising it
For years, Greenpeace would complain that Apple didn't do enough for the environment. So Apple started doing these reports to say "actually, we're doing plenty".
Actually, that was Greenpeace not comparing what company _did_ for the environment, but what they said publicly. I remember them praising HP and condemning Apple because HP promised they would get rid of some led related stuff in the next years - while Apple had already done it without telling anyone.For years, Greenpeace would complain that Apple didn't do enough for the environment. So Apple started doing these reports to say "actually, we're doing plenty".
Clearly they learn from this.
You say it's a "lame sales pitch". As I said, ten years ago Apple got hugely negative press from Greenpeace because they did things without telling anyone, while Greenpeace applauded companies for just _promising_ they would do the same thing.It’s such a lame sales pitch. I’ve always lost a bit of respect for companies that advertise, how green or eco friendly or diverse or *insert anything here* they are. If you really care about it- just do it. Why announce it publicly? Obviously to gain some sort of tangible result. Like- “ Wow, I always used Huawei phones, but now, that I know, that Apple is making some kind of small part from some kind of recycled metal- screw that earth destroying Chinese company” .
Why not make this move sooner?
No idea, but you seem to suggest that the only possible answer is nefarious.