Last Friday, the National Advertising Division (NAD) of the Council of Better Business Bureaus found the Apple advertisement of being the ‘greenest’ of green to be a “broad superiority claim” against other computer manufacturers and should change their taglines to “avoid overstatements,” according to Macworld. NAD said Apple has high EPEAT ratings for all its laptops; no other manufacturer has “comparable high ratings for all of the notebooks it produces.”
Dell VP of Communities & Conversation Bob Pearson said in a December blog, “Don’t skip [being part of the conversation of wanting to be green] and go right to ads that may not even be truthful... We have repeatedly said we want to be the greenest technology company on the planet. This is our aspiration. It really motivated us inside Dell to chase this goal… We wish Apple would be more bold in making a difference rather than making ads. If they do both, then fantastic, run all the ads you want. But don’t forget what this is all about. And, remember, we’re just getting started.”
In recent years, the ‘green’ movement has taken precedence over almost everything. You’ll see it all over advertisements for cars and computers. More recently, you might haveve seen it in Apple commercials, stating Apple has “the world’s greenest family of notebooks.” Apple posted on its website their environmental status report, stating:
“The new MacBook Pro embodies Apple’s continuing environmental progress. It is designed with the following features to reduce environmental impact:
-Arsenic-free display glass
-BFR-free
-Mercury-free LED-backlit display
-PVC-free internal cables
-Highly recyclable aluminum and glass enclosure
-Reduced packaging volume
-Meets ENERGY STAR Version 5.0 requirements
-Rated EPEAT Gold”
lzy23
June 22, 2009 at 7:25pm
Obviously, Dell is being hypocritical by criticising Apple for it's claims. Take the adamo for example. Dell has claimed that it is the thinnest laptop in the world. Last time i checked though, MacBook Air is thinner. Dell's laptops also have the amazing ability to keep overheating, so committing to a Dell usually means committing to an expensive cooler, while for apple macbooks, you just need something like a bluelounge cool feet or something.
Dell also mentions it aspires to be the greenest; well obviously aspiring means it isn't the greenest producer of computers yet, so in my opinion, Apple still retains that right until Dell can literally clean up its act.
M_is4Macintosh
June 22, 2009 at 6:12pm
It's like saying, "He can't say he's the valedictorian; I'm aspiring to be the valedictorian," after graduation. Way to go Dell. You can't say you'll win a race you've already lost.
chauncey007
June 22, 2009 at 1:27pm
Apple spends time and money on features that users want. Be it Green, Speed, or lack of Sucking. If it were the fastest notebook, and said it was the fastest, no problem. But since Dell is still "aspiring" to be green, they don't want Apple to be able to advertise features that required time, effort, and money to implement? I don't get it.
