Apple is facing scrutiny over claims of being environmentally friendly, as a new lawsuit has emerged questioning the company’s “carbon neutral” marketing. The lawsuit has been filed by seven consumers of the Apple Watch Series 9, Apple Watch Ultra 2, and Apple Watch SE. These Apple enthusiasts believe the tech giant misled them with promises of eco-friendly devices.
The controversy stems from Apple’s assertion that these watches are “carbon neutral,” achieved through a mix of emission reduction and purchasing carbon credits via investments in carbon reduction initiatives. However, the lawsuit reveals doubts about the effectiveness of two carbon offset projects Apple invested in—one located in China and the other in a Kenyan national forest.
According to the claimants from Florida, California, and Washington, D.C., Apple’s chosen projects, both focusing on forest conservation, have made negligible impact on reducing atmospheric carbon. The Kenyan site was already under deforestation protection since 1983, while China’s project exists in a lush, well-forested area. As the lawsuit points out, these reductions might have occurred without Apple’s intervention or the projects’ presence. This casts doubt on Apple’s bold narrative that these projects have “retired 485,000 metric tons of carbon dioxide equivalents,” a claim contested by those involved in the legal case.
The plaintiffs argue that Apple’s advertising strategies have skewed consumer choices and prevented buyers from making fully informed decisions when selecting a smartwatch. They claim that had they been aware of the “false” carbon-neutral claims, they may have reconsidered their purchase or the amount they were willing to pay. This case, Dib et al v. Apple Inc., is unfolding in the United States District Court of Northern California under Case 5:25-cv-02043, as consumers seek justice for what they consider economic damages due to misrepresented environmental claims by Apple.
