Last year, Apple began its ‘Apple Recycling Program‘ that commits  to “finding the most efficient ways to reuse or recycle electronic equipment, including computers and displays from any manufacturer.”

In so many ways, this is a great program, especially looking at the rate at which computer technology has moved in the last decade. Households in nearly every major city around the world are very likely to see, if not the environmental impact, (definitely) the personal necessity of the program. Additionally, like other major corporations of the same influence, there can’t be anything too terrible about Apple beginning or re-engaging the conversation on recycling and computer waste management – issues likely to follow us for the next 20-30 years.

However, how responsible is their recycling? Because in true Apple marketing fashion – where a ‘less is more‘ idea is depended on for a successful campaign, details aren’t readily given. Just what is Apple’s process for the 3 R’s ‘Reduce, Reuse, and Recycle’? As noted in this Macworld blogpost by Adam Minter, “nothing is 100% recyclable,” and what can be recycled in an iPhone, as an example,  to be ‘reused’ in another new iPhone is really not as much as most people might think. According to Minter, from an iPhone’s touchscreen glass to it’s copper wires – some pieces are particularly difficult to be reprocessed for reuse.

So – although a program that promotes an important cause in recycling electronics – I can’t help but see the Apple Recycling Program as something similar to an ‘accentuate’ strategy. The company has produced 8 different iPhone models in less than 7 years (possibly 9 with the anticipated iPhone 6) and never implemented a ‘Recycle and Reuse’ program until 2013 (interesting how the word ‘reduce’ doesn’t follow in their message). What’s more, without further explanation on how exactly they are able to ‘reuse’ the Apple parts sustainably, how can I believe that I’m turning in my old iPhone to the right place. I might be more inclined to look into other recycling depots that would surely be able to recycle my phone’s parts, if not for another iPhone, at least for another product.

Just from my observation, this program could just be an attempt by Apple to ‘shed some green’ on its massive electronic producing engine. Nevertheless, as a giant in the computer and electronics industry, it’s still good to see Apple making some sort of sustainable response to its large production behaviour, and beyond some issues raised in this case, the company does employ a comprehensive approach to environmental responsibility.