In a new interview, Apple CEO Tim Cook talked about Apple’s continued environmental efforts while also admitting that as part of his efforts to be ecological, he drives an electric car and answers the question, “Where will the iPhone be in 20-30 years,” and whether a new iPhone is needed every year.
The interview with Brut. at one of Apple’s data centers and photovoltaic installation plants in Denmark, Cook largely echoes Apple’s ambitious goal of being entirely carbon-neutral across its entire business by 2030. Cook that while Apple remains secretive with its products, it wants others to follow its green agenda.
“We are a very secretive company with our products,” Cook said. “We want to keep our products to ourselves until they’re ready to announce. But the environment is different. With our initiatives like the environment, we want to be very open because we want to be copied,” Cook continued.
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Cook also addressed some criticism that Apple and other climate change-focused companies are only “greenwashing,” or using the environment to portray a false narrative about caring for the environment. “Greenwashing is reprehensible,” Cook said. “What we’re doing is we’re doing the work and then saying what we’re doing.”
Moving to other topics, Cook was asked what the iPhone would look like in 20 to 30 years. In typical Apple fashion, Cook was tight-lipped on specifics but jokingly said that it would be carbon-neutral as part of Apple’s goal of having every product carbon-neutral by 2030.
Cook went on to say that it will be “way ahead of where it [the iPhone] is currently” and that he doesn’t want to “give away secrets in that regard.” Cook was also questioned on whether a new iPhone is needed every year.
Cook said the annual release cycle is there for customers who want a yearly upgrade and that the company offers trade-ins to make it easier and more economical for customers to upgrade their iPhones. Moving to more personal points, Cook revealed that he drives an electric car. Last summer, Cook was seen driving the Rivian R1T electric pickup truck into downtown Sun Valley.
Apple is rumored to be working on its electric vehicle, but recent reports have sowed doubt that the product will ever make it into the market. Apple’s work on its car is one of the most challenging and ambitious projects the company is working on, with generous estimates suggesting a launch sometime later this decade.
