Apple 2030 — Vision for Carbon Neutrality

By 2030, Apple aims to achieve net zero emissions across its entire carbon footprint (including product lifecycle and supply chain), a 75% reduction from 2015, with the remaining emissions offset through high-quality natural carbon compensation. So far, Apple has reduced carbon emissions by more than 60% compared to 2015. In terms of low-carbon transportation and packaging, it has achieved packaging: more than 98% is paper packaging, and the packaging of Apple Watch Series 10 is 10% smaller than the previous generation. source

When it comes to Apple’s environmental protection initiatives, consumers often first think of the renewable materials or carbon neutrality goals of products such as iPhones and MacBooks. However, what is less known is that the seemingly ordinary shopping paper bags in Apple retail stores are becoming the “hidden champions” in the brand’s sustainable development strategy in a low-key but efficient way. 

What is paper rope made of?

The biggest feature of this paper bag is that it is made of 100% paper. 

Compared with traditional materials such as nylon, PP, chemical fiber or plastic, twisted paper rope has better environmental performance. It is not only recyclable and naturally degradable, but also effectively reduces the long-term burden on the environment. The knitted double-layer paper flat belt is made of 100% paper material, with a width range of 3-30mm and supports customization of multiple colors. It is both practical and sustainable. 

At first glance, it doesn’t seem strange, after all, the shopping bags of many products are made of paper. But Apple’s intentions on this paper bag are far beyond people’s imagination. Instead of using soft and delicate but difficult to degrade nylon rope, they replace it with a more environmentally friendly way. As a company that is almost strict with product design and user experience, Apple even demonstrates extremely high standards in such details – if no one reminds people, it is difficult to find that the paper handle rope of this bag is made of paper.

This hollow handle woven from pure paper thread is called a “knitted rope handle”. It is soft and tough, breathable and durable. A customer once communicated with a clerk when shopping at an Apple Store and learned that this bag is made of 80% recycled paper, is completely degradable, and customers can get one for free when they buy products at the retail store. 

Environmental responsibility occupies a very important position in Apple’s values. In recent years, Apple has continuously increased the proportion of recycled materials used, such as recycled aluminum, cobalt, tin and plastics, and continued to reduce its dependence on plastic products. In just three years, Apple has reduced the use of plastic in product packaging by 48%. From the earliest cancellation of the plastic packaging box of EarPods, to the redesign of the injection mold, to the current retail stores no longer providing polyethylene shopping bags, Apple has always adhered to its philosophy: truly innovative products only affect the world, not the earth. 

In fact, most paper materials have the advantages of being renewable, easy to recycle, and decomposable by microorganisms. Any company that attaches importance to environmental responsibility deserves respect. The core of this content is not just that Apple uses a paper cording bag, but that Apple has achieved a good integration between user experience and environmental protection concepts. When customers get this paper bag, if they accidentally find that the comfortable handle that was originally thought to be nylon is made of environmentally friendly recycled paper, that kind of surprise is exactly the feeling that this design wants to convey. 

Of course, in the process of balancing environmental protection and craftsmanship, there is still a gap from the ultimate environmental protection. Some users pointed out in their comments that the handle rope can be replaced with paper or straw rope, which can further reduce costs and improve environmental protection, but at the same time it will sacrifice appearance and feel. Apple is not perfect in this regard, but they have made efforts. If people want to contribute more to environmental protection, they can also choose to bring their own backpack or handbag, and say to the clerk when checking out: “No need for a bag, thank you.”