Apple Faces Criticism for “Cringey” Zero Carbon Video Starring Octavia Spencer
Apple is under fire for an unconventional video featuring CEO Tim Cook and actress Octavia Spencer in the role of Mother Nature. The video was revealed during Apple’s ‘Wonderlust’ event in California, where they also introduced the highly anticipated iPhone 15. However, it seems that the video stole some of the spotlight, and not in a good way.
In this five-minute drama, Tim Cook and other Apple staff found themselves in a peculiar situation, being scolded by Mother Nature for their environmental practices. Cook even rehearsed his lines ahead of time, while other employees chimed in with rehearsed responses about Apple’s environmental efforts, like eliminating plastic from packaging and using clean energy.
But the video left many scratching their heads. Some viewers labeled it as ‘cringey,’ ‘corny,’ and ‘bizarre.’ Journalist Peter Lloyd questioned Apple’s environmental claims, pointing out the company’s product manufacturing in China, a major polluter.
Apple’s attempt to highlight their environmental achievements didn’t sit well with everyone. The company’s claims about using 100% recycled aluminum in their products clash with their past controversies. In 2016, they faced allegations of lax oversight of cobalt supplies, with reports of child labor in the Democratic Republic of Congo. The accusations of child labor continued in 2019, raising concerns about Apple’s supply chain ethics.
In addition to these controversies, Apple was part of a group of companies accused of greenwashing, making grand environmental claims without providing thorough reports to shareholders or the public.
Despite the backlash, Tim Cook ended the video promising that by 2030, all Apple devices would have a net-zero climate impact.
Apple’s attempt to showcase their environmental commitment took an unexpected turn, leaving many wondering if actions speak louder than scripted words.