Today, we went to Apple's flagship store in London to challenge them to clean up thier iCloud. Volunteers put up giant banners on the windows to catch the eyes of passers-by, as well as handing out hundreds of apples made from coal to customers at the Regent Street store.
Earlier this morning, volunteers questioned Apple staff at the Genius Bar about Apple's use of coal to power its iCloud.
Last week we launched the How Clean is Your Cloud? report that exposed the truth about how much coal goes into powering ‘the cloud’ – the giant data centres that store and send the terabytes of pictures, emails, songs and streaming videos we enjoy every day.
Companies like Google, Facebook and Yahoo have shown how global IT companies can use clean, renewable energy to power the services we use - in fact, it was thanks to you that last year Facebook announced its goal of running on clean, renewable energy sources. While Apple has made some encouraging announcements recently, its data centres are still primarily powered by a 19th century technology - coal.
Apple needs to ditch coal power and switch on to clean renewable energy. As visionary Apple founder Steve Jobs famously said "...the ones who are crazy enough to think that they can change the world are the ones who do." It's time for Apple to live up to that spirit.