Part of Apple's Tuesday surprise, in which the firm refreshed its entire desktop computing line, was about a lack of things: how much less the products weighed than previous models, the removal of PVC, brominated flame retardants (BFRs) and arsenic, and the lower energy profile of the new models. Even packaging was smaller.
Apple may still be stinging from the campaign waged starting in 2006 against the firm by Greenpeace, which gave Apple low marks for all manner of ecological and manufacturing topics. Steve Jobs indirectly responded to this effort in mid-2007, when he and Apple started releasing increasingly deep details about the company's product cycle, carbon footprint, materials use, and related topics. (Jobs complained that Greenpeace's critique measured companies by promises, not actions; but Apple wasn't disclosing its actions much before then, either.)
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