Will consumers swallow a greener Apple?

Greenpeace certainly ranks as the highest-profile environmental group to take on Apple, the hip kid on the computer block. The organisation is not Apple's only environmental adversary, though, and certainly not its only worry in a marketplace rife with green claims and green concerns. In fact, the company has moved its "Environment" page up to the top-level navigation of its website, right alongside its "Hot News" and "Job Opportunities" pages.

"It's important for Apple to reinforce its brand, which is seen as leading-edge in all aspects. That includes green issues," Charles Golvin, principal analyst with Forrester Research, told MacNewsWorld. Although specific concerns - energy efficiency, for example, or e-waste recycling - may get attention, it's the brand that matters to a company that has staked its reputation on, well, reputation.

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