No Apple iPhone in O2's Eco Phone System

25 August 2010 sees telecommunications firm 02 launch a high-level environmentally friendly phone rating system but one firm, Apple, has stopped its flagship iPhone product from being listed.

The O2 Eco Rating System gives mobile phones a score from one to five based on a number of factors that could influence the impact they have on the environment. These include:

• The raw materials involved in their construction
• The emissions created when they’re manufactured
• The amount of packaging supplied with them
• The length of time that the product will remain in use

While Apple has refused to take part, over 93 per cent of the mobile phones available on the 02 network are represented. Therefore, Nokia, Samsung and Sony Ericsson all feature.

O2 Enviro Phone System

Apple has made significant environmental announcements before now so, according to analysts, its choice not to have its iPhone included in the O2 enviro phone rating system represents a surprising move. It’s understood that, further to this, the firm has declined to comment on the situation so far.

Along with Apple, another firm, Research in Motion, has also not taken part.

Research in Motion (RIM) makes the Blackberry and, last year, Fortune Magazine referred to it as the world’s fastest-expanding firm. It is understood, though, that RIM will join at a later date.

02 Eco Rating

The 02 Eco Rating system was developed by 02 and representatives of Forum for the Future.

There are believed to be over 4bn mobile phones in regular global use and, over the course of their lifetimes, they will result in the production of over 100m tonnes of CO2 emissions.

According to one analyst, Apple’s decision is linked to transparency. “Transparency is always an issue for consumer electronics companies, who claim that providing too much information gives away competitive advantage”,  Greenpeace International’s Gary Cook advised the Guardian publication, adding: “But consumers also deserve to know the full story,”

Cook continued: “While Apple has recently made important strides in eliminating toxic chemicals from its products and the reporting of their environmental footprint, it still lags behind others in transparency.”

“Consumers are becoming increasingly aware of the social and environmental impact of the technology they buy and we believe this kind of product transparency will help empower them to make greener choices”, the UK Chief Executive of 02, Ronan Dunne, commented.