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It means that Apple can no longer market the watch as such in Germany at least.
It means that Apple can no longer market the watch as such in Germany at least.
What is happening?
A German court has ruled that Apple can no longer market its Apple Watch as a “CO2-neutral product,” siding with environmental campaigners who accused the company of misleading consumers.
Emissions claims unfounded
Apple had promoted its smartwatch online as “our first CO2-neutral product.”
But a Frankfurt regional court found the claim unsupported and in breach of German competition law.
Apple quiet after loss
The tech giant declined to comment on the ruling, which is still open to appeal.
However, the decision marks a setback for Apple’s sustainability messaging in one of Europe’s most environmentally conscious markets.
Eucalyptus offsets under fire
Apple based its carbon neutrality claim on a reforestation project in Paraguay, where it leases land to plant eucalyptus trees in order to offset emissions from the product’s lifecycle.
Land leases not guaranteed
The court raised concerns that 75% of the land used in the offset project is only leased until 2029, with no guarantees that contracts will be extended beyond that date.
“No secure future” for forest project
In its statement, the court highlighted the lack of long-term security for the forestry initiative, casting doubt on its reliability as a carbon offset solution.
Victory against ‘Greenwashing’
The German environmental group Deutsche Umwelthilfe (DUH), which brought the lawsuit, welcomed the ruling as a major blow to corporate “greenwashing.”
Monoculture tree plantations under scrutiny
DUH leader Juergen Resch criticized Apple’s reliance on eucalyptus plantations, saying their carbon storage potential is short-term and that they lack ecological integrity due to being monocultures.
Broader implications for climate marketing
The case could set a precedent for how tech companies and other firms promote carbon-neutral claims in Europe, where regulators are cracking down on misleading environmental marketing.
Apple’s climate messaging faces renewed pressure
As scrutiny grows around offset programs, Apple and other global brands may need to rethink how they communicate their sustainability efforts to consumers—especially in markets with strict advertising laws.
