Greenpeace targets Apple London store
Activists from Greenpeace have plastered the windows of an Apple store in London with a poster protesting against the company's use of coal.
The protestors targeted the store on Regent Street with an alternative advert aimed at highlighting a recent report which showed 55 per cent of the fuel used to power Apple's data centres comes from coal.
Entering the store at lunchtime, the activists attempted to explain their actions, handing staff and customers an Apple logo made from coal.
It follows similar action at other stories including one in San Francisco yesterday.
Jim Footner, senior energy campaigner at Greenpeace, said: “The Irony is that Apple has shown that it can be environmentally responsible – their European HQ is exclusively powered by renewable energy. So if they can run their HQ with clean power then they can do it for customers’ iClouds. If they fail to change course the clean image that Apple have worked so hard to develop over many years will be destroyed.”
The action follows the publishing of a report entitled “How Clean is Your Cloud?” which delves into the growing trend to build new data centres to cope with the popularity of cloud storage.
Cloud services allow people to store and share photos, videos and documents on remote servers with Apple, Google and Microsoft being key players with their respective iCloud, Drive and SkyDrive services. Other companies such as Amazon and Dropbox are also instrumental in offering cloud computing products.
Greenpeace claims some some Apple data centres use as much electricity as 250,000 homes. It says if the cloud was a country, its electricity demand would currently rank fifth in the world. it add that this is expected to triple by 2020.
Greenpeace is also angry that Apple is currently building a huge new data centre in Maiden, North Carolina, that it says will rely mostly on coal power.
Apple says it takes environmental issues seriously and it is set to build a huge solar farm for its data centre in Maiden, North Carolina.
The company says it will be “the greenest data center ever built". Another centre will be opened in Oregon next year, running on 100 percent renewable energy, it adds.
Have shock jocks gone too far?
Former Google exec says he has 100,000 emails showing how 'immoral' company avoids paying UK tax
Notes from a small island: Is Sealand an independent 'micronation' or an illegal fortress?
British man confesses to slitting two children's throats in Lyon flat
'Swivel-gate': David Cameron goes to war with the press over 'swivel-eyed loons' slur
- 1 Asteroid nine times the size of the QE2 liner to sail pass Earth
- 2 Notes from a small island: Is Sealand an independent 'micronation' or an illegal fortress?
- 3 British business: We need to stay in the EU - or risk losing up to £92bn a year
- 4 You thought Ryanair's attendants had it bad? Wait 'til you hear about their pilots
- 5 It’s official: thanks to Stephen Hawking's Israel boycott, anti-Semitism is no more
BMF is the UK’s biggest and best loved outdoor fitness classes
Find out what The Independent's resident travel expert has to say about one of the most beautiful small cities in the world
Win anything from gadgets to five-star holidays on our competitions and offers page.
Excellent Package: Austen Lloyd: This is a senior appointment with huge potent...
£28000 - £31500 per annum + benefits: Randstad Education Newcastle: Permanent ...
£50000 - £58000 per annum + Benefits and Bonus: Progressive Recruitment: SAP F...
£30000 - £40000 per annum + BENS: Progressive Recruitment: Drupal Developer A ...