Greenpeace activists staged a protest at Apple headquarters on Tuesday in the hope of getting the technology giant to move towards the use of more energy efficient datacentres.
Two Greenpeace protestors barricaded themselves in a life sized "iPod" while projecting messages from consumers onto the front of the company's headquarters. The protests are part of the environmentalist group's ongoing effort to move Apple away from coal-powered cloud datacentres.
"Traditionally, Apple's always been a company that cares what its customers think, and wants to be on the leading, innovative edge of technology," Greenpeace international media advisor David Pomerantz told V3.
"A protest like this shows Apple that its customers want the company to use 21st-century clean energy, not 19th-century coal, [and] will hopefully stir Apple's executives into living up to that innovative history."
Greenpeace began its campaign against the firm last month after releasing a report that condemned Apple for running its datacentres in regions which relied on coal power. The report said that as much as 100MW of power would be used at Apple's North Carolina based datacentre, most of that power coming from coal.
Apple dismissed the report, claiming that they use far less energy than Greenpeace claims. The firm also stated that as much as 60 per cent of the iCloud datacentre uses renewable energy.
Greenpeace, meanwhile, accused Apple of not being completely forthright.
"Apple should first come clean about its coal problem, and then start taking steps to move toward clean energy, as Facebook, Yahoo and Google all have," continued Pomerantz.
"Until Apple does that, we will keep bringing them the messages of over 200,000 customers who are asking Apple to clean up its cloud."
Apple has been a favourite target for Greenpeace, who view the company as an influential force in the industry - one capable of pushing other firms to pursue environmentally-friendly policies.
V3 contacted Apple for comment on the protest but had received no reply at time of publication.
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