Apple today released a video highlighting the importance it places on environmental responsibility to go along with a new website detailing the Earth-friendly steps it has taken in its own business.

The video, titled “Better,” describes Apple’s efforts to “leave the world better than we found it” through both its products and the impact it has on the environment. Apple CEO Tim Cook narrated in the video:

Better can’t be better if it doesn’t consider everything: our products, our values and an even stronger commitment to the environment for the future, to use greener materials, less packaging, to do everything we can to keep our products out of landfills. Changes that will benefit people as well as the planet…To us, ‘Better’ is a force of nature.

 

“Better” builds on comments Cook made in response to recent shareholder criticisms that its environmental policy could adversely affect profits. Cook at the time emphasized that Apple does things for reasons beyond profit.

Apple first became more proactive about leading the industry with its environmental policies in 2007 under Steve Jobs. Cook has continued those efforts since taking over as CEO in 2011.

Environmental activists Greenpeace recently praised Apple, Facebook and Google for their efforts in a report, while also challenging companies like Amazon, Netflix, Twitter and Pinterest to go green.

Apple – Environmental Responsibility