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Greenpeace slams Apple despite its clean power data center plans

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Updated: Despite that Apple (s AAPL) is building one of the largest privately-owned solar and fuel cell farms at its data center in Maiden, North Carolina, the environmentalists at Greenpeace say in a new report that Apple is one of a couple of Internet companies that are falling significantly short on sourcing clean power for data centers. Other Internet companies that drew weak marks from Greenpeace’s report include Amazon (s AMZN), and Microsoft (s MSFT).

In contrast, Google (s GOOG), Yahoo (s YHOO) and even Facebook drew praise from Greenpeace’s latest “How Clean Is Your Cloud,” report. The 50+ page report ranks over a dozen Internet companies on categories like how much they consider clean power when deciding the location of their data center, how transparent their clean power strategy is, and how much they are leading the industry through advocacy for clean power.

As the Internet, cloud computing and always-on gadgets grow, the amount of electricity consumed by data centers will grow along side it. Greenpeace says data center electricity is 31GW globally, and that will increase 19 percent in 2012 alone.

Apple and Amazon drew such poor marks partly because they don’t seem to factor in clean power sources — like hydro, wind, and solar — into the decision of where to build their data centers. While Apple is leading the industry in building its own clean power, its data center in North Carolina will largely consume cheap and mostly coal-powered and nuclear-powered electricity. Likewise, Greenpeace says over two thirds of the servers powering Amazon’s AWS E2 Elastic Computing cloud computing platform are based in Northern Virginia, which has a similar dirty fossil fuel mix. Apple and Amazon both received “F’s” for “Infrastructure Siting.”

In contrast, other Internet companies like Facebook are choosing locations, like Sweden, that allow them to source much of their electricity from clean power. After Greenpeace took a hard stance toward Facebook last year, the social network giant decided to make a more substantial commitment to clean power.

Update: Apple has responded to Greenpeace saying that its data center in Maiden, North Carolina consumes 20 MW, far less than the estimate of 100 MW that Greenpeace had for it. And Apple says that the North Carolina data center will draw 60 percent of its power from clean energy. Apple also says its data center in Oregon will be 100 percent powered by clean power.

Greenpeace also wants the Internet companies to be transparent about their energy and carbon footprints, as a way to show they will improve and also as a advocacy and leadership step for the industry. However, many Internet companies don’t want to share that information for competitive reasons. Apple and Amazon received a “D” and an “F” for transparency, respectively. Google, on the other hand, recently unveiled its energy footprint for the first time.

Not all of the report was negative. Greenpeace found that:

There have been increasing signs that more IT companies are beginning to take a proactive approach in ensuring their energy demand can be met with available renewable sources of electricity, and will increasingly play a role in shaping our energy future.

6 Responses to “Greenpeace slams Apple despite its clean power data center plans”

  1. Doug King

    I got harassed by some GreenPeace idiots in front of the bookstore on Castro in Mountain View on Monday. I don’t see how they think they can get their message out by annoying people.

  2. Marklewood at Serenity Lodge

    While it “sounds” nice that Facebook has apparently gone “green”, it doesn’t displace the fact that it went overseas, taking that workforce with it, off of USA soil. Such is the trade off and not worth it, by any stretch.

    • josha0007

      Jack, that’s where you are wrong. Its the core of the business. They make the internet a much more enjoyable company through innovative technology that people have embraced into their life. Without the internet Apple is nothing.

  3. Is there an Island somewhere we can send these Greenpeace folks where there is nothing produced by electricity so they can live their dream by eating slugs and snails and not contribute to the polution of the planet. The fact that they use the internet shows they are a bunch of Hypocrites.

  4. Jeremy Bee

    Greenpeace just makes me angry nowadays. They used to be the pinnacle of morality and environmental justice, now they are disgusting PR people who lie through the media to get their way and twist the truth to their own ends.