According to TechInsights data, in Q1 2024, Apple (AAPL.US) ranked first in tablet shipments with a market share of 35.4%. Although the total market volume of iPads declined from 63.5 million units in 2022 to 52.1 million units in 2023, TechInsights predicts that by 2025, Apple's iPad shipments will rise again, reaching an estimated 64 million, and its leading position will continue to maintain or even expand, partly due to the release of new models featuring the M4 processor.

It is difficult to make direct comparisons of different manufacturers in terms of their carbon footprint (usually in carbon dioxide equivalent CO2e). First, not all manufacturers disclose detailed life cycle assessments (LCA), and those that do use different methods. Apple is more transparent than most manufacturers. Apple claims that the new iPad Pro 13-inch model's carbon dioxide equivalent (CO2e) is 37% lower than the baseline, totaling 61 kilograms (meaning that no clean energy was used in the production process except for the standard supply from the local power grid). Going deeper, the carbon dioxide equivalent of the 256 GB 11-inch model is 93 kilograms, while that of the equivalent fourth-generation model is 107 kilograms and the third-generation model is 112 kilograms. The main aspects of carbon footprint reduction are summarized as follows:

It is worth noting that Apple is more transparent than most manufacturers. Apple claims that the new iPad Pro 13-inch model's carbon dioxide equivalent (CO2e) is 37% lower than the baseline, totaling 61 kilograms (meaning that no clean energy was used in the production process except for the standard supply from the local power grid). Going deeper, the carbon dioxide equivalent of the 256 GB 11-inch model is 93 kilograms, while that of the equivalent fourth-generation model is 107 kilograms and the third-generation model is 112 kilograms. The main aspects of carbon footprint reduction are summarized as follows:

100% fiber-based packaging;

100% recycled aluminum for the casing;

100% recycled rare earth metals in all magnets;

100% gold and tin solder recycling in multi-layer printed circuit boards (PCBs);

All printed circuit boards are free of mercury, brominated flame retardants, and PVC.

Apple has previously set ambitious sustainability goals, such as achieving carbon neutrality for all products throughout their entire lifecycle by 2030, removing all plastics from packaging, and using 100% recycled cobalt in batteries by 2025.

Last year, Apple's goal of using recycled cobalt in its battery products was discussed, which is a commendable goal because the use of cobalt has a significant impact. In 2022, as much as 70% of global cobalt production was used in batteries for electric vehicles or consumer electronics products. Cobalt production is mainly concentrated in the Republic of the Congo, which accounted for 70.3% of global production in 2022. Cobalt production in the Republic of the Congo is also linked to social and environmental issues, such as pollution, deforestation, casualties, and worsening of conflicts.

Although cobalt is not a necessary component of lithium-ion batteries (LIBs), it is typically used in cathodes and has significant advantages over other metals such as iron phosphate and manganese oxide, such as extending the battery's expected life threefold (so the trade-offs in terms of sustainability are not simple). In Apple's latest products, cobalt has been found in lithium-ion battery cathodes, such as:

iPhone 15 Pro;

AirPods Pro 2nd generation;

Apple Watch "metal can" battery (can be found in various models).

In addition, TechInsights analyzed the iPad Pro with Apple's M4 processor and concluded that the chip "instantly leapfrogged the computing industry in terms of device artificial intelligence", and "Apple attracted the industry's attention in a way that other companies envy". Apple's statement emphasizes several advances from a sustainable development perspective and reaffirms the goal of achieving carbon neutrality throughout the manufacturing supply chain and the lifecycle of every product by 2030.

TechInsights sees major progress by Apple in achieving its sustainability goals, with more progress expected next year, particularly because Apple has promised to use recyclable cobalt batteries in all product lines by 2025. Unlike when Apple emphasized that the Apple Watch Series 9 was a carbon-neutral product at its last important product launch, the iPad Pro release did not mention carbon neutrality. This may indicate that Apple faces challenges in achieving its goal of complete carbon neutrality by 2030.