Tuesday’s presentation of the new MacBook models was received with great enthusiasm, even though the rumor about the new prices was slightly off with about $100. Still, some of the features believed to appear on the new laptops and heavily discussed over the Internet before the release, are indeed present. The one that Apple’s CEO seems to be most excited about is the MacBook’s new unibody aluminum case and also the company's eco-friendly production process.

Other changes made for Apple’s "best-selling notebook ever" also include faster graphics and a buttonless glass trackpad.
Another extremely debated topic is Mr. Jobs’ vision for "a greener Apple," as the company received over the years many critiques from Greenpeace. The main concerns are connected to Apple’s manufacturing process and the need for it to reduce the toxic chemicals and waste from its production and packaging activity. Apple stated that it is committed on this environmental direction and its researchers managed to come up with several solutions for improving its work. So far the company introduced the LED-backlit displays for all its laptops and focused its efforts on recycling.

Other aspects of the environmental progress were recently displayed by Mr. Jobs through a post on Apple’s official Web site. He stated that the company eliminated polyvinyl chloride (PVC), brominated flame retardants (BFRs), and also all forms of bromine and chlorine from its products. "I'm proud to report that all of Apple’s new product designs are on track to meet our 2008 year-end goal," Jobs writes.

Regarding the recycling process, Apple managed to collect 21 million pounds of e-waste in 2007, achieving a recycling rate of 18.4 percent. The 28 percent goal set for 2010 will be reached later this year, which represents a great success for the company and its strategy planners.

Mr. Jobs continued with the research on emissions: "Most companies are focused on the emissions produced by their offices or perhaps their factories, but we have found that this accounts for just a small fraction—less than 5%—of the greenhouse gases associated with consumer electronics." This led to the careful observation of the emissions produced on each stage of the product’s lifecycle, which includes production, transportation, consumer use and recycling. All these facts and details are available for Apple’s clients on the official Web site, which provides a detailed report for each one of the company’s products. For instance, the total greenhouse gas emissions for the iPod nano are 15 kg CO2e, with the production process accounting for 54 percent, the transport 6 percent, customer use 39 percent and the recycling process 1 percent. Other data such as energy efficiency and material eficiency are also present in the reports, showing that Apple has nothing to hide and that it takes great pride in its constant efforts for improvement.

Jobs explained that such a report will be available from now on for every new product in its line, in order for the customers to better understand the progress that the company is making and also rest assured that their purchases are being produces using new and environmental-friendly technology. He acknowledged that there is still a lot of room for improvements and that the company’s efforts will continue.