There’s an acronym widely used for setting goals: SMART. There are a few different versions of this floating around, but one common one is that objectives should be Specific, Measurable, Achievable, Relevant and Time-bound. Apple’s stated commitment to stop mining the earth and build all products from recycled materials would seem to fail on two of these criteria.
It isn’t currently achievable. It simply isn’t realistic today for Apple to obtain all of the materials it requires in the quantities it needs at a viable price without mining some of them, and there’s no saying when it might become so.
It’s also not time-bound. Apple has given no indication of when it might reach its goal. Anyone can claim almost anything will be achieved – however far-fetched – without specifying a timeframe.
But while Apple’s objective isn’t SMART, that doesn’t make it either meaningless or useless …
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Author: Ben Lovejoy
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