Did the Greenpeace “Clean our Cloud” campaign nudge Apple toward a stronger environmental stance?
Greenpeace demands a cleaner iCloud at Apple's corporate campus.
Since April, the environmental organization Greenpeace has had a bull’s-eye on Apple in its campaign to clean up the Internet “Cloud” that stores our music, apps, and photos. It’s accused Apple of using high-carbon “dirty fuels” like coal to power its new data center in North Carolina and has used dramatic pranks and slick videos to get consumers involved.
Last week, members of Greenpeace barricaded themselves in a giant iPod at Apple’s Cupertino headquarters and dressed as giant iPhones to demand a cleaner iCloud. Two days later, in a rare demonstration of transparency, Apple released a detailed statement explaining how its new data center would be 100% green. The whole drama made me curious to learn how the Cloud’s power source and growth could impact the environment.
The “Bloom Box” may be moving one step closer to affordability at Caltech — but is it even close to tipping point for the mass market?
Caltech needed more generation capacity to meet the demands of its energy-intensive research.
Sunnyvale-based Bloom Energy made a big splash in 2010 when it came out of stealth mode – on the CBS program 60 Minutes no less – and announced its high-efficiency fuel cell, spawned by a NASA project for Mars. It has earned an impressive roster of clients including Google, eBay and Walmart.
But beyond the inevitable skeptics, the really big catch? “Bloom Boxes,” as the fuel cells have been dubbed, have a price tag of around $700,000. Hardly affordable for all but the largest companies with plenty of cash.
Yet California Institute of Technology, the private research university generally known as Caltech, had twenty Bloom Boxes installed on its Pasadena campus in 2010. Each box now produces 100 kilowatts of electricity for a total of two megawatts capacity; or 17% of the university’s electricity demand.