Apple is taking another step on its long journey to becoming a worldwide example of sustainability. The company announced today that it is investing 13 million Canadian dollars (approximately $ 35 million) in a joint venture christened Elysis, which brings an innovative method of casting aluminum which does not emit carbon monoxide or any polluting gases.
Elysis, in its essence, is a collaboration between two of the world's leading aluminum suppliers, Alcoa and the Rio Tinto; Together, the companies will further employ and develop patented “clean” metal casting technology. Apple said its support was instrumental in establishing the partnership, which is headquartered in Montrealin Canada, as well as investment from the Canadian governments and the Qubec province.
Tim Cook shared a few words about the initiative:
Apple is committed to advancing technologies that are good for the planet to help protect it for generations to come. We are proud to be part of this ambitious new project and look forward to the day when we can use aluminum produced without the direct emission of greenhouse gases in the assembly of our products.
It is good to note that even with the hefty investment, Apple does not have a share of control of Elysis; instead, the company should consult the venture technically and certainly have a preference (and perhaps a good discount) in purchasing the material when it is ready for sale. Which is great considering that aluminum is one of the main materials used in the manufacture of basically all Ma products.
As the aluminum smelting process that will be employed by Elysis releases only oxygen, Apple will have another gigantic letter up its sleeve when it comes to selling its environmental responsibility and it is hard to beat the magnitude of the latest announcement on the subject.
It remains to be seen, of course, when the material's production reaches a fast enough pace for Ma to effectively start using Elysis aluminum in its products. We hope it won't take long (and fashion will catch up), because the planet thanks you.