Brendan Montague wonders whether a promise to end the use of materials extracted from the Earth will bear fruit.

“Think different.” It’s what Apple asked us to do. And now the technology giant – the first public company on the planet to reach a stock price of US$1 trillion – is promising to do things very differently as well. Apple is a corporate member of the Circular Economy 100 of the Ellen MacArthur Foundation. But what does this mean in the real world?

Tim Cook, the sneaker-wearing chief executive, was drowned in whoops and cheers when he announced ...


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