Apple apologises for environmental modesty

After mostly ignoring the problem failed to work, Steve Jobs has finally addressed the pounding that Apple has been receiving at the hands of environmental groups for its decidedly un-hip approach to being green.

In an open letter sent yesterday, Jobs said that actually the problem wasn't that Apple had a poor track record on the environment -- actually it was doing great things but somehow had forgotten to tell anyone.

"It is generally not Apple's policy to trumpet our plans for the future; we tend to talk about the things we have just accomplished. Unfortunately this policy has left our customers, shareholders, employees and the industry in the dark about Apple's desires and plans to become greener," said Jobs.

He then goes on to describe how the company is changing its policy – and becoming more aggressive about recycling. This is slightly confusing is Apple saying it was doing great things and forgot to tell anyone or is it saying we weren't doing much and now we are remedying that?

Anyway, the main thing is that Jobs has now woken up to the fact that trying to pretend that somehow Apple's trendy reputation puts it above such trifles as the environment won't wash anymore. And he even goes on apologise for the approach to date.

"We apologise for leaving you in the dark for this long. Apple is already a leader in innovation and engineering and we are applying these same talents to become an environmental leader".