Now that green is the new black, it’s rather puzzling that Apple — a company whose brand is built around maverick design — has remained firmly in the red. Greenpeace has been pushing for Apple to go green for years now and has even launched a campaign to create change, but their just-released “Guide to Green Electronics” tells the real story. High design, high prices, dangerous materials and practices. How much longer can Apple retain their brand position? Yes, they were (and still are) pioneers in interface design, but they need to get with it or they’ll lose their urban hip lustre once green more firmly establishes itself and the word gets out. Perhaps because they have a monopoly on cool, they feel they can continue unchecked on issues around manufacturing materials and such, but as Mac’s become more like PC’s, and vice-versa, it’s only a matter of time before an upstart with a conscience starts chipping away at the hearts and minds of consumers.

Apple’s success is built on an uncanny knack for creating designs that take the human into account. Will they take the logical (and emotional) next step and build an even deeper brand loyalty by making electronics that recognize the importance of sustainability to humanity? Or will they become a poster child for planned obsolescence?

Back in 2002, NEC tried to grab the green spot on the far right of Greenpeace’s dial with their eco computer.

But they were ahead of their time, and sales were so lackluster that they ceased production one year later. Now that CSR has moved closer to the mainstream, it’s time for a new green vision in computers. Or there’s always the Luddite solution.