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considering how we might win improved policies from Apple, we knew one thing for certain: Apple might tune out Greenpeace, but they would never tune out their customers. Apple's famously loyal fan base was the one force on the planet that was guaranteed to get the attention of Apple CEO Steve Jobs.
So we decided this was to be a very different Greenpeace campaign, one in which we would turn over the reigns to Apple's customers. We would stand in the shoes of Apple fans, we would speak as fellow believers in the wizards of Cupertino, and we'd try to channel waves of Apple Love at corporate headquarters.
Companies like Dell and Lenovo responded to the pressure, commiting to phase outs of the worst toxic substances from their product ranges, and in the case of Dell, challenging the entire computer industry to adopt a worldwide free take-back policy, as Dell had done.
In late 2006, it became clear that the company which had been least responsive and falling further and further back in the rankings was, surprisingly, Apple.
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