No sign of Apple iPhone as O2 launches new green rating scheme for mobile phones

Mobile operator O2 has today announced a new green ranking scheme, a first for the UK, aimed at giving phones a rating of zero to five depending on their environmental footprint.

Apple, meanwhile, has refused to allow the iPhone to be included in the ratings table while most other handset manufacturers have embraced the scheme. O2 claims that the new initiative will cover 93% of the phones used by their customers. As yet, Apple has declined to offer any reasoning behind their decision to opt out.

The Eco rating scheme has been developed in partnership with independent sustainability experts Forum for the Future alongside leading handset creators including Nokia, Sony Ericsson and Samsung. O2 is pioneering a key initiative via it's Think Big sustainability programme and it appears that customers are happy to tailor their mobile purchases towards greener phones.

According to O2, 44 per cent of customers say environmental factors would have an influence on their mobile phone purchase. Topping the current list is the Sony Ericsson Elm, which beat 64 other models from six manufacturers with a rating of 4.3 out of 5. The score reflects the overall environmental impact of a mobile phone and the stats will be viewable online and in O2 stores from this week.

“We know that sustainability is important for many of our customers and for the first time they will have the whole picture from which to make a full and balanced purchasing decision,” said Ronan Dunne, O2’s UK Chief Executive. “Consumers are becoming increasingly aware of the social and environmental impact of the technology they buy and we believe this kind of product transparency will help empower them to make greener choices.”