Apple’s Carbon-Neutral Lullaby; King Arthur’s Fresh Look (and Name): Thursday’s First Things First [Video]

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Apple’s Affecting Spoken Lullaby Promises 100 Percent Carbon Neutrality by 2030

Apple followed its six-minute slapstick salute to remote work with an ad whose tone is far more sobering. A simple series of shots of a sleeping baby—who represents all babies in the 2020-born Generation Alpha—is overlaid with a gentle voice making a spoken-word promise that the brand will be completely carbon neutral by the baby’s 10th birthday. The ad comes with a statement that the company will achieve this goal with such measures as low carbon and recycled materials design, expanding energy efficiency and more.

Next steps: Apple also announced a new racial equity and justice initiative.