In a decision that may shape the next phase of environment related consumer litigation, a federal judge in California dismissed a proposed class action challenging the “carbon neutral” marketing of the Apple Watch Series 9 by Apple Inc.
The case, Dib v. Apple, provides a loud signal about how U.S. courts may now evaluate the surging number of greenwashing claims even as companies deemphasize environmentally related attributes in their advertising.
This case matters, as we blogged about some weeks ago, in an expanding greenwashing claims landscape spreading across nearly all industries.
Apple’s Carbon Neutral Claim
In 2023, Apple announced what it described as its first “carbon neutral” products, including the Apple Watch Series 9. The company represented that its carbon neutrality strategy reduced roughly 75% of lifecycle emissions through product design, clean energy use, and supply chain changes. The remaining emissions were addressed through “high quality carbon credits from nature-based projects.”
To account for the emissions associated with its 2023 corporate footprint, including the watches, Apple reported retiring approximately 485,000 metric tons of carbon dioxide equivalent through offset projects, primarily the Chyulu Hills Project in Kenya and the Guinan Project in China.
The plaintiffs alleged that those claims were misleading. Their complaint argued that the two offset projects did not provide genuine or “additional” carbon reductions, meaning Apple’s carbon neutrality representations were false.
The Court’s Dismissal
On February 20, Judge Noël Wise of the United States District Court for the Northern District of California granted Apple’s motion to dismiss.
The ruling focused not on whether Apple’s carbon neutrality claim is ultimately correct, but on whether the plaintiffs plausibly alleged deception.
Under California law, a false advertising claim must show that a representation is likely to mislead a “reasonable consumer.” That standard requires demonstrating that a significant portion of consumers could be deceived by the statement in context.
The court found the complaint fell short.
1. Allegations Built on Speculation
The plaintiffs first argued Apple failed to purchase enough offsets to match the emissions associated with Apple Watch production.
But the court concluded that argument rested on speculation. The plaintiffs did not know how many watches Apple actually sold, meaning their calculations of emissions and offset needs were assumptions layered upon assumptions.
As the court wrote, “Every layer of Plaintiffs’ allegations about Apple’s sales of Apple Watches are based on unsubstantiated assumptions.” Without reliable data on sales or emissions, the plaintiffs could not plausibly claim the offsets were insufficient.
2. Unsupported Criticism of Carbon Offsets
The plaintiffs’ second theory challenged the validity of the carbon credits themselves, arguing the projects Apple relied upon overstated the carbon reductions achieved.
But here again, the court found the complaint lacking.
The analysis questioning the carbon credits had been conducted by the plaintiffs’ attorneys rather than independent experts. The court noted the absence of support from scientists, environmental organizations, or government agencies and observed that the methodology behind the critique was not shown to be accepted in scientific circles.
In short, the plaintiffs had not provided credible evidence undermining the use of offsets as credits or the projects’ carbon accounting.
The FTC Green Guides Appear in the Background
Interestingly, the court referenced the FTC Green Guides, guidance that many marketers consider outdated but still influential in U.S. environmental marketing law.
The Green Guides require that environmental claims be supported by a “reasonable basis.” Judge Wise effectively applied that same principle to the plaintiffs’ allegations: if a company must have a reasonable basis to make a claim, a plaintiff must also have a reasonable basis to challenge it. This is the big takeaway from this case.
Because the complaint did not meet that threshold, dismissal was warranted.
Environmental Groups Weigh In
Notably, the Environmental Defense Fund, a known environmental advocacy group, filed an amicus brief supporting dismissal of the lawsuit.
EDF argued that weakly supported litigation could discourage companies from pursuing ambitious climate initiatives. In its view, penalizing companies that attempt to reduce and offset emissions could have a chilling effect on corporate climate action.
That position reflects an emerging debate within the environmental community: how to police greenwashing without discouraging meaningful environmental efforts.
A Sharp Contrast with Europe
The U.S. ruling also contrasts with a decision issued in August 2025 by a court in Frankfurt, Germany, which ordered Apple to stop advertising the certain watches as carbon neutral in that country.
The German court focused on consumer expectations under competition law. It reasoned that because the offset projects Apple relied upon only guaranteed carbon neutrality through 2029, consumers might reasonably assume the neutrality lasts much longer, perhaps until mid century in line with the goals of the Paris Agreement.
The difference illustrates a broader regulatory divide:
- U.S. laws tend to focus on whether a statement is provably false or deceptive.
- European rules often evaluate whether claims create misleading consumer impressions even if technically accurate.
Why This Case Matters
Although the plaintiffs have until March 13 to amend their complaint, the decision already signals an important threshold for climate related consumer suits.
Greenwashing claims are proliferating across industries, from consumer products to finance and real estate, but courts are making clear that allegations must be supported by credible data and scientific grounding.
From an environmental lawyer’s perspective, the lesson is not that corporate climate claims are beyond scrutiny. Rather, the lesson is that scrutiny must be rigorous.
Poorly supported litigation risks undermining legitimate enforcement while also creating uncertainty for companies attempting to reduce their climate impacts.
For now, Dib v. Apple stands as a bellwether: in the emerging law of greenwashing, plausible science and factual grounding are the price of admission to the courtroom.