Apple's attempt to lower carbon emissions has not gone unnoticed. Always at the forefront of award winning packaging (and product) design, their information graphics on their site are pretty sweet too. Simple, hand rendered icons in green on recycle-look-paperand easy to understand. The application does seem like an obvious one, but why shouldn't it be?! They don't deny, in fact they publish their estimated waste in the past and (having since lowered it) display the difference made with new, smaller packaging design. Read more on their site.