Apple has revealed a US-only iPod recycling programme.
The company said: "Customers can bring iPods they no longer want to any of Apple’s 100 retail stores in the US for free environmentally friendly disposal".
And in a bid to underline its environmental focus, Apple added: "Those who drop off an iPod, iPod mini or iPod photo will receive a 10 per cent discount on the purchase of a new iPod that day."
The move is likely a response to recent environmental protests by the Computer TakeBack Campaign (CTC). Activists have targeted perceived failure by Apple to exercise corporate responsibility in terms of handling electronic waste.
"Electronics including the iPod and other Apple products contain toxics like lead and other harmful chemicals that are associated with infertility and brain damage," the campaigners said.
Speaking during Apple's annual shareholders meeting in April, Apple CEO Steve Jobs dismissed many of the allegations made against the company by the campaigners.
Inaccuracy or pressure points?
“There is a lot of inaccuracy here, " he said. "We don’t ship any ewaste overseas,” said Jobs. “The only thing we ship overseas is ground up plastics that are shipped to make new recycled plastics - this is a good thing.”
"Apple already has a battery and take-back program in place for both the iPod and the iPod mini,” he said in April.
Apple once again confirmed its green credentials in the release announcing its presently US-only iPod take-back scheme: "iPods received for recycling in the US are processed domestically and no hazardous material is shipped overseas," the company said.