Instead, the company held its cards close and let the rumor mill run amok.

Expect new iMacs later this year, company executives said earlier this month, but that’s not all: Apple plans to make all of its products with recycled materials.

That means the end of mining metals from the earth, which is a tall order.

Apple doesn’t have a timeline for moving to a completely closed-loop supply chain, said Lisa P. Jackson, the company’s vice president of environmental and social initiatives.

Jackson, former head of the Environmental Protection Agency under President Barack Obama, told Vice News Tonight that Apple is trying to move the industry in the direction of sustainability.

“We’re actually doing something we rarely do which is announce a goal before we completely figure out how to do it,” Jackson said.

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