Analysts point to certain efforts - such as Dell's recycling program, Apple's moves to remove toxic raw materials, & HP's actions around packaging - as areas of success. But the IT industry still accounts for an estimated 2 percent of global emissions of greenhouse gas carbon dioxide. Consumers might have trouble picking out who among the computer makers are making the right moves: Dell says it aims to become the "greenest technology company on Earth"; Apple lays claims to the "greenest relatives of notebooks"; & HP stresses it's a long tradition of environmentalism as well as the market size to effect adapt. TBR recently ranked Dell No. 1 out of 40 technology companies on corporate sustainability. But a recent Greenpeace report ranked Apple best among the major computer makers.

In interviews, Dell & HP - while each asserting leadership - downplayed talk of competition. they pointed out that any good sustainability strategy must be comprehensive, & span the company, right down to its supply chain. Some analysts say what may be more important than companies' actual green initiatives - often highly technical - is their ability to communicate them to the market. Tod Arbogast, Dell's director of sustainable business, said there is actually some collaboration around green initiatives. "I don't think we've reached the tipping point yet, I think we'll continue as an industry to innovate, challenge two another to go further. faster on these efforts," they said. Bonnie Nixon, HP's director of sustainability, said green practices should be integrated throughout the company. HP's "commitment has been there, certainly through the 90's & the fact that society is focusing on green right now is great. We're in an industry that can truly demonstrate" environmental leadership, they said.