Apple has published a detailed explanation of how it determined its scores under the new EU energy label for smartphones and tablets, which becomes mandatory on 20 June 2025. The company says its method reflects a deep commitment to creating long-lasting, energy-efficient products, aligning with the regulation’s goals to reduce emissions and material use.
Purpose and metrics of EU label
Introduced in 1994 for home appliances, the EU energy label now extends to smartphones and tablets under Regulation 2023/1669. The label includes six key metrics: Energy Efficiency Index (EEI), Battery endurance per cycle, Drop resistance, Repairability, Battery cycle life, and Ingress Protection (IP).
Concerns over ambiguous regulations
Apple highlights ambiguity and inconsistency in parts of the regulation. While harmonised standards are still under development, the European Commission has issued transitional test methods. Apple responded by publishing its own testing methodology, aiming for transparency.
Battery performance and EEI methodology
Apple’s choices included disabling Full Resource Allocation (FRA), which it claims is not reflective of typical mobile usage. Audio volume was calibrated to 75 dBA in anechoic chambers, and antenna choice mirrored real-world European usage. While its Apple iPhone models could have achieved an “A” EEI rating, Apple voluntarily downgraded to “B” to account for regulatory uncertainties.
Drop resistance test seen as flawed
Apple questions the reliability of the drop test due to vague material specifications, limited sample size, and inconsistent third-party lab results. Its internal tests are reportedly more robust. Nevertheless, Apple voluntarily lowered its scores here, stating they do not accurately reflect product durability.
Repairability scores questioned
Apple highlights discrepancies between its repair capabilities and the EU’s scoring system, which it claims penalises innovation. For example, new battery removal features were not recognised under the current framework.
Battery cycles and IP testing accepted
Apple found the test methods for battery cycles and IP protection to be well-defined. These were followed without issue, with external verification provided by the Canadian Standards Association.
Apple calls for regulatory clarity
Apple reiterates its support for durable products and effective regulation but urges clearer definitions and consistent methodologies. It hopes its publication encourages further dialogue with EU stakeholders to refine the energy label framework.
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