www.apple.com

The numbers

First visit

1.35 g CO₂e

Return visit

0.028 g CO₂e

Hosting

unknown

LCP

428 ms

CLS

0.054

TTFB

45 ms

At 10,000 views a month this page emits about 122.8 kg CO₂e a year, roughly 503 km in an average petrol car. The estimate assumes 75% new and 25% returning visitors, a measured cache reload ratio of 2%, and world-average grid intensity. How we calculate this

1. Defer video and audiosave ~0.545 g/visit (4.87 MB)High impact · quick fix

   6.08 MB of audio/video downloads during initial page load.

   Never autoload media: use preload="none" with a poster image, load players on interaction, and stream in an efficient codec (AV1/HEVC).

   • largetall.mp46.05 MB
   • largetall.webm30 kB
   • largetall.webm0 B
   • largetall.webm0 B
   • largetall.webm0 B

   WSG 2.9: Optimize media to reduce resource use
2. Convert and compress imagessave ~0.070 g/visit (622 kB)High impact · quick fix

   9 images (1.38 MB) ship in legacy formats (JPEG/PNG/GIF).

   Serve AVIF (or WebP) with responsive srcset sizes, and re-compress oversized files. AVIF typically halves JPEG weight at the same visual quality.

   • hero_back_to_school_startframe__cd4vg5frm39e_…588 kB
   • hero_ted_lasso__cyx8jbgpt3ma_largetall.jpg292 kB
   • hero_back_to_school_2026__cz07tzsg14sy_larget…221 kB
   • hero_ted_lasso_startframe__bdvk5f0i4u02_large…210 kB
   • hero_iphone_family__be5jkzxszb1e_largetall.jpg60 kB

   WSG 2.9: Optimize media to reduce resource use
3. Optimize web fontssave ~0.042 g/visit (376 kB)Medium impact · quick fix

   7 font files total 1.08 MB.

   Subset fonts to used glyphs, prefer one variable font over multiple weights, serve WOFF2 only, and consider system fonts for UI text.

   • sf-pro-text_semibold.woff2235 kB
   • sf-pro-text_light.woff2226 kB
   • sf-pro-text_regular.woff2222 kB
   • sf-pro-display_semibold.woff2130 kB
   • sf-pro-display_bold.woff2129 kB

   WSG 2.11: Use optimized web typography
4. Enable text compressionsave ~0.017 g/visit (148 kB)Medium impact · quick fix

   2 text resources (211 kB) are served without gzip/Brotli.

   Enable Brotli (or at least gzip) on the server or CDN for HTML, CSS, JavaScript, JSON and SVG. Typical reduction is ~70%.

   • globalheader.umd.js165 kB
   • flyouts46 kB

   WSG 4.3: Reduce data transfer with compression
5. Reduce JavaScript payloadsave ~0.012 g/visit (106 kB)Medium impact · moderate effort

   19 scripts total 425 kB on the wire (1.12 MB decoded). Bundles this size usually carry a lot of unused code.

   Split bundles per route, tree-shake dependencies, and audit with a bundle analyzer or coverage profile. A 25% cut is a conservative target for bundles this size.

   • globalheader.umd.js165 kB
   • ac-analytics.js104 kB
   • localeswitcher.built.js57 kB
   • endless-entertainment-gallery.built.js42 kB
   • main.built.js26 kB

   WSG 3.2: Minify and remove unused codeWSG 3.3: Modularize bandwidth-heavy components
6. Fix caching for returning visitorssave ~0.0036 g/visit (24 kB)Medium impact · quick fix

   On a repeat visit 97 kB of static assets were re-downloaded instead of coming from cache.

   Serve static assets with Cache-Control: public, max-age=31536000, immutable and versioned filenames so returning visitors download almost nothing.

   • localeswitcher.built.jsCache-Control: max-age=0 · 57 kB
   • globalheader.cssCache-Control: max-age=0 · 16 kB
   • ac-localnav.built.cssCache-Control: max-age=0 · 8.4 kB
   • ac-globalfooter.built.cssCache-Control: max-age=0 · 7.3 kB
   • localeswitcher.built.cssCache-Control: max-age=0 · 5.4 kB

   WSG 4.2: Optimize caching and support offline access
7. Verify your hosting energyMedium impact · moderate effort

   This host has not published renewable energy evidence with the Green Web Foundation, so its energy source is unknown.

   Choose a provider listed in the Green Web Directory, or ask your current provider to publish evidence (and a carbon.txt). This cuts the data-center share of every single page view.

   WSG 4.1: Use sustainable hosting
8. Upgrade compression beyond gzipsave ~0.0065 g/visit (58 kB)Advisory · quick fix

   387 kB of text ships gzip-compressed; Brotli or Zstandard would cut roughly another 15-20%, and browsers without them fall back to gzip automatically.

   Serve precompressed Brotli for static text assets (highest level, compressed at build time) and enable Brotli or zstd for dynamic responses; keep gzip only as the fallback.

   • ac-analytics.js104 kB
   • localeswitcher.built.js57 kB
   • apple.com44 kB
   • endless-entertainment-gallery.built.js42 kB
   • main.built.js26 kB

   WSG 4.3: Reduce data transfer with compression
9. Set a page-weight budgetAdvisory · moderate effort

   At 9.14 MB per view this page rates F. The findings above list where the weight is.

   Agree a transfer budget (e.g. under 975 kB reaches a B), enforce it in CI, and re-scan after each change to hold the line.

   WSG 3.1: Set goals based on performance and energy impact
10. Remove the entry redirectAdvisory · quick fix

    The address that was scanned goes through 1 redirect before the document is served, ending at https://www.apple.com/. Every hop is a full round trip on a connection that has not warmed up yet.

    Point links, sitemaps and canonical tags at the final address, and make the host redirect in one hop rather than chaining http to https to www.

    • https://apple.com/redirects to https://www.apple.com/

    WSG 4.4: Setup necessary error pages and redirection links
11. Simplify the document structureAdvisory · larger effort

    The page renders 1994 DOM elements, above the 1,500 guideline. Large trees cost memory and CPU on every visitor's device.

    Flatten wrapper markup, render long lists virtually or paginate, and prefer semantic elements over nested divs.

    WSG 3.6: Ensure code follows good semantic practices

Where the bytes are

• Audio / video6.08 MB · 7 req
• Images1.38 MB · 13 req
• Fonts1.08 MB · 7 req
• JavaScript425 kB · 19 req
• CSS83 kB · 10 req
• Data (fetch)47 kB · 2 req
• HTML44 kB · 1 req
• Data (XHR)2.3 kB · 2 req