Apple responds to Greenpeace: what part of "end of 2008" didn't you understand?

Yesterday's battle between Greenpeace and Apple had the former publicly chastising the latter for its continued use of hazardous chemicals in its iPhone. While they conceded that Apple is compliant with Europe's RoHS (Restriction of Hazardous Substances) standard, they lambasted Cupertino for its continued use of PVC and brominated flame retardants (BFRs) which, according to Greenpeace, "suggests that Apple is not making early progress towards its 2008 commitment to phase-out all uses of these materials." This morning, an Apple spokesperson told Macworld that, "Like all Apple products worldwide, iPhone complies with RoHS, the world's toughest restrictions on toxic substances in electronics. As we have said, Apple will voluntarily eliminate the use of PVC and BFRs by the end of 2008." Sure, you can fault Apple for not being as environmentally friendly as PVC-free Nokia, or Motorola and Sony Ericsson who offer some devices with BFR-free components. However, Greenpeace shouldn't feign surprise at what they found.