Not just any old bag. This is “a bag container formed of white solid bleached sulfate paper with at least 60% post-consumer content.” And it’s one that’s already been used in Apple stores for several months.

Where this bag apparently stands out from the millions of other paper bags in the world is its environmental credentials, with 60% recycled materials

"The bag may be formed entirely of paper,” says Apple’s application, “with the potential exception of adhesives for fixing together portions of the bag. This can help to reduce any environmental impact from production, use, and disposal of the bag.

“[Its] reinforcement inserts can augment the strength and resistance to tearing of the bag container material to make it structurally suitable for use as a bag, thereby increasing the amount of post-consumer content usable in an SBS paper bag. This can help to reduce any environmental impact from production, use, and disposal of the bag.”