I support Apple's initiatives and I'm glad they're setting a good example as an industry leader. However, I could not possibly care less that a given cell phone might be accessing a server that isn't "green". Yes, Amazon Fire will be running "on top of" AWS. This is an absolute given. It will also be leaning on servers from Google, Apple, Rackspace, and Joe's Server Shack.
Greenpeace, shoo. You're not involved in these discussions and you're not relevant to the task at hand. It's cute that you want to be a part of the conversation, but this is the adult table.