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By Dan Moren for Macworld
What Apple’s new job additions tell us about its product plans
Apple’s well known for its centralized approach, not just in terms of hardware and software, but also in geography. The company has previously pushed hard to locate as many of its non-retail employees as possible in its hometown of Cupertino, in large part because of its belief that its employees work better on physically proximate teams. Look no further than its enormous new home base, Apple Park, which opened there earlier this year.
But this week, the company announced that it would be expanding its footprint in several U.S. cities outside the Bay Area, most notably in Austin, Texas, where it already has its largest non-Cupertino presence, but also in a few other key locations. In particular, Apple projects that in the next three years it will exceed 1000 employees in three cities: Seattle, San Diego, and Culver City.
Given the size and profitability of Apple’s business, it’s no surprise that it would want to hire aggressively, but this does seem to go against the company’s previous ethic of bringing its employees together in a single place. So there must be something significant about these specific locations it’s chosen, something that Apple can get in them that it can’t necessarily get in Cupertino. Something like, say, attracting talent in certain key fields.
Out of idle curiosity, I took a cursory cruise through the company’s job listings for these locations, in the hopes it might provide some tea leaves about where Apple is putting its bets over the next few years.