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Steve Jobs pitches his ideas for a new Apple campus to the Cupertino, CA town council

Apple's current headquarters (shown in green on the left)

Property now owned by Apple (shown in green)

Location proposal for Apple's new campus (seen on the right)
Apple grunts will be stuck in a true infinite loop this time around

You have to give Cupertino, California-based Apple Inc. (AAPL) points when it comes to style.  Not only does the company make some of slickest packaged electronic devices in the industry, it also has diverse, but consistently eye-catching retail designs.

I. A New Home For Apple

Apple CEO Steven P. Jobs, currently recuperating on medical leave, took some time to present a new plan to the Cupertino city council, which they posted video of on YouTube.

Currently, Apple has between 2,600 and 2,800 employees working at its Cupertino headquarters (Mr. Jobs seemed a bit hazy as to the precise current number -- Apple is known for a high burnout rate).  But most of Apple's employees work at other office buildings in the area.

"We're renting buildings... not very good buildings either... at an ever greater radius from campus," Mr. Jobs describes, "And we're putting people at those."

The CEO says that with 12,000 employees Apple was reaching a breaking point -- revamp its Cupertino work situation, or relocate to a town like Mountain View, California.

Hoping to stick in Cupertino, Mr. Jobs instead bought 150 acres of land on the east side of town, which were long ago home to Apple orchards.  The area was currently home to a major office of rival computer maker Hewlett-Packard Company (HPQ).  

Despite being business rivals, Mr. Jobs is quite fond of Hewlett-Packard, due to his own history with the company.  He states, "When I was 13 I think -- Hewlett and Packard were my idols -- I called up Bill Hewlett because he lived in Palo Alto and there were no unlisted numbers in the phonebook -- which gives you a clue to my age. And he picked up the phone and I talked to him and I asked him if he'd give me some spare parts for something I was building called a frequency counter."

"And he did, but in addition to that he gave me something way more important. He gave me a job that summer -- a summer job -- at Hewlett Packard right here in Santa Clara off 280, in a division that built frequency counters. And I was in heaven."

Around the same time he was given this job, Bill Hewlett and Dave Packard, walked through those apricot orchards in Cupertino and decided to buy the property.  Over time it became a major headquarters, but recently the company has been consolidating, so it sold the land to Apple.

Mr. Jobs sounded a bit bitter about being unable to acquire a certain apartment complex, stating, "We tried to buy the apartments in the corner, but they're not for sale, so we couldn't buy those, but we bought everything else."

Apparently even in Cupertino, some can resist Apple's sorcery.

II. "Spaceship" Prepares to Land

Apple's Cupertino offices are located on Infinite Loop Drive -- nicknamed for a program loop with no termination conditions; a common cause for operating system crashes back in the "old days".

Ironically Apple's new building with be the physical manifestation of that term -- nature's perfect infinite loop -- the circle.  The company has hired architects with the reputation for being the "best in the world" to design the exotic campus which Mr. Jobs says he hopes will be "best office building in the world", and which city council member Barry Chang remarked would be "most elegant headquarters in the U.S."

Mr. Jobs describes it, quipping, "It's a little like a spaceship landed."

Located on the north end of the campus, the planned building is a four-story, 3.1 million square foot office building, with a 1 million square foot improvement.  This is a major improvement over HP's building which covered 1.4 million square feet of footprint, but only had 2.6 million square feet of office space.  

Apple hopes to use the building to house 12,000 employees (up to a maximum of 13,000) -- much more than the 9,500 HP housed (Mr. Jobs referred to this as an increase of "20 percent", but he was apparently having a bad math day).

Mr. Jobs describes, "It's a circle. So it's curved all the way around. As you know if you build things, this is not the cheapest way to build things. There's not a straight piece of glass in the building. It's all curved."

"And we've used our experience in making retail buildings all over the world now. We know how to make the biggest pieces of glass in the world for architectural use."

The building forms a closed arc, with a large inner courtyard.  It houses offices and a cafeteria that feed 3,000 employees at once.

Parking is largely underneath the building, but there's a supplementary 1,200-car garage to the south of campus.  Next to that garage will be a generator.  Due to local brownout issues, Apple says it hopes to make that generator its primary power source.  It says it will look to produce power from "natural gas and other ways that can be cleaner and cheaper."

III. Enriching the Area

When asked how the plans would enrich Cupertino, Mr. Jobs argued that it would improve the local environment.

Currently the plot of land is mostly asphalt, as Mr. Jobs puts it -- parking lots.  Only 20 percent is landscaped.  Apple plans to expand the percent of landscaped grounds to 80 percent.  They plan to increase the trees on the land from 3,700 to 6,000, including some of the "apricot orchards" Mr. Jobs fondly remembers.

He says that Apple has hired a senior arborist from Stanford University to help plan the tree planting and landscaping.

Many employees will be able to bike to campus.  And the CEO brags that his company provides 20 biodiesel-powered buses, which pick employees up from San Francisco to Santa Cruz.

He says that smoking will be prohibited inside the new building, which appears, in part, to be a personal stand by Mr. Jobs.  He relates that smoking is a sensitive subject as both of his parents died of lung cancer.

When asked about the heavily polluting nearby Kaiser Concrete Plant, Mr. Jobs commented that the plant bought the land "fair and square" so there was nothing he could do about it for now.  He commented, though, "If you kicked Kaiser out, I wouldn't cry."

Several city council members fished for whether Apple might provide the city free Wi-Fi, as some corporations like Google Inc. (GOOG) do for their hometowns.  Mr. Jobs scoffed at this notion stating, "We pay taxes, the city should do those things."

If Apple's plan is approved it will break ground next year and employees will move in by 2015.



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RE: Haha
By Tony Swash on 6/8/2011 1:40:02 PM , Rating: -1
quote:
Hey, Tony--guess what? Even Warren Buffet votes democrat. Please try again. A lot of the super wealthy feel "guilty" about all the money they have made and find that supporting social programs makes them feel "better" about themselves.

You can run a business and still support socialist philosophies.

The same principle applies to some people who donate extreme sums of money to the Church. Some of them think that if they give back their wealth to the Church, it makes all the wrongs they did right.

What Steve said though, I think gave us a little insight into how he thinks inside his head. Either that or he was pissed off about the town asking for him to give even more. I guess, the more I think about it--maybe that _is_ what he meant to say given how little money he has given to charity over the years compared with many of his peers.


How the fuck do you know what he gives, he never discusses that sort of stuff in public.

Dude - grow up - calling one of America's leading capitalists a socialist based on a throw away remark during a public discussion is just daft. Is it not possible to raise the standards around here just a bit?

The topic here is a major, and by the look of it, imaginative modernist architectural project. Embrace modernity - enjoy the future as it arrives - stop carping like a old grumpy man :)


RE: Haha
By MrBlastman on 6/8/2011 1:50:08 PM , Rating: 2
Believe me--if he donated enough of his wealth, it _would_ make it out into the new somehow. It might not be from his own mouth, but it would be from plaques on buildings, publication in newsletters or individuals in those social organizations.

The word would get around. Just as it has done so from the likes of Bill Gates or Warren Buffet.

Yet, dispite all the squeakings about their philanthrophy, there is little to none about Steve Jobs. That says something.

Raise the standards? How about Apple raises their standards by giving a crap about what the people want instead of trying to force upon the people what they feel they should have. That philosophy by itself says something about Steve and how he operates. What about the secret gestapo inside of Apple?

Quit idolizing the man like he's your savior or something. Admit it--he isn't perfect. Once you do that, then accept his flaws as even Jobs is flawed.


RE: Haha
By Tony Swash on 6/8/11, Rating: 0
RE: Haha
By MrBlastman on 6/8/2011 2:28:00 PM , Rating: 2
quote:
Using the word 'Gestapo' about what a company like Apple does is not just ludicrous but offensive.


Quit it with the old "that's offensive" rebuttal. I'm the least politically correct person you will run into. Sure, it was a tragedy what happened years ago but it doesn't mean that we have to never use the word again.

I call it like I see it. Get over it.

You've been looking silly for a long time, Tony.


RE: Haha
By Tony Swash on 6/8/2011 2:38:35 PM , Rating: 1
quote:
Quit it with the old "that's offensive" rebuttal. I'm the least politically correct person you will run into. Sure, it was a tragedy what happened years ago but it doesn't mean that we have to never use the word again.

I call it like I see it. Get over it.

You've been looking silly for a long time, Tony.


Calm down. Go outside and take a deep breath. Apple is not coming for you. It's possible to go through life and have nothing to do with Apple or any of their products. You don't have to be so afraid of them. They just make things and sell them - that's all.

By the way I suspect I am way older than you physically but your thought patterns appear that of a grumpy old man - you may to nip that in the bud before it gets out of hand.


RE: Haha
By MrBlastman on 6/8/2011 2:53:32 PM , Rating: 2
You give us all a reason to be grumpy about Apple, Tony. ;) The more you type, the more reason we have.


RE: Haha
By gixser on 6/9/2011 3:32:24 PM , Rating: 2
I'm sorry...but your whole contribution to this thread is completely and utterly without reason. I'm no fan of Apple but your assertions are completely nonsensical.


RE: Haha
By robinthakur on 6/9/2011 6:39:11 AM , Rating: 2
quote:
it would be from plaques on buildings


Have you never seen that Curb Your Enthusiasm episode where Larry prefers to be 'Anonymous' on the plaque?


"What would I do? I'd shut it down and give the money back to the shareholders." -- Michael Dell, after being asked what to do with Apple Computer in 1997














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