While scanning the extensive list of tech layoffs in recent years, four of the five Big Tech companies are ever-present. Alphabet, Amazon, Meta and Microsoft have all laid off thousands of workers since COVID-19, with some cuts larger than others. Meanwhile, the fifth brother was absolutely nowhere to be found — until now. In April the news finally broke that Apple had laid off approximately 614 workers, marking its first round of layoffs.
For all intents and purposes, Apple is Big Tech’s most mysterious family-member. Layoffs are scarce, product releases are secretive — and the same applies to the way the company has responded to the hype train that is Artificial Intelligence (AI). While all of its competitors jumped on Generative AI immediately, Apple received plenty of criticism: did they leave it too late?
Late to jump on the AI train
Apple, long known for its measured approach to emerging technologies, has finally embraced AI with the introduction of Apple Intelligence. This suite of AI-powered features, coming to iOS, iPadOS, and macOS later in 2024, includes a revamped Siri, custom emoji generation, and image creation tools. By emphasising privacy and on-device processing, Apple aims to differentiate itself in a crowded AI market.
To truly comprehend Apple’s aspirations in the realm of AI, all eyes point toward the architects of its strategy. At the helm is John Giannandrea, a seasoned AI veteran the company poached from Google in 2018. Under his stewardship, Apple has methodically assembled what has been described as ‘a formidable AI/ML talent pool’.
Apple Car: RIP
One area where Apple amassed AI talent was the company’s secretive Car project. After scooping up self-driving shuttle startup Drive.ai, they also supposedly recruited teams from Tesla and Mercedes to work on a next-gen car. The most notable purchase was Voyage Auto, a Silicon Valley-based autonomous vehicle startup that was testing self-driving cars in retirement communities.
The The Wall Street Journal reported that some of the 2,000 car-developing staff members would shift to working on artificial intelligence (AI).
Now though, despite spending approximately $1 billion annually on Project Titan, Apple’s grand car project is dead. The The Wall Street Journal subsequently reported that some of the 2,000 car-developing staff members would shift to working on artificial intelligence (AI). And those cuts we mentioned earlier? According to Bloomberg, they stem from the address of the site which was working on the recently abandoned self-driving car project in California.
Apple’s poaching at Google
Beyond the influx of AI talent due to its car troubles, it also appears the company has taken it up a notch, becoming more aggressive in recent times. According to an analysis by the Financial Times, Apple has poached ‘at least three dozen specialists’ from Google earlier this year. Amazon, Microsoft, Netflix, Meta also all feature on Apple’s list of talent sources.
Moreover, campus recruitment seems ever-present. With Carnegie Mellon University, Stanford University also present on the list. Currently, the company has approximately 150 AI-related job openings, with lucrative offers often exceeding $300,000.
Think different
When we zoom out, what are the traits that Apple looks for? While Cook hasn’t gone on the record too often as to what the company wants in talent, he’s clear on what it takes to thrive at Apple. During a recent commencement speech at the University of Naples Federico II in Italy, Cook shared that Apple’s success is deeply tied to its culture and hiring practices.
“We look for people that think different”, Cook said. “[People] that can look at a problem and not be caught up in the dogma of how that problem has always been [solved]. It’s a cliché, but there are no dumb questions. It’s amazing when somebody starts to ask questions as a kid would do.”
Transforming ‘devotees’ to ‘disciples’
While there has been plenty of criticism over the years, overall, Apple’s number of employees has only dipped once in the past 18 years and has avoided any mass-layoffs. So, what’s behind that success? As one New York Times article puts it: the company transforms ‘devotees’ into ‘disciples’ through a rigorous onboarding process.
A leaked 2012 Genius Training Student Workbook provides a glimpse into this process. It’s a comprehensive guide emphasising Apple’s values, communication skills, empathy, and customer focus. A 14-day bootcamp complements this training. Empathy is a cornerstone of Apple’s culture. According to Businessolver’s State of Workplace Empathy study, 93% of employees reported they would stay with an empathetic employer, and even accept lower pay for such environments.
Worst retention rate of big tech
But it’s not all good news. A 2023 survey conducted by resume.io reveals that Apple has the lowest staff retention rate among the top 20 major technology companies in the US. The data shows that employees at Apple typically leave the company before reaching their second work anniversary, with a median tenure of just 1.7 years. In comparison, Amazon and Meta both have a slightly longer median tenure of 1.8 years. Alphabet (Google) fares better, with employees staying for a median of 3.7 years.
The data shows that employees at Apple typically leave the company before reaching their second work anniversary, with a median tenure of just 1.7 years.
High-profile departures include Joe Bass, who left Apple for Meta in 2022, and Mark Bozon, who joined Disney’s metaverse project after over 12 years at Apple. Ian Goodfellow, Apple’s former director of machine learning, also exited, citing dissatisfaction with the company’s return-to-office policy before joining Alphabet’s DeepMind. Bloomberg’s Mark Gurman highlighted this ‘unprecedented’ exodus in March 2023, attributing it to Apple’s growing bureaucracy, internal politics, and resource reallocation.
The enigma that is Apple
In the ever-evolving tech landscape, Apple remains a bit of an enigma. The company is simultaneously a magnet for top-tier talent and a revolving door for high-profile departures. While the company’s AI-driven recruitment strategy has attracted some of the industry’s brightest minds, it hasn’t escaped the challenges that come with an increasingly competitive market.
Whether this strategy will sustain its legacy or leave it playing catch-up is the million-dollar question. One thing’s for sure: in the world of Apple, the only constant is change.
Apple’s knack for secrecy and its cautious embrace of AI might seem enigmatic, but it’s all part of a grander, carefully orchestrated plan. As Apple poaches from rivals and reshuffles its internal projects, it continues to redefine success on its own terms. Whether this strategy will sustain its legacy or leave it playing catch-up is the million-dollar question. One thing’s for sure: in the world of Apple, the only constant is change.
