by Julia Love, REUTERS
From Apple’s(AAPL.O) earliest days, executives insisted that employees work from its headquarters in sleepy suburban Cupertino.
The thinking, championed by Steve Jobs, was that a centralized campus would put the CEO “within walking distance of everyone,” said Steve Wozniak, who founded the company with Jobs.
That stance may finally be softening as Apple prepares to open chic new offices in San Francisco’s high-rent South of Market neighborhood, which has spawned scores of promising startups.
Apple’s decision to plant a flag in San Francisco, 46 traffic-choked miles north of its headquarters, comes years after similar moves from rival tech firms such as Google (GOOGL.O) and LinkedIn (LNKD.N) and marks a turning point in Apple’s willingness to accommodate workers, according to recruiters and former employees.
The move is one sign of the intensifying war for tech talent – and of the overwhelming preference of younger tech workers to live and work in the city, with its vibrant nightlife and public transportation. The two floors Apple has leased in a building mostly occupied by CBS Interactive offer abundant open space and exposed ceilings, the preferred tech aesthetic.
As Apple’s Silicon Valley rivals dangled perks to woo workers in the latest tech boom, the iPhone maker mostly held firm – the company still does not offer free lunch, and it was among the last companies to operate shuttles to and from the city.