Apr 27, 2021

Apple to invest $430bn in US over next five years

Harry Menear
2 min
Courtesy of Apple, Inc
Apple plans to invest over $430bn in 5G and “next-generation” silicon over the next five years...

Cupertino-based tech giant Apple is increasing its investment commitments to its US operations by 20% compared to previous commitments made in 2018. The company announced on Monday that it will pour more than $430bn into expanding its presence across the country over the coming five years, as well as pumping more money into 5G and chip research, with plans that include “tens of billions of dollars for next-generation silicon development and 5G innovation across nine US states.”  

At this moment of recovery and rebuilding, Apple is doubling down on our commitment to US innovation and manufacturing with a generational investment reaching communities across all 50 states,” said Tim Cook, Apple’s CEO. 

“We’re creating jobs in cutting-edge fields — from 5G to silicon engineering to artificial intelligence — investing in the next generation of innovative new businesses, and in all our work, building toward a greener and more equitable future.”

Specifically, the $430bn commitment will include direct spend with its US suppliers, capital expenditures in the US (likely spread across retail, manufacturing and energy), and investments into its data centre business. Apple will also be investing heavily in “dozens of Apple TV” productions taking place across 20 US states “creating thousands of jobs and supporting the creative industry.” 

US-wide expansion

Apple’s plans to expand its existing US operations significantly include a pledge to grow its San Diego team to more than 5,000 people, and its presence in Culver City to more than 3,000. 

In Colorado, Apple expects to have almost 700 people working at its offices in Boulder by 2027, and its teams in Iowa, Washington and Massachusetts are all set for expansion and further investment. 

Construction on the company’s $1bn campus in Austin, Texas is nearing completion with “employees expected to start moving into the new space next year.” 

North Carolina Campus

As Apple’s new Texas campus gets closer to being finished, the company has also announced a new campus in North Carolina. The project is expected to receive more than $1bn of investment from Apple, and will “create at least 3,000 new jobs in machine learning, artificial intelligence, software engineering, and other cutting-edge fields.”  

Share article

May 12, 2021

Microsoft: Inspiring women in tech

3 min
Microsoft in Finland’s CMO Janina Backlund understands the value of diverse teams that represent the customers served and reflect audience needs

Microsoft is partnering with Telia in Finland to deliver an evolving customer experience; one made up of rich H2H (human-to-human) interactions. “We need to stay relevant with our customers with the right message on the right channel and at the right moment,” says Microsoft Finland’s CMO Janina Backlund. “The values a company represents are having a growing impact on this scenario.”

Value-Based Marketing

How those values are communicated is very important, believes Backlund. “You can't simply copy/paste value messages on top of something. They need to be authentic so you go to market in a way that matters to the audience you want to engage with. And those values need to be lived upon in the company’s everyday life; we really need to walk the walk, not just talk the talk.”

Surface the Women

Microsoft has been running its #SurfaceTheWomen campaign for three years now; in tune with Telia’s aim to have 40% of its leadership roles allocated to women by 2023. “Gender equality is a conversation that needs to progress. Diversity and inclusion are written into our DNA at Microsoft,” explains Backlund. “These are core values grounding the way we develop our technology which needs to be accessible for everybody. Microsoft’s offering needs to represent the diverse audiences we aim to serve. This extends all the way to the teams we recruit; which must represent those same customers. It's difficult to create innovations that are actually meaningful for our end users if we don't make sure the teams developing them are diverse and value inclusion.”

Women in Tech

“#SurfaceTheWomen has given women in tech a platform and a voice to tell their stories,” adds Backlund. “It can open the industry for other women. For example, this year, we were very much focusing on the different myths that are related to the industry from a female perspective. We’re tackling the misconception that you need to have a certain kind of background to be able to build a career in tech. Women can come from all walks of life and #SurfaceTheWomen provides the opportunity to tell that story, share the backgrounds they have and talk about their career in technology. Ultimately, we aim to inspire other women to make that leap forward with their careers in tech.”


“Our partnership with Microsoft is very important to us. They offer us a strong foundation for digital services and modern, digital workplace solutions and to our customers. Customer expectations in this kind of environment (the global pandemic) are all about employee productivity and satisfaction. We are also very focused on data security and our IT assets. Microsoft workplace solutions combined with our offering enables us to offer customers services that help them improve employee productivity and customer satisfaction.”

Kirsi Kantele, HR Director, Telia


Share article