Apple continues to be commercially successful, but software engineers from the Silicon Valley are cautious about it because of the closed and extremely strict internal culture. In addition, the technological component of the latest products does not seem to be such a breakthrough.

My friend James who is a software developer recently started looking for a new place. He is 26 years old, he left Google in search of more favorable conditions. He considered several technology companies. However, he immediately removed Apple from his list because of the internal culture in Apple which is: “Tough and harsh.” He says: “In Apple, I'll work 60 - 80 hours a week, and then some vice-president will come and shout at me for no reason at all.”

Sales of Apple products are still high, but their growth rate is slowing down. At the same time, the ratio of the value of the company's securities to its revenues is more than 10 times less than that of Facebook - this is an indicator of the degree of trust on the part of investors.

Apple is no longer the "Best in the world" employer for engineers. The company no longer represents a great interest for young talents. Many seek jobs in Tesla, Uber, Airbnb or Google.

The main problem for developers is the atmosphere of constant stress and a cult of secrecy, which contrasts sharply with the informal atmosphere directly in the office. At the same time, Apple does not offer employees free food, phones, etc.

For many Apple employees, the most painful thing is the inability to tell anyone what exactly they are doing. This leads to a decrease in the social appraisal. You want to tell your LinkedIn contacts that you're working on a new iPhone, but you cannot.

Apple has one more problem. The corporation is working on artificial intelligence and autonomous cars. But cannot offer a truly breakthrough product right now. This repels potential developers. Apple Watch was not that giant leap forward, and iPhone is already a common thing. There emerge problems with computer security of Apple devices. Previously, Apple's products were leading in terms of security.

The launch of an improved iPhone is not enough. The main thing is to create something new, something that will be in high demand by the market. It will be necessary to attract many new talented people to achieve this goal.

The most qualified cadres aspire to stay in the "free flight" and have time to work on their own ideas. This is not the case with Apple,

At the same time, it is worth noting that Apple is the largest corporation in the world, and its employees receive solid salaries. It is more stable than the investment-dependent Uber or Airbnb.

But for many programmers, the way of life is more important than the salary. For example, my friend James says: “I like to come to work at 11 AM, work from home from time to time, which is rarely possible in Apple.”