Trying to understand Apple's perspective: 1. Previous to covid, several cities tried to replicate Silicon Valley's model without much success. Several variable

Trying to understand Apple's perspective: 1. Previous to covid, several cities tried to replicate Silicon Valley's model without much success. Several variables were postulated but 2 stood out: proximity to great research universities and serendipity of ideas when people gather. These are proxies for talent's interaction. 2. Remote meetings have shown to decrease brainstorming and creativity due to increased eye contact with the other party, as opposed to the environment [a] https://www.scientificamerican.com/podcast/episode/boost-your-creativity-with-eye-move-09-11-10/ https://www.scientificamerican.com/podcast/episode/boost-you... [b] https://news.ycombinator.com/item?id=31191728 https://news.ycombinator.com/item?id=31191728 video: https://www.youtube.com/watch?v=_SK4mcTid10 https://www.youtube.com/watch?v=_SK4mcTid10 [c] Related: market research (use Pocket to read) https://www.forbes.com/sites/rogerdooley/2012/10/04/market-research/?sh=2073a2e7394c https://www.forbes.com/sites/rogerdooley/2012/10/04/market-r... PS: The creative left brain is "the interpreter" that justifies reasons for our behaviors. This cross-brain activity is also what is needed for creativity - i.e. understanding your environment This is a great example of user sentiment/opinion (qualitative) vs. reality (quantitative), perception vs. reality. For some software jobs, remote might work, but for Apple which relies on excellence in hardware and software combined, which commands a higher degree of creativity for innovation, being remote might hurt in the long run.