Apple Creates Its Own Good Neighbor Policy

Normal.dotm 0 0 1 353 2017 Access Intelligence 16 4 2477 12.0 0 false 18 pt 18 pt 0 0 false false false /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-ascii-font-family:Cambria; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Cambria; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;}

Apple wants its neighbors’ support for its plans to build a new research campus in Cupertino, California. And to get it, the company has opted for a personal touch that appeals to what matters to the neighbors—that the campus will not get in their way, it will look beautiful and will, of course, not harm the environment.

Apple has been sending packages to Cupertino residents that consist of detailed plans for the upcoming Apple Campus 2, according to tech blog Engadget, which cites a report from MacRumors. The package includes a letter from Apple CFO Peter Oppenheimer and a “Response Card” that allows residents to add their names to the research campus’ list of supporters, attend a public meeting and/or write a letter in support of the campus. MacRumors has pictures of the letter and detailed booklet describing as well as offering mock-ups of the new campus.

In his letter, Oppenheimer says that respect for its neighbors was a priority for Apple as it designed Apple Campus 2. “The main building will be set back from the street. By keeping the majority of existing trees along the perimeter—and planting additional perimeter trees and thousands of new ones throughout the interior—the building will fade into the landscape,” he says. In other words, the campus won’t be visually obstructive, and will in fact make the imagery even more beautiful with the addition of new trees into a lot that currently consists of “26 aging buildings” and “a sea of asphalt.”

Oppenheimer says this new research campus will be able to accommodate approximately 13,000 employees, which is 3,000 more than what the current site can hold. This of course means the potential for more traffic, more urban congestion and, ultimately, more headaches for residents of Cupertino. The letter notes that the new complex will include a restaurant, a fitness center and other amenities to “reduce automobile trips.”

MacRumors notes that the project has not been immune to controversy, receiving criticism for, among other things, the amount of traffic it will bring to the area.

By distributing these packages to those who live in the city, and attempting to allay any potential fears neighbors may have about the project, Apple demonstrates that it is not only aware of the community's concerns, but that it also understands them.

Follow Sahil Patel: @sizpatel

Comments Off

Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.