Apple makes it easy to work remotely (unless you work for Apple)

A new video promoting the revolutionary potential of iPads and MacBook Pros to replace corporate spaces has grated with Apple employees now being told to return to the office.

Mark Gurman

Apr 6, 2022 – 5.00am

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Last month, Apple published a promotional video titled Escape From the Office. The heroes of the almost nine-minute ad are a group of employees at a fictional company called ARCA who respond to the requirement that they return to a physical office by quitting and launching their own start-up. Using Apple’s iPads, MacBook Pros, and software, they then build their own office-less business.

A week before its tribute to remote work, Apple gave its own workers a timeline by which they’d have to return to their offices. To some, including the 7500 of Apple’s 165,000 employees who belong to a Slack room dedicated to advocating for remote work, it was bruising. “They are trolling us, right?” one wrote. Others called the ad “distasteful” and “insulting.”

Bloomberg Businessweek