, Columnist
Apple Skips the Amazon HQ2 Craziness
No reality-TV-style competition. No publicity tour. It acts like a grown-up business.
Tim Cook’s not playing to the crowd.
Photographer: Justin Sullivan/Getty Images
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What Tim Cook’s company announced on Thursday is not Apple’s HQ2 — for better and for worse.
Apple Inc.’s plans to expand its workforce in Austin, Texas, and several other U.S. cities has similarities to and important differences from Amazon.com Inc.’s own hunt for an additional home base. Apple deserves praise for how it handled itself — albeit with some caveats.