Apple takes a bite out of Israel’s high tech scene
The technology giant has quietly created a hardware development center in Israel, where engineers are crafting top-secret future products; it has so far invested $1.2 billion in Israel and continue to eagerly recruit new Israeli employees.
The conference room where Johny Srouji meets us overlooks the landscape of the hi-tech buildings of Herzliya Pituach. Laid out on the white table, as if in an intricate military ceremony, are the most glittering gadgets Apple released last year: iPhone 6s, iPhone 6s Plus, iPad Pro and the new MacBook computer – aligned side by side, spaced accurately.
Steve Jobs, Apple’s late founder, who was known for his obsessive zeal for aesthetics, would probably be proud. “Apple’s core values dating from Jobs’ period remain unchanged to this day,” Srouji tells us. “Value number one at Apple is to provide customers with products that enrich their lives, and the best way to do this is by using a beautiful design, the best hardware and the best software. We possess mastery over all these areas, thus providing the best experience. This is what makes us unique.”
Although Srouji, an international expert in advanced technologies, is virtually unknown in Israel, he is one of the most influential Israeli executives in the global technology industry. Last December, he was promoted to senior vice president of hardware technologies at Apple. The meaning of this title is membership in Apple’s highest administrative ranks – an honor reserved for ten people only, including the legendary super-designer Jonathan Ive and director of global marketing Philip Schiller. Besides, Srouji is also responsible for the establishment of Apple’s development center in Israel.
At the end of 2011, Apple – under the leadership of Tim Cook, who replaced Steve Jobs as CEO following his illness – secretly decided to set up a hardware development center in Israel. This was rooted in the company’s strategic decision to start independently developing hardware and chipsets for its own mobile phones, eschewing the reliance on other manufacturers that is customary in the industry. To that end, Apple had to expand its hardware engineering program and identify knowledge centers outside the United States. It was Srouji who brought Israel to the attention of Apple’s management.
“We had hardware development centers in Cupertino and Austin, and came to the conclusion that Israel has a foundation of technological expertise thanks to its many universities and startups. We saw that there was innovation, ideas and capabilities,” Srouji says in the first exclusive interview he gave to Israeli media.
“When Steve was the CEO, he greatly supported the idea of setting up a research and development center in Israel,” continues Srouji. “Tim Cook, who replaced him, is also very supportive of the center and technologies we developed in Israel. He even visited here last February, which indicates how much enthusiastic he is on the subject.”
thank to intrigued for the link..
“it has so far invested $1.2 billion in Israel and continue to eagerly recruit new Israeli employees.”
perhaps the bds movement need to make a scene involving apple?
“Apple had to expand its hardware engineering program and identify knowledge centers outside the United States. It was Srouji who brought Israel to the attention of Apple’s management.”