Pixel Envy

Written by Nick Heer.

Apple’s New Campus Will Officially Be Called ‘Apple Park’

Apple PR:

Apple today announced that Apple Park, the company’s new 175-acre campus, will be ready for employees to begin occupying in April. The process of moving more than 12,000 people will take over six months, and construction of the buildings and parklands is scheduled to continue through the summer.

The first thing I thought of upon reading this was the name’s resemblance to Xerox PARC, the legendary research and development firm. I don’t think this was intentional, but I think it’s appropriately homonymous considering Apple’s R&D ambitions.

Steve would have turned 62 this Friday, February 24. To honor his memory and his enduring influence on Apple and the world, the theater at Apple Park will be named the Steve Jobs Theater.

That’s appropriate. Everyone, it seems — from big companies to college students — models their presentations on the “Stevenote” slideshow style.

The way to think of Apple Park is not as a real estate project or a corporate campus, but as an Apple product. You can see that by the way they’re treating it in press releases. It is the most expensive and most exclusive Apple product ever created. Yet, I’m certain that they’re not going to change their official address. Apple Park may be the new hotness, but “1 Infinite Loop” is as much Apple’s signature as “Designed by Apple in California”. Unless they rename the street that Park sits on, Infinite Loop will remain Apple’s metonym.