Upon seeing the headline, I had a knee-jerk APPLY APPLY APPLY moment.
GO ON LINKEDIN AND FIND ANYONE WORKING FOR APPLE. YOU KNOW GUYS FROM THE GENIUS BAR. YEAH, RIGHT? YOU ALMOST WENT TO SENIOR PROM WITH ONE OF THEM, AND THEN YOU DECIDED YOU WERE TOO COOL, STUPID. CALL HIM RIGHT NOW.
Then Diaz reasons with me: “Working at Apple could be limiting for a creative.”
LIMITING? THE GUYS WHO INVENTED INNOVATION?
WHAT ABOUT THEIR FIELDS AND PASTURES OF IMAGINATION REALIZED?!
THOSE GUYS? LIMITING?
You got it, kiddo. No offense, and you’re not wrong; those guys like what they started, too, and want to keep it that way.
How would working for Apple be anything but stifling for a creative? Sure, Apple innovates in ways we don’t just see, but feel. Their sleek, unmistakable branding is top-of-mind for many and is so fresh and clean that they make OutKast look unkempt. But maybe, for where Apple is now, there’s nothing very creative about being an Apple creative. The company has their brand messaging, their black OR white. Changing Apple brings forth great criticism–who doesn’t have a friend who can’t shut up about the new iOS icons? And change is creative. Momentum is creative. Adaption is creative. Staying power may be good business, it may be the only move, but how do the creative envelope-pushers out there do their job? Grow? Benefit? Working for one of the most creative brands we know doesn’t seem to help the guy trying to expand his horizons, much less his portfolio.
As someone who loves and appreciates the creative process, I’d personally opt to work, or rework, for Dell or Sony, brands that are a little less visually arresting and may be more open to fresh ideas. They may not jump off the page yet, but they’re certainly a jumping-off point. It’s easy to continue a legacy, it’s rewarding to create one.
The best thing a company can do is believe in its people, even the newcomers.
Even the interns.