Apple isn’t creating 20,000 jobs.

But it's a helluva smart PR move

𝗦𝗺𝗮𝗿𝘁 𝗣𝗥 𝗺𝗼𝘃𝗲 𝗔𝗽𝗽𝗹𝗲. (again)

Let’s get something straight: Apple isn’t creating 20,000 jobs. They’re repackaging hires they were going to make anyway and selling it like some grand economic stimulus. And guess what? It’s not just Apple.

This is one of the biggest lies in corporate hiring.

Companies “announce” job creation for PR, for government favor, and for stock market optics. But in reality? These jobs already existed in their hiring plans.

They just hold back, wait for the right moment, and roll them out with a fancy headline to make it look like they’re investing in America.

Here’s where it gets hella interesting:

➡️ Apple did this exact same thing in 2018 - Yes, really - he promised Trump 20,000 jobs, delivered, and now they’re running the same play again.

➡️ Most of these roles are just backfilling natural attrition because people quit, retire, departments get restructured, and companies replace them. But instead of calling it what it is, they bundle it into a ‘marketing package.’ Clever.

➡️ Tech hiring is NOT booming. AI jobs? Yes. But if you think companies are going on some hiring spree, look at the numbers - Apple, Microsoft, Amazon, and Google have been tightening hiring for two years.

𝗪𝗵𝘆 𝗗𝗶𝗱 𝗔𝗽𝗽𝗹𝗲 𝗥𝗲𝗮𝗹𝗹𝘆 𝗔𝗻𝗻𝗼𝘂𝗻𝗰𝗲 𝗧𝗵𝗶𝘀 𝗡𝗼𝘄?

Because Washington is watching, and so is Wall Street. I could stop there. We all understand what that means, but for fun- let’s break it down more - especially on the hiring trends I am seeing.

New tariffs on China are kicking in. Apple’s entire supply chain is in transition, and they need to look good to U.S. regulators while figuring out how to keep iPhone production costs low. That’s the key here.

Apple must have been worried since last year before the election - because they knew this tariff war was coming if Trump won.

This drives up the cost of iPhones and destroys their China-dependent supply chain. Not totally- but it is not ideal.

Apple’s Q4 earnings already showed signs of trouble. Tim Cook knows this.

The last time Trump was in office, Cook got Apple exemptions from major tariffs. This time? No guarantees. Until now.

𝗧𝗵𝗲 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 𝗡𝗼 𝗢𝗻𝗲’𝘀 𝗧𝗮𝗹𝗸𝗶𝗻𝗴 𝗔𝗯𝗼𝘂𝘁

Back in 2018, Trump wanted big, flashy job creation headlines. Tim Cook gave it to him. But here’s what really went down behind closed doors:'

✅ Cook was negotiating tax breaks. Apple repatriated billions in overseas cash at a lower tax rate under Trump’s tax plan.

✅ He was securing Apple’s global manufacturing position. He played nice with Trump while ensuring Apple’s reliance on China stayed intact.

✅ He used the meetings for long-term strategy. While Trump got his headlines, Apple got exactly what it wanted in the gift of favorable policy and no major disruptions to its business model.

Image from @1CoastalJournal - X

Image from @1CoastalJournal - X

Now, in 2024, Apple is pulling the same trick, like exactly the same, just with different political players. Only this time, the stakes are higher.

But can we talk about hiring… because this is screaming out to me:

Apple has not been expanding its workforce aggressively. In fact:

🔹 Hiring slowed down massively after 2022.

🔹 Job postings in 2023 were down 50% from 2022.

🔹 Retail and customer service roles have been quietly shrinking.

This 20,000-job announcement?

It’s just strategy, not a hiring spree.

So where are the real hiring trends in tech?

🔺 AI, cloud, and hardware engineering are in demand.

🔻 Everything else including marketing, support, operations - is having a moment.

Apple Doubling Down with these 20K Jobs?

Apple isn’t just making this move because they want to. They have to. So what are they doing with this $500B they pledged as well?

Building a new AI server manufacturing facility in Houston (because U.S. production is suddenly more politically attractive currently)

Developing a supplier academy in Michigan (because supply chains are under scrutiny)

And yes, they are spending more on U.S. suppliers (because “made in America” is a strong PR angle right now)

This is whole thing is less about hiring and more about global positioning. Apple wants to keep production smooth while avoiding as many tariffs and trade restrictions as possible. I don’t blame him in the slightest.

𝗔 𝗠𝗮𝘀𝘁𝗲𝗿𝗰𝗹𝗮𝘀𝘀 𝗶𝗻 𝗡𝗮𝗿𝗿𝗮𝘁𝗶𝘃𝗲 𝗖𝗼𝗻𝘁𝗿𝗼𝗹

Jobs at Apple

Apple was going to hire these roles anyway. Yes, read that again… Apple was going to hire these roles anyway.

But by announcing it like this, they get:

✔️ Positive media coverage

✔️ Government favor

✔️ A stronger AI narrative

And most importantly: They insulate themselves from political and economic uncertainty.It’s about controlling the conversation.

𝗦𝗺𝗮𝗿𝘁 𝗣𝗥 𝗺𝗼𝘃𝗲.