Edifice Complex
Posted in 2010 on December 6th, 2010 by Robert X. Cringely – 72 CommentsPodcast: Play in new window | Download
Apple bought a huge piece of Bay Area property for a new corporate campus, promising to develop the land into an enormous project that would allow thousands of company employees to live, work, shop and play without ever having to leave company property. It would be the perfect community for staffers who are allowed to work any 80 hours per week they choose. This may sound a lot like Apple’s plan to redevelop the old Hewlett-Packard Cupertino campus about a mile from current Apple headquarters on Infinite Loop, but it isn’t. What I’ve just described was Apple Computer’s plan to develop 640 acres in Coyote Valley south of San Jose, circa 1985.
What goes around comes around.
Back in the early 1980s, Apple Computer Chairman Steve Jobs drove the company to buy a big chunk of the pristine Coyote Valley, at that time devoted to agriculture, and turn it into a world class live-work environment for up to 25,000 of Apple’s rabidly loyal employees. The land was purchased but the building never started because Jobs lost his job in a political battle with then-CEO John Sculley sending Apple into its own Dark Ages.
With the 2010 Apple building project, reportedly to be designed by noted modern architect Norman Foster, Jobs may be returning to that 25 year-old dream which Apple can easily afford given its profitability and huge cash cache. The bigger question, though, is whether the plan bodes ill for Apple’s future as a company? Silicon Valley history suggests that such big building projects are not a good thing.
It is usually referred to as an Edifice Complex, this need for successful technology companies to plow huge amounts of cash into elaborate over-designed building projects. Borland, Exodus, Excite@Home, Netscape, WebTV, SGI, Palm and Yahoo all built ultra-modern state-of-the-art office and lab complexes shortly before they went into decline or dropped out of business entirely. Borland spent $90 million on an amazing development in Scotts Valley that never completely opened, the company crashed so fast. SGI’s striking campus today houses the best-known pieces of Google, the search giant getting credit for Jim Clarke’s architectural vision.
Only Oracle with its silver cylinders in Redwood Shores seems to have been able to defeat the build-then-fade syndrome which goes far beyond the list of companies in my last paragraph.
It’s not clear exactly what kind of corporate hubris makes this happen, but almost every dramatic corporate HQ in the Bay Area that was originally owned, not rented, tends to have been built by a company that no longer exists. Maybe they were too busy building to keep minding the store. Whatever the case, its enough to tell me that real estate is probably a bad investment for any high tech company.
When I last worked at Apple in the early 1980s the only building the company actually owned was a fiberglass barn erected in a farmer’s field back in rural Pescadero, CA used to test Apple products for FCC compliance. And then Jobs bought Coyote Valley followed shortly thereafter by the end of his first career.
Maybe this new HQ is not such a good idea, Steve.

No insider info here, no leaked secrets, just an aging but wily geek putting himself in the place of Verizon Wireless and guessing how that mobile carrier will handle next year’s rumored iPhone introduction on its U. S. network. I’d go for a knockout punch and I think Verizon will, too.
There’s a dispute going on right now between Comcast and Level3 Communications concerning the peering agreement between those two companies. Comcast says the dispute has nothing to do with the fact that Level3 just got the Netflix video streaming contract while most observers think that’s all it has to do with.
Is watching 3D movies good for your eyes or bad? I think it might be good, at least it seems to be for me.
I have in my computer every e-mail message I have sent or received since 1992. Minus the obvious spam, this database comes to about half a million messages from people as varied (or similar, if you think about it) as Larry Ellison and Larry Flynt. But lately my e-mail seems to be dying. Yours is, too.
So Exchange Traded Index funds and the $1.2 trillion invested in them have increased volatility for small cap stocks making the whole IPO process less attractive for many founders of U. S. tech companies — our kind of companies. It’s not the end of the world but has been a downer of sorts for both the market and the tech industry for the last decade. What’s to be done about it, then?
I write a lot about technologies, companies and industries, some about economics, but hardly ever about stocks or trading, so this column is an unusual one. But because of the hard work of a couple economist friends of mine I’m finally coming to understand a stock market phenomenon that has been hurting tech startups for over a decade — Exchange Traded Funds. Forget about bad banks, cooked books and even the recession: Exchange Traded Funds are forcing more and more good tech companies to abandon the idea of ever going public.
Nearly every day I hear from at least one person who thinks I am an idiot. Typically they are complaining about something I wrote months or even years before, so I often confirm my idiocy by not even remembering what has them so upset. This week, however, I was contacted by an upset reader who may well have a good point, so let’s reconsider for a moment the security of Global Positioning System — GPS.
Rested, rejuvenated, and — most important of all — replenished with good ideas, the Startup Tour is getting back on the road, revisiting the companies we saw last summer. That first visit set a baseline, introducing the startup companies, but this trip is our chance to help.