Apple – losing out on talent and in need of a killer new device

Despite its huge value, Silicon Valley developers are turned off by 'secretive, controlling' culture and its engineering is no longer seen as cutting edge

When developer James Knight was on the job market recently, he considered applying to several of the big tech companies and immediately crossed Apple off his list.

"Apple's culture is one that's so negative, so strict, so harsh," said Knight, a talented 27-year-old coder who left a job at Google for more lucrative freelance work. "At Apple, you're gonna be working 60-80 hours a week and some VP will come yell at you at any moment? That's a very hostile work environment."