FORTUNE -- You can't make an omelet without breaking a few eggs, and it turns out you can't build a new 3.4 million sq. ft. corporate campus in the city of Cupertino without breaking a few California environmental quality laws.
According to a 650-page draft environmental impact review submitted in advance of public hearings Wednesday, Apple's (AAPL) new headquarters -- if built according to Steve Jobs' wishes -- will have "significant unavoidable impact" in several areas. Among them, the project would:
So as required by the city, Apple hired LSA Consultants to offer a kind of Hobson's choice of "reasonable" alternatives:
1. Keep open a street -- Pruneridge Ave. -- that would have been closed in the plan Jobs preferred, redesign the complex, and haul away 750,000 extra cubic yards of rock and dirt;
2. Minimize construction pollution by replacing the "spaceship" design with conventional office buildings and reduce open landscaped space by more than 1/3;
3. Avoid traffic problems by building a low-density office complex that houses fewer employees than Apple's current headquarters;
4. Scrap the whole idea and, as Jobs threatened, find another city to house Apple's growing workforce.
The alternatives are summarized in the chart below. The residents of Cupertino had a chance to respond to the draft report in person Wednesday night in hearings that were webcast but have not appeared on YouTube. The deadline for written responses is July 22.
College PC purchases are down for the 4th year in a row, but the Mac's share is growing.
Apple (AAPL) products play an oversized role in the small survey of college campuses (seven schools, 212 students) released Monday by Hudson Square Research's Daniel Ernst.
Although spending patterns were mixed -- fewer PCs and MP3 players, more TVs, mobile phones and digital cameras -- "Apple's share of student spending," writes Ernst, "increased materially."
Specifically, MOREPhilip Elmer-DeWitt - Sep 13, 2010 10:45 AM ET
In five years, Apple has switched places with Dell as the student laptop of choice
Shares of Microsoft (MSFT) dropped nearly 2.5% in the opening hour of trading Wednesday thanks in part to a downgrade by Global Equities Research's Trip Chowdhry that included this bulletpoint:
70% of incoming University freshman students are coming with Macs, which is up ~10% - 15% y-y. Microsoft is failing to connect with the new generation of MOREPhilip Elmer-DeWitt - Aug 7, 2010 7:20 AM ET
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