Bloomberg’s Mark Gurman discussed Apple’s employees leaving for OpenAI in the Power On newsletter.
He revealed that Apple is trying to deter iPhone product design engineers from jumping ship to OpenAI by offering bonuses. In recent months, Apple executives have become increasingly frustrated with the exodus of engineers to OpenAI. The startup’s hardware division, led by former Apple design chief Evans Hankey and senior engineering executive Don Tan, is actively poaching talent from the iPhone maker’s engineering teams.
He mentioned that OpenAI has ambitious plans for AI-centric products, and Jony Ive, former Apple design director, will be involved in designing the look and user experience of these products. Since last year, the developers of ChatGPT have poached dozens of Apple engineers, who previously worked on the development of the iPhone, Vision Pro headset, audio technology, and almost all of the company’s hardware and design businesses.
From a legal perspective, Apple has limited options and is unlikely to stop this phenomenon. Therefore, the company is trying a different strategy: retaining talent. Apple has begun offering substantial, upfront bonuses to key iPhone product designers— ranging from $200,000 to $400,000 (approximately RMB 1.384 million to 2.769 million at the current exchange rate)—paid in installments over four years.
Gurman argues that Apple’s challenge lies in OpenAI’s willingness to go further, offering multi-million dollar stock incentives annually. Apple possesses the resources to compete, but historically has chosen not to. This remains a crucial moment for Apple, as it must prove its continued influence—especially as the company approaches its 50th anniversary. Once upon a time, engineers were willing to accept lower salaries to work there. However, for many, that era is clearly gone.
