Apple takes a bite out of its critics

Apple took a bite out of its critics yesterday by revealing just how many jobs it says it has helped create in Europe. After a torrid time in the media spotlight, being criticised for (legally) reducing its tax bills, Apple, demonstrated how its innovation has helped Europe.

As a leader of the EU app economy for smartphones and other mobile devices, it has created a thriving industry.

Not inaccurately, Apple boss Tim Cook, tweeted: "Apple & the App Store are having a huge impact on Europe's economy. Over 629K EU jobs created and many more to come."

Apple singled out Cork, where it has operated since 1980, for special mention.

It was “proud” to be in Cork, it said, and “thrilled” to be expanding even more there with a new ultra-green facility complete with solar panels and installations for rainwater harvesting.

Pointedly, it did not mention the thorny issues of historic tax arrangements in Ireland, but instead highlighted how Apple's operations in Cork are far from being a brass plate over a door. It is a huge employer in Cork and its employees do "real" things like distribution, manufacturing and tech support.

Adding in 2,500 support jobs and the 3,800 paid developers it has in its app programme makes Apple one of Ireland’s most important employers.

It is easy to see why the Irish Government remains so defensive of the company. But Vision Mobile's report yesterday hinted that the focus of Apple, and other big players in the app economy, were increasingly turning to emerging markets like China and India where smart phone usage is taking off.

The report calls for “friction factors” hindering start-ups, such as “inflexible labour laws” and “high administrative burdens”, to be reduced in Europe to stop us falling behind.

It is far easier for European politicians to attack Apple for using Ireland as a base for its taxes, rather than tackling the domestic issues preventing companies in the EU creating more jobs.