Apple threw shade on Amazon with the stealthy selection of its very own HQ2

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• Apple on Thursday announced it was spending $1 billion on a new campus in Austin, Texas.
• Its stealthy process of selecting the campus contrasted with Amazon's drawn-out HQ2 beauty parade.
• Apple CEO Tim Cook said he did not like the idea of creating a contest with bidders.
• Apple's plan for new offices looks like another effort to paint the firm as the responsible bastion of big tech.

Apple CEO Tim Cook has made a habit of aiming thinly veiled barbs at his rivals, and his latest maneuver seems ripped from the same playbook.

With little fanfare, the company on Thursday announced plans to drop $1 billion on a new campus in Austin, Texas. It followed a stealthy selection process, which Cook fired the starting gun on in January.

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