Tim Cook sideswipes Amazon's HQ2 "beauty contest"

Finding a location for Apple's new offices won't be a "beauty contest,” Apple CEO Tim Cook told Recode in an interview on Wednesday. "That's not Apple,” he added. The company has said it's planning a major new location to house technical support staff, among other workers, but Cook said it won't be a second headquarters, a la Amazon.

The state of play: Cook was directly targeting Amazon in his comments, but it's not like Apple is averse to getting tax incentives when it opens new facilities. Apple is currently the world's most valuable company and is on its way to a trillion dollar valuation, but Amazon is following close on its tail.