Apple has announced plans to build a new campus in Austin, Texas, saying the project will involve a $1bn (£790m) investment.
The company already has an existing base in the city.
The iPhone-maker said it expected the latest move would eventually make it the state capital's biggest private employer.
One expert said the area had a big pool of talent to draw on but was no longer cheaper to hire in than Silicon Valley.
Intel's Atom computer processors were developed at its facility in the city. Dell, Amazon, Samsung, Facebook, Google and IBM are among other large local employers.
"There's a lot of computer chip expertise but Texas is also a massive hotbed for the data-centre industry," said independent technology analyst Chris Green.
"It also has a reputation for its traditional entertainment media scene as well as social-media development, with lots spurred on by the South by Southwest festival and other technology gatherings that have made Austin their home."
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