Ultra-violet rays (UV rays), which are the same rays that give light-skinned folks those golden tans (and sunburns) is what's happening to your floors.
Today's wood floor finishes have UV protectants but when in the sun like yours are, they break down very quickly! I've got the feeling that you don't have windows that block UV rays. Even if they did, maybe in 10 years, you'd notice a difference in color because, well, Mother Nature isn't very forgiving. We have wood floors in our home. BUT, we have a 5' porch over-hang to keep out the sun. We get some Winter sun on the floor but it's at such a low angle in the sky at that time of year, that whatever damage is done is very minimal. Talk to your developer about what you can do. He may suggest you refinish the floor, get different windows, and/or get better windows. Do be forewarned: Since you have laminate flooring, depending on the thickness of the floor, you may need a NEW floor!