Jakub Dlouhy Apple's ode to ungwiro yatha kale pang'ono. Nthawi zambiri timamva mawu okondera otamanda kampani ya maapulo ndi zinthu zake. Kampani yapadera. Chimphona chaukadaulo chochokera ku Silicon Valley. Chozizwitsa chokhazikitsidwa ndi katswiri Steve Jobs. Aliyense amene ali ndi chidwi ndi zomwe zikuchitika mdziko la Apple amadziwa izi ndi mawu ofanana. Komabe, nyimbo zachikondwerero sizifika pofika pofotokoza ndipo zimangozungulira mawu odziwika bwino. Ndiye nchiyani chimapangitsa Apple kukhala yapadera kwambiri? Kodi zilipobe? Nkhani yotsatirayi iyesa kusanthula mafunso awa ndi ena ambiri mwatsatanetsatane - ndipo mwina ndi mawu apansi anzeru. Adzayang'ana mbali zonse zomwe kampani ya Cupertino ili nayo. Zidzakhala zokhudza mbiri yakale, malonda, mapangidwe, chithandizo chamankhwala ndi ndale. Tengani nthawi yanu, khalani pansi ndikuganiza za Apple m'mawu ambiri kuposa momwe timaganizira pamodzi ndi malembawo.
Za msilikali wolimba mtima
Tiyeni titenge ndakatulo pang'ono. Nkhani ya kampani ya Cupertino ndiyodziwika bwino mwachidule chake. Kudziwa zambiri za mbiri ya kampani kumathandizidwanso ndi kukhudza kwake nthano yokhala ndi mathero osangalatsa. Protagonist wa nkhaniyi, Steve Jobs, akukhazikitsa kampani yaying'ono yamakompyuta m'galaja la makolo ake ndi mnzake Steve Wozniak. Zoyamba zovuta zimasintha mwachangu kukhala kampani yomwe ikukula mwachangu, yomwe, komabe, munthu wamkulu amalephera kuwongolera ndikusiya pambuyo pa kusagwirizana kwakukulu ndi gulu la oyang'anira. Amamanga kampani yatsopano, yomwe pambuyo pake imamulola kuti abwerere ku Apple yomwe ikufayo, ndipo monga ngwazi yeniyeni yanthano, amakonzekera kuti chilichonse chitembenuke kuti chikhale chabwino. Kampaniyo posachedwa ibwera ndi zinthu zosintha zomwe, popanda kukokomeza, zidzasuntha dziko. Ndipo patatha chaka chimodzi pambuyo pa imfa ya Jobs mu 2011, Apple idzakhala kampani yamtengo wapatali kwambiri padziko lapansi, ndipo imakhala ndi udindo umenewu mpaka lero.
Inde, sizinali zophweka choncho. Komabe, ndizomveka kuti mbiri ya kampaniyo ndi yabwino komanso yolakwika. Mulimonsemo, nkhaniyi ndi ngwazi yodziwika padziko lonse lapansi (Ndani pakati panu, mwachitsanzo, amadziwa yemwe anayambitsa Huawei?) Imasewera m'manja mwa kampaniyo ndipo yalola kuti ipange maziko amphamvu, kwa ambiri omwe Apple ndi weniweni. mtima. Koma zambiri pambuyo pake.
Komabe Apple yemweyo. Kapena osati?
Ngakhale zaka 8 pambuyo pa imfa ya Steve Jobs, zikuwonekerabe kuti si Apple yomwe inali pansi pa utsogoleri wake. Inde, palibe chomwe chingatsutse zimenezo, ndipo mwina zingakhale zachilendo ngati palibe chomwe chinasintha pambuyo pa kuchoka kwa Jobs. Komabe, chinthu chimodzi chikusowa kwenikweni ku Apple yamasiku ano - chithunzi pamphumi pake. Ngakhale Jobs amadziwika kuti amamaliza anthu wamba pantchito yaukadaulo, Tim Cook ali kumbuyo ndipo akusowabe mwachidziwitso cha anthu wamba. Kumbali ina, chinyengo china chapangidwa mozungulira woyambitsa, zomwe zimawononga kasamalidwe kamasiku ano. Zaka zitatu zapitazo, izo kuyankhulana kudajambulidwa bwino ndi Eddy Cue.
"Dziko likuganiza kuti pansi pa Ntchito tidabwera ndi zinthu zazikulu chaka chilichonse. Zogulitsazo zidapangidwa kwa nthawi yayitali. ”
Chinyengo ichi chikupitirirabe. Komabe, ngati tiyang'ana mwachidwi, mwachitsanzo, kukula kwa iPhone m'zaka zaposachedwa, sitinawone kusintha kulikonse. M'mbuyomu, zinthu zotsogola sizinkabwera chaka chilichonse, koma pakapita zaka zingapo zinthu zinazake zinkachitika. Sitinamuonepo m’zaka zaposachedwapa.
Izo zikhoza kukhala chidwi inu
Dan Prazák Musalole kuthawa kapena njira yatsopano popanda nkhani zosasangalatsa
Apple Watch kapena iPads yalowa m'malo mwa iPhone pazatsopano, zomwe, chifukwa cha machitidwe atsopano operekedwa ku WWDC chaka chino, akhala pafupi ndi Mac. Komabe, chisonkhezero chenicheni cha changu cha zinthu zatsopano chakhala chikusoweka m’zaka zaposachedwapa. Ndipo kumveka bwino kwa mbiriyo, komwe kunali kofanana ndi kampani ya apulo, kukusowanso. Zifukwa zonse izi zitha kupezeka mu kukhwima ndi machulukitsidwe msika wa foni yamakono ndi luso ambiri. Zaka khumi zapitazo, mwachitsanzo, mafoni a m'manja anali achilendo kwa anthu ochepa. Masiku ano, zida zakale zaukadaulo zakhala ngati nkhani, popanda zomwe ngakhale wophunzira wazaka khumi zaku pulayimale amatha kuchita popanda.
Izi, ndithudi, zimafunanso kusintha kwa njira yomwe Apple yagwiritsa ntchito m'zaka zaposachedwa, yomwe imakhala ndi kusunga ndi kukhutiritsa makasitomala omwe alipo m'malo mopeza atsopano kapena kukopa chidwi ndi zatsopano zolimba mtima. Mogwirizana ndi kusintha kwa ndondomekoyi, tikhoza kuonanso kupita patsogolo kwakukulu m'gawo la mautumiki ndi kubwera kwa chitsanzo cholembetsa. Cholinga cha zosinthazi ndikusunga (komanso mpaka kuyandikira pafupi) makasitomala mu chilengedwe chawo. Ndipo makasitomalawo akuti ndi opitilira 600 miliyoni (kuyerekeza kwa Credit Suisse kwa 2016), pafupifupi ofanana ndi anthu aku North America.
Gulu lankhondo la mafani ndi otsutsa
Apple ndi yotchuka chifukwa cha gulu lake lalikulu la othandizira ndi okonda, omwe mwina ndi gulu lachipembedzo. Mawonetseredwe a chidwi ichi amatha kuwoneka chaka chilichonse kumayambiriro kwa malonda a zipangizo zatsopano, pamene mafani a Apple amphamvu kwambiri amatha kumanga msasa kutsogolo kwa Apple Story kwa masiku angapo kuti akhale oyamba kugwira zachilendo m'manja mwawo. Apple imadziwikanso kwambiri pakati pa opanga mafilimu ndi olemba poyerekeza ndi makampani ena aukadaulo. Tsopano sitikulankhula za kuyika kwazinthu pafupipafupi m'mafilimu aku Hollywood, koma za zithunzi zomwe mutu waukulu ndi kampaniyo kapena woyambitsa wake. Kanema wodziwika bwino wa Pirates of Silicon Valley kapena filimu yaposachedwa kwambiri yokhala ndi dzina losavuta Steve Jobs ndiyofunikira kutchulidwa. Ndipo palinso chidwi chofanana pamutuwu zitha kuwonekanso m'mabuku.
Izo zikhoza kukhala chidwi inu
Pankhani yotakata, titha kuwona kuti kampani ya Cupertino imayambitsa madera ena ambiri omwe akufuna kukhala ndi chidwi ndi apulosi. Osatchulanso kuchuluka kwamasamba (kuphatikiza athu) omwe amayang'ana kwambiri Apple. Ndizotheka kupeza pafupifupi khumi ndi awiri a iwo pa intaneti yaku Czech kokha. Kuphatikiza pa masamba ankhani, mabwalo apadera ndi madera, palinso njira zina zodziwikiratu zaukadaulo ndikuthandizira bizinesi yanu nthawi yomweyo. Mwachitsanzo, poyambitsa njira ya "Kodi iphatikizana?" mumasakaniza ma iPhones ndi iPads aposachedwa. Pali njira zambiri.
Cholinga cha kutsutsidwa ndi kunyozedwa
Komabe, monga gulu lankhondo lalikulu la othandizira opanga iPhone, palinso otsutsa ambiri, omwe Apple amawadzudzula komanso kuwanyoza. Ndondomeko yamitengo yankhanza yomwe imakakamiza makasitomala kulipira ndalama zochulukirapo pazida zomwe zingapezeke mwanjira yofanana ndi theka la mtengo nthawi zambiri zimatsutsidwa. Izi zimagwirizananso ndi zotsekedwa (koma, kumbali ina, zamakono komanso zodalirika) za chilengedwe cha zipangizo, chifukwa chake, nthawi zambiri, makasitomala samalepheretsedwa ndi mtengo wapamwamba. Titha kukumananso ndi chidzudzulo choika patsogolo kapangidwe kake kuposa kuchita. Zomwe zidakhalapo posachedwa ndikuyamba kupereka Makhadi a Apple, omwe Apple adapanganso malangizo apadera amomwe mungasamalire khadi. Inde, sitingaiwale opanga mpikisano omwe nthawi ndi nthawi amagula kuchokera ku Apple adzaseka. Koma nthawi zina zimathanso kutembenukira kuzovuta zawo, monga momwe zinalili ndi Samsung, yomwe idayamba kupikisana ndi mpikisano wake wamkulu chifukwa chosowa jackphone yam'mutu, koma pambuyo pake idadzipeza yokha.
Zowonjezera zosayerekezeka
Kaya ubale wa munthu ndi Apple uli wotani, kupambana kumodzi sikudzakanidwa kwa nthawi yayitali. Kampaniyo idachita bwino kupanga zida zake, makamaka mafoni, otchuka kwambiri kotero kuti opanga zida adaziganizira poyamba. Kuyang'ana pamitundu yosiyanasiyana ya ma foni a smartphones, timapeza mwachangu kuti pali zowonjezera kangapo pamitundu yonse ya ma iPhones kuposa mafoni ena aliwonse. Zomwe zimapanga bwalo lodziwika bwino - ma iPhones ndi apadera komanso otchuka ngati zida, kotero pali zowonjezera zowonjezera, anthu amawagula ndikugula zowonjezera. Ndi zina zotero. Ngakhale sichinthu chofunikira kwambiri cha Apple kulimbikitsa opanga zida zina kuti apange, ndi zotsatira zabwino zomwe zimawonjezera ndalama kwa onse awiri. Ndipo nthawi zina zimatsogolera ku chilengedwe zinthu zodabwitsa monga iPot.
Zonse zimakopedwa
Monga tanena kale, Apple idawonetsa kangapo m'mbuyomu momwe ikuwonera tsogolo lamakampani ena, mwachitsanzo mafoni am'manja kapena oimba nyimbo, kapena adapanga gulu, monga momwe zidalili ndi iPad. Choncho n'zosadabwitsa kuti opanga ena nthawi zina anali ouziridwa mopanda manyazi. Panthawi ina, milandu pakati pa Samsung ndi Apple inali chizindikiro cha kukopera. Zina mwa izo zinali zoonekeratu poyang'ana kufanana kwa zipangizozo, zina zinali zambiri za zinthu zazing'ono kuchokera kwa munthu wongoyang'ana wamba. Komabe, ngati tinganene zambiri za kutengera kampani ya Cupertino, titha kudabwa kuti ndi madera angati omwe Apple amakhazikitsa.
Kupanga mwazonse, ukadaulo ndi mtundu wamabizinesi
Njira yowonekera komanso yodziwikiratu yokopera ndiyo, mawonekedwe akunja azinthu ndi machitidwe opangira. Mwachitsanzo, pamene iOS 2013 yakale tsopano yomwe ili ndi mawonekedwe atsopano idayambitsidwa mu 7, zinali zosangalatsa kwambiri kuwona momwe mawonekedwe osavuta komanso ocheperako adayamba kutsanziridwa osati mu Android, komanso m'mafakitale osiyanasiyana. Lero sitikuzindikiranso, koma sizinali mpaka nthawi imeneyo kuti zilembo zoonda komanso kusintha kwamitundu kudayamba kuwonekera paliponse. Kuchokera patsamba la Hospodářské noviny kupita ku zikwangwani zamasankho. Iyenera kuwonjezeredwa kuti iOS 7 sinalandilidwe bwino itatha kutulutsidwa, ndipo wopanga wamkulu wa Apple Jony Ive, yemwe anali ndi gawo lalikulu pamawonekedwe atsopano, adakumana. kudzudzula ndi kunyozedwa pa malo ochezera a pa Intaneti. Zidzakhala zosangalatsa kwambiri kuwona momwe mapangidwe ake angatengere atachoka.
Iyeneranso kutsindika momwe Apple ikuyeserabe kusintha miyezo yokhazikitsidwa lero. Izi zikutanthawuza kulowetsa m'malo kapena kusiya kwathunthu chinthu china, mpaka nthawi yodziwonetsera yokha, gawo la chinthu china. Pali zitsanzo zingapo. Kusiya ma CD drive pa MacBook Air mu 2008, kuletsa jack 3,5mm pa iPhone, kapena kusintha madoko onse pa MacBook ndi mawonekedwe a USB-C. Pa nthawi yoyambilira, zonsezi zinali zovuta kwa ogwiritsa ntchito ena, koma pambuyo pake, chifukwa cha iwo, Apple, kupatulapo, nthawi zonse adatha kukhazikitsa miyezo yatsopano, yomwe ena onsewo adagwiritsa ntchito pang'onopang'ono.
Komabe, kutsanzira sikuthera pamenepo. Apple idakhazikitsanso muyezo wina ndi mawonekedwe a Apple Stores, mawonekedwe ake ndi mapangidwe ake omwe amakopedwa mokhulupirika ndi mabungwe ena. Microsoft, Xiaomi kapena ngakhale McDonald's. Momwemonso, bungwe lamkati lamakampani, maziko ake omwe adakhazikitsidwa ndi Steve Jobs ndipo akuyenera kukhala chimodzi mwazinthu zazikulu zomwe zimathandizira kuti kampaniyo ipambane, imakhalabe yolimbikitsa.
Zithunzi
Kumbali ina, Apple ikutsalira kwinakwake
Osati m'malo onse, komabe, Apple ikutsogolera. Tithanso kupeza mafakitale omwe kampaniyo ikungoyenda movutikira. Kapena kangati safuna ngakhale kuligwira pazifukwa zina. Ogwiritsa ntchito ambiri angalandire MacBook yokhala ndi chophimba, koma kukhazikitsidwa kwake sikungatheke lero, popeza ngakhale kusintha kwakukulu kwa mawonekedwe a iPadOS, Apple ikufuna kukhala ndi kulekanitsa bwino kwa iPad ndi Mac. Chitsanzo china ndi mautumiki amtambo, omwe mndandanda wamtengo wapatali sunakhale wokongola kwambiri ndipo makasitomala nthawi zambiri amakonda mpikisano. Kulephera kosalekeza (komwe, komabe, Apple ikudalira) ndikutseka kwa machitidwe ndi kulephera kwawo kusintha. Masiku ano, sitikulankhula ngakhale kwambiri za iOS, yomwe imatsegulidwa pang'onopang'ono, koma za tvOS, zomwe kuthekera kwake sikugwiritsidwa ntchito mokwanira lero. Ndipo kuyika patsogolo kamangidwe kotchulidwa kale m'malo mochita bwino ndizovuta zomwe nthawi zambiri zimatsutsidwa. Masiku ano, Apple Card ikukambidwa m'nkhaniyi, koma ndizotheka kupeza zitsanzo zambiri.
Trump ndi Babiš, kapena sizinakhalepo za makompyuta okha
Zomwe nthawi zambiri zimayiwalika, komabe, ndikuti Apple, monga makampani ena aukadaulo ofunikira kwambiri, amalowerera kwambiri ndale. Ichi ndichifukwa chake nthawi ndi nthawi chithunzi chimawonekera pomwe Tim Cook ali pafupi ndi Donald Trump kapena ngakhale Prime Minister waku Czech Andrej Babiš. Tim Cook, komabe, mosiyana ndi ma CEO ena amakampani, nthawi zambiri samabisa malingaliro ake andale, muzoyankhulana amadziwonetsera yekha pazachuma ndi chikhalidwe cha anthu, ndipo monga woimira kampani yofunikayi, ali ndi mphamvu zokopa zisankho. pa kukhazikitsidwa kwa tariff pa zinthu zochokera ku China. Komabe, kuti kampani ya miyeso yotere imakhalanso ndi chikoka cha ndale ndizofala poyang'ana mbiri yakale.
Lero tikukamba za vuto lina. Koposa zonse, zakuti msika wapadziko lonse wa digito umayendetsedwa ndi makampani ochepa okha omwe ali ndi mphamvu zazikulu m'manja mwawo. Ichi ndichifukwa chake mawu akumveka mochulukirachulukira akufuna kuti mwanjira ina makampani awa asakhale pansi. Mmodzi wa iwo ndi "woyambitsa Intaneti" Tim Berners-Lee, amene angafune tsiku lina adadula mapiko a zimphona zaukadaulo. Sananene ndendende mmene ankafunira. Monganso andale omwe, pazifukwa zosadziwika bwino, angafune kutero pangani App Store kukhala bungwe lodziyimira pawokha pa Apple. Komabe, mikangano ya Apple ndi ndale sizovuta kwambiri nthawi zonse. Mwachitsanzo, theka la chaka chapitacho, Donald Trump adayambitsa zosangalatsa masiku angapo pa malo ochezera a pa Intaneti pamene adalankhula molakwika ndi CEO wa Apple kuti "Tim Apple" m'malo mwa "Tim Cook".
Kumenyera ufulu wa anthu ndi chilengedwe. Koma...
Ponena za madera ena omwe Apple ili ndi mphamvu zake, kudera nkhawa za chilengedwe sikunganyalanyazidwe. Kaya ndi malo atsopano a Apple Park oyendetsedwa ndi 100% mphamvu zongowonjezwdwa, kapena kuyesayesa kwake kuti zinthu zake zizitha kubwezeretsedwanso ndikupangidwa kuchokera kuzinthu zowononga zachilengedwe, akuyesera kutsogolera mwachitsanzo ndikuchepetsa ukadaulo wokhudza chilengedwe komanso mikangano padziko lonse lapansi. kutentha. Apple imakhalanso ndi malingaliro oyipa pankhani ya tsankho komanso tsankho kwa anthu ochepa, mwachitsanzo ndi malingaliro ake olondola pazandale, ndipo imayesetsanso kuwonetsetsa kuti ufulu wa anthu umalemekezedwa m'mafakitale aku China komwe zida zake zimasonkhanitsidwa. Komabe, momwe zithunzi za ogwira ntchito kufakitale ya Foxconn akumwetulira ndizodalirika sizikuwonekeratu. Njira zotsutsana zomwe Apple adachita sabata yapitayo pakuumiriza kwa boma la China zikutsutsananso ndi kumenyera ufulu wa anthu. Mapulogalamu omwe adathandizira ziwonetsero zotsutsana ndi boma la Hong Kong adachotsedwa ku AppStore. Ndipo aka sikanali nthawi yoyamba China idalamula ndipo Apple idamvera. Ngakhale zisanachitike makamaka kukopa ndale ndi kampani ya apulo, nthawi zambiri pamakhala zochitika zina. Pankhaniyi, Apple ndithudi satsatira zofuna za boma la China, koma sakufuna kufooketsa malo ake pamsika kumeneko, zomwe zakhala zofunika kwambiri kwa makampani opanga zamakono kwa nthawi yaitali.
Izo zikhoza kukhala chidwi inu
Petr Škuta Chisamaliro chamoyo
Posachedwapa, zoyesayesa za kampani ya Cupertino kuti zilowe mu gawo lazaumoyo zawonekanso. Zonsezi zinayamba ndi kukhazikitsidwa kwa pulogalamu ya Health Health mu 2014, zomwe zinapangitsa kuti zikhale zotheka kusonkhanitsa deta kuchokera ku mapulogalamu onse olimbitsa thupi. Pulogalamu ya Health Health pang'onopang'ono idapangitsa kuti zitheke kusunga ndikuwonetsa zambiri kuchokera kuzipatala zina, ndikugawana nawo mwachindunji ndi dokotala. Nthawi yomweyo, kampaniyo idapereka Apple Watch, yomwe pang'onopang'ono ikuyesera kukhala chida chenicheni chachipatala chifukwa cha ntchito ya ECG yomwe idayambitsidwa chaka chapitacho. Adakali ndi njira yayitali yoti apite, koma zidzakhala zosangalatsa kuwona momwe Apple ipitirire kukula mderali. Tsoka ilo, Apple sanatidabwe ndi ntchito iliyonse yathanzi pa Series 5 yaposachedwa.
Kodi chidzakhala chiyani?
Nkhaniyi imaliza ndi kuyesa kuyankha limodzi mwa mafunso ofunika kwambiri okhudza mutu wamakono. Kodi tingayembekezere chiyani kuchokera ku Apple mtsogolomu? Pakalipano, zomwe zimawoneka ngati kupitiriza kwa kalembedwe kameneka, ndiko kuti, kusintha kwapang'onopang'ono kwa zipangizo zamakono komanso kusintha kwa chilengedwe, zomwe sizingalole makasitomala kupita ku mpikisano. Komabe, palinso zizindikiro zosonyeza kuti tsogolo likhoza kukhala lokongola kwambiri. Apple sinabise chidwi chake pazowona zenizeni kwa nthawi yayitali, koma sitinawone kugwiritsidwa ntchito kwake kwenikweni. Chifukwa chake, pali zongopeka zomwe titha kuziyembekezera posachedwa mwachitsanzo, magalasi anzeru. Ndipo m'masabata apitawa, zadziwika za zomwe zikubwera M'badwo wachiwiri wa iPhone SE.
Pakadali pano, galimoto yokhala ndi logo yolumidwa ndi apulo ndiyongopeka kuposa kuthekera kwenikweni, koma ngakhale mumakampani awa, Apple ikufuna kuyika izi mwanjira ina. Kutsimikizika kwina kumakhalabe gawo lazachipatala, pomwe kampaniyo ili ndi kuthekera kwakukulu kwamtsogolo ndipo mwina iyesa kupanga Apple Watch kukhala chida chenicheni chachipatala. Zidzakhalanso zosangalatsa kuyang'ana chitukuko ndi convergence wa iPad ndi Mac, tsogolo limene si zophweka kulosera mosakayikira lero. Komabe, njira zina ziliponso. Pambuyo pa kukhazikitsidwa kwa Apple Card chaka chino ndi mtundu wolembetsa, zingakhale zomveka kukhala ndi ndalama zake za crypto, koma izi ndi zongopeka chabe. Chifukwa chake tiyeni titseke mutuwu ndi mawu ochokera kwa Jára Cimrman: "Tsogolo ndi la aluminiyumu!" Ndipo poyang'ana zinthu zomwe zida zambiri za Apple zimapangidwira, titha kunena kuti wamasomphenya wamkulu waku Czech sangakhale kutali ndi chowonadi.
Zomwe muyenera kuchita ndikuyang'ana iOS kapena macOS aposachedwa ndipo mudzakhala osaganiza bwino. Ngati Jobs akanakhala amoyo, Cook akanafuna malo atsopano!