Tsekani malonda

Kumapeto kwa Ogasiti, padzakhala zaka zisanu kuchokera pomwe Tim Cook adatenga utsogoleri wa Apple. Ngakhale Apple yakhala kampani yamtengo wapatali komanso yolemera kwambiri padziko lonse lapansi, ndipo chikoka chake chakula kwambiri kuposa kale, Apple Apple imadzudzulidwa nthawi zonse chifukwa chosabweretsa zinthu zomwe zasintha komanso chifukwa chosowa luso. Mawu ovuta akuwonekera kwambiri tsopano, monga mu Epulo Apple idanenanso zotsatira zazachuma zotsika kotala chaka ndi chaka kwa nthawi yoyamba m'zaka khumi ndi zitatu. Ena amapita mpaka kuti awone ngati chiyambi cha mapeto a Apple, omwe adagonjetsedwa kale mu mpikisano wamakono ndi Google, Microsoft ndi Amazon.

Mawu akulu ochokera FastCompany (pambuyo pake FC) ndi zoyankhulana ndi Tim Cook, Eddy Cuo ndi Craig Federighi, amayesa kufotokoza za tsogolo la kampaniyo, yomwe siyinaiwale mfundo zoyambirira za Ntchito, koma zimawamasulira mosiyana nthawi iliyonse. Ikuwonetsa momwe oyang'anira apamwamba a Apple akuwonera ngati osasamala pamaso pa zochitika zambiri zaposachedwa zomwe zimachokera ku zoulutsira mawu monga otchuka monga, mwachitsanzo, magazini. Forbes.

Amapereka zifukwa ziwiri za izi: ngakhale zomwe Apple adapeza mu gawo lachiwiri lazachuma la 2016 anali otsika ndi 13 peresenti kuposa chaka cham'mbuyomo, amapitilirabe zomwe amapeza Alphabet (kampani ya makolo a Google) ndi Amazon pamodzi. Phindu linali lalikulu kuposa Zilembo, Amazon, Microsoft ndi Facebook pamodzi. Komanso, malinga ndi FC akukonzekera chitukuko chachikulu mu kampani, chomwe chikungowonjezereka.

[su_pullquote align="kumanja"]Chifukwa chomwe tingayesere iOS ndi Mapu.[/su_pullquote]

Sitingakane kuti zambiri mwazinthu zatsopano za Apple zimakumana ndi mavuto. Apple Maps fiasco ya 2012 ikadali pamlengalenga, ma iPhones akulu ndi owonda amapindika ndipo ali ndi mawonekedwe odabwitsa okhala ndi lens ya kamera yotuluka, Apple Music idadzazidwa ndi mabatani ndi mawonekedwe (ngakhale kuti posachedwapa zidzasintha), Apple TV yatsopano nthawi zina imakhala ndi zowongolera zosokoneza. Akuti izi ndi chifukwa chakuti Apple ikuyamba zinthu zambiri nthawi imodzi - mitundu yambiri ya MacBooks, iPads ndi iPhones ikuwonjezedwa, mautumiki osiyanasiyana akuwonjezeka nthawi zonse, ndipo sizikuwoneka kuti n'zosatheka kuti a. galimoto yokhala ndi logo ya apulo ingawonekere.

Koma zonsezi ziyenera kukhala gawo la tsogolo la Apple, lomwe ndi lalikulu kuposa momwe Jobs amaganizira. Zikuwonekeranso kuti pankhani yowerengera, ziyenera kukumbutsidwa nthawi zonse kuti zolakwa zambiri zidapangidwanso pansi pa utsogoleri wa Jobs: mbewa ya iMac yoyamba inali yopanda ntchito, PowerMac G4 Cube idasiyidwa patangotha ​​chaka chimodzi chokha. kukhalapo kwa malo ochezera a nyimbo Ping mwina palibe amene adadziwapo. "Kodi Apple ikulakwitsa zambiri kuposa kale? Sindingayerekeze kunena, "akutero Cook. “Sitinanenepo kuti ndife angwiro. Tangonena kuti ndicho cholinga chathu. Koma nthawi zina sitingazifikire. Chofunika kwambiri n’chakuti, kodi muli ndi kulimba mtima kokwanira kuti muvomereze kulakwa kwanu? Ndipo musintha? Chinthu chofunika kwambiri kwa ine monga woyang’anira wamkulu ndicho kukhala wolimba mtima.”

Pambuyo pa manyazi ndi mamapu, Apple adazindikira kuti amapeputsa ntchito yonseyo ndipo adayiyang'ananso mbali imodzi, pafupifupi osawona kupitirira mapiri ochepa. Koma popeza mamapu amayenera kukhala gawo lofunikira la iOS, anali ofunikira kwambiri kuti Apple idalire munthu wina. "Tidawona kuti mamapu ndi gawo lofunikira papulatifomu yathu yonse. Panali zinthu zambiri zomwe timafuna kupanga zomwe zimatengera ukadaulo uwu, ndipo sitingayerekeze kukhala pamalo pomwe tinalibe eni ake," akutero Eddy Cue.

Pamapeto pake, sizinali zambiri zamtundu wapamwamba zomwe zidagwiritsidwa ntchito kuthetsa vutoli, koma njira yatsopano yachitukuko ndi kuyesa. Zotsatira zake, Apple idatulutsa koyamba mtundu woyeserera wa OS X mu 2014 ndi iOS chaka chatha. "Mapu ndiye chifukwa chake ngati kasitomala mutha kuyesa iOS," akuvomereza Cue, yemwe amayang'anira chitukuko cha Mapu a Apple.

Jobs akuti adaphunzira kuyamikira zatsopano zowonjezera kumapeto kwa moyo wake. Izi zili pafupi ndi Cook ndipo mwina ndizoyenera kuyang'anira Apple yamakono, yomwe ikukula, ngakhale mosadziwika bwino, koma mokhazikika, akuganiza. FC. Kusintha kwa njira yoyesera ndi chitsanzo cha izi. Sichikuyimira kusintha, koma chimathandizira chitukuko. Imeneyi ingawoneke ngati yoyenda pang'onopang'ono, chifukwa ilibe kudumpha kwakukulu. Koma payenera kukhala zinthu zabwino komanso zovuta kulosera kwa iwo (pambuyo pake, iPhone ndi iPad yoyamba sinakhale ma blockbusters kutali nthawi yomweyo), ndipo payenera kukhala kuyesetsa kwanthawi yayitali: "Dziko likuganiza kuti pansi pawo. Ntchito zomwe tidabwera nazo chaka chilichonse. Zogulitsazo zidapangidwa kwa nthawi yayitali, ”akutero Cue.

Nthawi zambiri, kusintha kwa Apple komweko kumatha kutsatiridwa pakukulitsa ndi kuphatikiza m'malo modumphadumpha. Zida ndi mautumiki apaokha akukula ndikulumikizana kwambiri kuti apereke chidziwitso chokwanira cha ogwiritsa ntchito. Atabwerera ku kampaniyo, Jobs adayang'ananso pakupereka "chidziwitso" osati chipangizo chokhala ndi magawo enieni ndi ntchito zapayekha. Ichi ndichifukwa chake, ngakhale lero, Apple imasungabe aura yachipembedzo chomwe chimapatsa mamembala ake zomwe amafunikira, ndipo mosemphanitsa, zomwe sizimawapatsa, samasowa. Ngakhale makampani ena aukadaulo amayesa kuyandikira lingaliro lofananalo, Apple imamangidwa kuchokera pansi ndipo imakhalabe yosakwaniritsidwa.

Luntha lochita kupanga ndi imodzi mwa njira zowonjezera kuyanjana pakati pa ogwiritsa ntchito ndi zipangizo zawo, ndipo panthawi imodzimodziyo mwina ndizodziwika kwambiri zamakono zamakono zamakono. Pamsonkhano wake womaliza, Google idawonetsa Android, yomwe ikulamulidwa ndi Google Tsopano atangogwiritsa ntchito, Amazon idapereka kale Echo, wokamba nkhani wokhala ndi wothandizira mawu yemwe amatha kukhala gawo la chipindacho.

Siri imawoneka mosavuta ngati liwu lomwe limatulutsa zidziwitso zanyengo ndi nthawi kumadera ena adziko lapansi, koma akusintha nthawi zonse ndikuphunzira zinthu zatsopano. Kugwiritsa ntchito kwake kwakulitsidwa posachedwa ndi Apple Watch, CarPlay, Apple TV, ndi ma iPhones aposachedwa, kuthekera koyambitsa ndi kulamula kwamawu popanda kufunikira kolumikizidwa ndi mphamvu. Imapezeka mosavuta ndipo anthu amaigwiritsa ntchito pafupipafupi. Poyerekeza ndi chaka chatha, imayankha kuwirikiza kawiri malamulo ndi mafunso pa sabata. Ndi zosintha zaposachedwa za iOS, opanga nawonso akupeza mwayi wa Siri, ndipo Apple ikuyesera kulimbikitsa kuphatikizika kwake muzothandiza kwambiri ndi zoletsa zina pakugwiritsa ntchito kwake.

FC chomaliza chake ndi chakuti ngakhale Apple ingawoneke ngati ikutsalira pakupanga nzeru zopangapanga, ili pamalo abwino koposa onse kugwiritsa ntchito luntha lochita kupanga kuti ipititse patsogolo luso la wogwiritsa ntchito, chifukwa imapezeka paliponse. Cue akuti "tikufuna kukhala nanu kuyambira mukadzuka mpaka mukaganiza zogona". Cook anamufotokozera motere: “Njira yathu ndi kukuthandizani m’njira iliyonse imene tingathe, kaya mukukhala m’chipinda chanu chochezera, pa kompyuta, m’galimoto kapena pa foni yanu.

Apple tsopano ndiyokhazikika kuposa kale. Zomwe amapereka kwenikweni si zida zapayekha monga maukonde a hardware, mapulogalamu ndi ntchito, zonse zomwe zimalumikizidwa ndi maukonde amakampani ena ndi ntchito.

Mwa zina, izi zikutanthauza kuti ngakhale zida zochepa zimagulitsidwa, Apple imatha kukopa makasitomala kuti agwiritse ntchito ntchito zake. Apple Store mu July inali ndi mwezi wake wopambana kwambiri kuposa kale, ndipo Apple Music idakhala yachiwiri yayikulu kwambiri yotsatsira itangokhazikitsidwa. Ntchito za Apple zachitika tsopano chiwongola dzanja chachikulu kuposa onse a Facebook ndipo ndi 12 peresenti ya ndalama zonse za kampani. Nthawi yomweyo, amangowoneka ngati zida zamtundu wina, panjira yachiwiri. Koma amakhudza kwambiri chilengedwe chonse cha anthu. Cook anati, "Ndi zomwe Apple imachita bwino: kupanga zinthu kuchokera kuzinthu ndikubweretsa kwa inu kuti mutenge nawo mbali."

Mwina Apple sidzapanganso iPhone ina: "iPhone yakhala gawo la bizinesi yayikulu kwambiri yamagetsi padziko lapansi. N’chifukwa chiyani ali choncho? Chifukwa pamapeto pake aliyense adzakhala ndi imodzi. Palibe zinthu zambiri ngati zimenezo,” akutero Cook. Komabe, izi sizikutanthauza kuti Apple ilibe malo opitilira kukula. Pakali pano ikuyamba kulowa m'makampani oyendetsa magalimoto ndi zaumoyo - zonsezi ndi misika ya mabiliyoni ambiri padziko lonse lapansi.

Pomaliza, ziyenera kunenedwa kuti Apple yakhala ikusinthira dala, ndipo mphamvu yake yayikulu ndikutha kukulitsa mawonekedwe ake ndikusintha zinthu zatsopano. Craig Federighi akulongosola mwachidule ponena kuti, "Ndife kampani yomwe yaphunzira ndi kusinthidwa ndikukulitsa madera atsopano."

Kwa kasamalidwe ka Apple, zidziwitso zatsopano ndizofunikira kwambiri kuposa zatsopano monga choncho, chifukwa zitha kugwiritsidwa ntchito nthawi zambiri mtsogolo. Atafunsidwa mafunso okhudza kusiya chiyambi cha kampaniyo ndi kusoŵa ndalama kwachuma, Tim Cook anati: “Chifukwa cha kukhalapo kwathu n’chimodzimodzi ndi mmene zakhalira nthaŵi zonse. Kupanga zinthu zabwino kwambiri padziko lapansi zomwe zimalemeretsa moyo wa anthu. ”

Nthawi zambiri sizidziwika nthawi yomweyo, koma potengera nthawi yayitali, Apple ikuyeseranso kuyika ndalama zambiri kuti ipeze ndalama zambiri. Ngakhale mu Apple yamasiku ano, pali malo owonekera bwino, koma imadziwonetsera mosiyana, kupyolera mukupita patsogolo ndi kugwirizanitsa.

Chitsime: Fast Company
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