蘋(píng)果能否重現(xiàn)喬布斯的

1、蘋(píng)果能否重現(xiàn)喬布斯的“魔法”AppleseekstowkJobsmagicontheinterofthingsTheInterofThingsisoneofthosevacuouslabelsbelovedbythetechindustrywhenitsensesthatabignewmarketistakingshape.LikethoseothercurrentfavouritesBigDatatheClouditpromisese

2、verythingnothing–atantalisingfmlessnessthathintsatinfinitepossibilityevenifitishardtosayexactlywhowillmakemoneyoutofitwhen.高科技產(chǎn)業(yè)在感知到一個(gè)新興的大市場(chǎng)正在成形時(shí)，喜歡使用一些空洞的標(biāo)簽來(lái)描述，“物聯(lián)網(wǎng)”就是其中之一。與“大數(shù)據(jù)”和“云計(jì)算”這些當(dāng)下廣受歡迎的概念一樣，物聯(lián)網(wǎng)承諾帶來(lái)的東西既無(wú)所不包又空洞無(wú)物—

3、—它是一種誘人的無(wú)形概念，暗示存在無(wú)窮的可能性，盡管很難明確指出誰(shuí)將從這種技術(shù)中盈利或者何時(shí)盈利。WhobettertostampfmontothisvoidthanAppleThecompanythatturnedotherlongrunningtechdreamsintoreality–digitalmusicsmartphonestabletcomputing–isabouttoaddressitselftotheconstell

4、ationsofsmartgadgetsthatcouldonedaymediatethephysicalwld.在將這種概念落到實(shí)處方面，還有誰(shuí)能做得比蘋(píng)果(Apple)更好？這家企業(yè)曾把人們長(zhǎng)期以來(lái)的其他種種高科技?jí)粝胱兂涩F(xiàn)實(shí)——數(shù)字音樂(lè)、智能手機(jī)和平板電腦。如今，它正準(zhǔn)備將注意力集中在大量智能化的小工具上，這些小工具有朝一日或會(huì)成為現(xiàn)實(shí)世界的“居間人”。AstheFTreptedearlierthisweekthiswilltak

5、eshapeatitsannualdeveloperconferenceonMondaywithwaysfownersofitsmobiledevicestocontrolarangeof“intelligent”homegadgetssuchasthermostatslocks.Applewillalsoactastheshopfrontfmakersoftheproliferatinguniverseof“things”.這一切在周

6、一的蘋(píng)果年度開(kāi)發(fā)者大會(huì)上已成形。會(huì)上將為該公司的移動(dòng)設(shè)備用戶提供種種方案，令他們能控制恒溫器或門(mén)鎖等一系列“智能”家居小工具。此外，蘋(píng)果還將扮演店面的角色，供開(kāi)發(fā)這些種類(lèi)日益繁多的“聯(lián)網(wǎng)之物”的人出售他們的產(chǎn)品。ThissoundsverysimilartosomethingApplehasdonebefe:nurtureahfulof“killerapps”createaneasywayfcustomerstodiscoverbuys

7、etthemupmakesuredeveloperscanmakesomeseriousmoneyoutofthenewmarket.TheAppSteapproachturnedthesmartphonefromastalonegadgetintothecentreofanewtechecosystemhassincebeenwidelyemulatedbyrivals.這聽(tīng)上去與蘋(píng)果過(guò)去做過(guò)的事情很像：培植幾個(gè)“殺手級(jí)應(yīng)用”；建立一

8、條令用戶易于發(fā)現(xiàn)、購(gòu)買(mǎi)和設(shè)置這些應(yīng)用的渠道；再確保開(kāi)發(fā)者能從這一新市場(chǎng)中賺到可觀的收入。蘋(píng)果應(yīng)用商店(AppSte)模式把智能手機(jī)從孤立的工具轉(zhuǎn)變成新的高科技生態(tài)系統(tǒng)的核心元素。自那以來(lái)，這種模式也被競(jìng)爭(zhēng)對(duì)手廣泛模仿。ThesameideaappliedtosmartgadgetsmayonedaybecomeausefulsupplementtoApple’sbusiness.TheAppSteisthefastestgrowingr

9、evenuelineinApple’sprofitlossstatement:duringthepastsixmonthstheiTunesunitofwhichitispartproducedmethan$5bninsalesup11percentontheyear.同樣的創(chuàng)意若被用于智能化小工具，有朝一日或會(huì)對(duì)蘋(píng)果的業(yè)務(wù)形成有益的補(bǔ)充。在蘋(píng)果的損益表中，應(yīng)用商店是營(yíng)收增長(zhǎng)最快的業(yè)務(wù)線：過(guò)去6個(gè)月里，應(yīng)用商店所屬的iTunes部門(mén)創(chuàng)造

10、了逾50億美元的銷(xiāo)售額，比上一年增長(zhǎng)了11%。LikeappsthoughtheindividualitemsthatattachtothisinterofthingsmayneverbecomeacepartofApple’sbusinessontheirown.ThisismeaboutreinfcingtheecosystemofwhichiPhonesiPadsMacsareatthecentre:itisbothdefensi

11、vetokeepversionoftheoperatingsystemfsmartwatchesevenasitfgesaheadwiththehugelyambitiousGoogleGlass.在代表物聯(lián)網(wǎng)另一主要分支的“可穿戴技術(shù)”方面，谷歌也在以一種類(lèi)似的方式雙向押注。就在它飛速推進(jìn)雄心勃勃的谷歌眼鏡(GoogleGlass)項(xiàng)目的同時(shí)，它還于今年早些時(shí)候推出了面向智能手表的操作系統(tǒng)roidWear。Attheheightofi

12、tsendancyunderSteveJobsthetechwldlookedtoAppletodefinenentmarketssuchasthese.在史蒂夫?喬布斯(SteveJobs)領(lǐng)導(dǎo)下的蘋(píng)果極盛時(shí)代，整個(gè)科技界都曾唯蘋(píng)果馬首是瞻，看它如何定義這類(lèi)新興起的市場(chǎng)。WithhismasterfulmanipulationofexpectationdesireMrJobswasunrivalledinhisabilitytoper

13、suadeanaudiencethatwhathewasrevealingwasaglimpseofthefuture.ComeMondayitwillbeuptohisheirstoshowthattheycanturnthehumdrumobjectsofdinarylifeoftechintosomethingequallydazzling.喬布斯對(duì)人們期望和欲望的操控是大師級(jí)的，他以無(wú)可匹敵的說(shuō)服力說(shuō)服受眾相信：他們可從他正為之