乔布斯把苹果做到了什么高度

this is a day， i've been looking forward to for two and a half years which is phenomenal it works like magic you can do multi finger gestures on it and boy have we patented it and today we're going to show you a software breakthrough software that's at least five years ahead of what's on any other phone iphone runs os， ten， it's got a three and a half inch screen on it it's really big and it's the highest resolution screen we've ever shipped it's a hundred and sixty pixels per inch highest we've ever shipped it's gorgeous and on the front there's only one button down there we call it the home button it takes you home from wherever you are and that's it let's take a look at the side it's really thin it's thinner than any smartphone out there at eleven point six millimeters thinner than the queue thinner than the blackjack thinner than all of them it's really nice and we got some controls on the side we got a little switch for ring and silent we've got a volume up and down control let's look at the back on the back the biggest thing of note is we got a two mega pixel camera built right in just push the sleep wake button there we go right there and to unlock the phone i just take my finger and slide it across and i scroll landscape mode oh look what happens i'm in cover flow i can just take my fingers and i can we call it the pinch i can bring them closer together and move them further apart to make it bigger or smaller and so， i can just move them further apart and stretch the image and move it around that cool。

to me marketing's about values this is a very complicated world it's a very noisy world and we're not gonna get a chance to get people to remember much about us no company is and so we have to be really clear on what we want them to know about us now apple fortunately is one of the half a dozen best brands in the whole world right up there with nike， disney， coke sony it is one of the grates of the grates not just in this country but all around the globe and but even a great brand needs investment and caring if it's going to retain its realm and vitality and the apple brand has clearly suffered from neglect in this area in the last few years and we need to bring it back the way to do that is not to talk about speeds and feeds it's not to talk about nips and megahertz it's not to talk about why we're better than windows the dairy industry tried for twenty years to convince you that milk was good for you it's alive but they tried anyway and the sales were going like this and then they tried got milk and the sales are going like this got milk doesn't even talk about the product that focuses on the absence of the product， but but but the best example of all and one of the greatest jobs of marketing in the versus ever seen as nike remember nike sells a commodity they sell shoes and yet when you think a nike you feel something different than a shoe company in their ads as you know they don't ever talk about the products they don't ever tell you about their air soles and why they're better than rebox air soles？ what does nike do in their advertising they honor great athletes and they honor great athletics that's who they are that's what they are about apple spends a fortune on advertising you'd never know it you'd never know it so when i got here when apple just fired the agency were doing a competition with twenty three agencies that you know four years are now to pick one and we blew that up and we hired shy day the ad agency that i was fortunate enough to work with years ago we created some award winning work including the commercial voted the best ad ever made nineteen eighty four by advertising professionals and we started working about eight weeks ago and what we the question we asked was our customers want to know who is apple and what is it that we stand for where do we fit in this world what we're about isn't making boxes for people to get their jobs done although we do that well we do that better than almost anybody in some cases， but apples about something more than that apple at the core its core value is that we believe that people with passion can change the world for the better that's what we believe and we've had the opportunity to work with people like that we've have an opportunity to work with people like you with software developers with customers who have done it in some big and some small ways and we believe that in this world people can change it for the better and that those people that are crazy enough to think they can change the world are the ones that actually do and so what we're going to do in our first brand marketing campaign in several years is to get back to the that core value a lot of things have changed the markets are totally different place than it was a decade ago and apple's totally different and apple's place in it is totally different and believe me the products and the distribution strategy and the manufacturing are totally different and we understand that， but values and core values those things shouldn't change the things that apple believed in at its core are the same things that apple really stands for today and so we wanted to find a way to communicate this and what we have is something that i am very moved by it on honors those people who have changed the world some of them are living some of them are not， but the ones that aren't as you'll see you know that if they ever used the computer it would have been a mac。

iphone four 乔布斯开创了苹果创新的辉煌时代。本以为神话会继续，没想到却遇到了一位只会挤牙膏的厨师。 first product launch since being named ceo。 二零一一年六月，当库克登台亮相推出新款 iphone 的特别活动时， 前排为乔布斯预留了一个座位，但遗憾的是，乔布斯并没有参加。由于患有胰腺癌，乔布斯的病情恶化了。 第二天，乔布斯去世，享年五十六岁。乔布斯去世后，苹果似乎将其重点从设计转向了利润优先。 库克让苹果公司变得超乎想象的富有，一跃成为全球市值最高的公司，但却因创新缓慢而饱受大众诟病。多年来， iphone 的摄像头和芯片都得到了改， 但其设计几乎保持不变，以至于三星在广告中这样嘲笑苹果。 that epic moonshot that's getting all the likes won't be yours because this innovation is not coming soon to an iphone near you。 库克几乎从没有到过产品设计工作室，他专注于公司的业务和运营。库克会在凌晨四点之前起床查看销售数据。 他想知道为什么某个 iphone 型号在特定城市的销量超过了另一个型号。虽然库克非常忙碌，但他却很少花时间来开发苹果的下一代创新性产品， 相反，只是对其现有产品线进行了简单更改，例如取消了 iphone ten 的 home 键，但 iphone ten 也由于面部识别系统的问题而发 延迟，这可能是苹果发布会最出球的一次。 let's try that again， ho ho ho， let's uh go to backup here！ iphone ten 的后期产品看起来几乎一模一样。酷！ 库克原本希望质量较低的 x 二在中国表现出色，但结果却惨败，部分原因是来自华为的竞争，好像这几年被制裁的是苹果，而不是华为。如今华为王者归来，库克还能延续乔布斯创造的神话吗？

十五年前，乔布斯发布了第一代 iphone 手机，也开启了智能手机的新时代。在 iphone 的第一代产品发布会上，乔布斯甚至公开向世界宣布， iphone 将领先世界五年。结果到了今天，十五年过去了，无论技术如何突破，都没有一家公司能够完全的颠覆 iphone， 难道 iphone 就真的无法超越吗？ 在 iphone 没有被发明出来以前，苹果是一家从未涉足过手机的公司，当时的苹果一直在研发奇形怪状的电脑产品，但是由于多年得不到消费者的认可，乔布斯受到了所有人的质疑，甚至被董事会撤销了管理大权。 后来的苹果是由专业的经理人约翰斯卡利管理，到了一九八七年，斯卡利的年薪曾高达两百二十万美元，但是管理层的改变并没有 竹子苹果的衰落。到了一九九三年，苹果电脑的市场份额从乔布斯离开时的百分二十下滑到了百分五， 苹果也陷入了前所未有的困境之中。一九九二年，乔布斯离开苹果也有十多年时间，但他并没有放弃，而是一直在研发新的操作系统。 到了九十年代中期，由于苹果的衰落，这是 windows 已经完全占据了全球市场，处在行业的垄断地位，甚至美国政府都试图通过反垄断保护法来促使其他的科技企业得以生存。 还有在当时如日中天的诺基亚，已经连续十多年占据了手机行业的半壁江山。一九九八年，诺基亚还推出了全球第一款拥有金属质感的滑盖手机八八幺零，当时的起售价为一万两千八百元。 当时的诺基亚和温暖拥有长期统治科技市场的地位，其实当年的乔布斯应该也是这么想的，他回到苹果后，并没有继续推出电脑或是手机产品， 而是选择避开了锋芒，采用降为打击的方式，居然发当时在美国没有什么人做，甚至都快被手机行业淘汰的 mp 三。两千年的时候， mp 三主要是被日本和中国品牌占据，同志化现象十分严重，商家的重点一直放在如何提升 mp 三的音质和外观上， 然而乔布斯却另批吸进，把多年在电脑领域生根的麦克系统装进了小小的 mp 三里，这一改变让 mp 三拥有了可以在掌上看电影和玩游戏的功能，此时的苹果就差在 mp 三里再装进一套电话通信设备了。然而由于苹果 公司的保密工作做的极其严格，一直到了两千零七年 iphone 发布会的前夕，诺基亚甚至还在推出 n 七三系列的手机， 这两个手机现在放在一起对比，明显就不是一个时代的产物。到了 iphone 发布会的十个月后，谷歌公司就迅速推出了安卓系统，从此以后，诺基亚的商业帝国就开始渐渐的被两家公司常识。 到了两千零九年，诺基亚又推出了颠覆以往的作品 n 九七，他配置了类似电脑键盘的按键布局，但依然无法逃脱失败的结局。 到了二零一零年， iphone 四的逆天设计一下子就让苹果公司成为了世界关注的焦点。记得当时一个月的工资只有两千三百元，而 iphone 四就卖到了四千多元，甚至还有一个十七岁的小伙把自己的肾卖了去换 苹果手机，但是他没想到科技行业是在不断的颠覆过去的产品，哪怕是当时红旗一时的 iphone， 到现在也只能拿去换一个不锈钢脸盆了。在 iphone 四发布了一年多后，也就是二零一一年的十月五日，乔布斯因为患上了胰腺癌逝世，终年五十六岁。 从那以后，苹果的创新能力就变得没有以往那么优秀了，甚至连续几代的产品设计都是如出一辙。新的 ceo 库克，他估计也清楚自己的能力范围，所以一直不怎么做创新。 到了二零一六年，小米领先推出了全面屏手机，而苹果还维持在 iphone 六的设计，一直到了十三代也没有推出全面屏手机。 其实现在的手机性能在主观的使用感受上基本已经都差不多了，你要非说苹果什么好，我觉得 还是虚荣心在作怪。乔布斯看起来是一位科技的创造者，实际上他是将电子科技与奢侈品品牌联系在了一起。 在如今的手机销量榜单上，国产手机由于性价比的突出，几乎占据了榜单前十的位置，但是十几家手机公司的利润加起来还不到百分十五。 现在的 iphone 手机除了系统和处理器，其他的核心零部件，比如主板、内存、摄像头使用的都是韩国还有日本的产品。 而我们已经跑到世界第一的五 g 技术还有摄像头，都因为美国的制裁被苹果公司踢出了供应链，剩下一些电池、后盖、按钮配件等组装工艺留在了中国。而苹果公司之所以还会把这些工作留在中国，是因为我国的生产效率和人 工价格相比来说比较便宜，如果有一天我们的工资增加到足够高的位置，苹果随时有可能选择其他更便宜的地方代工。 近几年，随着华为、小米的崛起，我国已经拥有了可以完全独立生产一台智能手机的全部技术。 在未来科技没有迎来新的突破以前，可能会像韩国或者是日本一样，慢慢的演变成各自买各自国家的产品或者是性价比更高的商品。在未来能彻底颠覆苹果的，或许会像当年打败诺基亚的乔布斯一样， 世界上又突然出现了一个天才，然后彻底的颠覆整个科技行业。但是我相信用不了多久，中国科技将和世界上最先进的公司同步，甚至慢慢的达到超越。

各位还记得乔布斯演示第一代苹果的时刻吗？当年第一代苹果问世后，以诺基亚为首的手机市场被颠覆，几千亿的市值瞬间雪崩。视频中的乔布斯正在为我们演示如何操作这款智能机，只见他用手将滑块向右滑动，手机就已经解锁了。随后就来到苹果的主界面，我们可以看到下面有五个功能，包括播放列表、 歌曲、视频、表演者以及更多。表演者里有很多全世界知名的演唱者，你想听哪位歌手的专辑，都能在这里找到。乔布斯点了一首披头士的歌曲，手机就能传出美妙的音乐，此时你如果将手机横放过来，则会出现三 d 界面的形式。除此之外，这款手机还能播放电影，双击屏幕还能放大画面。 double tap and i see the whole thing here all right， thought the screen whatever i like。 这款苹果手机还安装了谷歌地图，点击地图读取数据，你能看到整个世界的地图，并且还有导航功能， 只要你想去一个地方搜索目的地就能轻松找到，用起来十分方便。这场发布会结束后，传统的按键手机被无情的淘汰，风靡全球的诺基亚一夜之间死翘翘，苹果手机成为了新时代的领军人物。在当时那个年代，如果你用的是苹果手机，那绝对是倍有面子。如今距离第一代苹果已经过去十六年，苹果手机仍然是最受欢迎的品牌之一。

苹果两任这个 ceo， 乔布斯和库克，乔布斯是懂产品，库克是懂市场和供应链的， 乔布斯确实在产品设计方面呢，是非常卓越的，那你看乔布斯去世以后呢？库克上台，那么苹果再推出来的产品都都会被大家唾弃死了，是吧？然后那个产品的这个创新已经没有了，就更长，更长更更长。那么库克呢，他是一个懂市场和懂这个供应链的， 他真正的呢去把苹果的这个库存周转期呢哈，由原先的三十天缩到六天，你就知道苹果手机哈，不说苹果手机了，就所有的手机，他的配件啊配件特别特别复杂，所以你想去把它这库存周转器下降，这是一个很大的工程， 所以呢，做的非常好，到直到最后呢哈还变成了两天的这个周转期，所以这是非常厉害的啊。另外呢，他就是从技术上也讲 解决这些问题，他做了一个最牢早的这个混合代工模式，就是他把先先进的设备啊什么的，然后放在他的代工厂哈去做代工，这样他就获得了更多的话语权，他对他的成本也是有影响的。另外他又特别懂市场的， 他坚持这种新零售的销售模式，就是体验店是吧？体验店就他们去做的，所以就导致比如说像这个 facebook 和骨科是吧？他们当时曾经高调的离开了中国啊。 那么看到了这个，呃，库克在二零二一年的时候呢，哈在中国的市场业绩已经达到整个业绩的百分之二十，所以中国市场真的是一个繁荣发展的，谁放弃中国市场呢？谁可能就是放弃了自己相当一个关键成功的要素哈，所以现在呢，只能站在旁边酸酸的哈。 所以我们看到了，呃，库克呢？其实是从各个角度哈，他懂供应链，懂市场，因此造成这个成本下降，他是做出了很大的贡献的。

there has been a suggestion that because of pricing and design apple tends to appeal to kind of a smaller elite rather than that sort of mass customer base and so i guess once and for all is it your goal to overtake the pc and market share i can tell you what our goal is our goal is to make the best personal computers in the world and to make products we are proud to sell and would recommend to our family and friends and we want to do that at the lowest prices we can， but i have to tell you there's some stuff in our industry that we wouldn't be proud to ship that we wouldn't be proud to recommend to our family and friends and we can't do it we just can't ship junk so there's there's a there are thresholds that we can't cross because of who we are， but we want to make the best personal computers in the industry and we think there is a very significant slice of the industry that wants that to and what you'll find is our products are usually not premium priced you go and price out our competitors products and you add the features that you have to add to make them useful and you'll find in some cases they are more expensive than our products the difference is we don't offer stripped down lousy products you know we just don't offer categories of products like that but if you move those aside and compare us with our competitors uh， i think we compare pretty favorably。

in two thousand and seven iphone reinvented what we think of as a phone it's hard to remember what it was like before iphone so today today， we're introducing iphone four fourth generation i believe me you ain't seen it you've got to see this thing in person， it is one of the most beautiful designs you've ever seen this is beyond the doubt the most precise thing one of the most beautiful things we've ever made glass on the front and the rear and stainless steel running around and the precision of which this is made is beyond any consumer product we've ever seen its closest kin is like a beautiful old like a camera it's unheard of in consumer products today just gorgeous and it's really thin this is the new iphone four。

and so let me go ahead and show it to you now this is it let me take it out here this is the new macbook air and you can get a feel for how thin it is yeah there it is amazing product here full size keyboard， full size display and this is what it looks like isn't that amazing。

we're getting at there has been a suggestion that because of pricing and design， apple tends to appeal to kind of a smaller elite rather than that sort of mask customer base and so i guess once and for all is it your goal to overtake the pc in market share i tell you what our goal is our goal is to make the best personal computers in the world and to make products we are proud to sell and would recommend to our family and friends and we want to do that at the lowest price as we can， but i have to tell you there's some stuff in our industry that we wouldn't be proud to ship that we wouldn't be proud to recommend to our family and friends， and we can't do it we just can't ship junk， so there is there are thresholds that we can't cross because of who we are， but we want to make the best personal computers in the industry and what you'll find is our products are usually not premium priced you go and price out our competitors products and you add the features that you have to add to make them useful and you'll find in some cases they are more expensive than our products the difference is we don't offer stripped down lousy products you know we just don't offer categories of products like that but if you move those aside and compare us with our competitors i think we compare pretty favorably and a lot of people have been doing that and saying that now for the last eighteen months。