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<\/span><\/figcaption><\/figure>People like to point out that Steve Jobs<\/a>, remarkable as he was, didn’t actually invent the smartphone. Nor did he invent the home computer, the MP3 player or the tablet. What he did, of course, was create a breakthrough version of all of those technologies that people actually wanted to use — sending Apple<\/a> Inc. on its way to becoming the $2.7 trillion juggernaut it is today.

One criticism of his successor as chief executive officer, meanwhile, is that he is yet to come up with a bold new idea of his own. Tim Cook<\/a>, the steady-handed supply chain expert, has instead built on top those existing successes. Even the Apple Watch, which came out almost four years after Jobs’ death, had the late visionary’s input in the development, if not the execution.

Finally, we may be about to see a Cook innovation. And boy, what a risk it is: a punt on a new technology quite unlike any in Apple’s past.

In June, at its Worldwide Developers Conference (WWDC), Apple is expected to share long-awaited details of its mixed reality headset; a device that offers both augmented reality and virtual reality. The first overlays imagery onto your real surroundings; the second immerses you in a fully digital environment.

At the onset, Apple’s headset will not be a mass-market product. At $3,000, according to reporting by Bloomberg News, it will be almost seven times as expensive as Meta<\/a> Platforms Inc.’s Quest 2, the biggest selling VR headset — 18 million units to date, according to CCS Insight.

But what will start small has the potential to grow. The Wall Street Journal reported that Apple is lining up Foxconn to assemble a second-generation, cheaper version of the headset, making mixed reality a substantial part of Apple’s product roadmap for the foreseeable future.

Quite how much we’ll see of the headset at WWDC is not clear. Shipments in 2023 are expected to be a tiny fraction of Apple’s other products. But we can expect a product pitch outlining why we might one day want one. This will be a challenge: Other Apple products had a proven utility before hitting the market. Sony Group<\/a> Corp.’s Walkman came along before the iPod; the Nokia 3210 before the iPhone<\/a>. We knew what these products were for and were thrilled with the enhancements, lining up around the block to get them. There is no such enthusiasm for a mixed reality headset.

\"\"
<\/span><\/figcaption><\/figure>
In fact, the opposite may be true. There is a strong feeling among much of the tech-buying public that this is a technology that is neither needed nor wanted. The metaverse — the virtual world these headsets can take us to — has already been declared dead, jeered into irrelevance, less than two years after Mark Zuckerberg<\/a> renamed his company to underline his belief in it being the next big computing platform. Searches for “metaverse” on Google have slumped, and metaverse communities are barren, largely abandoned by the curious early adopters.

But that may have been a Meta problem, not a metaverse problem. Zuckerberg isn’t exactly a great ambassador for selling the “cool” in tech. The question is whether Cook can channel Jobs’ skill for making us believe. “Are you getting it?” he’d say, and we did.

That’s not something Cook has in his repertoire, but he can at least take lessons from the launch of the Apple Watch. Its debut in 2015, included a $10,000 18-karat gold version, glimpsed on the wrist of Beyonce, that sought to position it as both a tech product and a high-end fashion accessory. Apple would soon come to understand that the killer app for the Watch was health and fitness — and it now dominates the sector. Again, Apple didn’t invent the smartwatch. They just made one worth having.

A similar focus on health and wellness would be smart this time around. Virtual reality, I believe, is a game-changer for fitness — studies have shown that those exercising in a virtual world were working out for longer than they’d imagined. Time flies when you’re punching Rocky Balboa in the face. If Cook can position the headset as a lifestyle choice — more Peloton<\/a> than PlayStation — he could have a hit.

“History says that Apple has the potential to reach new audiences,” said JP Gownder, a Forrester analyst, “to communicate about what the value of things are, in ways that other vendors may not have done in the past.”

But it’s a big risk. In a recent report, Gownder looked at poor adoption of mixed reality in the workplace, declaring 2023 a “metaverse winter,” when discussion and adoption of the technology would cool. Less than 5% of people surveyed said they were interested in using mixed reality at work.

And the fact remains that at a moment in time when most of us are working out how to use less tech and connect with the real world, mixed reality feels like further disconnection. There will be some people who will steer clear of Apple’s headset, not because they don’t think they’ll like it, but because they’re worried they will.

So, on the face of it, Cook has backed what many of his peers consider to be the wrong horse. Microsoft<\/a>, which has scaled back development on its augmented reality headset Hololens, is instead now focusing on artificial intelligence — the technology people just can’t stop talking about. Apple doesn’t seem as interested.

You’d have to go back to the 1990s if you wanted to find the last time Microsoft seemed the more exciting company of the two. But here we are. What would Jobs make of that, I wonder? Something tells me he’d be relishing the chance to go against the grain and prove the doubters wrong.
<\/body>","next_sibling":[{"msid":100281336,"title":"iDEAL Semiconductor targets cheaper electric car chips with $40 million funding","entity_type":"ARTICLE","link":"\/news\/devices\/ideal-semiconductor-targets-cheaper-electric-car-chips-with-40-million-funding\/100281336","category_name":null,"category_name_seo":"devices"}],"related_content":[{"msid":"100280559","title":"Apple achieved record revenue in March quarter: CEO Tim Cook","entity_type":"IMAGES","seopath":"industry\/cons-products\/electronics\/get-ready-for-tim-cooks-riskiest-move-at-apple\/apple-achieved-record-revenue-in-march-quarter-ceo-tim-cook","category_name":"Get ready for CEO Tim Cook's riskiest move at Apple","synopsis":"\u201cLooking at the business in India, we did set a quarterly record, and grew very strong double digits year over year. So it was quite a good quarter for us,\u201d Cook said in Apple\u2019s March quarter earnings call for analysts.","thumb":"https:\/\/etimg.etb2bimg.com\/thumb\/img-size-20484\/100280559.cms?width=150&height=112","link":"\/image\/industry\/cons-products\/electronics\/get-ready-for-tim-cooks-riskiest-move-at-apple\/apple-achieved-record-revenue-in-march-quarter-ceo-tim-cook\/100280559"}],"msid":100281420,"entity_type":"ARTICLE","title":"Get ready for Tim Cook's riskiest move at Apple","synopsis":"Tim Cook, the steady-handed supply chain expert, has instead built on top those existing successes. Even the Apple Watch, which came out almost four years after Jobs\u2019 death, had the late visionary\u2019s input in the development, if not the execution.","titleseo":"devices\/get-ready-for-tim-cooks-riskiest-move-at-apple","status":"ACTIVE","authors":[],"analytics":{"comments":0,"views":394,"shares":0,"engagementtimems":905000},"Alttitle":{"minfo":""},"artag":"Bloomberg","artdate":"2023-05-16 18:34:05","lastupd":"2023-05-16 18:36:03","breadcrumbTags":["apple","Mark Zuckerberg","sony group","peloton","meta","iphone","microsoft","tim cook","Steve Jobs","devices"],"secinfo":{"seolocation":"devices\/get-ready-for-tim-cooks-riskiest-move-at-apple"}}" data-authors="[" "]" data-category-name="Devices" data-category_id="12" data-date="2023-05-16" data-index="article_1">

蒂姆•库克的风险做好准备在苹果移动

蒂姆·库克,不慌不忙的供应链专家,而不是建立在现有的成功。甚至苹果看,出来几乎四年后乔布斯的死,有远见卓识的输入在发展,如果没有执行。

  • 更新2023年5月16日下午06:36坚持
阅读: 100年行业专业人士
读者的形象读到100年行业专业人士
人们喜欢指出史蒂夫•乔布斯,他虽然显著,实际上并没有发明的智能手机。他也没有发明家用电脑,MP3播放器和平板电脑。当然,他所做的是创建一个突破版本的所有这些技术,人们想用——发送苹果公司在其成为主宰今天的2.7万亿美元。

他的继任者作为首席执行官批评之一,与此同时,他还提出一个大胆的他自己的新想法。蒂姆•库克不慌不忙的供应链专家,而不是建立在现有的成功。甚至苹果看,出来几乎四年后乔布斯的死,有远见卓识的输入在发展,如果没有执行。

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最后,我们可能会看到一个厨师创新。男孩,一个风险:投资新技术不同于任何苹果的过去。

今年6月,全球开发者大会(WWDC),苹果预计份额期待已久的混合现实耳机的细节;一种设备,提供了增强现实和虚拟现实。第一个覆盖图像到你的真正的环境;第二你沉浸在全数字环境。

在发病,苹果的耳机将不是一个大众市场的产品。为3000美元,据彭博社报道,它将贵近7倍乐动扑克元平台Inc .)任务2,最大的销售VR耳机——到目前为止,1800万个单位根据CCS Insight。

但是会小有增长潜力。《华尔街日报》报道,苹果是富士康组装第二代排队,便宜的耳机,让混合现实相当一部分苹果的产品在可预见的未来路线图。

很多少我们会看到耳机的WWDC还不清楚。2023年出货量预计将一小部分苹果的其他产品。但我们可以期待一个产品概述了为什么我们可能有一天想要一个。这将是一个挑战:其他苹果产品冲击市场之前证明效用。索尼集团Corp .)的iPod随身听出现之前;之前的诺基亚3210iPhone。我们知道这些产品是什么,激动的增强,在块让他们排队。没有这样的热情混合现实耳机。

广告

事实上,相反可能是真实的。有一种强烈的感觉tech-buying的公众中,这是一个技术,既不需要,也不希望。metaverse——虚拟世界这些耳机可以带我们去——已经宣布死亡,讥讽到无关紧要,不到两年的时间马克•扎克伯格重命名他的公司,以强调他相信它是下一个大的计算平台。在谷歌上搜索“metaverse”暴跌,和metaverse社区是贫瘠的,很大程度上抛弃了好奇的早期采用者。

但这可能是一个元的问题,不是一个metaverse的问题。扎克伯格并不是一个伟大的销售大使科技的“酷”。问题是,厨师可以为使我们相信频道工作的技能。“你得到它吗?“他会说,我们所做的。

不是厨师已经在他的曲目,但他至少可以教训的推出苹果的手表。在2015年首次亮相,包括10000美元的18 k金版,瞥见了碧昂丝的手腕,试图让它位置作为科技产品和高端时尚配件。苹果很快就会明白,手表的杀手级应用是健康和健身,现在占主导地位的领域。再次,苹果并没有发明smartwatch。他们只是做了一个值得拥有的。

类似的关注健康和健康将会是聪明的。我认为,虚拟现实是健身的改变——研究表明,那些在一个虚拟世界正在锻炼超过他们的想象。时间过得真快,当你冲洛奇的脸。如果库克能耳机定位成一种生活方式的选择,更多Peloton比PlayStation——他可以有一个打击。

“历史说,苹果有可能获得新的读者,”JP Gownder说,Forrester分析师”交流什么东西的价值,其他供应商的方式可能没有过去。”

但这是一个很大的风险。在最近的一份报告中,Gownder看着可怜的在工作场所采用混合现实,宣布2023年“metaverse冬天”,当讨论和采用的技术会很酷。不到5%的受访者表示,他们使用混合现实工作感兴趣。

事实是,在一个时刻当我们大多数人正在如何使用更少的技术和与现实世界中,混合现实感觉进一步分离。一些人会避开苹果的耳机,不是因为他们不认为他们会喜欢它,而是因为他们担心他们会。

所以,从表面上看,库克支持他的许多同行认为是错误的。微软已经缩减了开发增强现实耳机全息透镜,而是现在专注于人工智能——技术人就是不能停止谈论。苹果似乎不感兴趣。

你不得不回到1990年代,如果你想找到上次微软似乎更令人兴奋的公司。但我们在这里。我想知道什么工作的,?告诉我他会享受机会背道而驰,证明怀疑者是错误的。
  • 发表在2023年5月16日下午06:34坚持
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\"\"
<\/span><\/figcaption><\/figure>People like to point out that Steve Jobs<\/a>, remarkable as he was, didn’t actually invent the smartphone. Nor did he invent the home computer, the MP3 player or the tablet. What he did, of course, was create a breakthrough version of all of those technologies that people actually wanted to use — sending Apple<\/a> Inc. on its way to becoming the $2.7 trillion juggernaut it is today.

One criticism of his successor as chief executive officer, meanwhile, is that he is yet to come up with a bold new idea of his own. Tim Cook<\/a>, the steady-handed supply chain expert, has instead built on top those existing successes. Even the Apple Watch, which came out almost four years after Jobs’ death, had the late visionary’s input in the development, if not the execution.

Finally, we may be about to see a Cook innovation. And boy, what a risk it is: a punt on a new technology quite unlike any in Apple’s past.

In June, at its Worldwide Developers Conference (WWDC), Apple is expected to share long-awaited details of its mixed reality headset; a device that offers both augmented reality and virtual reality. The first overlays imagery onto your real surroundings; the second immerses you in a fully digital environment.

At the onset, Apple’s headset will not be a mass-market product. At $3,000, according to reporting by Bloomberg News, it will be almost seven times as expensive as Meta<\/a> Platforms Inc.’s Quest 2, the biggest selling VR headset — 18 million units to date, according to CCS Insight.

But what will start small has the potential to grow. The Wall Street Journal reported that Apple is lining up Foxconn to assemble a second-generation, cheaper version of the headset, making mixed reality a substantial part of Apple’s product roadmap for the foreseeable future.

Quite how much we’ll see of the headset at WWDC is not clear. Shipments in 2023 are expected to be a tiny fraction of Apple’s other products. But we can expect a product pitch outlining why we might one day want one. This will be a challenge: Other Apple products had a proven utility before hitting the market. Sony Group<\/a> Corp.’s Walkman came along before the iPod; the Nokia 3210 before the iPhone<\/a>. We knew what these products were for and were thrilled with the enhancements, lining up around the block to get them. There is no such enthusiasm for a mixed reality headset.

\"\"
<\/span><\/figcaption><\/figure>
In fact, the opposite may be true. There is a strong feeling among much of the tech-buying public that this is a technology that is neither needed nor wanted. The metaverse — the virtual world these headsets can take us to — has already been declared dead, jeered into irrelevance, less than two years after Mark Zuckerberg<\/a> renamed his company to underline his belief in it being the next big computing platform. Searches for “metaverse” on Google have slumped, and metaverse communities are barren, largely abandoned by the curious early adopters.

But that may have been a Meta problem, not a metaverse problem. Zuckerberg isn’t exactly a great ambassador for selling the “cool” in tech. The question is whether Cook can channel Jobs’ skill for making us believe. “Are you getting it?” he’d say, and we did.

That’s not something Cook has in his repertoire, but he can at least take lessons from the launch of the Apple Watch. Its debut in 2015, included a $10,000 18-karat gold version, glimpsed on the wrist of Beyonce, that sought to position it as both a tech product and a high-end fashion accessory. Apple would soon come to understand that the killer app for the Watch was health and fitness — and it now dominates the sector. Again, Apple didn’t invent the smartwatch. They just made one worth having.

A similar focus on health and wellness would be smart this time around. Virtual reality, I believe, is a game-changer for fitness — studies have shown that those exercising in a virtual world were working out for longer than they’d imagined. Time flies when you’re punching Rocky Balboa in the face. If Cook can position the headset as a lifestyle choice — more Peloton<\/a> than PlayStation — he could have a hit.

“History says that Apple has the potential to reach new audiences,” said JP Gownder, a Forrester analyst, “to communicate about what the value of things are, in ways that other vendors may not have done in the past.”

But it’s a big risk. In a recent report, Gownder looked at poor adoption of mixed reality in the workplace, declaring 2023 a “metaverse winter,” when discussion and adoption of the technology would cool. Less than 5% of people surveyed said they were interested in using mixed reality at work.

And the fact remains that at a moment in time when most of us are working out how to use less tech and connect with the real world, mixed reality feels like further disconnection. There will be some people who will steer clear of Apple’s headset, not because they don’t think they’ll like it, but because they’re worried they will.

So, on the face of it, Cook has backed what many of his peers consider to be the wrong horse. Microsoft<\/a>, which has scaled back development on its augmented reality headset Hololens, is instead now focusing on artificial intelligence — the technology people just can’t stop talking about. Apple doesn’t seem as interested.

You’d have to go back to the 1990s if you wanted to find the last time Microsoft seemed the more exciting company of the two. But here we are. What would Jobs make of that, I wonder? Something tells me he’d be relishing the chance to go against the grain and prove the doubters wrong.
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