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\n\"\"By Anvar Alikhan<\/strong><\/em>
\n
OK, so Apple<\/a> is the greatest company God ever created. Tech pundits say it is only a matter of time before Apple’s market cap crosses the historic $1 trillion mark — which is more than the GDP of Saudi Arabia. It has displaced the mighty Coca-Cola as the world’s No. 1 brand, with a brand value of $119 billion. It has arguably changed the world four times in the past 17 years, with its iMac, iPod<\/a>, iPhone<\/a> and iPad, respectively. And it may now be on the cusp of changing the world yet again, with the launch of Apple Watch on Friday.
\n
\nSo it’s strange to recall Apple when it was on the brink of bankruptcy. That was in 1997, when the rest of the tech industry was on a never-before high. Apple, on the other hand, had annual losses of over $1 billion. Its board members were trying to sell the company, but there were simply no takers. Instead, a spate of cruel jokes were going around, like: “Why is Apple changing its URL from Apple.com to Apple.org? Because it’s a non-profit organization”.
\n
\nAt that point in time, a group of Silicon Valley thought leaders were asked to make recommendations on ‘How to save Apple?’ Their proposals, made in all earnestness back then, make ironic reading today. Like:
\n
\n• Get out of the hardware business and compete directly with Microsoft
\n
\n• Sell yourself to IBM or Motorola
\n
\n• Merge with Sony, which now wants to move up into the computer business
\n
\n• Merge with Sega and become a computer game company
\n
\n• Relocate the company to Bangalore and reposition it as ‘the cheap computer’
\n
\n• Partner with Oracle, and combine its famous technology with your user interface
\n
\nOther suggestions reflect the hopelessness of Apple’s position, as generally perceived at the time. Like:
\n
\n• Rename the company ‘Papaya’ and focus on the South Pacific market
\n
\n• Rename the company ‘Snapple’ and con Quaker Oats into buying you
\n
\n• Get Ben & Jerry’s to name an icecream flavour after you, like ‘Apple silicon chip cookie’
\n
\n• Pay Scott Adams $10 million to have Dilbert fall in love with an Apple repair-lady But the most interesting were the recommendations that sound strange today, but which in hindsight were what Apple ended up doing (albeit laterally, rather than literally). Like:
\n
\n• Licence out the Apple name and technology to appliance manufacturers and design user interfaces for every possible device — from washing machines to telephones. (Hmm. Isn’t that what Apple has, in effect, done, by transforming itself from a computer company into a consumer electronics company?)
\n
\n• Re-launch your famous Mac Plus as a hip retro machine. (Isn’t that what, in effect effect, the revolutionary iMac was?)
\n
\n• Don’t lose your visibility: rent space in computer stores and flood it with Apple products. (Isn’t that what Apple has, in effect, done, by launching its own Apple Stores — scoffed at by everyone at first?)
\n
\n• Hire a design group like Porsche \/Philippe Starck \/ Giorgetto Giugiaro to design a really sexy-looking machine. (Isn’t that exactly what Apple did, except that Jonathan Ive did it in-house?)
\n
\n• Work with a company like Casio or HP, who really understand power management, unlike you. (Isn’t that what Apple has, in effect, done, but by becoming a leader in power management itself?)
\n
\n• Start wooing independent software vendors. (Isn’t that what Apple has, in effect, done, by creating platforms that developers find really, really attractive?)
\n
• Create a new Special Projects Group led by some really passionate designer, like Steve Jobs<\/a>, to create the next insanely great technology. (Isn’t that exactly what Apple did, except that they turned the entire company into one great big ‘Special Projects Group’?)
\n
\nSince then, thanks to its strategy of marrying technology, design and intuitiveness, Apple has insinuated itself into the fabric of our lives, transforming business, as well as culture, like nothing we’ve ever known before. And, in the process, it has increased its shareholders’ wealth approximately 300 times. Which brings us to the Apple Watch, which goes on sale on April 24 in nine countries.
\n
\nSo is it going to repeat the phenomena of the iMac, iPod, iPhone and iPad? Technology watchers are betting that it won’t. Sources inside Apple have let on that it’s the most difficult thing the company has ever designed, because of the challenge of trying to cram all those sophisticated chips and sensors onto a circuit board the size of a postage stamp. And that is also a challenge for all the third-party app developers, on whose ability to come up with killer apps the Apple Watch will ultimately succeed — or fail. How do they deliver a killer app experience on a screen that’s just two and a half inch square? So for now the Apple Watch is being called “Tim Cook’s Newton” — a reference to Apple’s disastrous 1990s Newton hand-held device that was too far ahead of its time.
\n
\nBut if technology watchers are sceptical about the Apple Watch, let’s not forget that they were also sceptical about the iPod, the iPhone and (most of all) the iPad — until Apple proved them wrong. In the next couple of weeks, we’ll know for sure, one way or the other.
\n
\n
\n
\nThe writer is an advertising professional and social historian<\/em>\n\n<\/body>","next_sibling":[{"msid":46885429,"title":"Xiaomi's next big global launch is in India","entity_type":"ARTICLE","link":"\/news\/devices\/xiaomis-next-big-global-launch-is-in-india\/46885429","category_name":null,"category_name_seo":"devices"}],"related_content":[],"msid":46893949,"entity_type":"ARTICLE","title":"How Apple engineered \"the greatest second act\" in corporate history","synopsis":"In 1997, when the rest of the tech industry was on a never-before high. Apple, on the other hand, had annual losses of over $1 billion.","titleseo":"devices\/how-apple-engineered-the-greatest-second-act-in-corporate-history","status":"ACTIVE","authors":[],"Alttitle":{"minfo":""},"artag":"ET Bureau","artdate":"2015-04-12 08:29:31","lastupd":"2015-04-12 11:43:57","breadcrumbTags":["Devices","iPhone","Steve Jobs","Apple","iPod"],"secinfo":{"seolocation":"devices\/how-apple-engineered-the-greatest-second-act-in-corporate-history"}}" data-authors="[" "]" data-category-name="Devices" data-category_id="12" data-date="2015-04-12" data-index="article_1">

苹果如何设计企业历史上“最伟大的第二幕”

1997年,当其他高新技术产业前所未有的高点。另一方面,苹果公司每年超过10亿美元的损失。

  • 更新于2015年4月12日凌晨43坚持

由Anvar Alikhan

好的,所以苹果上帝创造是最大的。科技专家说这只是一个时间问题,苹果公司的市值穿过历史性的1万亿美元大关——这是超过GDP的沙特阿拉伯。它已经取代了强大的可口可乐成为世界第一品牌,品牌价值为1190亿美元。它可以说是改变了世界的四倍在过去的17年,iMac,iPod,iPhone分别和iPad。它现在可能再次改变世界的最顶端,推出苹果周五观看。

这是奇怪的回忆苹果公司濒临破产的时候。那是在1997年,当其他科技产业是在一个前所未有的高。另一方面,苹果公司每年超过10亿美元的损失。董事会成员正试图出售公司,但只是没有问津。相反,大量的残酷的笑话是,像:“为什么苹果改变其从Apple.com URL Apple.org吗?因为它是一个非盈利组织”。

在那个时间点上,一群硅谷思想领袖被要求提出建议“如何拯救苹果吗?他们的建议,在所有诚挚,使讽刺今天阅读。如:

•的硬件业务,直接与微软竞争

IBM或摩托罗拉•推销自己

•合并与索尼,现在想搬到电脑业务

•与世嘉和成为一个电脑游戏公司合并

•公司搬迁到班加罗尔和“廉价电脑”的重新定位

•与甲骨文合作,结合其著名的技术与用户界面

其他建议反映苹果的立场的绝望,当时普遍认为。如:

•重命名该公司“木瓜”,专注于南太平洋的市场

•重命名该公司“斯奈普”和反面桂格燕麦购买你

•让Ben & Jerry ' s名字后一个冰淇淋的味道,就像“苹果硅片饼干”

•斯科特·亚当斯支付1000万美元已经呆伯特爱上一个苹果repair-lady但最有趣的是今天的建议听起来奇怪,但事后被苹果最终做什么(尽管外侧,而不是字面上)。如:

•执照出苹果的名字和技术设备制造商和设计用户界面为每个可能的设备——从洗衣机到电话。(嗯。实际上,这不正是苹果已经完成,从一家电脑公司转型为消费电子公司?)

•让你著名的Mac +作为一个时尚复古的机器。(实际上效果,这不正是革命iMac是什么?)

•不要失去你的可见性:在电脑商店租空间和摆满苹果产品。(实际上,这不正是苹果已经完成,推出自己的苹果专卖店-每个人都嘲笑的吗?)

•雇一个设计团队喜欢保时捷/ Philippe Starck / Giorgetto Giugiaro设计型机。(这不是什么苹果,除了Jonathan Ive内部吗?)

•与卡西欧或惠普这样的公司合作,真正理解电源管理,不像你。(实际上,这不正是苹果已经完成,但是在电源管理本身成为一个领导者?)

•开始争取独立软件供应商。(实际上,这不正是苹果已经完成,通过创建平台,开发人员发现真的,真的有吸引力吗?)

•创建一个新的特别项目小组由一些非常热情的设计师,喜欢史蒂夫•乔布斯创建下一个疯狂伟大的技术。(这不是什么苹果,除了他们把整个公司变成了一个巨大的“特别项目小组”?)

结婚之后,由于其战略技术,设计和直觉,苹果悄悄地潜伏在我们生活的织物,转换业务,以及文化,如我们所知。在这个过程中,它增加了其股东的财富约300倍。苹果带给我们的手表,在九个国家已于4月24日上架销售。

所以它是要重复现象的iMac, iPod, iPhone和iPad吗?技术观察者认为它不会。内部来源的苹果让设计公司有史以来最困难的事情,因为挑战的尝试各种方法,试图把那些复杂的芯片和传感器电路板上邮票的大小。,也是一个挑战所有的第三方应用程序开发者的能力拿出杀手锏苹果看最终会成功,或者失败。他们如何交付杀手级应用体验在屏幕上就是两个半英寸广场吗?所以现在苹果的手表被称为“蒂姆•库克的牛顿”——指苹果的灾难性的1990年代牛顿手持设备,过于超前的时间。

但如果科技观察家怀疑苹果的手表,让我们不要忘记,他们也怀疑iPod, iPhone和iPad(最重要的),直到苹果证明他们错了。在接下来的几周,我们将确定,或另一种方式。



作者是一个广告专业和社会历史学家
  • 发布于2015年4月12日上午08:29坚持
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\n\"\"By Anvar Alikhan<\/strong><\/em>
\n
OK, so Apple<\/a> is the greatest company God ever created. Tech pundits say it is only a matter of time before Apple’s market cap crosses the historic $1 trillion mark — which is more than the GDP of Saudi Arabia. It has displaced the mighty Coca-Cola as the world’s No. 1 brand, with a brand value of $119 billion. It has arguably changed the world four times in the past 17 years, with its iMac, iPod<\/a>, iPhone<\/a> and iPad, respectively. And it may now be on the cusp of changing the world yet again, with the launch of Apple Watch on Friday.
\n
\nSo it’s strange to recall Apple when it was on the brink of bankruptcy. That was in 1997, when the rest of the tech industry was on a never-before high. Apple, on the other hand, had annual losses of over $1 billion. Its board members were trying to sell the company, but there were simply no takers. Instead, a spate of cruel jokes were going around, like: “Why is Apple changing its URL from Apple.com to Apple.org? Because it’s a non-profit organization”.
\n
\nAt that point in time, a group of Silicon Valley thought leaders were asked to make recommendations on ‘How to save Apple?’ Their proposals, made in all earnestness back then, make ironic reading today. Like:
\n
\n• Get out of the hardware business and compete directly with Microsoft
\n
\n• Sell yourself to IBM or Motorola
\n
\n• Merge with Sony, which now wants to move up into the computer business
\n
\n• Merge with Sega and become a computer game company
\n
\n• Relocate the company to Bangalore and reposition it as ‘the cheap computer’
\n
\n• Partner with Oracle, and combine its famous technology with your user interface
\n
\nOther suggestions reflect the hopelessness of Apple’s position, as generally perceived at the time. Like:
\n
\n• Rename the company ‘Papaya’ and focus on the South Pacific market
\n
\n• Rename the company ‘Snapple’ and con Quaker Oats into buying you
\n
\n• Get Ben & Jerry’s to name an icecream flavour after you, like ‘Apple silicon chip cookie’
\n
\n• Pay Scott Adams $10 million to have Dilbert fall in love with an Apple repair-lady But the most interesting were the recommendations that sound strange today, but which in hindsight were what Apple ended up doing (albeit laterally, rather than literally). Like:
\n
\n• Licence out the Apple name and technology to appliance manufacturers and design user interfaces for every possible device — from washing machines to telephones. (Hmm. Isn’t that what Apple has, in effect, done, by transforming itself from a computer company into a consumer electronics company?)
\n
\n• Re-launch your famous Mac Plus as a hip retro machine. (Isn’t that what, in effect effect, the revolutionary iMac was?)
\n
\n• Don’t lose your visibility: rent space in computer stores and flood it with Apple products. (Isn’t that what Apple has, in effect, done, by launching its own Apple Stores — scoffed at by everyone at first?)
\n
\n• Hire a design group like Porsche \/Philippe Starck \/ Giorgetto Giugiaro to design a really sexy-looking machine. (Isn’t that exactly what Apple did, except that Jonathan Ive did it in-house?)
\n
\n• Work with a company like Casio or HP, who really understand power management, unlike you. (Isn’t that what Apple has, in effect, done, but by becoming a leader in power management itself?)
\n
\n• Start wooing independent software vendors. (Isn’t that what Apple has, in effect, done, by creating platforms that developers find really, really attractive?)
\n
• Create a new Special Projects Group led by some really passionate designer, like Steve Jobs<\/a>, to create the next insanely great technology. (Isn’t that exactly what Apple did, except that they turned the entire company into one great big ‘Special Projects Group’?)
\n
\nSince then, thanks to its strategy of marrying technology, design and intuitiveness, Apple has insinuated itself into the fabric of our lives, transforming business, as well as culture, like nothing we’ve ever known before. And, in the process, it has increased its shareholders’ wealth approximately 300 times. Which brings us to the Apple Watch, which goes on sale on April 24 in nine countries.
\n
\nSo is it going to repeat the phenomena of the iMac, iPod, iPhone and iPad? Technology watchers are betting that it won’t. Sources inside Apple have let on that it’s the most difficult thing the company has ever designed, because of the challenge of trying to cram all those sophisticated chips and sensors onto a circuit board the size of a postage stamp. And that is also a challenge for all the third-party app developers, on whose ability to come up with killer apps the Apple Watch will ultimately succeed — or fail. How do they deliver a killer app experience on a screen that’s just two and a half inch square? So for now the Apple Watch is being called “Tim Cook’s Newton” — a reference to Apple’s disastrous 1990s Newton hand-held device that was too far ahead of its time.
\n
\nBut if technology watchers are sceptical about the Apple Watch, let’s not forget that they were also sceptical about the iPod, the iPhone and (most of all) the iPad — until Apple proved them wrong. In the next couple of weeks, we’ll know for sure, one way or the other.
\n
\n
\n
\nThe writer is an advertising professional and social historian<\/em>\n\n<\/body>","next_sibling":[{"msid":46885429,"title":"Xiaomi's next big global launch is in India","entity_type":"ARTICLE","link":"\/news\/devices\/xiaomis-next-big-global-launch-is-in-india\/46885429","category_name":null,"category_name_seo":"devices"}],"related_content":[],"msid":46893949,"entity_type":"ARTICLE","title":"How Apple engineered \"the greatest second act\" in corporate history","synopsis":"In 1997, when the rest of the tech industry was on a never-before high. Apple, on the other hand, had annual losses of over $1 billion.","titleseo":"devices\/how-apple-engineered-the-greatest-second-act-in-corporate-history","status":"ACTIVE","authors":[],"Alttitle":{"minfo":""},"artag":"ET Bureau","artdate":"2015-04-12 08:29:31","lastupd":"2015-04-12 11:43:57","breadcrumbTags":["Devices","iPhone","Steve Jobs","Apple","iPod"],"secinfo":{"seolocation":"devices\/how-apple-engineered-the-greatest-second-act-in-corporate-history"}}" data-news_link="//www.iser-br.com/news/devices/how-apple-engineered-the-greatest-second-act-in-corporate-history/46893949">