被围剿的中年苹果，如何破局？_老虎社区_美港股上老虎

被围剿的中年苹果，如何破局？

格隆汇2021-09-13

每年的9月，是苹果一年中最活跃的时间段，因为在万众瞩目之下，苹果将要召开一年一度的秋季新品发布会，去年被市场戏称“十三香”的手机也终于要面世了。其实光从前期放出来的消息看，大家对十周年纪念的iPhone13是有些失望的。肤浅的说，除了摄像头换了个角度，其他有什么区别？还把性价比最高的256GB内存选项去掉，直接换成了512GB。市场无数次的感慨，“感觉苹果真的有些黔驴技穷了(one-trick...

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哈喽神
·2021-09-14
[笑哭]
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亏的坐公交
·2021-09-14
...中长期看，看空苹果不如看空现在眉飞色舞的周期，一家一直在创造价值的公司，没了手机还有车有vr有lot。这种论调就好像华为除了手机就没东西卖一样。每年一千多亿的研发难道是当柴烧了吗
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2
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曹大侠
·2021-09-14
真是烂泥天天就知道酸
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free99r
·2021-09-14
尤其自媒体，应该直接过滤
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free99r
·2021-09-14
媒体人真能写
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Justin_L
·2021-09-14
这么久就中年了[笑哭]
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MG黄
·2021-09-14
破啥局啊，都黑苹果这么多年了，人市值已经45个阿里巴巴了，还破局。就觉得这种文章T M真的搞笑。嗷嗷，又要说市值不代表成功，分数不代表优秀喽？各种道理都被你占去了，那你喝这儿放什么P?
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7
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- zh2021:
  [强]
  2021-09-14
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- 土豆灰灰:
  Exactly[愤怒]
  2021-09-14
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- Q_8580:
  赞同你的观点，但是45个阿里巴巴说的十分不严谨
  2021-09-14
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小花猫24
·2021-09-14
还是期待
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1
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雅鼎
·2021-09-14
真的吗？
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唤唤霸霸
·2021-09-13
不知所云
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21186d37
·2021-09-13
为什么总有人觉得苹果只是造手机的？
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1
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- 夜袭女儿国:
  都是一些井底之蛙，这些人看不了那么远，
  2021-09-13
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韭菜收割机PRO
·2021-09-13
垃圾文章来自格隆汇
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猛逃
·2021-09-13
又来了[抠鼻]
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- CMLeong:
  [捂脸]
  2021-09-14
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富發
·2021-09-13
腰斩
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Christy Sak
·2021-09-13
[微笑]
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1
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Store的开发者约有98%可以享受15%“苹果税”的优惠政策，而这些开发者仅占App Store总营收的5%。\n韩国此举一出，苹果做的显然还不够。这一前一后的发布顺序，很难说这两者没有关系。（《阿丽塔》电影中的空中花园）\n而就在9月2日，由于苹果终于妥协放弃了坚持已久“walled garden”——苹果税，日本公平贸易委员会称，苹果修订应用商店指引解除了其反垄断行为的嫌疑，正式结束其对苹果公司五年的调查。\n尽管苹果税并非苹果收入的核心，据2020财年的业绩来看，共实现营收2745亿美元，其中iPhone、Mac等产品贡献了绝大部分的收入。\n即使苹果没有透露App Store每年的收入，但据Sensor Tower分析，2020 年全球应用程序消费额超过 1000 亿美元，其中苹果App Store在2020年的收入就超过 700 亿美元。如此看来，取消苹果税对其影响不算小了，毕竟卖手机是要真真切切的付出硬件成本的，但税的成本相对来说就少多了（大抵是一些正常的平台运营投入）。\n但苹果为何在此时这么“急迫”的取消苹果税？\n因为事实不只是因为韩国展现出的冰山一角，还有更深地危机埋伏在海平面之下。\n早在2019年3月，瑞典的音乐流媒体平台Spotify向欧盟提起对苹果的反垄断指控，随后Netflix等媒体应用为对抗高昂的“果税”，纷纷绕开苹果的支付体系。\n随后2020年8月，《堡垒之夜》的游戏开发商Epic Games在游戏当中加入了epic付款方式，通常玩家需要支付10美元，而epic支付仅为8美元。\n很快，苹果“唰”的一下，就把堡垒之夜下架了，称其违反了应用商店的规则。（Epic Games 堡垒之夜）\n但Epic早有准备，拿出了长达62页的法律文件，并提起了法律诉讼，同时还联合了此前的Spotify和Tinder的母公司Match等13家应用开发商成立了一个名为“应用公平联盟(Coalition for App Fairness)”的非营利组织，向App Store的支付方式开战。\n到了今年4月，俄罗斯开刀了，苹果因违反了俄罗斯反垄断法被处以9.06亿卢布（约1200万美元）的罚款。\n如果你以为这还不够，那更狠的来了。\n欧盟也下手了，4月底正式对苹果发起反垄断诉讼，而苹果若是败诉，将面临全球营收10%的罚款。以2020财年的营收计算，罚款金额将高达274.5亿美元。\n更重磅消息来了，就在Epic提请诉讼的一年之计，美东9月10日，加州法院对苹果公司与Epic Games公司的诉讼案做出了裁决，法官要求苹果允许App开发商将用户引导至第三方支付系统，法令于12月正式生效。\n如此看来，被刀架在脖子上的苹果这次是不得不妥协了，尽管这部分对已经结束的2021财年的业绩并未造成影响，但真正主营的手机，又还能再卖几年？\n2、苹果的中年危机\n“十年之前，我不认识你，你不属于我”\n如果不说，也许很多人没有意识到，库克都已经接任苹果10年了。在2011年中国国庆节的喜庆氛围里，苹果发布了乔布斯时代的最后一款经典之作——iPhone4S。尽管此时的苹果已经由库克所执掌，但没有人敢说这个产品不是乔布斯的心血。令人惋惜的是，在新品发布的第二日，乔布斯辞世，享年56岁。\n而iPhone4S这一个划时代的经典之作，也像是为乔布斯时代画上了一个圆满的句号。但正是在库克的领导下，苹果踏上了高增速的时代。\n当时35岁的苹果，其实才刚刚迎来了业绩的上升期。纵观苹果过去十年的股价表现也能看出，翻了10倍有余。\n这一部分，不想用冷冰冰的营收数据做赘述，但可见的是，产品线在库克的带领下一步步拓宽，公司也度过了一波又一波的危机。\n2015-2016年苹果由于iPhone系列销量的放缓，抑制了苹果整体的增长，但很快，2017年就推出了带有重大技术升级的iPhone X。其产品线也从2014年的Apple Watch、AirPods到如今的AirTag。此外，苹果也进入了全新的服务领域，陆续推出了Apple Pay、Music、News、TV+等一系列的服务业务。\n但作为全球最赚钱的手机公司，为何在还没有反垄断危机时就已经未卜先知的焦虑起来了？\n苹果和库克其实都很明白，智能手机的故事过去说的再美妙，也已进入了终章。从近年来全球智能手机出货量的变化中能看出，智能手机的出货量一直在稳步增加，但同比增速却在不断放缓。但事情从2017年开始发生了转变，2017年，全球手机出货量同比转跌，增速也堕入了负值，可以说智能手机已经正式进入了“高原期”。\n且根据IDC最近公布的数据来看，今年二季度全球智能手机出货量排名前五的公司也在悄然发生改变，小米的出货量超过苹果，以16.9%的数字跃升至第二位，而令人欣喜的是，国产品牌OPPO和vivo也在进一步瓜分三星的份额，两者占比均超过10%，排在四五位。\n确实，在5G换机潮热度大增的当下，苹果的销量确实有所突破，但这波过去，没有大升级的iPhone13又如何吸引消费者呢？\n而且如今，中国的手机公司攻势很猛，以“农村包围城市”的路径进一步占领全球市场，在全球智能手机出货量的前五席中占有三席，累计占37%。\n在这种“围堵”之下，尽管电脑和平板卖得还不错，服务的营收也在不断增加，但也无法拯救苹果日渐疲软的营收，而除了消费电子和生态之外，苹果未来还能产生新的增长曲线么？\n3、抢夺未来世界的接口\n答案是有的，苹果决心要把握住未来世界的接口——新能源电动车\n新能源电动车有多火，感觉无需赘述的太多，看看有多少公司不惜跨行进入这个领域就能知道。其实很多人只是看到了表象，以为这些公司真的是想靠车赚钱，而巨头们闯入新能源电动车行业真正的目的是抢夺未来世界的接口。\n之前在《谁会是下一个半导体之王》一文中聊过，在PC、手机时代过去之后，人工智能（AI）大概率是下一个时代的主旋律。\n因此，面对着充满智能化的未来世界，汽车是一个很绝妙的新载体。它也不仅仅是一个独立的产业，而是重要的移动交互平台。在其中，不仅可以从自动驾驶入手，掌握AI的核心奥义；还能深入硬件，创新技术把握新的增长点。\n苹果在这之中的身份很微妙，相比其他的车企来说，苹果此前搭建起来的强大生态系统和移动智能网络具有强大的竞争优势，一旦入场，势必会带来格局的颠覆重塑。\n在我们注意不到的地方，苹果早已发力。\n2014年下半年，Titan项目悄悄地启动了。尽管按照一贯的保密措施，苹果并未透露任何关于项目的情况。但由于对自动驾驶团队的搭建，苹果从特斯拉挖走了不少的人才，马斯克也因此公开表示，“如果雇用一千多名工程师来完成这项工作，就很难把它藏起来。”\n据悉，苹果自动驾驶的核心团队多来自谷歌、Waymo和特斯拉。\n而2017年，苹果开始陆陆续续的公布了2016年至今申请的超过100个汽车专利，其中自动驾驶相关专利数占三成，车辆外形及座舱占五成，而Titan项目也成为了一个公开的“秘密”。\n从专利中，我们已经可以粗略的勾勒出了苹果造车的进程。去年底据台媒爆料，苹果正在与台积电合作，为Apple Car打造定制化的自动驾驶芯片；而今年又传出消息，9月初据报道，苹果正在摆放韩国和日本的汽车制造商，包括丰田汽车、SK集团和LG电子。\n要照这么来看，已经在寻找代工厂的Apple Car，离问世又近了一步。\n\n值得畅想的是，当“iCar”问世之后，苹果全家桶将再添一子，这不仅是对已有生态系统产品的巩固，自动驾驶技术的实现也能帮助苹果跨入AI、VR等新领域。\n4、结语\n如果说，前几年的苹果还有时间，那现在，随着全球反垄断的围剿、手机红利的消失和新能源车的火爆，留给苹果的时间已经不多了。\n诚然，苹果的外部压力与内生焦虑促使着公司不断向前，选中了新能源车这个未来科技世界的重要接口。\n而在此刻需要泼上一盆冷水，目前Apple Car的所有内容都是我们基于苹果动向非常理想化的预期，事实上的进程也许并没有那么快，有不少分析者认为，至少要到2026-2028年才能发布，无法确定苹果能否赶上窗口期。\n对于消费者来说，特斯拉和一众造车新势力已经将新能源车的构想实体化了，如果苹果未来推出的“iCar”没有实现消费者的想象，或者是仅做出了和市面上一模一样的产品，那这无法帮助苹果续写辉煌。此时的苹果也必须更加果断，分秒必争的给市场带来更大的惊喜，把握住硬科技时代最重要的物理接口。\n如今，45岁的苹果是去是留，全凭自己了。","kind":null,"is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":886575865,"gmtCreate":1631610545657,"gmtModify":1631610545657,"author":{"id":"3569643701206332","authorId":"3569643701206332","name":"哈喽神","avatar":"https://static.tigerbbs.com/fd7d95e51f52763b03c658192cabacbe","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3569643701206332","authorIdStr":"3569643701206332"},"htmlText":"[笑哭]&nbsp;","listText":"[笑哭]&nbsp;","text":"[笑哭]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/886575865","repostId":2166303896,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":886216272,"gmtCreate":1631594049496,"gmtModify":1631594049496,"author":{"id":"3569895423342867","authorId":"3569895423342867","name":"亏的坐公交","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":2,"crmLevelSwitch":0,"idStr":"3569895423342867","authorIdStr":"3569895423342867"},"htmlText":"...中长期看，看空苹果不如看空现在眉飞色舞的周期，一家一直在创造价值的公司，没了手机还有车有vr有lot。这种论调就好像华为除了手机就没东西卖一样。每年一千多亿的研发难道是当柴烧了吗","listText":"...中长期看，看空苹果不如看空现在眉飞色舞的周期，一家一直在创造价值的公司，没了手机还有车有vr有lot。这种论调就好像华为除了手机就没东西卖一样。每年一千多亿的研发难道是当柴烧了吗","text":"...中长期看，看空苹果不如看空现在眉飞色舞的周期，一家一直在创造价值的公司，没了手机还有车有vr有lot。这种论调就好像华为除了手机就没东西卖一样。每年一千多亿的研发难道是当柴烧了吗","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/886216272","repostId":2166303896,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":886674472,"gmtCreate":1631590312796,"gmtModify":1631590312796,"author":{"id":"3536210739352700","authorId":"3536210739352700","name":"曹大侠","avatar":"https://static.tigerbbs.com/6f6d670741f5821c8f5c1029efb635c2","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3536210739352700","authorIdStr":"3536210739352700"},"htmlText":"真是烂泥 天天就知道酸","listText":"真是烂泥 天天就知道酸","text":"真是烂泥 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