Vala isikhangiso

Unyaka wezi-2014 umakwe ngezihloko ezinkulu ezimbalwa ezithinta i-Apple nomhlaba oyizungezile. Abaphathi abaphezulu benkampani yama-apula babeshintsha, njengoba kwakunjalo nephothifoliyo yomkhiqizo wayo, futhi u-Tim Cook nozakwabo nabo kwakudingeka babhekane namacala angaphezu kwelilodwa noma ukuqhubeka kwenkantolo. Yiziphi izinto ezibalulekile ezafika ngo-2014?

I-Apple kaTim Cook

Iqiniso lokuthi i-Apple ayisabuswa uSteve Jobs kufakazelwa ifilosofi ehlukile ekwakhiweni kwemikhiqizo emisha kanye nenani lezinguquko abaphathi abaphezulu bakwa-Apple abahlangabezane nazo ezinyangeni eziyishumi nambili ezedlule. U-CEO u-Tim Cook manje uneqembu elizungezile abonakala elethemba ngokuphelele, futhi ugcwalise izikhundla eziningi ezibalulekile ngabantu "bakhe". Umdabu wase-Alabama akazange asikhohlwe isihloko lapho enza izinguquko zabasebenzi noma ukuhlukahluka kwabasebenzi, okungukuthi indaba ekuqaleni konyaka kuxoxiwe.

Embuthanweni omncane kakhulu wabaphathi abasebenzisa i-Apple, izinguquko ezimbili ezibalulekile zenzekile. Ngemva kweminyaka eyishumi eyimpumelelo kakhulu wathatha umhlalaphansi I-CFO Peter Oppenheimer kanye no-Cook njengomlandeli wakhe wakhetha uLuca Maestri ongumakad’ ebona, owangena esikhundleni ngoJuni. Singakuthatha njengoshintsho olubaluleke nakakhulu - okungenani ngokombono wekhasimende, okufanele kube nomthelela omkhulu kulo. inhloko entsha yezokuthengisa nezokudayisa ku-inthanethi, u-Angela Ahrendts.

Umama oneminyaka engamashumi amahlanu nane oneminyaka emithathu ubudala waphatha ngempumelelo indlu yemfashini yaseBurberry iminyaka eyisishiyagalombili, kodwa akakwazanga ukumelana nesicelo sokusebenza kwa-Apple. Ngisho nangaphambi kokuqala kwakhe ngokusemthethweni eCupertino ngoMeyi wakwazi ukuwina indondo yeBritish Empire Award. Ngenkathi kulo nyaka, u-Ahrendtsová ngokusobala wayejwayela indawo entsha ngokuphelele, lapho esikhundleni samajazi adumile emisele kufanele azinikele kuma-iPhones nama-iPads, ngo-2015 sasibona imiphumela yangempela yemisebenzi yakhe. I-Apple Watch entsha, ngokwesibonelo, izoqhubeka nokudayiswa, okungaba phansi kuka-Ahrendts - okuxhumanisa umhlaba wezobuchwepheshe nemfashini.

U-Tim Cook uzwakalise ukweseka ukuhlukahluka kwabasebenzi kanye nokwesekwa okujwayelekile kwamalungelo abantu abambalwa unyaka wonke, futhi wakubonisa ngo-August. ukwethulwa kwamaphini kamongameli amahlanu abalulekile kuwebhusayithi yenkampani, phakathi kwayo akukho ukushoda abesifazane ababili, omunye onebala elimnyama. Ngesikhathi esifanayo, ngaphambi kokufika kuka-Ahrendts, i-Apple yayingenabo abamele ubulili obuhle ekuphathweni kwangaphakathi. Kusukela ekubuseni kukaSteve Jobs ambalwa kuphela amadoda anethonya kakhulu asala endaweni efanayo. Futhi nakuba kungakhulunywa kangako ngakho, ibhodi labaqondisi libalulekile nakumqondisi omkhulu, ikakhulukazi ngokombono wokuthembana, lapho ilungu elisebenze isikhathi eside kunabo bonke, uBill Campbell, wathathelwa indawo omunye wesifazane, uSue Wagner.

Ngo-2014, uTim Cook akazange nje aqinise inkampani yakhe nabantu ngabanye, kodwa cishe njalo wathola izinkampani ezintsha, ukufihla ithalente noma ngandlela-thile ubuchwepheshe obuthakazelisayo. Khona-ke ibhomu likaMeyi mayelana nokutholwa okukhulu kunawo wonke emlandweni we-Apple laphuma ngokuphelele emgqeni, nini wathenga amaBeats ngamadola ayizigidi eziyizinkulungwane ezintathu. Lokhu futhi kwenza u-Cook wahluka kakhulu kunomanduleli wakhe, lapho eseyinkampani eyodwa wachitha izikhathi eziyisikhombisa kunanini ngaphambili. Kodwa izizathu zokwephula i-piggy bank bathola; ngaphezu kwephothifoliyo ephumelele kakhulu yemikhiqizo enophawu lweBeats, i-Apple ngokuyinhloko yathola amadoda amabili - UJimmy Iovine kanye noDkt. Dre - ongahleli neze ukudlala i-fiddle yesibili ku-Apple.

Ngocingo, kusenolunye ushintsho okufanele kukhulunywe ngalo olungashintsha ukubukeka kwe-Apple ngokwemibono kaTim Cook: Inhloko yesikhathi eside ye-PR Katie Cotton, eyaduma ngokungahambisani nezintatheli, esikhundleni sikaSteve Dowling. Ubuntu bokugcina obubalulekile u-Apple abuthola ngonyaka odlule ngaleso sikhathi uqoka uMarc Newson, eduze kukaJony Ive, omunye wabaklami bomkhiqizo abahlonishwa kakhulu namuhla.

Ihlobo lesoftware njengesiqalo

Nakuba izinguquko eziningi ezishiwo ngenhla zenziwe ukugcina i-Cupertino apple colossus isebenza njengewashi, umsebenzisi wokugcina ngeke aqaphele konke kangako. Unentshisekelo kuphela kumphumela wokugcina, okungukuthi i-iPhone, i-iPad, i-MacBook noma omunye umkhiqizo onophawu lwe-apula olunyiwe. Kulokhu, i-Apple ayizange ingenzi lutho nakulo nyaka, noma yenza abalandeli bayo balinde izinyanga ezinde ngemikhiqizo emisha ngempela. Ngo-April noma IMacBook Airs entsha isifikile, kodwa cishe yilokho kuphela okwafika emashalofini e-Apple ezinyangeni ezinhlanu zokuqala.

Umhlangano wonjiniyela wangoJuni e-WWDC ulethe ukuzamazama komhlaba ngomqondo wemikhiqizo emisha. Kuze kube yileso sikhathi, thina kuphela Tim Cook i Eddy Cue baqinisekisa ukuthi u-Apple wayelungiselela imikhiqizo emihle kakhulu njengokuthi, isibonelo, lo wakamuva wayengakaze abone emsebenzini wakhe omude e-Apple. Ngesikhathi esifanayo, izindaba zikaJuni zaziwuhlobo lokugwinya kuphela, imikhiqizo yesofthiwe kuphela yethulwa. Apple v iOS 8 ubonise ukuthi uzimisele ukuvula nakakhulu ngaphansi kukaTim Cook, ngisho noma intshiseko yehlobo evamile ngoSeptemba iphela. lapho kukhishwa isistimu yokusebenza yeselula entsha ngendlela eyisisekelo ibhujisiwe isikhathi eside izinkinga, okwagcina kube nesandla ekwamukelweni okuhamba kancane kakhulu kwe-iOS 8, okuyinto ayilungile hhayi namanje

Bekushelela kakhulu ukufika i ukuqala kwekwindla yesistimu yokusebenza entsha ye-Mac OS X Yosemite, elethe ushintsho olukhulu lwezithombe emigqeni ye-iOS, imisebenzi eminingana emisha futhi ehlobene eduze ne-iOS futhi okunye izinhlelo zokusebenza eziyisisekelo ezithuthukisiwe. Ngokokuqala ngqa emlandweni, nawe wenza kanjalo abasebenzisi bangazama isistimu yokusebenza entsha ngaphambi kokuba ikhishwe ngokusemthethweni emphakathini.

Inguquko yeselula iyeza

Ngamaholide ehlobo, i-Apple ivumela abalandeli bayo ukuthi baphefumule futhi. Nokho, yena akazange angenzi lutho futhi umemezele ukusebenzisana okumangazayo kodwa okufisa kakhulu ne-IBM ngenhloso yokubusa umkhakha wezinkampani. Okungenani ephepheni kwakubukeka njengesivumelwano njengomfelandawonye onenzuzo kakhulu kuzo zombili izinhlangothi, okuphinde kwafunwa yizinhloko zezinkampani zombili. NgoDisemba, i-Apple ne-IBM wabonisa izithelo zokuqala zokubambisana kwabo. Phakathi nonyaka, i-Apple iphinde yabangela isasasa emakethe yamasheya - ngoMeyi, inani lentengo ngesabelo ngasinye liphinde lawela uphawu lwama-$ 600, ukuze ezinyangeni eziyisithupha nje, inani lemakethe ye-Apple. inyuke cishe ngamaRandi ayizigidi eziyizinkulungwane ezingama-200. Ngaleso sikhathi, amasheya e-Apple ayengasafinyeleli kumanani anjalo ngoba zahlukaniswa.

Ehlobo nangemva kwe-WWDC, i-Apple ethule ngokwesiko nokho yanquma ukuthi ikwindla, njengendabuko, isivunguvungu semikhiqizo emisha izoqala ngaphambi kokujwayelekile. Okubalulekile kwenzeka ngoSepthemba 9. Ngemuva kweminyaka yokwenqatshwa, i-Apple yajoyina umkhuba wamanje engxenyeni yeselula futhi yethula i-iPhone enesibonisi esikhulu, ngisho nama-iPhone amabili ngesikhathi esisodwa - 4,7-intshi iPhone 6 a 5,5-intshi iPhone 6 Plus. Yize u-Apple - ikakhulukazi uSteve Jobs - kuze kube yileso sikhathi babenenkolelo yokuthi ucingo olungaphezu kwamayintshi amane lwaluwumbudane, uTim Cook nozakwabo bakhethe kahle. Ngemuva kwezinsuku ezintathu zokuthengisa, i-Apple yamemezela izinombolo zamarekhodi: Kudayiswe i-iPhone 10 ne-6 Plus engu-6 million.

Ngochungechunge olusha lwamafoni, i-Apple ithathe isinyathelo esingakaze sibonwe ngokwenani lamamodeli amasha kanye nosayizi wezithombe zabo, nakuba ngokusho kukaCook, ama-diagonal amakhulu kakhulu eCupertino. wacabanga eminyakeni edlule. Nokho, kwakubalulekile ukuthi ifoni enkulu kangaka ye-Apple ayizange ifinyelele ikhasimende kuze kube manje, kodwa ngenhlanhla ayizange iphuze kakhulu. I-iPhone 6 Plus ilethe ama-horizons amasha ngokuphelele ngisho nomfowabo omncane, i-iPhone 6, ibonise ukuthi kunokuningi ongakhetha kukho kumenyu ye-Apple nakulo nyaka. Empeleni ngiyakwenza lawa amafoni angcono kakhulu, eyake yakhiqizwa yi-Apple.

Nakuba ama-iPhones amasha ayeyisihloko esikhulu, okungenani ukunakwa okuningi kukhokhwa engxenyeni yesibili yenothi eyisihluthulelo kaSepthemba. Ngemuva kokuqagela okungapheli, i-Apple ekugcineni bekufanele yethule umkhiqizo wesigaba esisha. Ekugcineni, ngalesi senzakalo, okokuqala ngqa selokhu kwashona uSteve Jobs, uTim Cook wafinyelela umlayezo oyinganekwane othi "Into eyodwa ngaphezulu ..." futhi ngokushesha wabonisa. I-Apple Watch.

Bekuwumboniso kuphela - i-Apple ibikude nokuthi umkhiqizo wayo olindelwe ngabomvu usulungile, ngakho-ke sesikhona. Olandelayo a další ulwazi mayelana ne-Watch babefunda kuphela phakathi nonyaka wonke. I-Apple Watch ngeke iqhubeke nokudayiswa kuze kube yizinyanga zokuqala zika-2015, ngakho-ke akukakakwazi ukwahlulela ukuthi izobangela yini enye inguquko. Kodwa uTim Cook qiniseka, ukuthi uSteve Jobs angathanda isisetshenziswa esisha semfashini, njengoba inkampani ihlose ukwenza ngewashi layo samanje, wathanda

Kodwa-ke, ngisho nezindaba ezinkulu zesithathu akufanele ziwele emcimbini kaSepthemba. I-Apple nayo - futhi ngemva kweminyaka eminingi yokuqagela - yangena emakethe yokuthengiselana kwezezimali ngisho o Apple Pay kwakungekho ntshisekelo yemidiya efana neyama-iPhone noma i-Watch, amandla ale platform makhulu.

Ukuphela kwenkathi

Njengoba i-Apple ifuna ukuqala isahluko esisha emlandweni wayo ngesevisi ye-Pay, i-Watch futhi ekugcineni ama-iPhones amasha, izingxoxo cishe bekufanele ziphele. Okomhlatshelo i-iPod classic manje eyisakhiwo sodumo yehlile, okwake kwasiza u-Apple ukuthi akhuphukele phezulu. Okwakhe umsebenzi weminyaka eyishumi nantathu izobhalwa ngefonti engenakucimeka emibhalweni yama-apula.

Kwa-Apple, nokho, bangathanda ngempela uma i-iPad nayo ikhunjulwa ngendlela ebaluleke ngokufanayo kamuva. Yingakho isizukulwane esilandelayo nesisha safika ngo-Okthoba iPad Air 2 sibonga inguquko yokunciphisa umzimba ibe yithebhulethi ehamba phambili okwamanje. Naye wethulwa iPad mini 3, kodwa i-Apple isiqedile ngakho futhi kungenzeka ukuthi ayithembele kuyo esikhathini esizayo.

Ukudumala okufanayo kwaba khona kwabaningi ngabasanda kwethulwa IMac mini. Ukubuyekezwa kwayo bekulindelwe isikhathi eside impela, kodwa okungenani ngokuya ngokusebenza uma kuqhathaniswa nesizukulwane esedlule kubi. Ngokuphambene nalokho, yilokho okwadonsa iso lomlandeli wama-apula I-iMac ene-Retina 5K display. U-Apple ngokuqinisekile angathanda ukuqinisekisa naye kakhulu ukuthengiswa okuqinile kwamakhompyutha abo.

U-Tim Cook ngemva kokuphithizela kukaSepthemba no-Okthoba wamemezela, ukuthi injini yokudala e-Apple ayikaze ibe namandla. Inhloko evaliwe kakhulu yakwa-Apple ikhombise amandla ayo angaphakathi ekupheleni kuka-Okthoba, lapho isencwadini evulekile uveze ukuthi uyisitabane. Kodwa-ke, unyaka ka-2014 awulethanga nje ukumomotheka ezindebeni zikaCook, kodwa futhi nemibimbi izikhathi ezingaphezu kwesisodwa.

Izinkantolo, amacala kanye namanye amacala

Nalo nyaka ube mude ingxabano phakathi kwe-Apple ne-Samsung, lapho kulwela amalungelo obunikazi futhi ngaphezu kwakho konke umgomo wokuthi inkampani yaseNingizimu Korea ikopisha owaseMelika. Okungenani ngokwezimangalo ze-Apple. Ngisho phakathi owesibili kwaba impikiswano enkulu isinqumo esivuna i-Apple, kodwa icala lisekude ukuphela futhi lizoqhubeka nangonyaka ozayo. Okungenani kwamanye amazwe, kunjalo ngeke kube. Okunye ukuqulwa kwamacala ezinkantolo okwenzeka ekupheleni konyaka kubonakale kuthakaseleka kakhulu.

Icala lokukhuphula intengo yezincwadi ze-e yaze yayofika enkantolo yokudlulisa amacala, ezothatha isinqumo ezinyangeni ezilandelayo, kodwa ekuqulweni kwamacala ngoDisemba kwacaca ukuthi iphaneli yamajaji amathathu kungenzeka ukuthi icheme ne-Apple kunokuba ngasohlangothini loMnyango Wezobulungisa wase-United States, okwanqunywa ngawo ekuqaleni. Okuphumelele kakhulu kubameli bakwa-Apple kwaba umcimbi wesithathu omkhulu wenkantolo wonyaka - Ama-iPod, iTunes kanye nokuvikela umculo. Ifinyelele umvuthwandaba ngoZibandlela futhi amajaji avumelana ngazwi linye wanquma, ukuthi i-Apple ayizange ihlanganyele kunoma yikuphi ukuziphatha okungekho emthethweni.

Ngokombono ohluke kancane, kodwa futhi nokuphazamiseka okukhulu, i-Apple nayo kwadingeka ibhekane nakho ekukhiqizeni nasekuhlinzekeni kwayo. Lapho ememezela isivumelwano esihle ne-GT Advanced Technologies ngonyaka owedlule, obekufanele inikeze inkampani ingilazi yesafire eyanele yemikhiqizo yesikhathi esizayo, bekungazi muntu ukuthi ezinyangeni ezimbalwa i-GTAT. imemezela ukuqothuka. Wayengowe-apula sonke isimo okungajabulisi ngenxa yokuthi yamenyezelwa kakhulu futhi yamveza njengo umashiqela onokhahlo, ongathandi ukuxoxisana.

Futhi ekugcineni, ngisho nomunye "odumile" akazange abalekele Apple Isango, noma icala eligqugquzelwa abezindaba. I-iPhone 6 Plus bekufanele igobe kubanikazi abasha emaphaketheni futhi nakuba ekugcineni inkinga yayingenkulu kangako kanye nefoni enkulu ye-apula se akazange aziphathe nganoma iyiphi indlela engalindelekile, izinsuku ezimbalwa i-Apple yaphinde yabonakala. Ngenxa yalokho futhi walunguza izintatheli kuma laboratories abo kanye yonke isizinda salokho okubizwa ngokuthi i-bendgate siyathakazelisa kakhulu.

Singakholelwa ukuthi unyaka ka-2015 uzoba matasa ngokufanayo ku-Apple njengalowo oqeda ukuphela.

Photo: Fortune Live Media, U-Andy Ihnatko, Huang StephenI-Kārlis Dambrāns, UJon Fingas
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