Ondrej Holzman Nsuku zonke Izikhathi Zezezimali izolo kuqhamuke nezindaba zokuthi u-Apple usezingxoxweni zokuthenga iBeats Electronics, ekhiqiza ama-headphones kaDkt. Dre. Intengo esolwayo yokuthenga, amaRandi ayizigidi eziyizinkulungwane ezingu-3,2, izomelela ukutholwa okumba eqolo emlandweni we-Apple nakumculi we-rapper uDkt. UDre, owasungula le nkampani nomakadebona embonini yomculo uJimmy Iovine, wamenza usozigidigidi.
Yize abanye abezindaba benokutholwa kuvalwe kancane, akukho okusemthethweni okwamanje. Ngokwe-Financial Times, lesi simemezelo kufanele senzeke ekuqaleni kwesonto elizayo, kuze kube yileso sikhathi singaqagela kuphela. Ukutholwa kuqinisekiswe ngokungekho emthethweni nguTyrese Gibson, olayishe ividiyo ku-akhawunti yakhe ye-Facebook egubha kanye noDkt. Dre ukuthi lo mrepha ube ngusozigidi wokuqala emhlabeni we-hip hop. Okuthunyelwe kokuqala ividiyo enamathiselwe kukho bekunombhalo olandelayo:
Indlela engagcina ngayo ngifunda noDkt. Dre ngobusuku okwamenyezelwa ngabo esidlangalaleni ukuthi wayevale isivumelwano se-3,2 billion ne-Apple!!! AMABHATHI ASESHINTSHE I-HIP HOP!!!!!!!”
Ividiyo kamuva yehliswa, kodwa ingatholakala ku-YouTube. Kodwa-ke, i-Apple noma i-Beats Electronics abakaphawuli ngokutholwa okungenzeka noma bamemezele noma yini, ngakho-ke kusafanele kubhekwe "njengezinsolo". Kakade esikhathini esidlule, besizwa ngokuthengwa okufanayo, okwagcina kuphenduke idada lezintatheli.
Amamaki emibuzo kuphela nokungaziwa
Akekho owaziyo ngempela ukuthi kungani i-Apple ingathanda ukuthatha i-Beats Electronics ngaphansi kwephiko layo, kodwa wonke umuntu uza nemibono engenzeka. Futhi nakuba esemaningi amamaki emibuzo, kunamaphuzu amaningana u-Tim Cook ayengase anqume ukunikeza ukukhanya okuluhlaza esivumelwaneni. Ekugcineni, into ebaluleke kakhulu i-Apple engayithola ngenxa yokutholwa okungenzeka ingahle ingabi ama-headphone noma isevisi yokusakaza umculo nhlobo, kodwa uJimmy Iovine. UmMelika oneminyaka engamashumi ayisithupha nanye uyingcweti enkulu embonini yezokuzijabulisa. Uyaziwa ngelebula lakhe lokuqopha i-Interscope Records futhi ukhonza njenge-CEO ye-Beats Electronics. Ku-Apple, ukuxhumana kwayo neHollywood nomhlaba womculo kuyathakazelisa. U-Iovine usebenze njengesikhulu senkampani yomculo, ekhiqiza umculo, amamuvi, nochungechunge lwethelevishini, futhi uye waphumelela kakhulu yonke indawo.
Ukube u-Apple ubengathenga i-Beats Electronics, akucaci ukuthi ngabe isikhundla esisha sika-Iovine sizoba yini, nakuba sekuvele kukhulunywa ukuthi angaba ngumeluleki oseduze ngqo noTim Cook, noma abeke izintambo kulo lonke isu lomculo lika-Apple, kodwa ake avele ukusebenza kunoma yisiphi isikhundla, i-Apple izothola umxoxisi onamandla kakhulu kuye. Nakuba uTim Cook enabaphathi abambalwa abanekhono, u-Iovine angase awine izinkontileka u-Apple engeke akwazi ukuzixoxisana yedwa. U-Apple ubengaphumeleli ngaso sonke isikhathi ekusebenzelaneni nezinkampani zomculo noma iziteshi ze-TV, kodwa u-Iovine unabo oxhumana nabo kuzo zonke izimboni, ngakho angenza umehluko.
Nokho, into yokuqala efika engqondweni lapho abantu abaningi becabanga nge-Beats Electronics yimikhiqizo yomkhiqizo - ama-headphone we-Beats by Dr. Dre kanye nesevisi yokusakaza ye-Beats Music. Imibono iyahluka lapha, kodwa kufanele kube yisevisi ye-Beats Music, lapho i-Apple ingafinyelela ekujuleni ngokungavamile esikhwameni sayo. Eminyakeni engu-10 edlule e-Cupertino bebelokhu benza imali embonini yomculo ngokuthengisa ama-albhamu nezingoma ku-iTunes Store, kodwa izikhathi ziyashintsha futhi abasebenzisi abasafuni ukukhokhela izingoma ngazinye. Izinsizakalo zokusakaza-bukhoma ezingamahhala ngokuphelele (imvamisa ezinezikhangiso) noma ngemali encane ziza ngobukhulu, futhi i-Apple ayikakakwazi ukuphendula okuningi okwamanje. I-iTunes Radio yayo itholakala emazweni ambalwa kuphela, futhi namanje ayikwazi ukuncintisana nayo, isibonelo, iPandora edumile, okumele ibe yimbangi yayo. Izinsizakalo ezifana ne-Spotify ne-Rdio ziya ngokuya zithandwa, futhi nakuba zingakabi amabhizinisi anenzuzo kakhulu, zibonisa ukuthambekela okucacile.
Ku-Apple, ukuthengwa kwe-Beats Music kungaba isinyathelo esikhulu kuleyo ndlela. Ngenxa ye-Beats Music, ngeke kusadingeka ukuthi akhe isevisi yokusakaza kusukela ekuqaleni, isevisi eholwa nguJimmy Iovine nayo inenzuzo ngaphezu kweSpotify noma i-Rdio eshiwo ngokuthi yadalwa kancane kancane yimboni yomculo ngokwayo, kuyilapho ukuncintisana kuvame ukulwa nabashicileli nabaculi. Kuthiwa njengengxenye yokutholwa, i-Apple ayikwazanga futhi ukudlulisa izivumelwano ezinenkontileka okwamanje abaphothule ku-Beats Electronics, kodwa uma u-Iovine et al. baphumelele kanye, kungani bengakwazi ukukwenza okwesibili. Ngakolunye uhlangothi, naphezu komkhankaso omkhulu wezindaba owawuhambisana nokwethulwa kwe-Beats Music ekuqaleni konyaka, ngokusho kwezilinganiso, le nkonzo ithole kuphela abasebenzisi abangaba ngu-200 kuze kube manje. Leyo inombolo engathandeki ngokuphelele ye-Apple, elingana no-zero, kodwa kulapho umenzi we-iPhone ne-iPad enganikela khona ngama-akhawunti ayo e-iTunes angaphezu kwezigidi ezingama-800. Kodwa-ke, kunezinto ezimbili ezingaziwa ezinkulu: kungani i-Apple ingadinga ukuthenga insizakalo efanayo kuyilapho ingakwazi ukuzakhela ngokwayo, futhi i-Apple ingahlanganisa kanjani i-Beats Music ohlelweni lwayo lwendalo?
Umkhiqizo wesibili omkhulu we-Beats Electronics - ama-headphone - angena kancane esu le-Apple. Nakuba ama-headphone e-Beats by Dr. ayimikhiqizo ye-Apple I-Dre iyafana ngokuthi ithengisa ngenani eliphansi futhi inkampani yenza ama-margin amakhulu kubo, kodwa ikusasa labo ngaphansi kophiko lwe-Apple alicacile nhlobo. Kodwa-ke, kufanele kukhunjulwe ukuthi i-Apple inikeza lawa ma-headphone indawo ebalulekile ezitolo zayo zezitini nodaka emhlabeni jikelele, futhi ngaleyo ndlela ngesikhathi esifanayo wazi kahle ukuthi i-Beats kaDkt. UDre uyadayisa. Uma ubengathola umkhiqizo ongaletha izigidi ezingamakhulu amaningana zamaRandi ngonyaka, kungase kungabi umnyakazo omubi, okungenani ngokwezimali. Ngokufana ne-Beats Music, nokho, kunombuzo omkhulu mayelana nokuqamba kabusha okungenzeka. Ingabe i-Apple ingashintsha kakhulu indlela yayo futhi ithengise imikhiqizo ngaphansi kwegama layo ngomkhiqizo ohlukile? Noma ingabe ilogo, eyingxenye yemvelo yamahedfoni athandwayo, izonyamalala?
Inani lama-headphone we-Beats alikho ku-hardware ngokwayo, kodwa kunalokho kumkhiqizo nakho konke okuhlotshaniswa nakho. Ama-Beats acishe abe yisakhiwo sodumo njengamahedfoni e-iPod amhlophe ayenjalo eminyakeni eyishumi edlule. Kunokuba ama-headphone ekhwalithi, ama-Beats ayisisetshenziswa semfashini, ingxenye yesimo senhlalo yabantu abasha. Abantu abawathengi ama-headphone e-Beats ukuze akhiqizwe kahle (okuyinto emaphakathi), kodwa ngoba angama-Beats.
Kodwa-ke, i-Apple ayinawo umkhuba wokuthengisa noma yimuphi umkhiqizo onawo ngaphansi kohlobo oluhlukile. Okuwukuphela kwento ehlukile lapha isoftware yeFayileMaker, kodwa lokho sekuvele kuyindaba yangaphambi komlando. Lapho i-Apple ithola inkampani, kungaba ubuchwepheshe noma inkampani yesoftware, imikhiqizo yayo ivamise ukunyamalala futhi bonke ubuchwepheshe buguqulwa bube yimikhiqizo ye-Apple. Indaba yokwenziwa kabusha okungase kube khona kanye nencazelo yakho konke ukutholwa okuhlukanisa izintatheli. Abanye - njenge-blogger enethonya UJohn Gruber - akaboni nzuzo ekuthengeni kwe-Apple kwe-Beats Electronics. UGruber akalindele ukuthi i-Apple igcine uhlobo lweBeats luphila, futhi akakholelwa ukuthi imali engaphezu kwezigidi eziyizinkulungwane ezintathu zamaRandi kufanele itshalwe kahle. Abanye, ngokuphambene nalokho, baphikisa ukuthi i-Apple ithatha isinyathelo esihle kangakanani ngokuthenga inkampani enkulu.
Ukuthenga okukhulu kangako noma kunjalo kungaba yisinyathelo esingakaze senzeke ku-Apple. Njengomthetho, i-Apple ithenga izinkampani ezincane kakhulu ezingaziwa kakhulu emphakathini futhi isebenzisa imali encane kakhulu kuzo. Nakuba u-Tim Cook esanda kuveza ukuthi i-Apple ayiphikisani nokuthengwa okukhulu, nokho, ithuba elifanele alikakazivezi, kungani kufanele asebenzise ngaphezu kwezigidi ezingamakhulu ambalwa zamaRandi kusukela kunqwaba yemali eqoqwe yi-Apple. Manje kufanele ibe ngaphezu kwezigidigidi ezintathu, okungaba izikhathi eziyisishiyagalombili ukutholwa okukhulu emlandweni we-Apple. U-Apple wathenga i-NeXT eminyakeni engu-18 edlule ngama- $ 400 wezigidi, kodwa leyo ndaba ayiqhathanisi neyamanje.
Ngokusekelwe kuhlu lwezinzuzo nezingozi, akunakwenzeka ukucacisa ukuthi ngabe izindaba mayelana nokutholwa okuzayo kwe-Beats Electronics yi-Apple zisekelwe eqinisweni, ngomqondo wokuthi ngeke sikwazi ukunquma ngokugcwele ukuthi ngabe kuyisivumelwano esizwakalayo esivela kwa-Apple. umbono noma cha. Okwamanje - uma benentshisekelo kukho - cishe bazi kwa-Apple kuphela.
Sengiphetha, kuyathakazelisa ukwengeza okunye ukuqaphela okuvela mayelana nokutholwa okuxoxwe ngakho. Ukushaywa ngama-headphones kaDkt U-Dre waba isisetshenziswa semfashini ingxenye enkulu ngenxa kaDkt. Dre, omunye wabakhiqizi be-hip hop abakhulu kunabo bonke abake baba khona. Futhi nje uDkt. UDre, ogama lakhe langempela ngu-Andre Romelle Young, anganikeza u-Apple ukunakwa komphakathi omnyama e-United States. Kwabamnyama baseMelika, ama-headphone e-Beats by Dr I-Dre njengegajethi yokuqala, kuyilapho i-iPhone ilahlekelwa yile ngxenye yabantu. Bangaphezu kwamaphesenti angama-70 abantu abamnyama base-United States abanama-smartphone okuthiwa basebenzisa i-Android. Ngokufana nethonya lika-Iovine kwezamabhizinisi, uDkt. U-Dre angaletha ithonya elibalulekile lamasiko ku-Apple ukuze ashintshe.
Angivumi ukuthi ama-beats adlalayo ngokwesilinganiso nokuthi umuntu uwathenga ngenxa nje yokwakheka kwawo, ama-Beats bekulokhu kungama-headphone asezingeni eliphezulu kakhulu emakethe futhi iningi lama-studio aqophayo nabaculi abazimele bangawabo, angazi ngawe kodwa mina ube nakho okuhle kakhulu ngamabhithi
Umbono ohlekisayo kakhulu
Cha.
I-AKG, Audio-technica, Beyerdynamic, Bowers&Wilkins, Denon, Grado, Sennheiser, Shure, …
Isibonelo, inkampani efana ne-Westone ingafanelana ne-Apple... Kodwa cishe asazi nje ukuthi isivumelwano siyini, ngokuqinisekile bebengeke banikeze isikhwama esinjalo ngoba nje uDkt. Dre ephuma eyophuza ubhiya no-Cook.
Kuya ngokuthi yini eqoshwa endaweni yokuqopha. I-Beata ikakhulukazi ama-headphone e-hip-hop. Yingakho benokujula okungcono kakhulu kanye nama-middles amahle kakhulu. Kodwa kuphela futhi kuphela isigcawu se-hip-hop nalapho kunamabhesi amaningi. I-Dnb, mhlawumbe i-techno ethile, njll. Kodwa uma othile efuna ukulalela i-rock noma i-blues nanoma yini enye, ama-headphones ama-beats awafaneleki.
I-athikili ithi "isilinganiso" ukuze kube kuhle ngokwezokuxhumana. Uma kungenjalo, ngentengo, badlala kabi kakhulu. Imikhiqizo esohlwini luka-F.Novotný inengqondo.
Uma ngifuna ukulalela umculo osezingeni eliphezulu futhi ngiwujabulele ngayo yonke into, amabhithi awasona isixazululo nganoma yiliphi ithuba. Kulelo lulwane, ngikwazi ngempela ukuthenga amaviolin estudio ashibhile, lapho ukudlala ivayolini kuzoba phezulu kakhulu kangangokuthi ngizozwa izinwele zishibilika phansi ezintanjeni kanye nomnsalo ujule ekhaleni lami.
Nalokhu kuduma kwamabhithi kubalandeli be-hip-hop.
Ngine-Beats Pro… nakanjani ngeke ngiwalinganise njengama-headphones aphakathi nendawo! Amamodeli ashibhile (abiza kakhulu) anezinye izindlela (njenganoma yini).