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Ekupheleni kuka-Agasti, kuzobe kuyiminyaka emihlanu uTim Cook athatha izintambo zobuholi be-Apple. Nakuba i-Apple selokhu yaba inkampani ebaluleke kakhulu futhi ecebe kakhulu emhlabeni, futhi ithonya layo manje selilikhulu kakhulu kunangaphambili, i-Apple ka-Cook ihlale igxekwa ngokungayethuli imikhiqizo eguquguqukayo ngempela kanye nokuntuleka kwayo kokusungula izinto ezintsha. Amazwi abucayi asezwakala kakhulu manje, njengoba ngo-Ephreli i-Apple yabika imiphumela ephansi yezimali yekota unyaka nonyaka okokuqala ngqa eminyakeni eyishumi nantathu. Abanye bahamba baze babone njengesiqalo sokuphela kwe-Apple, esivele idliwe emjahweni wezobuchwepheshe yi-Google, iMicrosoft ne-Amazon.

Umbhalo omkhulu ovela FastCompany (ngemuva kwalokhu i-FC) enezingxoxo noTim Cook, u-Eddy Cuo kanye noCraig Federighi uzama ukuveza ikusasa lenkampani, engazange ikhohlwe izindinganiso eziyisisekelo zeMisebenzi, kodwa iwahumusha ngendlela ehlukile ezimweni ngazinye. Iveza ukuziphatha kwamanje kwabaphathi abaphezulu bakwa-Apple njengokunganaki uma kubhekwa izimo eziningi ze-apocalyptic eziphuma ezitolo zezindaba ezivelele njengomagazini. Forbes.

Unikeza okungenani izizathu ezimbili zalokhu: nakuba imali etholwa yi-Apple engxenyeni yesibili yezimali ka-2016 yayingaphansi ngamaphesenti angu-13 kunonyaka odlule, isadlula imali etholwa yi-Alphabet (inkampani engumzali yakwaGoogle) kanye ne-Amazon kuhlangene. Inzuzo ibingaphezulu kwe-Alphabet, i-Amazon, iMicrosoft ne-Facebook kuhlangene. Ngaphezu kwalokho, ngokusho FC uhlela intuthuko ebalulekile enkampanini, ekhula ngamandla.

[su_pullquote align="right"]Isizathu sokuthi sihlole i-iOS amamephu.[/su_pullquote]

Ngeke kuphikwe ukuthi imikhiqizo eminingi emisha ye-Apple ibhekene nezinkinga. I-Apple Maps fiasco yango-2012 isalenga emoyeni, ama-iPhones amakhulu namancane ayagoba futhi anemiklamo exakile enamalensi ekhamera agqamile, i-Apple Music igcwele izinkinobho nezici (nakuba lokho kuzoshintsha maduze), i-Apple TV entsha kwesinye isikhathi inezilawuli ezididayo. Kuthiwa lokhu kuwumphumela weqiniso lokuthi i-Apple iqala izinto eziningi ngesikhathi esisodwa - kunezinye izinhlobo ze-MacBooks, iPads kanye nama-iPhones, ububanzi bezinsizakalo bukhula njalo, futhi akubonakali kungenangqondo ukuthi imoto enelogo ye-apula izovela.

Kodwa konke lokhu kufanele kube yingxenye yekusasa lika-Apple, elikhulu kunalokho obekucatshangwa yiMisebenzi uqobo. Kubukeka sengathi futhi uma kukhulunywa ngokuthatha isitoko, kumele kuhlale kukhunjuzwa ukuthi maningi amaphutha enziwa ngaphansi kobuholi beMisebenzi: igundane le-iMac yokuqala lacishe langasenamsebenzi, iPowerMac G4 Cube yanqanyulwa ngemuva konyaka owodwa kuphela. ubukhona benkundla yokuxhumana yomculo i-Ping mhlawumbe akekho owake wazi ngempela. “Ingabe i-Apple yenza amaphutha amaningi kunakuqala? Angilokothi ngisho,” kusho uCook. “Asikaze sithi asiphelele. Sivele sathi inhloso yethu leyo. Kodwa ngezinye izikhathi asikwazi ukuyifinyelela. Okubaluleke kakhulu ukuthi, ingabe unesibindi esanele sokuvuma iphutha lakho? Futhi uzoshintsha? Into ebaluleke kakhulu kimina njengomqondisi omkhulu ukugcina isibindi sami.”

Ngemva kokuphoxeka ngamamephu, u-Apple waqaphela ukuthi babeyibukela phansi yonke iphrojekthi futhi bawubheka eceleni, cishe ngokoqobo bengaboni ngale kwamagquma ambalwa. Kepha njengoba amamephu bekufanele abe yingxenye ebalulekile ye-iOS, abebaluleke kakhulu ukuthi i-Apple ithembele kumuntu wesithathu. “Sibone sengathi amamephu ayingxenye ebalulekile yenkundla yethu yonke. Bekunezici eziningi ebesifuna ukuzakha ezincike kulobo buchwepheshe, futhi besingenakucabanga ukuthi sisesimweni lapho besingenabo,” kulandisa u-Eddy Cue.

Ekugcineni, kwakungeyona nje idatha eyengeziwe yekhwalithi ephezulu eyasetshenziswa ukuxazulula inkinga, kodwa indlela entsha ngokuphelele yokuthuthukisa nokuhlola. Ngenxa yalokho, i-Apple yaqala ukukhipha inguqulo yokuhlola yomphakathi ye-OS X ngo-2014 kanye ne-iOS ngonyaka odlule. "Amamephu yisizathu sokuthi wena njengekhasimende ukwazi ukuhlola i-iOS," kuvuma u-Cue, owengamele ukuthuthukiswa kwe-Apples Maps.

Imisebenzi kuthiwa ifunde ukwazisa ukusungulwa okusha ngasekupheleni kwempilo yakhe. Lokhu kuseduze no-Cook futhi mhlawumbe ngakho-ke kulungele kakhulu ukuphathwa kwe-Apple yamanje, ethuthukayo, nakuba kungabonakali, kodwa kancane, ucabanga. FC. Ushintsho endleleni yokuhlola luyisibonelo salokhu. Alimele uguquko, kodwa linomthelela entuthukweni. Lokhu kungase kubonakale njengokunyakaza kancane, njengoba kuntula ukugxuma okukhulu. Kepha kumele kube nezimo ezivumayo nezinzima ukuzibikezela (ngemuva kwakho konke, i-iPhone ne-iPad yokuqala ayizange ibe ama-blockbusters kude ukusuka ngokushesha), futhi kufanele kube nomzamo wesikhathi eside ngemuva kwabo: “Umhlaba ucabanga ukuthi Imisebenzi esiqhamuke nayo yizinselelo minyaka yonke. Leyo mikhiqizo yathuthukiswa isikhathi eside,” kusho uCue.

Ngokuvamile, ukuguqulwa kwe-Apple yamanje kungalandelelwa ngokunwetshwa nokuhlanganiswa esikhundleni sokugxuma okuguquguqukayo. Amadivayisi angawodwana namasevisi ayakhula futhi axhumana kakhulu ukuze anikeze ulwazi olunzulu ngomsebenzisi. Ngemva kokubuyela enkampanini, Imisebenzi iphinde yagxila ekunikezeni "isipiliyoni" esikhundleni sedivayisi enamapharamitha athile nemisebenzi ngayinye. Kungakho ngisho namanje i-Apple igcina i-aura yehlelo elinikeza amalungu ayo lokho akudingayo, futhi okuphambene nalokho, lokho engabaniki kona, abakudingi. Ngisho noma ezinye izinkampani zobuchwepheshe zizama ukusondela emcabangweni ofanayo, i-Apple yakhiwe kusukela phansi futhi ihlala ingafezeki.

Ubuhlakani bokwenziwa bungenye yezindlela zokwandisa ukusebenzisana phakathi kwabasebenzisi namadivayisi abo, futhi ngesikhathi esifanayo cishe into evelele kakhulu yezobuchwepheshe namuhla. Engqungqutheleni yayo yokugcina, i-Google ibonise i-Android, elawulwa yi-Google Now ngemva nje kokuba umsebenzisi, i-Amazon isivele yethule i-Echo, isikhulumi esinomsizi wezwi esingamane sibe yingxenye yegumbi.

I-Siri ingabonakala kalula njengezwi elikhipha ulwazi lwesimo sezulu nesikhathi ngakolunye uhlangothi lomhlaba, kodwa uhlala ethuthukisa futhi efunda izinto ezintsha. Ukusetshenziswa kwayo kusanda kunwetshwa yi-Apple Watch, CarPlay, Apple TV, kanye nakuma-iPhones akamuva, ithuba lokuyiqala ngomyalo wezwi ngaphandle kokuthi ixhunywe kugesi. Itholakala kalula futhi abantu bayisebenzisa kaningi. Uma kuqhathaniswa nonyaka odlule, iphendula imiyalo nemibuzo eminingi ngokuphindwe kabili ngesonto. Ngezibuyekezo zakamuva ze-iOS, abathuthukisi nabo bathola ukufinyelela ku-Siri, futhi i-Apple izama ukukhuthaza ukuhlanganiswa kwayo emisebenzini ewusizo kakhulu ngemikhawulo ethile ekusetshenzisweni kwayo.

FC isiphetho siwukuthi nakuba i-Apple ingase ibonakale isemuva ekuthuthukisweni kobuhlakani bokwenziwa, isesimweni esingcono kakhulu sokusebenzisa ubuhlakani bokwenziwa ukuze ithuthukise kakhulu ulwazi lomsebenzisi, ngoba itholakala yonke indawo. UCue uthi "sifuna ukuba nawe kusukela ngesikhathi uvuka kuze kube yilapho unquma ukulala". U-Cook umbeka ngenye indlela: "Isu lethu ukukusiza ngayo yonke indlela esingakwenza ngayo, kungakhathaliseki ukuthi uhlezi egumbini lakho lokuphumula, kukhompuyutha yakho, emotweni yakho noma usebenza kumakhalekhukhwini wakho."

I-Apple manje isiphelele kakhulu kunangaphambili. Lokhu elikunikezayo ngokuyinhloko akuwona amadivaysi angawodwana njengenethiwekhi yehadiwe, isofthiwe namasevisi, konke okuxhunywe futhi kumanethiwekhi ezinsiza nezinye izinkampani.

Phakathi kwezinye izinto, lokhu kusho ukuthi noma ngabe kuthengiswa amadivaysi ambalwa, i-Apple ingayenga amakhasimende ukuthi asebenzise ezinsizeni zayo. Apple Store ngoJulayi ibe nenyanga yayo eyimpumelelo kakhulu, futhi i-Apple Music yaba insizakalo yesibili ngobukhulu yokusakaza ngokushesha ngemva kokwethulwa. Izinsizakalo ze-Apple zinazo manje inzuzo enkulu kunayo yonke i-Facebook futhi ingamaphesenti angu-12 wesamba semali engenayo yenkampani. Ngesikhathi esifanayo, zivela kuphela njengolunye uhlobo lwezesekeli, kuthrekhi yesibili. Kodwa zinomthelela kuyo yonke i-ecosystem yomphakathi. U-Cook uyaphawula, "Yilokho i-Apple enhle kakhulu kukho: ukwenza imikhiqizo ngezinto futhi ilethe kuwe ukuze uhileleke."

Mhlawumbe i-Apple ngeke yenze enye i-iPhone: “I-iPhone isiyingxenye yebhizinisi le-electronics elikhulu kunawo wonke emhlabeni. Kungani enje? Ngoba ekugcineni wonke umuntu uyoba naye. Azikho izinto eziningi ezifana nalezo,” kusho uCook. Kodwa-ke, lokhu akusho ukuthi i-Apple ayinayo indawo yokukhula okuqhubekayo. Njengamanje isiqala ukungena embonini yezimoto kanye nokunakekelwa kwezempilo - kokubili okuyizimakethe zezigidigidi zamadola emhlabeni jikelele.

Okokugcina, kufanele kukhulunywe ukuthi i-Apple kade yaba ngumguquli wamabomu, futhi amandla ayo amakhulu asemandleni okwandisa ama-horizons ayo futhi avumelane nezinto ezintsha. U-Craig Federighi ukufingqa ngokuthi, "Siyinkampani efunde futhi yajwayela ngokunwebela ezindaweni ezintsha."

Kubaphathi be-Apple, imininingwane emisha ibaluleke kakhulu kunemikhiqizo emisha kanjalo, ngoba ingasetshenziswa izikhathi eziningi esikhathini esizayo. Lapho ebhekene nemibuzo ephathelene nokulahla izimpande zenkampani kanye nemiphumela yezimali entulekayo, uTim Cook uthi: “Isizathu sokuba khona kwethu siyafana naso sonke isikhathi. Ukwakha imikhiqizo ehamba phambili emhlabeni ecebisa izimpilo zabantu ngempela.”

Ngokuvamile akubonakali ngokushesha, kodwa ngokombono wesikhathi eside, i-Apple izama nokutshala imali eningi ukuze ithole inzuzo enkulu. Ngisho naku-Apple yanamuhla, kunendawo ecacile yombono, kodwa izibonakalisa ngendlela ehlukile, ngenqubekelaphambili eqhubekayo nokuxhumana.

Umthombo: fast Company
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