Filip Brož Cishe asikho isikhangiso esibangele ukuxokozela okungaka hhayi nje emkhakheni wokumaketha njengendawo eyethula ukuvela kwekhompyutha ye-Macintosh ngo-1984. Ifilimu ye-Orwellian yadutshulwa umqondisi odumile u-Riddley Scott, futhi isikhangiso esiyisithonjana sasidinga ukusakazwa okukodwa kuphela ngesikhathi Umdlalo we-Super Bowl ukuze udume.
Kuyacaca ukuthi izikhangiso ze-Apple ziye zavela kakhulu kusukela ngaleso sikhathi, kodwa kufanelekile ukusho ukuthi nangaphambi kwale ndawo edumile, i-Apple yayingenzi kabi nhlobo emkhakheni wokukhangisa. Umlando wokumaketha we-Apple ungaphezu kokucebile futhi namuhla ukhuthaza kakhulu.
Kodwa-ke, isikhangiso esidumile se-Macintosh, esihlanganisa umfowethu omkhulu okhuluma nabantu abathambile endaweni, efana nencwadi ka-Orwell phakathi nemizuzu emibili yenzondo, cishe asizange sibonakale. Umqondisi we-Apple ngaleso sikhathi, uJohn Sculley, akazange ayithande le ndaba, wayecabanga ukuthi ikhulu kakhulu futhi ikude kakhulu. Kodwa-ke, uSteve Jobs wagcina edlulise lesi sikhangiso lapho eqinisekisa lonke ibhodi labaqondisi ukuthi inkampani isidinga kakhulu isikhangiso esifanayo.
Ngesikhathi seMisebenzi e-Apple, imikhankaso engcono kakhulu futhi ephumelele kakhulu yadalwa, nakuba umsunguli wenkampani ngokuqinisekile kwakungeyena yedwa umuntu owayesemva kwayo. Isikhungo sokukhangisa i-Chiat/Day (kamuva i-TBWAChiatDay), esisebenze ne-Apple iminyaka engaphezu kwamashumi amathathu, nayo inesabelo esibalulekile kumaphrojekthi amakhulu.
Umlando wokukhangisa we-Apple ungahlukaniswa izikhathi ezine: phakathi nenkathi kaSteve Jobs, ngesikhathi engekho, ngemva kokubuya kwakhe, nanamuhla. Uphiko olunjalo nje lukhombisa umthelela weMisebenzi enawo kubaphathi bayo yonke inkampani, okuhlanganisa nokumaketha. Lapho u-John Sculley noma u-Gil Amelio ethatha izintambo ngemva kokuhamba kwakhe ngenkani, abazange baqhamuke nanoma yiziphi izigigaba zokukhangisa, kodwa kunalokho bagibele impumelelo yangaphambili.
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Iziqalo ze-Apple
Inkampani yaseCalifornia yasungulwa ngo-Ephreli 1, 1976 futhi isikhangiso sokuqala ku-Apple wabona ukukhanya kosuku ngemva konyaka. Wethule amathuba kanye nokusetshenziswa kwekhompyutha ye-Apple II. Kusukela ekuthengiseni kokuqala, kwavela izici ezimbalwa ezakha umnyombo wezindawo zokukhangisa nanamuhla - abantu abathile, ukusetshenziswa okungokoqobo neziqubulo eziqukethe umyalezo ocacile wokuthi kungani wonke umuntu edinga ikhompuyutha yakwa-Apple.
Lesi sikhangiso salandelwa ngo-1981 wumkhankaso wonke we-Apple II ohambisana nomuntu we-TV UDick Cavett. Ezindaweni ngazinye, wabonisa ukuthi yini engenziwa nge-Apple II, ukuthi yini engaba yinhle ngayo, okungukuthi ukubhala nokubhala hlela imibhalo, indlela yokusebenzisa ikhibhodi nokunye okunjalo. Ngisho nalo mkhankaso omkhulu awuntuli into i-Apple esayisebenzisa kakhulu nanamuhla - ukusetshenziswa kwabantu abaziwayo. Okugqamile kwaba yintengiso ye-Apple Lisa yango-1983, lapho ayebambe khona indima encane iphinde ihlelwe nguKevin Costner osemusha.
Kodwa-ke, i-Apple iphinde yasebenza ezindaweni ezinezihloko, lapho ixhuma khona imikhiqizo yayo hhayi kuphela ngabantu abadumile, kodwa futhi nezemidlalo nezinye izindawo ezithakazelisayo, isibonelo. Izikhangiso zidalwe nge ibhola lomnqakiswano noma i-clarinet.
Ngo-1984 kwafika uguquko lokukhangisa oselubaluliwe olwethulwa nguRiddley Scott. Isikhangiso sesabelomali esikhulu, esibiza cishe isigidi samaRandi, esibonisa ukuvukela umbuso wobushiqela wezwe lama-Orwellian kusukela kunoveli ka-1984, sahunyushwa abantu njengesingathekiso sokuvukela umdondoshiya wamakhompyutha i-IBM, phakathi kwezinye izinto. USteve Jobs uqhathanise ukukhangisa nokulwa noBig Brother. Lesi sikhangiso sibe yimpumelelo enkulu futhi sawina izindondo ezihlonishwayo ezingaphezu kwamashumi amane, okuhlanganisa neCannes Grand Prix.
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Lokhu kuhweba kwalandelwa olunye uchungechunge lwezentengiso ku-Macintosh, lapho abantu becekela phansi intukuthelo nolaka. isibhamu noma i-chainsaw amakhompyutha akudala aphukile futhi angasabeli. U-Apple uqondise ukukhungatheka okuvamile kwabasebenzisi ngamakhompiyutha angasebenzi noma asabele ngendlela okufanele aphendule ngayo. Phakathi neminyaka engamashumi ayisishiyagalombili, izinkulumo ezithinta imizwa kanye nezindaba ezithile nazo zavela kakhulu ezikhangisweni zama-apula.
Izikhangiso ezingenayo Imisebenzi
Ngo-1985, Imisebenzi ishiya i-Apple futhi owayengumongameli we-Pepsi uJohn Sculley uyathatha. Izikhangiso ezidalwe phakathi neminyaka yamashumi ayisishiyagalombili nasekuqaleni kweminyaka engamashumi ayisishiyagalolunye ngokuvamile zifana kakhulu futhi zincike emicabangweni echazwe ngenhla.
Ukuthengisa nomlingisi osemusha kufanelekile ukusho U-Andrea Barberova ku-Apple II. Ngemva kokuhamba kweMisebenzi, inkampani yaseCalifornia yaqhubeka nokubheja ku-Apple II endala ngaphezu kwamakhompyutha amasha ka-Lisa kanye ne-Macintosh. Ngakho inani lezikhangiso ezidaliwe lidlala ngokunembile livuna ikhompuyutha ephumelelayo, eyakhiwe ikakhulukazi nguSteve Wozniak. Futhi akumangalisi, njengoba i-Apple II ikhiqize inzuzo enkulu yenkampani iminyaka eminingi. Sekukonke, kwadalwa izindawo ezingaphezu kwekhulu eminyakeni yamashumi ayisishiyagalombili.
Ekuqaleni kweminyaka engamashumi ayisishiyagalolunye, izikhangiso zenziwa ikakhulukazi ezokuqala Amabhuku Amandla, amakhompyutha I-Performa noma uchungechunge lwezikhangiso I-Apple Newton. Imisebenzi ibuyela ku-Apple ngo-1996 futhi ngokushesha isungula umbuso oqinile. Phakathi kwezinye izinto, iNewton engaphumelelanga neminye imikhiqizo eminingi efana neCyberdog noma i-OpenDoc iyaphela.
Cabanga ngendlela ehlukile
Ngo-1997, kwasungulwa omunye umkhankaso wokukhangisa obalulekile, owawubhalwe ngokungenakucimeka emlandweni wenkampani. nesiqubulo esithi "Think Different". I-Apple, futhi eholwa nguSteve Jobs, ibonise ukuthi ungakha kanjani isikhangiso esiphumelela kakhulu kubantu ababalulekile ngaphandle kwento eyinhloko, inkampani ngokwayo, ewela kuzo. Ngaphezu kwalokho, isiqubulo esithi "Cabanga Okuhlukile" savela hhayi ezikrinini kuphela, kodwa futhi kumabhodi amakhulu nezinye izindawo ngaphandle kwethelevishini.
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Umthelela womkhankaso wawumkhulu, futhi kwaba okunye ukumba okuncane okuvela ku-Apple ku-IBM enkulu, ephume nomkhankaso wayo othi "CABANGA".
Ekupheleni kweminyaka yawo-1990, kwaqalwa omunye umkhankaso omusha, owawuholwa amakhompyutha anemibala e-iMac kanye ne-iBook. Ngaphezu kwakho konke, kuyadingeka ukubalula ukukhangisa ku ama-iMacs anemibala, eyethulwe ngoJanuwari 7, 1999 eMacworld yendabuko eSan Francisco. Lapha, i-Apple ibonise omunye umqondo osebenzayo wezikhangiso zayo - ukuxhuma imikhiqizo ngengoma ekhangayo noma i-hit ekhona.
Ngokokuqala ngqa, bekukhona nezikhangiso zezicelo ze-Apple, isibonelo ku-iMovie. Sekukonke, i-Apple yakhiqiza izikhangiso eziyi-149 ngeminyaka yawo-XNUMX.
Ukubusa kwe-iPod
Ngo-2001, i-Apple yethula i-iPod edumile, futhi yazalwa kanjalo. isikhangiso sokuqala salo mdlali. Qaphela ukuthi umlingisi oyinhloko, ngemva kokufaka ama-headphones, uqala ukudansa, enza iminyakazo eyaba yisisekelo somkhankaso we-iPod ophumelelayo ngama-silhouettes.
Nokho, wavela ngaphambi kwalokho uchungechunge Shintsha izindawo, lapho abantu abahlukene nabantu bechaza ukuthi kungani benqume ukushintsha i-ecosystem. Iphinde ilandele kakhulu isikhangiso esihle se-iMac nesibani, ethwetshulwa ngemva komuntu njengobhekilanga ngemva kwemisebe yelanga.
Ngo-2003, umkhankaso osuvele ushiwo we-iPod ne-iTunes uyafika, lapho abantu abasesimweni sama-silhouette bedansa behambisana nengoma ethile eshisa izikhotha. Uma uthi nhlá, izethameli zikhangwa ama-headphone amhlophe, azogcina esewuphawu nasemgwaqweni. Ngoba i-equation isebenzile: noma ubani ogqoka ama-headphone amhlophe une-iPod enezinkulungwane zezingoma ephaketheni lakhe. Phakathi kwezikhangiso ezidume kakhulu kulo mkhankaso i-hit evela eqenjini I-Daft Punk "Technological".
Thola iMac
Umbango phakathi kwe-Apple ne-PC ubulokhu ukhona futhi mhlawumbe uzohlala ukhona. I-Apple iziveze kahle lezi zingxabano ezincane nezimpi zamasele emkhankasweni wokumaketha kuqanjwe ngokufanelekile "Thola i-Mac" (Thola iMac). Yakhiwe yi-ejensi ye-TBWAMedia Arts Lab futhi yawina imiklomelo eminingi ehlonishwayo ngayo ngo-2007.
"Thola i-Mac" ekugcineni iveze iziqeshana ezimbalwa ezihlala zilandela iphethini efanayo. Emuva elimhlophe, kwakumi amadoda amabili abhekene, enye isencane igqoke izingubo zokuphola enye indala egqoke isudi. U-Justin Long endimeni yowokuqala wayehlale ezethula njengo-Mac ("Sawubona, ngiyi-Mac") no-John Hodgman endimeni yothingo njenge-PC ("Futhi ngiyi-PC"). Kwalandela i-skit emfushane, lapho i-PC yethula khona ukuthi inenkinga kanjani ngemisebenzi ethile, futhi iMac yakhombisa ukuthi kulula kangakanani kuye.
Iziketi ezihlekisayo, ezivame ukubhekana nezinkinga zekhompiyutha ezingavumelekile, zamukelwe kahle futhi zaba nomthelela ekwandeni kwentshisekelo kuma-Macs.
I-iPhone ifika endaweni yesehlakalo
Ngo-2007, uSteve Jobs wethula i-iPhone, futhi ngaleyo ndlela kwethulwa igagasi elisha lezindawo zokukhangisa. Brown isikhangiso sokuqala ujabula kakhulu lapho abenzi bamafilimu benquma amafilimu adumile abe yisigamu somzuzu, lapho abalingisi bethatha umamukeli bese bethi "Sawubona". Lesi sikhangiso senziwa okokuqala ngesikhathi se-Academy Awards yango-2007.
Ziyanda izikhangiso ze-iPhone, MacBook ne-iMac ziyalandela. Ngo-2009, isibonelo, i-imaginative indawo ku-iPhone 3GS, lapho isela lalibheka imodeli entsha egadwe kakhulu futhi isisebenzi sakwa-Apple sacishe salibamba obishini.
Izimakethe ze-Apple zivame ukufaka imidwebo yezindaba ezincane kanye nemizwa namahlaya. Umkhankaso wakho amaBeatles, ngokwesibonelo, azuza ngesikhathi ifika ku-iTunes ngo-2010. Ngawo lowo nyaka, i-Apple yethula i-iPhone 4 ne-iPad yesizukulwane sokuqala.
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Okunye okuphumelele kakhulu kwaba isikhangiso sikaKhisimusi se-iPhone 4 kanye nesici se-FaceTime, lapho wena ubaba wadlala uSanta Claus futhi waxhumana nendodana yakhe ngevidiyo. Naye waphumelela isikhangiso sokuqala se-iPad, ebonisa ukuthi yini engenziwa ngayo nokuthi ingasetshenziswa kanjani.
Ngemva konyaka, i-iPhone 4S ifika kanye nayo nomsizi wezwi uSiri, i-Apple ebilokhu iphromotha kusukela ngaleso sikhathi. Uvame ukusebenzisa abantu abaziwayo kulokhu, kungakhathaliseki ukuthi bayizihlabani zokulingisa noma abasubathi. Kokunye kwakho ngo-2012 edlalwa, ngokwesibonelo, ngumqondisi odumile uMartin Scorsese.
Ngawo lowo nyaka, i-Apple kwenye indawo wabonisa, njengoba edala ama-EarPod amasha ama-iPhone angena endlebeni ngayinye. Nokho, wakubamba ukugxekwa ngomkhankaso ongaphumelelanga ne-Geniuses, ochwepheshe abakhethekile e-Apple Stores, inkampani eyanqamula maduze nje.
Ekupheleni kuka-2013, nokho, i-Apple yakwazi ukwenza isikhangiso futhi, esazwakala kakhulu enkampanini. Indaba encane kaKhisimusi emayelana nomfana "ongaqondwa kahle" ogcina amangaze umndeni wakhe wonke ngevidiyo ethinta inhliziyo, ngisho uthole indondo ye-Emmy esigabeni "sezikhangiso ezihlukile".
Ngokuvamile, eminyakeni yamuva nje kube nemikhankaso yokukhangisa yazo zonke izinhlobo zemikhiqizo ye-Apple, ehlala isebenzisa amanye amaqhinga ashiwo ngenhla. Ngokwesiko e-Cupertino, babheja ngokucubungula okulula kakhulu okugqamisa okudingekayo, kanye nakubantu abaziwayo abazosiza ukusabalalisa ukukhanyiselwa kuwo wonke amagumbi omphakathi.
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Kodwa akugcini ngosaziwayo nabasubathi. Imvamisa, i-Apple iphinde iboleke izindaba zabantu abajwayelekile, lapho bekhombisa ukuthi imikhiqizo yama-apula ibasiza kanjani emisebenzini yabo yansuku zonke, noma ukuthinta imizwa yabo. Ngesikhathi esifanayo, eminyakeni yamuva nje, uye wadonsa ukunakekela okwengeziwe emizamweni yakhe emkhakheni wezempilo, imvelo, futhi ubonise izindaba eziningana zabantu abakhubazekile.
Singalindela ukugxila okunjalo kobuntu esikhathini esizayo, hhayi kuphela ezikhangisweni, kodwa emsebenzini jikelele wesidlakela saseCalifornia, esihlala sikhulisa ukufinyelela kuso. Singaqagela kuphela ukuthi uzokwazi yini ukuqhamuka nomkhankaso oshisa izikhotha njengokuthi "Cabanga Okuhlukile" noma i-Orwellian "1984" futhi, kodwa kuyacaca ukuthi i-Apple isivele ibhalwe ngokungenakucimeka ezincwadini zokumaketha ngezenzo ezimbalwa.
