Apple CEO Cook has visited China earlier than before, and it seems quite unusual to come to China before the release of iPhone 7.
According to past practice, this CEO who is low-key but especially fond of going to the Apple Store is visiting China every year in May and October, just after the annual spring and autumn conferences. The intention is clear, but it is really unexpected when China’s heavyweight products are released in August, which is less than a month.
If you have been concerned about Apple's earnings for the previous two months, you will find that Cook is very intriguing in China at this special time. In the two quarters of Q2 and Q3 this year, Apple's revenue and operating profit both fell, while the Greater China region, which is very valued by Cook, also fell sharply. In this context, the iPhone, which accounts for nearly two-thirds of sales, is about to release its new product of the year, and naturally becomes a handcuff that CEO Cook hopes to boost performance.
For iOS 10, he rarely praises
In fact, we know that Apple's confidentiality measures are very strict. Even as a CEO, you can't talk about unreleased new products. However, during the interview, Cook has repeatedly praised iOS 10, which will be officially launched in the fall. He commented: "iOS 10 is our most important version update, and 5 million people participated in the beta in the beta released last month."
In my opinion, it is rare for Cook, who has the final decision on the project, to openly talk about an unreleased operating system, and before the interview, Cook also listened to five domestic developers for the new version of iOS. 10 support and utilization, although Apple has always been a typical representative of both hardware and software, but in recent years it can be found that its emphasis on developers shows that the direction of the ecological chain is tilting, rather than repeatedly show their own hardware.
In addition, Cook also talked about iOS 10 support for localization, such as intelligent voice assistant Siri is trying to learn some of China's characteristics and culture, even including Chinese poetry, such as reading an ancient poem, Siri can help you find who the author is; In addition, the new hybrid keyboard can support mixed input in Chinese and English, and even predict and correct, which is especially evident in iMessage.
He disapproves of market saturation
In fact, the details of this "good for Chinese consumers", you can see from the recent two-year conference, as well as Cook's frequent visits to China, for the Chinese market, Cook has a special feeling, but for The opponents in this market, especially the domestically-developed mobile phones that are expanding rapidly, can Apple still maintain a calm posture?
His answer is starting from the ecological chain. "I think the iOS user experience is much better than the Android phone, and in terms of customer satisfaction, both China and the world, we are unique." He also listed A previous user satisfaction survey showed that iPhone users using China Mobile had the highest satisfaction. Apple ranked first in the three categories of user base, loyalty and user value, and the advantage was higher than that of domestic mobile phones. His point of view.
When talking about the so-called market saturation and lack of innovation, Cook held the opposite opinion. "I don't think the smartphone market is saturated. In fact, there are still many countries and markets in the world, and its smartphone penetration rate is still very low." Here is also an example of 4G development in the Indian market, as well as a large number of functional machine users facing the problem of changing machines.
So despite the slowdown in smartphone growth, it is still the biggest market on the planet, because everyone has this demand, and this product line has become diversified since the iPhone SE, which may be geared to entry. Considerations made by the market or functional machine users to change machines.
For the financial report, he said that the long-term vision
But for Cook, one problem that cannot be avoided is the financial report. This problem made him seriously serious. After throwing this question, he reminded me to pay attention to two points: The first is the Apple channel in the last fiscal quarter. Inventory is reduced, but sales to consumers have increased, and this is not reflected in revenue.
The second point is the depreciation of the renminbi. The renminbi depreciated 9-10% last year. “As a multinational company, our income is calculated in US dollars, but after converting into US dollars, the income will be reduced accordingly.â€
At the same time, Cook once again mentioned the issue of "strategic vision". "We are looking at the long-term and will not care about some changes in a short period of time. Therefore, we invest in technology, not just the current market or the fiscal quarter. "But Cook also admits that there will always be a cycle of ebb and flow in smart phones. Anyone will experience peaks and low tides. Obviously, Apple's next climax is coming soon.
From this answer, you will see a few clues. First, Apple can't avoid the market tide. It can't be in the market, but it has to follow this rule. This is no different from most manufacturers. Second, we I saw that Apple has invested in a lot of fields and technologies. (In a previous interview, Cook revealed that Apple has acquired an average of 15-20 companies per year for the past four years. In fact, they value the talents and knowledge they have. Property rights), although not necessarily these technologies or patents will appear in mass production products, but Cook is full of confidence that Apple actually values ​​the future technology, not one or two products in the future.
For five years of work, he only has one word "love"
I have interviewed a lot of CEOs before, most of them will chatter to explain the company's latest products or technologies, just like a product manager, but Cook is obviously not such a person, except for the conference he rarely talks about specific products. It seems that he and you describe things that will happen only a few years later. Obviously, for this position he has been sitting for five years, he is already familiar with it. These five years have happened to him personally.
Cook once compared this job to "the best job in the world". He said to me: "I am true love for Apple. I have great enthusiasm and love in Apple every day." He also Specifically, "I have come to China many times in the past 5 years. The reason why I love China is because I saw entrepreneurs here changed the world through the development of the App."
So you will find that every time Cook comes to China, there will be a visit to the developer during the trip. He will listen to the developers' suggestions and see how they can realize their ideas through Apple's tools and channels, and even Half-jokingly said that he is a fan of Sun Yong, the developer of "榫å¯", and these interactions with local developers have undoubtedly turned into a Chinese element in iOS and other systems.
In today's meeting, I noticed a detail. Before the interview, the developer of Didi Travel demonstrated a "God" in iOS 10. With Siri, you can call the car. When Cook sees it, he can call it immediately. When I arrived at a special car, I was so happy that I had to raise my hand. I think he must have thought about the taxi experience of Diqing President Liu Qing three months ago, and the Chinese developers’ response to the new version of the system has become On several occasions, Cook emphasized the strong argument that "China has a talent reserve of 1.5 million developers."
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