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专栏 - 苹果2_0

手表达人眼中的苹果手表

Philip Elmer-DeWitt 2014年09月16日

苹果(Apple)公司内部流传着一个老笑话,那就是史蒂夫·乔布斯周围是一片“现实扭曲力场”:你离他太近的话,就会相信他所说的话。苹果的数百万用户中已经有不少成了该公司的“信徒”,而很多苹果投资者也赚得盆满钵满。不过,Elmer-DeWitt认为,在报道苹果公司时有点怀疑精神不是坏事。听他的应该没错。要知道,他自从1982年就开始报道苹果、观察史蒂夫·乔布斯经营该公司。
一位资深的钟表业内人士日前撰写了迄今为止最为详尽的苹果手表评测报告,就这款手表在哪些方面设计得当,哪些方面还没有定论等问题提出了自己的观点。

    “与瑞士和亚洲的大多数价位相似的手表相比,苹果公司(Apple)推出的这款智能手表拥有更多值得称道的细节,正是这些细节成就了一款真正让人过目难忘的设计精品。”

    这段话出自本杰明•克莱默。这位前瑞银集团(UBS)咨询师是广受推崇的钟表业垂直网站Hodinkee的创始人兼主编。在这份迄今为止最为详尽的苹果手表评测中,他就这款手表在哪些方面设计得当,哪些方面还没有定论等问题提出了自己的观点。

    他喜欢这些地方(以下是他的原话):

    • 在350美元这个价位的手表中,苹果手表的总体设计水准让一切竞争产品(无论是数字手表还是机械手表)都相形见绌。它的设计充满巧思,这一点毋庸置疑。这款手表让人觉得很上档次。

    • 我知道有不少人在讨论这个表是否该做得更大些——为什么它没有做得更大呢?苹果公司本可以把整个界面做得更大,更醒目,从远处更好辨认,并且使用更简便。但实际上能看出来,为了让这只表戴起来恰到好处,苹果在很多设计上都是有所节制的。

    • 苹果选择用两个宇宙图景作为待机图像,这表明苹果公司至少对最早期计时机器的起源和重要性,以及时空的真正统治者——宇宙——是饱含敬意的。

    • 再者,这只表保留了拨盘。虽然这是一个“数字拨盘”,但对于一个由讨厌按键和开关的创始人创办的公司来说,他们保留了手表上这一传统的控制中心,确实具有某种深意。

    • 瑞士手表是不会提供这么多不同的外形供顾客选择的。在这样一个每个行业都开始对细节吹毛求疵的世界上,让人们有机会沉迷于产品的细节是明智之举。

    • 苹果公司非常明确、毫无争议地选定了自己的御用表带和手链式表带。大家不仅能看到多款材质和样式各异的表带,从真皮到氟橡胶,从手链到米兰式(Milanese,一种由细钢丝密编成网格的经典表带——译注),应有尽有。由此我们能清楚地了解到,苹果公司一直深入关注着人们佩戴手表的方式,以及现有的表带是多么不如人意。

    “Apple got more details right on their watch than the vast majority of Swiss and Asian brands do with similarly priced watches, and those details add up to a really impressive piece of design.”

    So writes Benjamin Clymer, the former UBS consultant who founded and edits the respected horological website Hodinkee.

    In the Apple Watch’s most detailed review yet, he offers his perspective on what the company got right and where the jury is still out.

    What he liked:(I quote)

    • The overall level of design in the Apple Watch simply blows away anything – digital or analog – in the watch space at $350… The Apple Watch feels like a lot of thought went into it, and no doubt it did. It feels expensive.

    • I’m sure there was much discussion about making it larger – how could there not be? It would’ve made the entire interface bigger, bolder, more recognizable from afar and easier to use. The fact that they chose to actually make the thing wearable shows a great deal of restraint.

    • The fact that Apple chose to develop two faces dedicated to the cosmos shows they are, at the very least, aware of the origins and importance of the earliest timekeeping machines, and the governing body of all time and space – the universe.

    • Further, they kept the crown. Okay, so it’s a “digital crown” on the Apple Watch, but for a company founded by a man known for his distaste of buttons and switches, the fact that they kept the original horological control center says something.

    • No watch from Switzerland comes with this many choices of finishes, and in a world where every industry is splitting hairs…, it only makes sense to offer the chance for people to obsess of the details.

    • Apple absolutely, positively, indisputably NAILED its straps and bracelets. In addition to offering a bevy of options from leather to fluoroelastomer to link bracelets to Milanese, it is here that you really see how much attention Apple was paying to the way people wear watches, and the how bad existing options were.

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