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我们是否低估了这场苹果发布会?

我们是否低估了这场苹果发布会?

Aaron Pressman 2021年04月22日
苹果于4月20日举办的发布会不仅发布了一系列新产品,还预示了一些潜在的、甚至是被忽略的趋势。

在4月20日这场有史以来最为紧凑的发布会上,苹果公司(Apple)的首席执行官蒂姆·库克发言时就像多喝了一杯咖啡那样亢奋。

库克推出了苹果的“春季”线上活动:在苹果的信用卡中加入了家庭卡;对播客应用程序进行了修改;对苹果电视(Apple TV)进行了更新,包括一个新的遥控器,该遥控器也将单独出售;紫色iPhone;新一季的《足球教练》(Ted Lasso);推出了AirTag;发布新的小型iMac;最后是新一代iPad Pro。

这场发布会的情况已经被各媒体详细报道过了,但我还是想强调一下,这场发布会上还有一些潜在的、甚至是被忽略的趋势。

优化升级后的“高级播客”

在库克的第一波“官宣”中,有一项内容是将对苹果的“播客”应用程序进行全新改版。但库克的大招还在后面:苹果将首次允许播主收取订阅费。“高级播客”的播主将不得不向苹果缴纳自己的一部分所得,但他们依然可以如数拥有自己的广告费,而不用和苹果分成,也不必把自己的节目独门播送给苹果一家。

随着Spotify也加入了高级播客服务,这一新兴行业发生的变化可能是惊人的。

首先,截至目前,播主们都已经能够通过RSS信息源轻而易举地播送自己的节目。苹果和其他所有播客平台都是通过相同的、“向所有人开放”的信息源获取链接的。但对于高级节目,苹果和Spotify将要求播主在其专项服务上播送,而这些专项服务不会向其他任何人开放。破坏开源的RSS可能会成为开放式播客环境的终结,并导致该行业内仅有的几家寡头合并。

其次,同样服务于播主和其他内容创作者的其他一众小型平台可能会被挤出赛道,并且由于两家巨头正在主攻“高级服务”而逐渐退场。在与苹果和Spotify的竞争中,像Patreon、Memberly、Podia等其他许多小型播客频道的处境势必十分艰难。

“家庭装”的金融科技!

信用卡是一种有点可疑,但既无聊、却又方便的付款方式。苹果与高盛集团(Goldman Sachs)合作、首次涉足金融领域时,也就是在信用卡上做做文章。

但在4月20日,库克宣布了苹果信用卡(Apple Card)的两项重要更新。首先,一对夫妇现在可以共享一个账户,但是两个人将分别根据各自最重要的信用记录而获得信用额度。这就打破了该行业一个备受诟病的惯例,即在联名账户上只有夫妻中某一方的信用记录。

其次,苹果将允许成年父母给他们的孩子一个限量版的信用卡,可以选择消费限额,并将交易信息返回至父母的账户。我本人就有三个子女,监督着一张家庭共用信用卡(一开始“只用于紧急情况”,但现在已经适用于各种“例外情况”),我想说,如果能够像宣传的那样奏效,这将是一个有价值的突破。

但对许多金融科技初创公司来说,这个举措可能并不受欢迎——这些公司一直在家庭预算领域进行创新,跟踪家庭支出,帮助子女贷款。

平板里的台式机?

在依赖增强版iPhone A系列芯片10年之后,苹果于4月20日宣布,将在iPad Pro上添加M1芯片——该芯片是苹果公司去年为其Mac电脑开发的极速芯片,以取代对英特尔(Intel)CPU的依赖。新的iPad也有更大的内存,最高达16GB,与很多Mac电脑持平。

请记住,那些M1芯片驱动的苹果电脑(包括4月20日发布的新iMac),已经促使大多数Mac软件开发者重新编写了应用程序(例如Adobe的Photoshop),以便在新电脑上运行。所以现在,iPad Pro有了同样的芯片和足够的内存来运行MacOS程序——这意味着什么?或许在6月的苹果全球开发者大会(WWDC)上,苹果将宣布,iPad Pro也将允许加强版应用程序的运行。

反垄断,又是反垄断!

在过去一年甚至更早,苹果及其他科技巨头企业一直因为涉嫌阻碍科技经济领域竞争而备受指责。苹果被指控垄断移动应用程序、向开发者收取过高费用、剽窃小公司的创意,而且作为两大主要智能手机平台之一,苹果有很多行为失当的记录。

所以,苹果受到了指责和惩罚?“库比蒂诺(苹果总部所在地)的孩子们”是不是没有那么得意了?

并没有。

4月20日,苹果发布的产品中包括AirtTag——这一产品看起来与Tile多年来一直在销售的一款产品极为相近,但它与iPhone生态的整合情况要好得多,毕竟这只有苹果才能达成。与此同时,Tile和苹果于4月21日在参议院举行的反垄断听证会上对峙。

此外,新的付费播客计划还包括了开发者和苹果在第一年的“7比3”的收入分成——这在应用程序和游戏等其他领域曾经招致了很多批评以及诉讼。

或许苹果的下一场发布会应该叫“不屈服的夏天”。(财富中文网)

编译:陈聪聪、杨二一

在4月20日这场有史以来最为紧凑的发布会上,苹果公司(Apple)的首席执行官蒂姆·库克发言时就像多喝了一杯咖啡那样亢奋。

库克推出了苹果的“春季”线上活动:在苹果的信用卡中加入了家庭卡;对播客应用程序进行了修改;对苹果电视(Apple TV)进行了更新,包括一个新的遥控器,该遥控器也将单独出售;紫色iPhone;新一季的《足球教练》(Ted Lasso);推出了AirTag;发布新的小型iMac;最后是新一代iPad Pro。

这场发布会的情况已经被各媒体详细报道过了,但我还是想强调一下,这场发布会上还有一些潜在的、甚至是被忽略的趋势。

优化升级后的“高级播客”

在库克的第一波“官宣”中,有一项内容是将对苹果的“播客”应用程序进行全新改版。但库克的大招还在后面:苹果将首次允许播主收取订阅费。“高级播客”的播主将不得不向苹果缴纳自己的一部分所得,但他们依然可以如数拥有自己的广告费,而不用和苹果分成,也不必把自己的节目独门播送给苹果一家。

随着Spotify也加入了高级播客服务,这一新兴行业发生的变化可能是惊人的。

首先,截至目前,播主们都已经能够通过RSS信息源轻而易举地播送自己的节目。苹果和其他所有播客平台都是通过相同的、“向所有人开放”的信息源获取链接的。但对于高级节目,苹果和Spotify将要求播主在其专项服务上播送,而这些专项服务不会向其他任何人开放。破坏开源的RSS可能会成为开放式播客环境的终结,并导致该行业内仅有的几家寡头合并。

其次,同样服务于播主和其他内容创作者的其他一众小型平台可能会被挤出赛道,并且由于两家巨头正在主攻“高级服务”而逐渐退场。在与苹果和Spotify的竞争中,像Patreon、Memberly、Podia等其他许多小型播客频道的处境势必十分艰难。

“家庭装”的金融科技!

信用卡是一种有点可疑,但既无聊、却又方便的付款方式。苹果与高盛集团(Goldman Sachs)合作、首次涉足金融领域时,也就是在信用卡上做做文章。

但在4月20日,库克宣布了苹果信用卡(Apple Card)的两项重要更新。首先,一对夫妇现在可以共享一个账户,但是两个人将分别根据各自最重要的信用记录而获得信用额度。这就打破了该行业一个备受诟病的惯例,即在联名账户上只有夫妻中某一方的信用记录。

其次,苹果将允许成年父母给他们的孩子一个限量版的信用卡,可以选择消费限额,并将交易信息返回至父母的账户。我本人就有三个子女,监督着一张家庭共用信用卡(一开始“只用于紧急情况”,但现在已经适用于各种“例外情况”),我想说,如果能够像宣传的那样奏效,这将是一个有价值的突破。

但对许多金融科技初创公司来说,这个举措可能并不受欢迎——这些公司一直在家庭预算领域进行创新,跟踪家庭支出,帮助子女贷款。

平板里的台式机?

在依赖增强版iPhone A系列芯片10年之后,苹果于4月20日宣布,将在iPad Pro上添加M1芯片——该芯片是苹果公司去年为其Mac电脑开发的极速芯片,以取代对英特尔(Intel)CPU的依赖。新的iPad也有更大的内存,最高达16GB,与很多Mac电脑持平。

请记住,那些M1芯片驱动的苹果电脑(包括4月20日发布的新iMac),已经促使大多数Mac软件开发者重新编写了应用程序(例如Adobe的Photoshop),以便在新电脑上运行。所以现在,iPad Pro有了同样的芯片和足够的内存来运行MacOS程序——这意味着什么?或许在6月的苹果全球开发者大会(WWDC)上,苹果将宣布,iPad Pro也将允许加强版应用程序的运行。

反垄断,又是反垄断!

在过去一年甚至更早,苹果及其他科技巨头企业一直因为涉嫌阻碍科技经济领域竞争而备受指责。苹果被指控垄断移动应用程序、向开发者收取过高费用、剽窃小公司的创意,而且作为两大主要智能手机平台之一,苹果有很多行为失当的记录。

所以,苹果受到了指责和惩罚?“库比蒂诺(苹果总部所在地)的孩子们”是不是没有那么得意了?

并没有。

4月20日,苹果发布的产品中包括AirtTag——这一产品看起来与Tile多年来一直在销售的一款产品极为相近,但它与iPhone生态的整合情况要好得多,毕竟这只有苹果才能达成。与此同时,Tile和苹果于4月21日在参议院举行的反垄断听证会上对峙。

此外,新的付费播客计划还包括了开发者和苹果在第一年的“7比3”的收入分成——这在应用程序和游戏等其他领域曾经招致了很多批评以及诉讼。

或许苹果的下一场发布会应该叫“不屈服的夏天”。(财富中文网)

编译:陈聪聪、杨二一

In the most jam-packed hour of Apple announcements ever, Apple CEO Tim Cook sounded like he'd had maybe an extra cup of coffee on April 20.

Cook launched Apple's "Spring loaded" virtual event with the cool addition of family cards to Apple's credit card, changes to the podcast app, updates to the Apple TV including a new remote control that will also be sold separately (thank god!), a purple iPhone, a new season of Ted Lasso, the introduction of AirTags, a new small iMac, and, finally, the updated iPad Pro.

For more detail, I also did a rundown of the brightly colored new iMac, my colleague Jonathan Vanian has you covered for Airtags, and CNET's Katie Collins runs down the features of the updated iPad Pro. But I wanted to highlight some of the deeper and perhaps overlooked trends underlying what's going at Apple.

Podcasting goes premium

One of Cook's first announcements was Apple's revamp of its blah podcasting app with some new features such as channels. But then Cook dropped the bomb: Apple would allow podcasters to charge subscription fees for the first time. Premium podcasts would have to give Apple a cut of the revenue, but could still include their own advertising without sharing those dollars, and would not have to make their programs exclusive to Apple.

With Spotify also getting on board the premium podcasting train, the changes for the burgeoning industry could be staggering.

First, until now, podcasters have been able to distribute their shows by listing on a simple RSS feed. Apple and all other podcast platforms picked up links from the same open-to-all feed. But for premium shows, Apple and Spotify will require podcasters to list on their proprietary services, which aren't open to anyone else. Breaking RSS could be the end of the open podcast environment, which could lead to consolidation around just a few big players.

Second, a whole bunch of small services that have catered to podcasters and other creators may lose out and wither away now that the two giants are offering premium options. Patreon, Memberful, Podia and many others will have a tougher time with Apple and Spotify in the game.

Fintech—family size!

Credit cards are a somewhat questionable but boring and convenient way to pay for things. Apple's first foray into the field, partnering with Goldman Sachs, was all of these things.

On April 20, however, Cook announced two big new features for the Apple Card. First, a couple can now share one account, but both people will get credit on their all-important credit histories. That breaks the industry's terrible common practice where only one spouse on a joint account develops a credit history.

Second, Apple will let adults grant their kids a limited version of the card with the option for spending limits and reporting transactions back to the parental account. As someone who has struggled to oversee three teens with a shared family credit card (which started out "only for emergencies" but has morphed into all manner of allowed exceptions now), let me say that if this works as advertised, it will be a valuable breakthrough.

But it may be an unwelcome break to the many fintech startups that have been innovating in the area of family budgets, tracking family spending, and helping kids with credit. Oops.

Is that a PC in your tablet?

After a decade of relying on souped-up A-series iPhone chips, on April 20 Apple announced it was adding its M1 chip to the iPad Pro. That's the super-souped-up chip Apple created last year for its Mac computers to replace Intel CPUs. The new iPads also got a lot more memory, up to 16 GB, just like many of Apple's Mac computers. Hmm.

Remember that those M1-powered Apple computers, including the new iMac announced on April 20, have prompted most Mac software developers to rewrite their apps, such as Adobe Photoshop, to run natively on the chip. So now that the iPad Pro has that same chip—and enough RAM to run MacOS programs—is there another shoe to drop? Maybe at Apple's WWDC in June, the iPad Pro will get to run pro applications too.

Antitrust, shmantitrust

Apple, along with its Big Tech brethren, has been under the gun for the past year or more for allegedly thwarting competition across the tech economy. Apple has been accused of monopolizing mobile apps, charging too much from developers, stealing ideas from smaller companies, and generally misbehaving as one of the two dominant smartphone platforms.

So has Apple been humbled or chastised? Have the Cupertino kids lost a little of their swagger?

Nope.

April 20's announcements included Airtags, which look an awful lot like the product Tile has been selling for years, only with much better integration into the iPhone's software that only Apple can grant. Meanwhile, Tile and Apple were scheduled to face off April 21 at a Senate hearing on antitrust.

Also, the new premium podcast program includes the same 70/30 first-year revenue split between creators and Apple that has drawn so much criticism (and so many lawsuits) in other areas like apps and games.

Maybe Apple's next event should be called "Summer unbowed."

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