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蘋果的Mac電腦迎來了35歲生日

蘋果的Mac電腦迎來了35歲生日

Don Reisinger 2019-01-28
1984年1月24日,蘋果公司發(fā)布了第一臺Macintosh電腦。它是計算機(jī)史上最重要的電腦之一。

白色背景中的蘋果Macintosh 128k電腦。該產(chǎn)品于1984年1月24日發(fā)布,它也是第一臺量產(chǎn)的Mac電腦。圖片來源:Getty Images
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1984年1月24日,蘋果公司發(fā)布了第一臺Macintosh電腦。它是計算機(jī)史上最重要的電腦之一,也是第一臺帶有圖形用戶界面(GUI)的大眾市場電腦。它采用了屏幕一體機(jī)設(shè)計,并且自帶鼠標(biāo)——這兩個功能現(xiàn)在幾乎已經(jīng)是標(biāo)配了,但在當(dāng)時還遠(yuǎn)遠(yuǎn)沒有普及。

在接下來的許多年里,Mac系列電腦都是蘋果產(chǎn)品線中的中流砥柱。

然而35年后,很多事情都已經(jīng)改變了。Mac電腦依然暢銷,每年都能創(chuàng)造幾十億美元的收入。但在蘋果公司的產(chǎn)品線里,Mac已經(jīng)不像過去那么舉足輕重了。

最近十多年,iPhone才是蘋果最重要的產(chǎn)品,它將公司的收入和利潤推向了新的高度。而包含蘋果應(yīng)用商店(App Store)和蘋果音樂(Apple Music)在內(nèi)的蘋果服務(wù)部門,則已經(jīng)成為僅次于iPhone的蘋果第二大業(yè)務(wù)部門。Mac雖然排名第三,但業(yè)務(wù)規(guī)模遠(yuǎn)遠(yuǎn)落后,增長也陷入了停滯。

過去幾個財年,Mac的銷售額基本上是一潭死水。比如2014財年,Mac的銷售額為241億美元,次年增長到255億美元,2016年則下降到228億美元,2017年又回升至259億美元。2018財年,Mac的銷售額又下滑到255億美元。就連年銷量也是差強(qiáng)人意。2015財年,蘋果每年還能賣出2060萬臺Mac,但去年的銷量就只有1820萬臺了。

對于一個年收入達(dá)到250億美元級別的業(yè)務(wù)部門,我們以乎也沒有理由對它評頭論足。而且我們也應(yīng)該意識到,計算機(jī)業(yè)務(wù)不同于手機(jī)和軟件業(yè)務(wù),消費(fèi)者并沒有經(jīng)常升級的迫切需求。這幾年的趨勢也表明,蘋果要想讓Mac實現(xiàn)銷量的躍升,顯然不是一件容易的事情。

Mac銷量不景氣,一是受行業(yè)大氣候的影響——比如很多人買了移動設(shè)備后就不需要購買電腦了,此外低價產(chǎn)品的競爭也給Mac的銷量造成了沖擊。二是因為蘋果公司的一些“自殘”的做法。

比如最近幾年,蘋果搞出了一款備受吐槽的“蝴蝶鍵盤”設(shè)備,遭到了廣泛差評。蘋果還想通過觸控條功能將Mac觸屏化,但這個創(chuàng)新也反響平平。另外,Mac系列真正的爆款產(chǎn)品(比如MacBook Pro等)很少有設(shè)計上的顯著改進(jìn),導(dǎo)致很多消費(fèi)者不愿意花幾千美元買一臺跟老款看起來幾乎一模一樣的電腦。(更別說像Mac Mini和Mac Pro等型號要等好久才能迎來一次升級。)

所以說,現(xiàn)在的現(xiàn)實是,Mac的重要程度已經(jīng)排在了iPhone業(yè)務(wù)、服務(wù)業(yè)務(wù)和蘋果的很多其他項目后面。經(jīng)典的Mac品牌也因此遭受了不小的打擊。

展望2019年,我們?nèi)匀徊恢捞O果對Mac系列產(chǎn)品有何計劃,只知道今年蘋果會推出一款新的Mac Pro電腦。有些型號的Mac產(chǎn)品或許也會迎來更新。

在35歲生日這年,Mac電腦能有什么突破性的成就嗎?從目前掌握的情況看,結(jié)合蘋果最近的表現(xiàn),似乎沒什么可能。這實在太不幸了。(財富中文網(wǎng))

譯者:樸成奎

On January 24, 1984, Apple unveiled the first ever Macintosh computer. The machine, one of the most important computers ever released, was the first mass-market computer to ship with the graphical user interface (GUI) and came with a built-in screen and mouse—two features we take for granted today but weren’t ubiquitous at the time.

The Macintosh, or Mac, as it became known, helped to drive Apple’s business for years.

But 35 years later, things have changed. The Macs are still around, of course, and they still generate billions in revenue. But they don’t seem to carry the same weight at Apple as they once did.

For more than a decade, the iPhone has been Apple’s most important division, driving the company to new heights in revenue and profits. And in recent years, Apple’s Services division, which includes sales from Apple’s App Store, Apple Music, and others, has become the company’s second-largest business unit behind iPhone. The Mac is a distant—and stagnant—third.

Over its last several fiscal years, Mac sales have been largely static. In Apple’s 2014 fiscal year, for instance, Apple’s Mac sales stood at $24.1 billion. They grew to $25.5 billion the next year, dropped to $22.8 billion in 2016, and climbed back to $25.9 billion in 2017. Apple’s last fiscal year, Mac sales stood at $25.5 billion. Even unit sales each year have been stagnant, standing at 18.2 million last year—down from 20.6 million in Apple’s 2015 fiscal year.

Criticizing a division that makes $25 billion a year can be difficult. And it’s important to realize that the computer business is different from iPhones and Services, where people are willing to buy refreshes more often. But the trends over time suggest Apple is having some trouble jumpstarting the Mac.

Industry-wide trends, like people turning to mobile devices instead of computers, and competition from lower-priced options, are affecting Apple’s Mac sales. But the company is also hurting itself.

In just the last couple of years, Apple has been taken to task for a flawed “butterfly keyboard” design that was nearly universally disliked. The company’s Touch Bar was supposed to bring touchscreens to the Mac, but it largely fell flat. And with few design upgrades to Apple’s most popular computers, including the MacBook Pro, some folks are loath to spend thousands on a machine that looks nearly identical to their previous model. (And don’t even get me started on the long wait for Mac Mini and Mac Pro updates.)

The truth is, business realities make the Mac less important than the iPhone, Services, and other projects Apple is working on. And unfortunately, the iconic Mac brand has suffered because of it.

As we look ahead to 2019, there’s no telling what Apple has planned for Macs. We do know that the company will be showcasing a new Mac Pro this year, and some updates to some of its devices seem likely.

But will we have another groundbreaking Mac achievement at 35 years of age? Given what we know right now—and Apple’s recent track record—it seems unlikely. And that’s unfortunate.

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