蘋果CEO發(fā)言稿的弦外之音
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????7.“而且，我們也開(kāi)始投資擴(kuò)大公司的直接企業(yè)級(jí)銷售隊(duì)伍?！?/strong>什么意思？蘋果居然開(kāi)始大張旗鼓地關(guān)注“企業(yè)”了，也就是所謂的商業(yè)客戶，亦即史蒂夫?喬布斯在世時(shí)從來(lái)不屑一顧的那類IT采購(gòu)者？這條著實(shí)有點(diǎn)意思，但并不是什么新聞。多年來(lái)，蘋果一直在不動(dòng)聲色地?cái)U(kuò)充企業(yè)級(jí)銷售團(tuán)隊(duì)。但是，在論述蘋果如何及為何進(jìn)行投資時(shí)，著重強(qiáng)調(diào)這個(gè)話題，用意再明顯不過(guò)了。 ????最后，庫(kù)克總結(jié)如下： ????簡(jiǎn)而言之，我們的發(fā)展機(jī)會(huì)遠(yuǎn)未到頭。憑著上述所有創(chuàng)新和成功，無(wú)論在美國(guó)本土還是在海外市場(chǎng)，我們都獲得了巨額的現(xiàn)金回報(bào)。一直以來(lái)，我們都在用一部分現(xiàn)金進(jìn)行業(yè)務(wù)投資，擴(kuò)大研發(fā)力量，完成收購(gòu)，開(kāi)設(shè)新的零售商店，對(duì)供應(yīng)鏈投入戰(zhàn)略性的預(yù)付資金、以及擴(kuò)大自身基礎(chǔ)設(shè)施。未來(lái)，這一切將有增無(wú)減。 ????毫無(wú)疑問(wèn)：未來(lái)15年內(nèi)，蘋果的發(fā)展速度不大可能與其過(guò)去15年內(nèi)的速度相提并論。但是，讀了上面這份清單中的內(nèi)容，理解了報(bào)告的弦外之音，領(lǐng)會(huì)了公司首席執(zhí)行官蒂姆?庫(kù)克選擇公布這些內(nèi)容的原因，我們不得不同意：這家身價(jià)5,000億美元的公司未來(lái)仍然存在巨大的發(fā)展空間。 ????譯者：大海 |
????7. "And we are investing in our direct enterprise sales force." What was that? Calling out for all to hear that Apple is paying attention to "the enterprise," also known as business customers, also known as the kind of IT buyers Steve Jobs despised? This part was truly interesting. It's not news, by the way. Apple has been quietly building its enterprise sales force for years now. But emphasizing it in the context of how and why Apple is investing for growth was extremely telling. ????And then Cook summed up: ????Simply stated, we don't see ceilings to our opportunities. All of this innovation and success have led to the generation of substantial amounts of cash, both domestically and abroad. We have used some of our cash to make great investments in our business to increase research and development, acquisitions, new retail store openings, strategic prepayments in capital expenditures in our supply chain, and building out of our infrastructure, and you will see more of all of these in the future. ????There's no question about it: Apple will not be able to grow over the next 15 years as much as it has grown over the last 15 years. Yet reading this list -- and reading between the lines of why Tim Cook chose what he chose to list -- it's hard to challenge the argument that this half-a-trillion-dollar company has plenty of room left to run. |
