Through these 9 ways, Cook brought changes to Apple.
When the fruit powder criticized the practice of Apple CEO Tim Cook, the most common sentence was: "If Jobs is still there, then things won't be like this." In fact, Cook made a lot of things. Work hard to make Apple stronger, more profitable and more active.
Cook's nine aspects of Apple's change:
1. Apple controls the technical goals
Apple is increasingly designing chips and sensors for its devices. This gives Apple greater control over the design of a smooth hardware and software experience. This is not only critical to the future of the iPhone, but also to all of Apple's future products.
2. Apple is not only a equipment company, but also a service company.
Apple has 12% of its revenue from digital services such as iCloud, Apple Pay, AppleCare and the App Store. This part of Apple's business is growing faster than hardware sales. Cook said: "I think this business will be even bigger. The business is already very big. If you go to see this business alone, it is difficult to find a company of comparable size. In fact, we also began to disclose this part. Performance."
3. Apple pays attention to the enterprise market
In addition to the corporate image department, Apple has never paid much attention to corporate market sales. At present, Apple has reached a cooperation agreement with IBM to sell equipment to enterprises. As the demand for iPads decreases, the iPad Pro is targeting more corporate users, trying to transform from consumer devices to next-generation enterprise notebooks.
4. Apple becomes a fashion brand
Apple's products have long been a model of industrial design. At present, Cook began to introduce certain concepts of the fashion industry, such as the quarterly release of products, into Apple Watch and other products. (For example, Apple and Hermès worked together to design a wristband.) Under the leadership of Burberry's former executive Angela Ahrendts, the Apple retail store is being redesigned. This also reflects this trend: accessories are no longer technology products, more fashion products.
5. Apple App Store has become a marketing platform
One billion people have gone through the App Store to find out what software can be installed on the device. Apple is relying on more downloads (and the revenue that comes with it). Apple Marketing Director Phil Schiller is currently responsible for the App Store operations, and he has made many changes in the past six months, such as expanding in-app subscription services. This will make the application a more repeatable business.
6. Apple began to accept the concept of open beta
Apple is now aware that it is impossible to make a product perfect when it is launched. iOS 10 will be provided to the beta participants. The new version of the file system, which will be launched next year, has entered the hands of developers. Even Apple Watch reflects Apple's philosophy: first launch the product, see how the user feedback, and then take targeted measures.
7. Apple is focusing on new areas, but may not be the ruler of these markets
Apple, including automotive, healthcare and original streaming content, is investing in an attractive, highly competitive market. These markets are unlikely to be dominated by any single company. Cook said: "Our strategy is to do everything we can to help you in every aspect of your life."
8. Apple becomes a global financial giant
Apple currently holds $233 billion in cash. Over the past two years, Apple has spent $117 billion on stock repurchases. Although some believe that these financial projects have caused interference, it is also part of Cook's deepening of Apple's professionalism program. This type of financial project complements Apple's other strengths. As Cook said: "I hope that Apple will always be here."
9. Apple's social welfare activities
Jobs once had a mission: to make computers a "sports bike" and to be a beautiful tool in people's daily lives. On this basis, Cook has made Apple a public interest company, whether it is support for gay rights, privacy protection against the US Federal Bureau of Investigation (FBI), or promoting Apple's environmental leadership in resource-intensive industries. By. Cook said: "I believe that, like ordinary people, companies should have their own values."
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