为了迎来苹果的下一篇章苹果一直在改革

2014-09-25 16:05:33来源：可可英语

　　For Ben Wood of CCS Insight, another market-research firm, Apple's plan is to be even morelike the Hotel California (as in the Eagles' song), “where you can check out any time you like,but you can never leave”. The more Apple-gadget owners store their data in them, from photosto health information, the more they are locked in, and must stick with Apple.

　　另一家市场调研公司CCS Insight 的本.伍德认为，苹果的计划更像是“加州旅馆”(老鹰乐队的歌)：“你可以随时退房，但却永远不会离开。”苹果用户在系统中储存的数据越多，从照片到健康信息，他们就越依赖苹果。

　　At the same time, Apple is trying to become more open to partners—a big change for the firm. “There has always been a huge tension between keeping control and opening up” at Apple,explains Michael Cusumano of MIT's Sloan School of Management. Mr Jobs saw Apple productsas complete works of art and never wanted them unbundled. Only after the executive teamrebelled, for instance, did he relent and in 2003 let iTunes become available on Windows—amove that dramatically increased sales of the iPod.

　　与此同时，苹果正尝试向合作伙伴们更开放——这对苹果是个好机会。麻省理工斯隆管理学院的迈克尔.库森曼诺解释说，就开放程度问题，苹果内部一直存在很大分歧。在乔布斯看来，苹果的产品是一个完整的艺术作品，绝不希望它被拆分。直到管理团队出现反叛之后，他才在2003年做了退步，让iTune可以通过Windows访问——这一举措大大地提升了iPod的销量。

　　Three years after Mr Jobs's death, Apple seems to be ready to go further, hoping to enticeother firms to contribute to its ecosystem and make it more attractive. Earlier this yearApple announced a partnership with IBM, as well as changes that make it easier for outsidedevelopers to design apps for the iPhone. And Apple's watch will have third-party apps from thestart. The iPhone launched without the app store; it opened only a year later, after manyoutside developers had hacked the device, allowing them to write apps for it.

　　乔布斯去世了三年，苹果似乎要采取进一步行动，希望通过与其他公司合作来构建苹果的“生态系统”，使其更具吸引力。今年早些时候，苹果就宣布与IBM合作，同时作了些改变以方便外部开发者为iPhone设计应用。并且苹果手表一开始就会有第三方应用。iPhone刚发行的时候并没有应用商店，直到一年后许多外界开发商黑进了手机，苹果才勉强允许他们开放应用。

　　The new openness does not only apply to technology. Mr Cook has let outsiders join his innercircle, hiring executives from retail and other industries to expand Apple's expertise. He hasalso overseen the largest acquisition in Apple's history, the $3 billion purchase in May ofBeats, a headphones and music-streaming company. For its new payment system it teamed upwith big retailers, such as Whole Foods and Walgreens, and credit-card firms, includingMasterCard and Visa.

　　这种新的开放制度不仅适用于技术层面，库克已经允许外界人士参与它的内部圈子，并且聘请零售和其他行业的管理者来扩展苹果公司的业务面。库克见证了苹果史上最大的一起并购案：苹果于今年5月斥资30亿美元收购了Beats(一家生产耳机和音乐流媒体公司)。至于其新开发的支付体系，苹果将与各大零售商进行合作，如有机食品连锁店Whole Foods 和沃尔格林，以及信用卡公司，包括万事达卡和Visa卡。

本文关键字: 苹果的下一篇章