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Author: Austin Carr, Max Chafkin, Bloomberg; Compilation: Deng Tong, Bit Chain Vision Realm
1. Macintosh (referred to as mac)
The legend of the super bowl in 1984 is a story of the weak, but it is not the story on the court.During the third quarter, 80 million fans watched the Los Angeles Assault Team defeating the defending champion Washington Redman. A advertisement showed that a team of men wearing uniforms, gray complexions, and shaved heads ran into the theater.On a huge electric curtain, a vaguely visible elder brother shouted the “glorious” garden of “glory” in the society.It wasn’t until a young woman rushed forward and smashed the screen with a sledgehammer that the dictator was speechless.”You will see,” a commentator chanted, “Why isn’t it like 1984 in 1984?”
This is really a good advertisement.Source: Apple
This advertisement was Apple’s first Macintosh computer advertisement, and later became one of the most famous commercial advertisements in history.Ridley Scott, director of the advertisement, redefined the computer from the boring business tools as a declaration of identity.Co -founder Steve Jobs and other early Apple executives regard themselves as rebels and artists.Steve Hayden participated in the concept of this advertisement and cooperated closely with Jobs. He said that Mac “should be a device that gives people power”, which puts technology to ordinary people, not the people, not the ordinary people, not the people, not the ordinary people, instead of being notEnterprise and government.Forty years later, the disruptive force of personal calculations has changed from revelation to cliché. People generally believe thatApple has helped realize information democratization by defining personal computers and his successor smartphones.
However, a side effect of this influence is that Apple is no longer a brave rebel and fights against the evil empire.1Critics believe that now, Apple is using technology to consolidate its power,CEO Tim Cook’s face appeared on the screen.
The cover of “Commercial Weekly” magazine in October 1983.
1. Our 1983 cover announced the victory of Apple’s original enemy IBM.
Apple’s market value reached 3.4 trillion US dollars, surpassing any other company in the world.Its income in 2023 (nearly 400 billion US dollars) is equivalent to the entire economic scale of Denmark or the Philippines.Although most of the businesses are based on sales of iPhone, its business scope has become more extensive.In the last quarter, Apple’s sales from digital services reached US $ 24.2 billion, surpassing the total revenue of X’s total income of X’s X.
Surprisingly, these numbers underestimated Apple’s influence and strength.Through its application store, Apple firmly controls the huge platforms of digital communication, mobile finance, social networks, music, movies, transportation, news, sports, and almost all other things that occur in 1 and 0 units.Wide everything.This software ecosystem is a pure ideological garden of Apple’s own version. Only those who comply with the company’s strict store policies and related “human -machine interface guidelines”, content standards and charging standards can enter.When funds pass through this system (this situation often occurs), Apple can obtain up to 30% of the commission.Every time you put the iPhone or Apple Watch on a credit card reader in the real world, Apple also draws a small part from these transactions.
For companies of a certain scale, there is no way to escape the so -called “apple tax”.Part of the reason is that Apple customers have high loyalty, but because there is actually only a smartphone app store on the Google Android platform, and it also charges similar fees and restrictions.evenGoogle also pays Apple fees, Divide the advertising revenue generated on the iPhone into part of the agreement, which makes Google the default search provider for Apple mobile network browsers.These expensesAs high as $ 20 billion each year.
For a while, buying a computer means paying for a hardware you have.Now, this means buying an extremely expensive device (the most advanced iPhone costs at least 1,000 US dollars), and then spends hundreds of dollars to subscribe to other additional services. Although these services are optional, it seems to be more and more essential.When the screen is broken, AppleCare+ can serve you, iCloud can store your photos, in addition to songs, fitness courses, TV programs and video games.There are also magazines: You can read this article on Bloomberg.com, or you can get it by subscribing to the news service of Apple.2 After reading this article on the iPhone, you may return to MacBook to work, play the film made by Apple on the Apple TV player, read on the iPad, or run with Apple Watch and AirPods.After that, you can even put on the Apple Vision Pro headset so that you don’t have to experience the reality of the filter designed without the Cubitino.
Generally speaking, investors have no opinion on this dominant position, and Apple’s stock price has soared in the past ten years.But the regulatory agency was doubtful.In March of this year, the US Department of Justice filed a comprehensive antitrust lawsuit, accusing Apple’s anti -competitive behavior locked consumers and partners in their ecosystems, and squeezed more and more profits from these two groups.EssenceThis antitrust lawsuit is very long and complicated, but in the final analysis, it is the point that the company’s critics are familiar with.As a former executive said, “They have begun to become the eldest brother.” The former executive, like other former employees, asked for anonymous because of fear of being retaliated.Like similar antitrust lawsuits mentioned by other countries, Apple denies improper behavior and said that it has successfully created innovative products that are easy to use and interesting, especially when they are used together.
Jobs and the first generation Macintosh computer.Photographer: Michael L Abramson/Getty Images
The company spokesman said in a statement: “We always adhere to the spirit of pioneering and aggressive and adventure. We only produce products that can give people strength and enrich their lives. People choose Apple products because they like them and trust them.And use them every day. “
In August of this year, the US government’s lawsuit became more urgent because a federal judge made a disadvantaged judgment on Google in another case. The case part depends on the default search agreement between Google and Apple.(Google has stated that he will appeal.) Complete,These two cases raised a question, how do we view some of the most successful technology companies in the world.How do these companies that have been widely regarded as the dominant position of the enterprise discover that they have extraordinary power and influence?Apple, who has long thought that he has been a freedom of speech, how is it accused of using the Owel -style strategy that it once laughed at?Is Apple’s strength coming from the strength of its popular products, or is the company designed these products to crowd out competitors?
The answers to these questions are of great significance to Apple shareholders.The company is in disputes with more and more partners, including banks, film producers, car manufacturers, application developers and customers. They have begun to doubt whether Apple is still in love with them many years or decades ago.That creativity.For other non -shareholders, the impact is equally significant.We live in the world of Apple more than ever, which is largely intentional.
2. iPhone
Ironically, Apple’s early success originated from its openness.Although the operating system of MAC operations theoretically limits what external developers can do, there is almost no restriction and supervision during the heyday of the floppy disk.Pagemaker software of Aldus Corp. founder Paul Brainerd is considered to save MACs priced at $ 2,495 and avoid being regarded as expensive toys.He said that he didn’t even remember the copy of Apple’s original “Human Machine Interface Guide” at the time.”A representative of an apple sales came to our office with two Macs and said:” Bring it, use them to do what you want to do, ‘”Brener recalled that he quickly created” desktop publishing “soon.The word.3
Jobs advocated strict control of Apple’s integrated hardware and software, but he was driven down in 1985, and PageMaker was released that year.Twelve years later, when he returned to Apple, he urgently needed developers to develop software for the new IMAC, so Apple’s control was very loose.In 1998, one month before the IMAC release, Jobs boasted at a Apple conference held in New York that Apple had accumulated 177 third -party applications.Judging from today’s Apple standard, this number is insignificant; but at the time, Jobs called this a “huge” milestone.
As the company’s products are becoming more and more popular, the relationship with developers has begun to change.At the beginning of the 21st century, Apple prevented other companies from establishing its own digital stores to sell music directly to iPod.This makes customers buy songs from iTunes at a price of 99 cents, which can be said to help the iPod greatly succeed.This also ensures that Apple can get about 30% of sales.30% of the “tax” became the norm in the iPhone era -not only for music, but also for any software sold through the App Store.In Apple’s view, this commission is very reasonable to consider the cost of operating huge markets.Brened said that 30% of the commissions extracted from the set software of the real retailer at that year were only insignificant.
With this virtual store, Jobs can enforce more Apple’s guidelines.Since 2008, software developers must submit each mobile application and update to Apple’s audit team before they can provide it to iPhone users. Apple believes that this process is the key to maintaining the quality and security of equipment.A large number of employees sitting in front of IMAC have to evaluate 30 to 100 applications every day to reject those bad, fraud, obscene or other dislikes.According to the person in charge of the time, Phillip Shoemaker said,If they are messed up and approved what Jobs thinks should not be approved, the CEO himself will scold the audit team.In the 2010s, four former apps who worked in Apple said thatApple’s regulations seem to be executed arbitrarily and distort it to meet its economic interests.Apple said that the auditor’s decision is based on Apple’s guidelines, not subjectivity, and the app store has greatly reduced the threshold for developers to contact consumers and make money.
Jobs attended the San Francisco Global Developer Conference of Apple 2007.Photographer: Kim Kulish/Corbis/Getty Images
As Apple’s rules are getting longer and longer, the training of new auditors is sometimes extended to two months or more.These rules have become extremely accurate in some ways (the company once ordered the application of “fart, snoring, flashlight, and love” application for a time, because the application is more than requested), while in other respectsAccept the application of “complex or not good”).Apple also prohibits to add or subscribe to the application in a novel way, because these methods can allow developers to avoid 30% of costs.The rejection email sent to developers is often opaque, and there is almost no information about how to correct software problems.Apple said that the audit team will receive more than 1,000 developers from developers every week to help them solve the compliance problem. Apple has an appeal procedure for those who think they are unfair to reject.
Jobs’ strict standards and performance talents (reflected in his product conference using the “one more thing” to foretor the biggest news) brought a generous return.When he died in 2011, the App Store had become a huge economy, which listed more than 500,000 applications suitable for iPhone and iPad.That year, Apple sold 72 million iPhone and 32 million iPads, with a market value of about 400 billion US dollars, almost twice that of Microsoft.If you are less than 40 years old, it may be difficult to understand how dazzling it is.Among the entire generation, Apple Computer has always been the disadvantaged side, which belongs to the niche market that only children, graphic designers and Bill Gates.Five years before Jobs died, the value of Microsoft was still equivalent to four apples.Now, the vulnerable side has become the king.
Jobs chose successors to lock these income.Tim Cook is not a design master, and people think he is not very interested in his business creativity.Obviously, he did not agree with Jobs’s uniform disgust of ordinary personal computers.Cook is a process expert and a person who cuts costs.He was responsible for Apple’s hardware supply chain, and this position was the result of his training he had done at IBM before.IBM is the calculation of the super giants. Apple is implicitly called the big brother in the “1984” advertisement.
For Jobs and his deputy, Cook’s results are between genius and miracle creators.He cut warehouse inventory from one month’s inventory to one day’s inventory, eliminating high risks of excess production.He transformed Apple’s supply chain into a powerful enterprise produced by orders, which is comparable to the gold standard Dell at that time.He negotiated with Taiwanese manufacturer Foxconn to allow Apple to assemble equipment in China, and the cost is much lower than the cost of producing these devices by Apple workers elsewhere elsewhere.
All these are good things for Apple. It can produce high -end mobile phones at low prices, and in fact devour most of the profits of the global smartphone industry.On the other hand, the company’s supplier has gone through the phenomenon similar to the “Wal -Mart effect” -the trial is used to describe the chaos caused by dumping a large number of business to small companies or communities, and sometimes it brings catastrophic consequences.Foxconn’s employees are mostly young flowers. They condemned extremely low wages and long working hours. They and human rights advocates said that these factories were like labor camps, and workers slept 10 people in each room.In the first half of 2010, at least 10 Foxconn workers committed suicide.”I was empty,” a worker told Bloomberg News.”I have no future.”
Foxconn raised the salary, opened the hotline, and installed the suicide prevention network. Apple announced that the crisis has been resolved.However, in the following years, the criticism of labor activists became commonplace.5 Apple’s defender believes that complaints about Foxconn may be the problem of the life of Chinese poor workers.On the other hand, Apple is not always so obsessed with paying as low as possible.The original Mac was assembled in Fremont in California.
Foxconn and its shareholders have found that their cooperation with Apple has a lot of profits. 6 But some less important suppliers complained that these strategies are indifferent in the best case, and in the worst case, it is predatory.The most infamous is GT Advanced Technology Inc.In 2013, the company signed an agreement with Apple to open a factory in Messa, Arizona to produce sapphires to make the iPhone screen more durable.In less than a year, the company went bankrupt.In a bankruptcy statement, a executive of GT Advanced accused Apple of adopting “typical bait conversion strategies” and dictatorship, which led the company to bear all risks., Accept the agreement “.The sapphire screen has never been available. Apple has objected to the qualitative of GT Advanced and accused the company of poor management, and then gave up.(GT Advanced later reached a settlement with the US Securities and Exchange Commission (SEC), but did not acknowledge that there was improper behavior. The lawsuit accused him of misleading investors.Behavior.)
In the next ten years, a model gradually appeared.Apple will sign a long -term agreement with the supplier of key components, while secretly designing internal alternatives, which eventually loses its competitiveness.For example, in 2017, the company told the Imagination Technologies LTD. for the iPhone graphics processor, which is now developing its own chip version, the graphical processing unit (GPU).Imagination claims that the replacement chip violates its patent, which is equivalent to theft.Apple finally agreed with a new license agreement, but when all this happened, Imagination’s stock price had plummeted and was sold to a private equity company supported by China.
Three years later, Apple announced that it would end its long -term cooperative relationship with Intel and chose to use the so -called “Apple chip”.These chips are designed by Apple by themselves and are manufactured by Intel’s competitors.This decision is understandable, and other large technology companies have also taken similar measures.Intel has repeatedly postponed the release of its next -generation chips and lags behind TSMC.But Apple’s move coincides with the decline of Intel who has not fully recovered its vitality.
This series of events has geopolitical influence.Intel is the last American semiconductor company that produces its own most advanced chips, instead of outsourcing the production of production to Taiwan or South Korea.Therefore, Apple is not only imposing its supply chain method to partners.To some extent, it is imposed to the US semiconductor industry, and the semiconductor industry is a key component of the US economy and national security.
3. Created by Apple
In August 2020, EPIC Games Inc., the production company of the popular game “Fortress Night”, launched a new role to the world: TART TYCOON.7 He is wearing a fashionable suit, his expression is scornful, and his avatar Smith.If it wasn’t for EPIC to choose to introduce him, this avatar is obviously Cook’s substitute, and people may not notice this: this is a lens of Apple’s famous super bowl advertisement.
In the spoof video released by EPIC on social media, TART TYCOON appears on the electric screen similar to the imagination of Redley Scott.”Over the years, they presented us songs, labor and dreams,” he roared.”As a exchange, we took our tribute, profits, and control.” The Fortnite character did not use a hammer, but smashed the screen with a rainbow -colored unicorn shape.”EPIC breaks the monopoly of the application store,” wrote the text, inviting gamers to “join the battle and prevent it from becoming 1984 in 2020.”
Like many Apple critics, Tim Sweeney, CEO of EPIC, has been Apple’s fans from an early age and one of the original IMAC developers in 1998.But in recent years, Swelli has been urging Cook and other executives to allow software companies to open its own application stores on the iPhone, which will enable EPIC to bypass Apple’s content restrictions and high costs.
This suggestion is contrary to the official terms of the App Store, but it is not completely impossible.Apple has reached a secret agreement with Amazon to reduce Amazon’s sales commission half to 15%in exchange for the launch of Prime Video on Apple TV.Apple has also warned NETFLIX, unless this streaming giant stops testing to cancel the application in the application to completely avoid the cost of Apple, otherwise it will cancel similar arrangements.8 Apple also allows Tencent Holdings Co., Ltd. and its instant messaging application WeChat to create WeChat internal “small program” 9 that can order or taxi, thereby violating its own regulations.Apple said it would not favor any developer, and rules related to high -quality video streaming and mini -programs would eventually be implemented uniformly.At the end of 2020, Apple announced that it would allow any developers with a revenue of less than $ 1 million to pay 15% commission, rather than 30% of the standard.
EPIC has no influence of WeChat, but Tencent is an investor in EPIC, and “Fortress Night” is a blockbuster.Therefore, Swien tried to negotiate before publicly expressing his concerns.In June, he sent an email to Cook and several deputy, asking Apple to allow EPIC and other developers’ competitive app stores to open software to distribute as open software as PCs.After Apple proposed his opposition, he sent another email at 2:08 am on August 13, announcing that EPIC will “no longer abide by Apple’s payment processing restrictions”, but instead launched his own in “Fortress Night”.Business system.In other words, Styini unilaterally decided to stop paying Apple tax.Apple’s response was to remove “Fortress Night” from the app store.A few hours later, EPIC released the “1980-Fortress Night”.It also filed a 65 -page lawsuit.
A federal judge finally ruled that EPIC violated contracts with Apple. The App Store itself is legal, but Apple must make an important adjustment.EPIC and other developers should be allowed to link their own payment systems on the Internet to avoid some of Apple’s costs.But when Apple later increased this feature, it also introduced new rules and costs, making it meaningless to external purchase options.Any developers who adopt this new system must agree to share their website transaction records with Apple, accept audit, and pay 27% of the payment of 27% of the payment of payment outside the iPhone.This number seems to be important.Credit card processing fees are usually about 3%, which means that Apple actually replaces 30% of taxes with a tax with the same number but much work.EPIC protested loudly and argued in a legal document that “Apple’s so -called compliance” was “scam.”The two companies returned to court.
despite this,EPIC’s lawsuit marks the turning point of Apple and software manufacturers and its partnerships that the entire ecosystem depends on.A small number of companies such as Spotify Technology Sa are very angry about the inherent advantages of Apple competitors. They began to bluntly criticize their anti -competitive practices.At the same time, in many other corners of the Apple Empire, powerful partners began to complain behind the scenes.Apple said that most partners have developed vigorously due to cooperation with the company, and their high standards are designed to provide customers with the best products.
A dissatisfied partner is Goldman Sachs Group. The company joined forces with Apple two years ago to launch Apple Card, which is a titanium credit card, which is expected to subvert consumer finance.According to a former senior manager of the investment company, the Goldman Sachs team found that Apple’s counterparts are extremely arrogant in bargaining from legal compliance to marketing and other things.When this card was released, it made a slogan saying that it was “created by Apple instead of banks”, which made Goldman Sachs the executives unhappy.”People’s reactions are,‘ What do you mean by your own thing? Because you do n’t know how to loan or comply with regulations, ’,“ ’s manager recalled.”It feels like we are just a supplier, and Goldman Sachs is not used to being treated as a supplier.” A spokesman for Goldman Sachs refused to comment.
Similar situations also occurred.Apple Carplay is a software for displaying iPhone applications on the screen of the car, which was originally considered a convenient facility for drivers.However, in the end, some car manufacturers began to worry that Apple tried to incorrectly integrate themselves into all of their cars.In 2022, Apple announced that Carplay will extend to speed meter, climate control, oil meter and other fields.Those who are familiar with GM’s ideas said that Apple rarely listens to product feedback, but regards GM cars as its software distribution center.GM’s senior vice president of the GM strategy and innovation, Alan Wexler, told Bloomberg Business Week earlier this year that the next -generation CarPlay may turn its car into “your iPhone”.Apple said that CarPlay is an optional, and automakers can integrate for free.
at this time,Apple’s cultural influence has far exceeded the field of technology and entered Hollywood.The high -quality streaming media service Apple TV+ has produced a real phenomenal work, namely the unsatisfactory scenario comedy “Ted Laso”.However, in other departments of the department, the artist began to propose a very similar complaint with any iPhone developer, saying that a company was willing to surrender or closes the project with a seemingly arbitrary, unclear or completely strange reason.The producer of a program of the company said that the entire efforts make people feel empty and selfish, just like “the world’s richest company conducts brand promotion activities internally, which is only meaningful in zero interest rate environment.”
Apple has canceled a scenario comedy co -created by Oscar’s award -winning screenwriter Cord Jefferson. 10 Because Cook obviously hates Gawker, Gawker, Gawker is the former employer of Jefferson, and it is also the play of the show.Inspiration source.The company and comedian Jon Stewart cut off the relationship because they reported creative differences in how they reported the topic involving Apple’s business.In the spring of this year, Stuart returned to the Daily Show and interviewed Lina Khan, chairman of the Federal Trade Commission, and the latter has been leading the anti -monopoly blow of the Biden government.
In the previous clips, Stuart had published monologue and mocked the scientific executives to make ridiculous assertions on artificial intelligence.He said to Khan that Apple’s bosses have been actively trying to add artificial intelligence functions to their devices, but they have rejected the idea.Stewart asked: “Why are they so afraid of discussing these topics in the public domain?” Khan believes that Apple’s market dominance is the problem.She said: “This exactly indicates that so much power and decision -making power is concentrated in one of the dangers brought about by a few companies.”
Stewart pointed out that when Khan was still working at Apple, he also tried to interview him, but the idea was rejected.”Apple asked us not to do this,” he said.Then the comedian said expressionlessly: “This has nothing to do with your work.”
Fourth, lawsuit
11 days before Khan appeared on the “Daily Show” program, colleagues from the US Department of Justice filed a lawsuit, trying to greatly limit Apple’s power.According to people participating in the case, the prosecutor has been investigating Apple since 2019, interviewed the company’s partners (including General Motors and Goldman Sachs), and collected a large number of internal documents.They also participated in every day of EPIC trial, listened to potential evidence for their own investigations, and thoroughly understood possible legal strategies.
According to federal prosecutors, part of the reason for weakening the EPIC lawsuit is that Google’s app store has similar platform costs and rules, but more people use it.In other words, Apple does not even know whether it has monopolized the application store market.(EPIC also sued Google, and the jury made a ruling that conducive to EPIC in December 2023. Google is appealing the verdict.)
When formulating a case for Apple, the US Department of Justice expanded the scope, focusing on how Apple controls its ecosystem and enables it to dominate the “high -performance smart phone market” described in the indictment.The share is more than 70%.As Apple refutes in the response, there is no commonly accepted “high -performance smartphone market”.11
also,The lock effect of the case of the Ministry of Justice is exactly where Apple consumers like their products most -they feel safe and easy to use.However, the ultimate point of the US Department of Justice is that Apple’s integrated hardware, software and app stores in suppressing competition, making it almost impossible for consumers to leave and choose competitors products.It is difficult to transfer your life from iPhone to Android devices. At the same time, you need to retain your personal data and purchase content.If you still pay for other expensive Apple devices and subscriptions, let alone.
The lawsuit filed by the Ministry of Justice in March also also aimed at Apple’s role in hindering competitors to create this situation.For example, Apple restricts the ability to maintain continuous connection with iPhone in some cases, which makes their running speed slightly lower than the Apple Watch.In mobile messages, non -Apple SMS is displayed in green bubbles, and SMS sent through its own hardware is displayed as blue, which brings social shame to non -iPhone users.(The beginning of a video of Tiktok was the beginning of the video: “He scored 10 points, but he used Android phones. What is his new score?” 12) This lawsuit will take several years to finish it.But the Ministry of Justice’s successful lawsuit shows how risks of this lawsuit.The government is considering asking the judge to split the search giant. If the lawsuit is victorious, the government may also take the same measures against Apple.
Even if the case is rejected, the lawsuit may still indicate that Apple’s leadership is weakening.After all, anti -competitive behavior is sometimes the symptoms of a company’s creativity.Spotify CEO Daniel Ek wrote earlier this year:“It is no longer an apple that once broke through the technology and design boundaries. This company has stagnated, and has not opened any new world.
This accusation is not fresh.During almost the entire term of office of Cook as CEO, critics have always believed that Apple will never release products that can be comparable to the iPhone.There are also refutation: The sales of Apple Watch and AirPods are enough to define new categories.The company’s laptop and tablet have been rated as the best product.But its product portfolio is successful because many of them are essentially the iPhone expansion. If you have lived digital life in Apple’s garden, then they are the default options.Their success may prove the point of view of the Ministry of Justice, not refuting it.
Earlier this year, Apple gave up an electric vehicle project after spent $ 10 billion in ten years.Its Vision PRO headset has not been welcomed by developers, perhaps because the company’s relationship with partners or consumers is tight, and consumers mostly ignore it because its price is $ 3,500.At present, this headset has two uses: as a very expensive personal theater and a good metaphor, the meticulous control of Apple integrates every moment of the wearer.In this sense, it is the opposite of the “1984” advertisement.Apple does not let people have the power to smash the electric screen, but try to wrap them in the electric screen.
Is this important?In the short term, it is not important.Despite the pressure of supervision and public criticism, Apple’s stock price has not been affected.On July 16, the stock price soared to a record high.Apple recently announced that it will launch new artificial intelligence tools and enhanced virtual assistants for iPhone.The function of this robot will be better than the old version of Siri, but it is more milder than ChatGPT.If the new version of Siri cannot answer the question, it will only provide links to the OpenAI service.This is a safe and progressive repair, the most common “one thing”.
But in the long run, it is difficult to see some of the moral authority that a company has worked hard to cultivate when creating Mac.If Apple treats early partners like the current partner, Apple may not exist.In the history, the first killer application, that is, the Apple II electronic table program Visicalc, turned the pastime enthusiasts of the company’s previous company into PC pioneers.Bob Frankston, co -founder, said that if Jobs attempts to impose today’s rules to the Visicalc team, his “technical response” will be “raising the middle finger”.Another legendary computer scientist Alan Kay complained that the post -IMAC era company had deviated from Jobs’ original ideal goal.Kai said: “He chose ‘provides convenience to mass consumers’ instead of his early” wheel “goal.” “IPhone and iPad are similar to some of my early ideas, but their way of useBut it is almost the opposite of my thoughts. “
Apple itself also realized the transformation of this concept, although it seemed to be not sure how to deal with it.This spring, the company broadcasts advertising 14 “Crush”, but quickly stopped publicity. This seems to perfectly capture the criticism of critics that Apple’s power has become destructive.”Crus” opened the creative tool pyramid in real life with a huge hydraulic aircraft.Below the hydraulic machine is an upright piano, a guitar and a trumpet; a paint bottle on a painting rack; a clay sculpture; a set of chess; a vinyl recorder; a camera lens; and a stack of notebooks.With Sonny & Amp; Cher’s “All I Ever NEED Is You” played in the background, the hydraulic potential is irresistible, and it is irresistible to decline, squeezing everything inside into colorful powder.Then, the hydraulic machine was lifted, revealing Apple’s new iPad.It is thinner than the previous generation.
