Mu 2013, Microsoft inali ikulamulira makampani opanga ukadaulo kwa zaka makumi atatu, chifukwa cha kupambana kwakukulu kwa makina ake ogwiritsira ntchito. Kampaniyo pang'onopang'ono inali kutaya udindo wake wa utsogoleri, osati chifukwa chakuti mtundu wake unasiya kugwira ntchito, koma chifukwa Android Google yatsatira malangizo Windows, koma inali yaulere kotheratu. Inkaoneka kuti ikukonzekera kukhala OS yotsogola ya mafoni.
Izi mwachiwonekere sizinachitike: Apple sanangopanga ndikusunga pulogalamu yayikulu yokwanira kuti ithandizire chilengedwe cha iOS, komanso idapitilira kupindula pafupifupi pafupifupi makampani onse amafoni. Chifukwa cha malipoti osiyanasiyana, gawo lenileni silingathe kudziwa, koma akatswiri ambiri amalingalira kuti ndi 70% -90% pazaka zisanu zapitazi.
Monga mukudziwa, Apple ndi kampani yokhala ndi kuphatikiza kolimba kwazinthu, makamaka ikafika pamakina ogwiritsira ntchito ndi zida. Zinapezeka kuti kuphatikizika sikuli kosokoneza makina ogwiritsira ntchito, koma phindu lake lalikulu pamsika, momwe, pokhala ndi mphamvu pa MacOS, mukhoza kugulitsa zida mamiliyoni ambiri ndi makibodi olephera kapena zolephera zina kwa zaka.
Ubwino wa kuphatikiza
Choyamba, kuphatikiza kumapereka UX wapamwamba kwambiri. Sukulu zamabizinesi zimakuphunzitsani kuwunika ndalama zokha, koma izi sizingachitike mukasanthula kuphatikiza koyima. Palinso ndalama zina zomwe zimakhala zovuta kuziwerengera. Modularization imabweretsa ndalama mu mawonekedwe a ogwiritsa ntchito omwe sangalephereke kapena kuyeza. Amalonda ndi akatswiri amangonyalanyaza, koma ogula samatero. Ogwiritsa ntchito ena amayamikira khalidwe, maonekedwe, ndi chidwi ku tsatanetsatane ndipo ali okonzeka kulipira ndalama za izi zomwe zimaposa kwambiri ndalama zandalama zophatikizira molunjika.
Si ogula onse omwe amayamikira (kapena omwe angakwanitse) zomwe Apple imapereka. Ndipotu, ambiri amayamikira. Koma lingaliro lakuti Apple iyamba kutaya makasitomala chifukwa chongofuna Android "Zabwino mokwanira" komanso zotsika mtengo poyerekeza ndi khalidwe la ogula. M'zaka khumi ndi zisanu zapitazi, kampaniyo yakhala ikuyang'ana kwambiri pakupanga zinthu zatsopano zomwe zimasintha phindu pamsika.
Apple imasiyanitsa zopereka zake kudzera mu kapangidwe kake, komwe sikungayesedwe mu manambala. Komabe, zimakondweretsa ogula omwe ali ogula komanso ogwiritsa ntchito.
Chachiwiri, kuphatikiza kumawonjezera mwayi wopambana wa zinthu zatsopano, kuphatikizapo iPhoneAsanawonekere iPhone Makampani onyamula mafoni ankapereka ntchito zomwezo: mauthenga a mawu, SMS, ndi deta. Kuwonjezeka kumeneku kwa kusinthasintha kwa zinthu kunathandiza Apple kutsatira njira yogawa ndi kugonjetsa, ndipo kuti achite zimenezi, ankafunika kampani imodzi yokha yonyamula mafoni.
Akuti Apple yayamba kukambirana za iPhone ndi Verizon (kampani yayikulu yolumikizirana mafoni ku America), koma zidapezeka kuti Verizon inali itataya kale mwayi ku AT&T (yomwe panthawiyo inkatchedwa Cingular) chifukwa cha ndalama zake zolimbikira komanso kugwiritsa ntchito ukadaulo watsopano. Inali kukulitsa chiwerengero cha olembetsa ake makamaka chifukwa cha AT&T. Verizon sinawone chifukwa chosinthira njira yake, yomwe idaphatikizapo kuyika chizindikiro champhamvu komanso kulamulira kwathunthu mafoni pa netiweki yake. Pakadali pano, AT&T inali kumbali ina ya ndalama: inali kutaya, ndipo izi, zinakhudza kwambiri BATNA yawo—anali okonzeka kwambiri kugonja pankhani yoyika chizindikiro ndi zomwe ogwiritsa ntchito amagwiritsa ntchito, motero kutuluka. iPhone ndi AT&T, zidachitika motsatira malamulo a Apple.
Pamenepo ndi pomwe mwayi wa Apple wokumana ndi ogwiritsa ntchito komanso kukhulupirika kwa makasitomala komwe kumafanana ndi komwe kunaperekedwa kunapindula: koyamba, makasitomala anali okonzeka kupirira zovuta ndi ndalama zosinthira mafoni kuti angopeza chipangizo china. M'zaka zingapo zotsatira, Verizon inayamba kutaya makasitomala ku AT&T, ngakhale kuti inali yabwino kwambiri. Patatha zaka zinayi kuchokera pamene idatulutsidwa, iPhone Pomaliza pake Verizon inayamba kuthandizira Verizon, kusiya kuyika chizindikiro cha kampani yonyamula katundu ndi kuwongolera mawonekedwe a ogwiritsa ntchito. Mwanjira ina, Verizon pamapeto pake idavomereza mgwirizano womwewo womwe adakana mu 2006 chifukwa kukhulupirika kwa makasitomala a Apple sikunawapatse mwayi wosankha.
Chachitatu, kuphatikiza kumabweretsa kukhazikika: zida za Apple zokha zimayenda pa iOS. Ambiri amavomereza kuti Apple yakwaniritsa mtundu wake wopanga. Ambiri mwa ogwira ntchito m'kampaniyi amagwira ntchito ku California kuti apange ndikugulitsa zida zodziwika bwino, zomwe zimapangidwa m'mafakitale aku China omwe amamangidwa ndikugwiritsidwa ntchito molingana ndi miyezo ya Apple (kuphatikiza antchito ambiri omwe ali patsamba) kenako ndikutumizidwa padziko lonse lapansi kwa ogula omwe ali ndi njala. za zabwino kwambiri padziko lonse lapansi, mafoni am'manja, mapiritsi, makompyuta ndi mawotchi anzeru.
Nchiyani chimapangitsa chitsanzo ichi kukhala chogwira mtima komanso chopindulitsa? Kuti Apple idasiyanitsa zida zake kudzera pamapulogalamu. Mapulogalamu ndi mtundu watsopano wazinthu chifukwa ndi wosiyana kwambiri ndipo nthawi yomweyo amapezeka mopanda malire. Izi zikutanthauza kuti mtengo wongoyerekeza wa pulogalamuyo ndi $0. Komabe, pophatikiza mawonekedwe apadera a mapulogalamu ndi zida za Hardware zomwe zimafunikira chuma chenicheni ndi katundu kuti apange, Apple imatha kulipira mitengo yokwera pazinthu zake.
Zotsatira zake zikunena zokha: mu kotala lapitali la "mwayi", ndalama zomwe Apple idapeza zinali $50,6 biliyoni. Kampaniyo idapeza phindu la $10,5 biliyoni. Pazaka zisanu ndi zinayi zapitazi, zokha iPhone Inapanga ndalama zokwana madola 600 biliyoni ndipo inapanga phindu lalikulu pafupifupi madola 250 biliyoni. Mwina ndi chinthu chabwino kwambiri (makamaka pankhani ya malonda) chomwe chinapangidwapo ndi anthu.
Masiku ano, nzeru zachizoloŵezi zasintha: kuphatikiza kumaonedwa kuti ndi njira yabwino kwambiri. Tangowonani kupambana kwa Apple! Zoonadi, kuyang'ana kampaniyo, n'zovuta kusagwirizana ndi mfundo zoterezi, koma ziyenera kuzindikiridwa kuti zovuta zingapo zomwe zingakhalepo pakuphatikizana zawululidwa posachedwa.
Kiyibodi yamavuto
Apple posachedwa idakhala ndi chochitika chofunikira: kampaniyo idatulutsa laputopu yokhala ndi kiyibodi yosinthidwa. Poyamba, makina ofunikira adawonongeka mosavuta ngakhale ndi fumbi laling'ono ndi zinyalala. Popeza mzere wonse wa MacBook sunakhale ndi kiyibodi yatsopano, pali nkhani patsamba la Apple yomwe imalimbikitsa kuyeretsa kiyibodi ya laputopu ndi mpweya woponderezedwa. Mosafunikira kunena, izi sizachilendo - monga makiyi omwe akhala akulephera pazida masauzande padziko lonse lapansi kwa zaka zingapo.
Apple idatulutsa koyamba kiyibodi yake yagulugufe mu Epulo 2015 ndipo idangosintha mu 2019. Komabe, panthawiyi kampaniyo idagulitsa ma Mac amtengo wapatali $99 biliyoni, zida zambiri zimakhala ma laputopu. Izi ndizowonadi chifukwa chophatikiza!
Kapena, kunena mwanjira ina, mphamvu (ndi kufooka) kwa wolamulira yekha. Ayi, Apple ilibe ulamuliro pamakompyuta, koma kampaniyo ili ndi mphamvu pa MacOS. Ndi kampani yokhayo yomwe imagulitsa hardware yomwe imayendetsa MacOS, kotero mamiliyoni a makasitomala anapitirizabe kugula makompyuta omwe (makamaka m'zaka zingapo zapitazi) adavutika ndi zovuta zingapo.
Kunena zowona, Apple sanachite zolakwa zilizonse. Panthawi imodzimodziyo, n'zovuta kulingalira kuti kiyibodi ya butterfly ikadapitirizabe kugwiritsidwa ntchito kwa zaka zinayi ndi theka ngati kampaniyo ikanakhala ndi mpikisano waukulu. Kuphatikiza kungapereke chidziwitso chapamwamba cha wogwiritsa ntchito, koma chinthu chophatikizidwa chikatayika mpikisano, chimayamba kuwonongeka.
NFC ndi innovation
Vuto lachiwiri likugwirizana ndi nkhani zochokera ku Germany. The Verge analemba kuti:
Ku Germany, Apple ikhoza kukakamizidwa kutsegula mwayi wopeza iOS kuzinthu zonse zolipira zomwe zimapikisana ndi Apple Pay. Nyumba yamalamulo ya dzikolo idavota kuti ikhazikitse njira zoyenera Lachinayi, lipoti la Zeit Online. Lamuloli lidaperekedwa ngati kusintha kwa lamulo loletsa kugwiritsa ntchito ndalama mwachinyengo ndipo liyenera kuvomerezedwa ndi nyumba ya malamulo lisanayambe kugwira ntchito kuyambira chaka cha mawa.
Ngati lamuloli livomerezedwa, Apple idzayenera kulola makampani ena kugwiritsa ntchito ma chips a NFC ku Germany. iPhoneKale, inali ndi mwayi wochepa wopeza zinthuzi. Zeit Online ikunena kuti kusinthaku kungapangitse mabanki osiyanasiyana kupereka ndalama za NFC kudzera mu mapulogalamu awoawo m'malo mwa ntchito ya Apple. Apple akuti idzaloledwa kulipiritsa ndalama kuti ipeze chipangizo cha NFC, koma sidzalandira 0,15% yomwe imalandira pakali pano kuchokera ku ntchito iliyonse ya Apple Pay.
Chifukwa cha ulamuliro wake pa iPhone Kawirikawiri, makamaka ndi ma chip a NFC omwe ali mkati, Apple ikhoza kupatsa Apple Pay mwayi waukulu kuposa mapulogalamu olipira omwe amapikisana nawo (omwe amakakamizidwa kugwiritsa ntchito ma QR code ovuta). Izi zikutanthauza kuti Apple ikhoza kugwiritsa ntchito malo ake olimba pamsika wa mafoni a m'manja kuti igonjetse msika wolipira. Ndikofunikira kutsindika (makamaka pankhani iyi) kuti kuphatikizana kungalepheretse kupanga zinthu zatsopano.
NFC imayimira Near-Field Communication. Tekinoloje iyi ndi njira yolumikizirana pakati pa zida ziwiri zamagetsi zomwe zili mkati mwa 4 centimita wina ndi mnzake. Pali njira zitatu zogwiritsira ntchito tchipisi ta NFC pa mafoni a m'manja:
- Kutengera makadi anzeru, momwe zida za NFC zimakhala ngati makhadi olipira. Apple Pay ndi chitsanzo cha nkhaniyi, pamodzi ndi maakaunti apaulendo ndi makiyi anzeru.
- Werengani/lembani zambiri. Chipangizo cha NFC chomwe chimagwira ntchito chimawerenga kapena kulemba deta ku chipangizo cha NFC chomwe sichimagwira ntchito (mwachitsanzo, zomata za NFC zomwe zimayendetsedwa ndi mphamvu ya maginito yopangidwa ndi chipangizo chogwira ntchito).
- Tumizani deta mumtundu wa P2P pakati pa zida ziwiri za NFC.
Mwachidule, NFC imalola zida ziwiri kusinthanitsa deta popanda kukhazikitsidwa kale, kupangitsa kuti mitundu yogwiritsira ntchito ikhale yokulirapo kuposa, kunena, Bluetooth... Chifukwa chiyani?
Mwina Apple ndiye amene ali ndi vuto pa izi. Android akhala akugwiritsa ntchito ma chip a NFC kuyambira 2010, ndipo mu iPhone Zinangowonekera mu 2014, ndipo zinagwiritsidwa ntchito pa Apple Pay yokha. Patatha zaka ziwiri, Apple inalola kuti ziwerenge ma tag ena a NFC, ndipo miyezi iwiri yokha yapitayo inalola kulemba ma tag a NFC.
Vuto ndilakuti chip ya NFC ndi iPhone Yatsekedwa: yaphatikizidwa mu iOS, ndipo Apple imasunga ulamuliro wake mwamphamvu. Popeza kampaniyo imalipiritsa 0,15% ya malonda onse a Apple Pay (ndipo kale anayesa kulipiritsa anthu ena chifukwa chophatikizidwa mu dongosolo lake kapena kupanga zowonjezera), ndikoyenera kuganiza kuti kugwiritsa ntchito ukadaulowu pang'ono kumachitika chifukwa cha mavuto azachuma. Kukula kwa NFC kwalepheretsedwa ndi ulamuliro wonse wa Apple pa ma chips. iPhone.
Kuwongolera pa App Store
Vuto lachitatu likufotokozedwa m'nkhani yaposachedwa ya Washington Post:
Lachisanu, Apple idachotsa mapulogalamu onse okhudzana ndi mpweya mu App Store yake, ndikulumikizana ndi akatswiri omwe amatcha "vuto lathanzi" komanso "mliri wa achinyamata." Zina mwa mapulogalamu 181 a vaping omwe achotsedwa ndi Apple amalola wogwiritsa ntchito kuwongolera kutentha kapena makonda ena pazida za vaping. Ena amapatsa ogwiritsa ntchito malo ochezera a pa Intaneti kapena masewera. App Store sinalole kuti ma cartridge a vape agulitsidwe kudzera mu mapulogalamu.
"Timawunika mosalekeza mapulogalamu ndikuyang'ana nkhani zaposachedwa kuti tiwone zomwe zingawononge thanzi la ogwiritsa ntchito komanso moyo wawo," Mneneri wa Apple a Fred Sainz adatero m'mawu ake. Apple idatchulapo umboni wochokera ku Centers for Disease Control and Prevention ndi mabungwe ena omwe amagwirizanitsa ndudu ndi ndudu za e-fodya ku imfa ndi kuvulala m'mapapo.
Zachidziwikire, chisankho choterechi chingakhale cholandirika - makamaka chifukwa cha vuto lomwe labwera chifukwa cha kutentha kwa chaka chino komanso nkhawa zambiri zakuti zimalimbikitsa kusuta fodya. Ndiye kachiwiri, popeza vutoli likuwoneka chifukwa cha makatiriji abodza, kutha kulumikizana ndi foni yanu yam'manja kumatha kubweretsa phindu lenileni kwa anthu.
Koma palinso zipangizo zamakono kwambiri zokhala ndi USB komanso Bluetooth, zomwe zimathandiza ogwiritsa ntchito kulamulira magawo otenthetsera, kusintha zizindikiro, ndikusintha firmware. Zipangizo za Bluetooth zimaphatikizidwa ndi mapulogalamu a nsanja zam'manja za iOS ndi Android. Android, zomwe zimathandiza odwala kuyeza ndikuyang'anira momwe akugwiritsira ntchito. Monga momwe zilili ndi PAX, zimathandiza kuzindikira mankhwala omwe aikidwa pa chipangizocho ndi zomwe zili mkati mwake—monga mndandanda wa cannabinoids, terpene blend, ndi zosakaniza zina. Mapulogalamuwa amalolanso ogwiritsa ntchito kutsimikizira kuti mankhwalawo ndi oona.
Mapulogalamu awa - komanso momwe chipangizochi chimagwirira ntchito - sakupezekanso kwa ogwiritsa ntchito. iPhoneSimungathe kupeza magwiridwe antchito otere mu msakatuli—osati chifukwa chakuti aonedwa kuti ndi osaloledwa, koma chifukwa eni ake a kampaniyo asankha zimenezo. Malingaliro awo ndi olamulidwa, chifukwa App Store yaphatikizidwa mu iPhoneApple ili ndi ulamuliro womwe mapulogalamu amatha kuyikidwa pa chipangizo chilichonse komanso omwe sangaikidwe.
Tinene zoona: simungakhudzidwe ndi kuletsedwa kwa mapulogalamu a vape. Koma bwanji ngati kampani iletsa pulogalamu yomwe imakondwerera misonkhano ya ku Hong Kong kapena pulogalamu yomwe imatsata kumenyedwa kwa ma drone? Pazochitika zonsezi, mungatsutse kuti kampaniyo ikungotsatira miyezo ya mayiko omwe ikugwira ntchito, koma chifukwa chachikulu chomwe funso lochotsa pulogalamuyi likuwonekera chifukwa cha ulamuliro wa Apple.
Njira ya Apple ku App Store imadzutsanso mafunso a mpikisano ndi zatsopano. Kampaniyo imagwiritsa ntchito mphamvu zake panjira yovomerezera pulogalamuyo polipira peresenti pakugulitsa zinthu za digito ndi/kapena zopindulitsa pazogulitsa zake. Zoletsa za Apple pamitundu yamabizinesi opanga mapulogalamu zimapangitsa kuti zikhale zovuta kuti mapulogalamu ochita bwino kwambiri atuluke.
Zachidziwikire, kulamulira kwa Apple App Store kumabweretsa zabwino zambiri osati kwa kampani yokha, komanso kwa opanga mapulogalamu. Makasitomala ambiri amaopa pulogalamu yaumbanda pa Windows, amakonda zinthu za Mac. Komabe, njira imeneyi ili ndi zovuta zake zambiri.
Kuphatikiza motsutsana ndi monopoly
Nkhaniyi si yolondola mwalamulo. Makamaka, mawu akuti "monopoly" amagwiritsidwa ntchito mosasamala. Apple ili ndi njira yabwino (kuchokera ku bizinesi) - kupyolera mu kuphatikiza kwa hardware ndi mapulogalamu, yatha kupanga phindu lokhalokha lomwe silingatchulidwe kuti ndilokhazikika. Komabe, pamene “kuphatikizana” kumabweretsa zotulukapo zabwino, “monopoly” sichoncho. Samalani zabwino zophatikizana zomwe nkhaniyo idayamba, kuphatikiza ndi zovuta zake:
- Kugwiritsa ntchito bwino kwambiri kwazinthu zophatikizika za Apple kunasiya kampaniyo ndi kiyibodi yagulugufe yotsika kwambiri kwa zaka zinayi.
- Kutha kwa Apple kukulitsa ogwiritsa ntchito ake kuti abweretse zinthu zatsopano pamsika wapangitsa kuti kampaniyo ichedwetse chitukuko cha mapulogalamu a NFC.
- Kuthekera kwa Apple kupanga phindu lalikulu kuchokera ku zida zosiyanitsidwa ndi mapulogalamu kumachulukirachulukira poyesa kubweza chiwongola dzanja pazinthu zadijito ndi/kapena kupatsa kampaniyo mwayi wampikisano.
Chitsanzo cha Apple chimathandizira kupanga mzere pakati pa kuphatikiza kwathanzi, komwe nthawi zambiri sikumakhala koyipa, ndi kufunafuna phindu mokhazikika.
Source: www.habr.com
