Mu 2013, Microsoft inali italamulira kale zaukadaulo kwazaka makumi atatu, ndikuchita bwino kwambiri ndi OS yake. Kampaniyo pang'onopang'ono inataya udindo wake wotsogolera, koma osati chifukwa chakuti chitsanzocho chinasiya kugwira ntchito, koma chifukwa Android ya Google inatsatira malangizo a Windows, koma nthawi yomweyo inali yaulere. Zinkawoneka kuti ikhala 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.
Sikuti ogula onse amafunikira (kapena angakwanitse) zomwe Apple imapereka. Ndipotu ambiri ndi otero. Koma lingaliro lakuti Apple iyamba kutaya makasitomala chifukwa chakuti Android ndi "yabwino mokwanira" komanso yotsika mtengo sikugwirizana ndi khalidwe la ogula. Pazaka khumi ndi zisanu zapitazi, kampaniyo yakhala ikuyang'ana kwambiri pakupanga zatsopano zosokoneza zomwe zimasintha mayendedwe amsika.
Apple imasiyanitsa zopereka zake kudzera mu kapangidwe kake, komwe sikungayesedwe mu manambala. Komabe, zimakondweretsa ogula omwe ali ogula komanso ogwiritsa ntchito.
Chachiwiri, kuphatikiza kumakulitsa mwayi wopambana pazinthu zatsopano, kuphatikiza iPhone. Pamaso pa iPhone, onyamula ambiri amapereka mautumiki omwewo: mawu, SMS, ndi data. Kuchulukitsa kosinthika kumeneku kunapatsa Apple kuthekera kotsata njira yogawanitsa-ndi-kugonjetsa, ndipo amangofunika woyendetsa m'modzi kuti achite.
Apple akuti idayamba kukambirana ndi Verizon (kampani yayikulu yaku America yamatelefoni) pa iPhone, koma zidapezeka kuti Verizon inali itataya kale chifukwa cha AT&T (yotchedwa Cingular panthawiyo) chifukwa chazachuma komanso kugwiritsa ntchito matekinoloje atsopano. Idakulitsa olembetsa ake makamaka pakuwononga AT&T. Verizon sanawone chifukwa chosinthira njira yake, yomwe idaphatikizapo kuyika chizindikiro champhamvu komanso kuwongolera kwathunthu mafoni pamaneti awo. AT & T, panthawiyi, anali kumbali ina ya ndalama: iwo anali kutaya, ndipo izi zinakhudza kwambiri BATNA yawo - anali okonzeka kusokoneza pokhudzana ndi chizindikiro ndi chidziwitso cha ogwiritsa ntchito, motero kumasulidwa kwa IPhone yokhala ndi AT&T idachitika malinga ndi zomwe Apple akufuna.
Ndipamene ogwiritsa ntchito a Apple adapeza mwayi komanso kukhulupirika kwamakasitomala omwe adalipira: Kwa nthawi yoyamba, makasitomala anali okonzeka kupirira zovuta komanso ndalama zosinthira opereka mafoni kuti angopeza chida china. Pazaka zingapo zotsatira, Verizon idayamba kutaya makasitomala ku AT&T, ngakhale ntchito yawo inali yabwinoko. Patatha zaka zinayi kukhazikitsidwa kwake, iPhone ikuthandizira Verizon popanda chonyamulira chizindikiro kapena kuwongolera zomwe ogwiritsa ntchito akukumana nazo. Mwanjira ina, Verizon adamaliza kuvomereza mgwirizano womwewo womwe adaukana mu 2006 chifukwa kukhulupirika kwamakasitomala a Apple sikunawachitire mwina.
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.
Zotsatirazi zimadziwonetsera okha: pa kotala yapitayi "yosapambana", ndalama za Apple zinali $ 50,6 biliyoni. Kampaniyo inalandira phindu la $ 10,5 biliyoni. Pazaka zisanu ndi zinayi zapitazi, iPhone yokha yapanga ndalama zokwana madola 600 biliyoni komanso pafupifupi $ 250 biliyoni phindu lalikulu. Mwina ichi ndi chinthu chabwino kwambiri (makamaka pazamalonda) chomwe chinapangidwa ndi munthu.
Masiku ano, nzeru zachizoloΕ΅ezi 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 biluyi ivomerezedwa, ndiye kuti ku Germany Apple iyenera kulola makampani ena kugwiritsa ntchito tchipisi ta NFC za iPhone. Izi zisanachitike, iye ankangochepetsa mwayi wocheza nawo. Zeit Online ikuti kusinthaku kungapangitse kuti mabanki azipereka ndalama za NFC kudzera mu mapulogalamu awo m'malo mogwiritsa ntchito Apple. Apple akuti idzaloledwa kulipiritsa chindapusa cholowera ku NFC chip, koma sidzalandira 0,15% yomwe imalandira pakali pano pakuchita kulikonse kwa Apple Pay.
Chifukwa cha kuwongolera kwake pa iPhone nthawi zonse komanso tchipisi ta NFC zomangidwira, Apple ikhoza kupatsa Apple Pay mwayi wochulukirapo kuposa mapulogalamu olipira omwe amapikisana nawo (omwe amakakamizika kugwiritsa ntchito ma code a QR osavuta). Izi zikutanthauza kuti Apple ikhoza kugwiritsa ntchito malo ake amphamvu pamsika wa smartphone kuti igonjetse msika wamalipiro. Ndikoyenera kutsindika (makamaka m'nkhani ino) kuti kuphatikiza kungalepheretse kusintha.
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 iyenera kuimbidwa mlandu pa izi. Zida za Android zakhala ndi tchipisi ta NFC kuyambira 2010, koma ma iPhones adazipeza mu 2014, ndipo zidangogwiritsidwa ntchito pa Apple Pay. Patatha zaka ziwiri, Apple idakwanitsa kuwerenga ma tag a NFC, ndipo miyezi iwiri yokha yapitayo idapangitsa kuti alembe ma tag a NFC.
Vuto ndilakuti chipangizo cha NFC pa iPhone chatsekedwa: chimaphatikizidwa ndi iOS, ndipo Apple imagwira mwamphamvu. Poganizira kuti kampaniyo imalipira 0,15% pazochitika zilizonse za Apple Pay (ndipo m'mbuyomu kuyesa kulipiritsa anthu ena kuti aphatikizidwe ndi chilengedwe chake kapena kupanga zinthu zina), ndizoyenera kuganiza kuti kugwiritsa ntchito ukadaulo wocheperako ndi chifukwa chandalama. nkhani. Kukula kwa NFC kunalepheretsedwa ndi kuwongolera kwathunthu kwa Apple pa tchipisi ta 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 zida zovuta kwambiri zokhala ndi USB komanso thandizo la Bluetooth zomwe zimalola ogwiritsa ntchito kuwongolera magawo otenthetsera, sinthani zizindikiro ndikusintha firmware. Zipangizo za Bluetooth zimatsagana ndi mapulogalamu a iOS ndi Android omwe amalola wodwala kuyeza ndikuwunika momwe akugwiritsira ntchito. Monga PAX, amakulolani kuti muzindikire mankhwala omwe alowetsedwa mu chipangizocho ndikuwona zomwe zili mkati mwake, monga mndandanda wa cannabinoids, terpene blend ndi zina. Mapulogalamuwa amalolanso wogwiritsa ntchito kuti aone ngati mankhwala ndi oona.
Mapulogalamuwa, motero magwiridwe antchito a chipangizocho, sakupezekanso kwa ogwiritsa ntchito a iPhone. Simungathe kupeza magwiridwe antchito awa mu msakatuli - osati chifukwa zinali zoletsedwa, koma chifukwa eni ake a kampaniyo adasankha. Malingaliro awo ndi lamulo chifukwa App Store ikuphatikizidwa mu iPhone. Apple ili ndi mphamvu pa mapulogalamu omwe angathe kapena sangathe kuikidwa pa chipangizo.
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, kuwongolera kolimba kwa Apple pa App Store kuli ndi phindu lalikulu osati kwa kampani yokhayo, komanso kwa opanga. Makasitomala ambiri amawopa pulogalamu yaumbanda pa Windows, amakonda zinthu za Mac. Komabe, njira iyi ili ndi zovuta zingapo.
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 βkuphatikizanaβ kumabweretsa zotulukapo zabwino, βmonopolyβ 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