苹果首席执行官库克现在必须努力挽救他的遗产 [美国媒体]

Apple CEO Tim Cook is staring down the barrel of his latest career-defining moment in the wake of a shocking financial warning to investors. And how he responds will go a long way to solidifying his legacy as CEO of the tech giant.

在对投资者发出令人震惊的财务警告之后，苹果公司首席执行官蒂姆· 库克即将迎来他职业生涯最新的决定性时刻。 作为这家科技巨头的首席执行官，他的回应对巩固他的遗产大有裨益。



Since grabbing the CEO baton from the larger than life Jobs, Cook has unveiled several iterations of the iPhone and led the rollout of wearables like the Apple Watch and AirPods. Cook has also pushed Apple deeper into services such as the Cloud and video content.

自从从乔布斯手中接过CEO 指挥棒以来，库克已经历经了iPhone 的几个版本，并领导了苹果手表和AirPods 等可穿戴设备的推出。 库克还推动苹果进一步深入云端和视频内容等服务领域。



Up until this point, Cook’s legacy could be viewed as a CEO that didn’t mess up what the innovative founder created. At the same time, Cook has expanded Apple’s reach into the lives of people globally — and its social influence. Not a bad few lines on the ole resume.

在此之前，库克的遗产可以被看作是一位不把创新型创始人创造的东西搞砸的首席执行官。与此同时，库克扩大了苹果在全球人民生活中的影响力-以及它的社会影响力。简历上还不错。

But a $7 billion revenue warning now has Cook on his back heels with the media, investors and even Chinese consumers amid rising trade tensions. In effect, Cook’s resumé suddenly has a host of new asterisks.

但在贸易紧张局势不断升级的情况下，70亿美元的收入预警让库克不得不面对媒体、投资者甚至中国消费者。 实际上，库克的简历突然有了一系列新的星号。

Apple said in a filing released after market close Wednesday that it now sees first quarter revenue of about $84 billion. It previously anticipated $89 billion to $91 billion. In the filing, Cook attributed the reduced guidance to weakness in emerging markets and in Greater China as well as supply constraints on new products. Cook also hinted strongly that Apple felt resistance from consumers to the new $1,000-plus iPhone XS line.

苹果公司在周三收盘后发布的一份文件中预计，第一季度营收约为840亿美元。 此前预计为890亿至910亿美元。 库克在文件中将降低的业绩指引归因于新兴市场和大中华地区的疲软，以及新产品的供应限制。 库克还强烈暗示，苹果感受到了消费者对价格超过1000美元的新iPhone XS产品线的抵制。

While Cook tried to hype strong demand in AirPods and Apple Watches, investors weren’t buying it.

尽管库克试图炒作AirPods和苹果手表的强劲需求，但投资者并不买账。



Whatever paths Cook chooses, scrutiny rightfully will be high. And it should be: Cook and his management team failed to properly guide investors to slowing global demand for its most important product, the iPhone. Supply constraints for new Macs and Apple Watches are also a black eye for Cook considering his operations background.

无论库克选择哪条路，严格的审查将是正确的。而且应该是：库克和他的管理团队全球对其最重要产品iphone的需求减缓未能恰当地引导投资者。考虑到库克的运营背景，对他来说，新MacS和苹果手表的供应限制也是个羞辱。

“This is one of the darkest days in Apple’s history,” Ives says. “It’s the most defining moment for Tim Cook as CEO.”

"这是苹果历史上最黑暗的日子之一,"艾夫斯说。 "这是蒂姆•库克担任首席执行官最具决定性意义的时刻。"

DFWeats
Apple knew users were no longer purchasing smart phones as often as they did when smartphones were making big strides each year. In order to maintain revenue they increased the phone prices so that there was more profit per phone. They are now realizing that those prices are too high as fewer people than expected are buying them. As with every product, there is a sweet spot in regards to price to unit sales and Apple simply missed it.

苹果知道用户不再像智能手机每年大幅增长时那样频繁地购买智能手机了。 为了维持收入，他们提高了手机价格，以便每部手机有更多的利润。 他们现在意识到这些价格太高了，因为购买它们的人比预期的要少。 正如每一款产品一样，单位销售价格都有一个最佳点，而苹果完全弄错了这一点。



Jenni
Jobs did his share of copying too. But he added value and improved things, knowing what people did and did not want, an instinct that his successor does not have.

乔布斯也在模仿别人。但他增加了价值，改进了产品，知道人们想要什么，这是他的继任者没有的本能。

Jack
Jobs was an innovator. This guy just keeps pushing out new iterations of old products.

乔布斯是一位创新者。 这家伙只是不断地推出旧产品的新版本。

Andre
What legacy ?? Cook is to Apple what Steve Ballmer was to Microsoft, Someone who just figured out the best way to milk their loyal customers without creating anything new. We all saw what happened to Microsof when Ballmer left :)

什么遗产？ 库克之于苹果就像史蒂夫· 鲍尔默之于微软---- 一个只是想出了榨取忠实客户的最佳方法而不创造任何新东西的人。 我们都看到了当鲍尔默离开时微软发生了什么:)

Larry
When your company hasn't had an innovative idea in fifteen years, what did you think was going to happen?

当你的公司在15年里没有一个创新的想法时，你认为会发生什么？

Nathan L
Apple. Technology of yesterday, at the price of tomorrow.

苹果。 昨天的技术，明天的价格。

Michael
His legacy = riding on the coattails of Steve Jobs

他的遗产得益于史蒂夫 · 乔布斯的帮助。

MICHAEL
phone technology has peaked not much else they can do and other companies have caught up with phones less than half the price of a iPhone, The con is over

手机技术已经达到顶峰，他们能做的也不多，其他公司已经赶上了价格不到 iPhone 一半---- 骗局结束了。

Phil D
He's a typical corporate CEO he cares more about market share and quarterly earnings and less about putting out a great product to loyal customers and that is why Apple is now no better that anyother phone

他是一个典型的企业 CEO，他更关心市场份额和季度收益，而不是为忠实的用户推出一个伟大的产品，这就是为什么苹果现在并不比其他任何手机好。

david
No innovations just add ons to existing iPhone. The watch is limited. Where are New products in the pipeline. Can’t continue increasing price of iPhones ever time new introduction.

没有创新只是现有的iPhone的附加物。 苹果表有限。 正在生产的新产品在哪里。 不能再继续提高iphone的价格了

SharkM
Jobs had visions of what the future could be. Cook has daydreams of people lining up to pay a lot more money for a slightly updated version of the same old product.

乔布斯对未来充满了憧憬。 库克的白日梦是人们排队花更多的钱购买一个稍微更新版本的同一个旧产品。



MoneyBags
The Apple demise was inevitable. If Ford motor company forced its customers to buy Ford gas, Ford motor oil, Ford insurance, Ford tires, Ford light bulbs, Ford break pads....people eventually will stop buying Fords when they realize the cumulative costs involved. Apple, the perfect example of corporate greed.

苹果的灭亡是不可避免的。 如果福特汽车公司强迫消费者购买福特汽油、福特汽车机油、福特保险、福特轮胎、福特灯泡、福特刹车垫... ... 当人们意识到累积成本的时候，他们最终会停止购买福特。 苹果，企业贪婪的完美例子.

Tim
Cook has not even purchased a company to expand Apple's reach.

库克甚至没有收购一家公司来扩大苹果的影响力

Bill
tium cook took a great company and turned it into a loser. People used to stand in line to buy the latest iphone. Because that is no longer occurring, it should tell everyone that something has gone very wrong at Apple. I suggest that the very high price increases is a big part of what is very wrong at apple. Apple has priced itself out of a lot of markets. In additon, there is clearly a lack of innovation at Apple. They have lost the ability to innovate!!!

蒂姆 · 库克把一家伟大的公司变成了一个失败者。 人们过去常常排队购买最新款的iphone。 这种情况已经不再发生，它应该告诉每个人苹果公司出了大问题。 我认为，苹果公司的问题很大一部分在于价格的大幅上涨。 苹果在许多市场上定价过高。 此外，苹果显然缺乏创新。 他们已经失去了创新的能力

American
I think he has proven he knows NOTHING about running company when it needs tight steering.

我认为他已经证明了，当公司需要紧密掌舵时，他对经营一无所知

debra
time for an Apple reality check. the phone might be nice but, the price isn't right. lower the price and get more in line with the working class people. that will help us and your legacy your so worried about. it's about the money for us to.

是时候让苹果公司面对现实了。 手机可能不错，但价格不对。 降低价格，与工人阶级保持一致。 可以帮助我们和你所担心的遗产。 这是钱的问题

Artist
Tom went overboard with the prices.

库克把价格定得太过分了

George
So not worthy of discussion! This is a largely predictable occurrence linked causally with current events that even the best of products being sold would have similarly been affected. Not sure you want to bet against APPLE. Excellent products!

所以不值得讨论！ 这在很大程度上是可以预见的，与当前事件有因果关系，即使是最好的产品销售也会受到类似的影响。 不知道你想不想赌苹果输。 优秀的产品

Barry
In what world is $84 billion in revenue a failure, in one quarter?

在哪个世界，840亿美元的季度收入是失败的？？

Jenni
What legacy? Since Jobs died Apple's "innovations" have consisted mainly of releasing the same devices a quarter of a millimeter thinner or larger, for 2x the cost of the last version, with near total incompatibility to past products, forcing people to buy the new ones. That's hardly innovative genius. It's more like tech totalitarianism.

什么遗产？ 自乔布斯去世以来，苹果的"创新"主要包括发布相同的设备，薄四分之一毫米或更大，成本是上一个版本的2倍，与过去的产品几乎完全不兼容，迫使人们购买新的。 这可不是什么创新天才。 这更像是技术极权主义。

FatManChew
What legacy? Cook just added features without improving them.

什么遗产？ 库克只是增加了一些功能而没有改进它们

Jay
Making Apple products in China for short term gain is finally coming home to roost. Mysteriously, Chinese companies all make a better product.

为了短期利益而在中国生产苹果产品终于得到了回报。 不可思议的是，中国企业都生产出了更好的产品。

Dave Beck
They had decades of over priced products. Competition has caught up with them.The days of buying a $700.00 iPhone every year are over.

他们的高价产品有几十年了。 竞争者已经追上了他们，每年花700美元购买iPhone 的日子已经一去不复返了。

Newman
The media loves to kick Apple. It’s a fact even with this recent decline, the company is worth about triple what it was worth when Steve Jobs was running it.

媒体喜欢踢苹果。 这是一个事实，即使最近的下降，该公司的市值仍大约是史蒂夫乔布斯管理时的三倍。

Jim
I don't care about his legacy or anyone else's - it's the 1,000 dollar phones that scare me. THAT is a problem RIGHT there.

我不在乎他的遗产或者其他人的，我害怕的是那些1000美元的手机。 这就是问题所在。

Pat
Everything Apple is way to expensive. Everything!

所有的苹果产品都太贵了。 所有的。

SCOOTER
Legacy!!! As of today, Cook will leave behind nothing.

遗产！ 从今天起，库克将不会留下任何东西。

Gunny
what legacy? he didnt produce a single innovative idea? let me give you one Tim! 4k Iphone? 4K Laptops?

什么遗产？ 他连一个创新点子都没有吗？ 让我给你一个蒂姆！ 4k 的Iphone？ 4k的笔记本电脑？

John W
The reason I don't like Apple (more like despise them) is because cook took what Steve Jobs had created, and changed it into a mess that Jobs would have never ever let happen. This pure failure on cooks part to understand what Apple was and where it should go is an insult to the shareholders and, more importantly, the legacy of Steve Jobs.

我不喜欢苹果(更像是鄙视他们)的原因是因为库克拿走了史蒂夫· 乔布斯创造的东西，把它变成了乔布斯永远不会让它发生的一团糟。 库克在理解苹果是什么，以及它应该走向何方这一点上的彻底失败，是对股东的侮辱，更重要的是，是对史蒂夫•乔布斯遗产的侮辱。



DoofusAroofus
In a world of a declining middle class, high-end products such as Apple will have to revisit their business models, pricing strategies and new product release timing. They are quite vulnerable to competition.

在一个中产阶级日益衰落的世界里，苹果等高端产品将不得不重新审视自己的商业模式、定价策略和新产品发布时机。 他们很容易受到竞争的影响。
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