观察｜50岁的苹果：巅峰之上的守与变

澎湃新闻04-02

2026年4月1日，苹果公司正式迎来50周岁“生日”。　　这家从车库创业到市值超4万亿美元的科技巨头，依然深受全球消费者欢迎。消费者追逐苹果的最新产品，也喜爱苹果的文化。　　苹果拥有一系列成功的产品，但对苹果影响最大的是iPhone，也奠定了今天的江湖地位。iPhone开创了智能手机时代，并深刻地改变了人们的交流方式，也让苹果变成了移动互联网时代的王者，苹果构筑的“硬件+软件+服务”的生态模式也让...

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Peak","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/c93cb706516a782e99c9728daaace885","symbols_score_info":{"AAPU":0.6,"AAPD":0.6,"AAPW":0.6,"APLY":0.6,"AAPB":0.6,"AAPX":0.6,"AAPY":0.6,"MACW.SI":0.6,"AAPL":1.98},"content_text":"2026年4月1日，苹果公司正式迎来50周岁“生日”。　　这家从车库创业到市值超4万亿美元的科技巨头，依然深受全球消费者欢迎。消费者追逐苹果的最新产品，也喜爱苹果的文化。　　苹果拥有一系列成功的产品，但对苹果影响最大的是iPhone，也奠定了今天的江湖地位。iPhone开创了智能手机时代，并深刻地改变了人们的交流方式，也让苹果变成了移动互联网时代的王者，苹果构筑的“硬件+软件+服务”的生态模式也让公司平稳穿越了多个困难的节点，至今，苹果依然稳坐全球智能手机头把交椅。　　当前世界正在从移动互联网时代走向人工智能时代。在新一轮技术创新节点中，似乎对苹果这类巨型战舰并不友好，很多创新都是由初创企业来完成的。50周岁的苹果需要应变和勇气来迎接AI时代的挑战，继续保持创新的姿态带领行业前行。　　移动互联网时代的王者　　2007年1月9日，在旧金山举行的Macworld大会上，苹果创始人史蒂夫·乔布斯正式发布第一代iPhone，并于2007年6月29日在美国正式发售。　　随着苹果公司第一款智能手机的推出，智能手机时代也悄然开启。苹果硬件加应用商店的模式彻底改变了手机行业和移动互联网的发展轨迹。　　早期的每一代iPhone上市时，都是一机难求，苹果零售店门口都是排起长龙的“果粉”，这也一度催生了全球代购潮。　　2027年就是iPhone诞生20周年，至今iPhone依然保持着超强的竞争力。2025年iPhone全球出货量达19.4%，首次超越三星，6000元以上高端市场份额超 60%，毛利率稳定在45%以上。　　苹果公司来说，iPhone是最大的业务板块，现金牛与生态核心。iPhone的市场表现与苹果业绩高低紧密挂钩。　　苹果在智能手机领域可谓顺风顺水，尽管有些年头iPhone销量有所波动，但整体上稳步向前，并且牢牢锁定全球高端市场，尤其在整个市场处于低迷期，iPhone表现越发亮眼。　　这说明苹果的模式，硬件+软件+服务带来的整体竞争力要优于其他手机厂商，使得用户一直保持很高的忠诚度，避免了销量的大起大落。　　当下的iPhone也受到一些挑战，安卓手机在外观形态上、影像能力上的创新都让人眼前一亮，有一部分用户会从iPhone转向安卓机，但iPhone基本盘很稳固，苹果也在积极应变，接下来也会推出折叠屏手机。　　iPhone底层核心竞争力是芯片和供应链优势，全自研芯片确保了手机具备强大的性能。苹果强大的供应链集中行业优势一起来打造创新的产品。　　真正对iPhone造成挑战不是现在的手机，而是苹果在AI能力上的落后。很多用户也对苹果在AI上的进展感到失望。　　空间智能Vision Pro没打响　　在寻找下一代产品上，苹果一度对混合现实头显Vision Pro寄予厚望，定位为空间智能时代计算平台。但是从上市后实际效果看，没有达到苹果当初的预期。　　Vision Pro有些功能还不够完善、内容缺乏，加上价格昂贵，初期吸引了一批科技极客，对普通人没有吸引力。苹果自身也对Vision Pro迭代和演进动力不足，至今没有传出下一代产品的消息。　　与此同时，业界很多创新产品却不断出现，比如，智能眼镜赛道逐渐跑通，具身智能机器人等产品也逐渐被更多人接受。这些新赛道主要参与者是中国的科技初创企业，他们更灵活，更愿意冒险。　　由于有深厚的技术积累和供应链优势，苹果要想在智能眼镜、机器人领域发力也不晚。之前，有消息传苹果在研发智能家居机器人，但产品何时推出还是未知数。可能苹果作为超级大公司的效率和流程都比较长，行动上不如初创公司迅速。　　AI上的迟到和缺位　　处于硅谷中心，在AI战略布局上，相比谷歌、微软，苹果要保守得多。苹果长期坚持 “设备端实用主义”，未推出独立大模型，古早的Siri 落后于ChatGPT、Gemini等，被用户吐槽为“人工智障”。　　两年前，苹果推出了苹果智能（Apple Intelligence），个人智能终端系统。但自家的产品没落地，只能选择与谷歌合作让用户先智能起来。　　早前，苹果多位AI技术人员离职，公司需要重塑人工智能团队，AI产品只能一延再延。　　不过，苹果设备全自研芯片，统一内存架构，CPU和GPU互相调用，非常适合跑OpenClaw“龙虾”之类的智能助手，让苹果设备成为了AI新基建终端。今年年初，经济实惠的MacMini卖脱销，用户买来养“龙虾”。　　50岁的苹果站在科技产业之巅，其构筑的优势加上对用户体验的坚守，使其依旧强大。但用户不止期待强大的苹果，而是更欣赏有创新的苹果，期待苹果拿出创新的勇气，不要一味守成，更不要变成一个“老登”，而是那个“很酷”的苹果。（文章来源：澎湃新闻）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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