开盘由跌转涨！苹果告别库克时代给接任者留下了哪些课题？

第一财经09-01 23:39

当地时间9月1日，蒂姆·库克（Tim Cook）卸任苹果（AAPL.O）CEO一职，转任董事会执行主席，CEO由约翰·特努斯（John Ternus）接任。持续15年的苹果“库克时代”结束，迎来了“特努斯时代”。9月1日苹果开盘，股价微跌，随后盘中涨超1%。　　15年前，当苹果联合创始人史蒂夫·乔布斯（Steve Jobs）因病辞去CEO职务时，外界曾疑虑，个人特质与乔布斯截然不同的库克，可能无法...

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What challenges has Apple's departure from the Cook era left for its successors?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"FTEC":0.6,"AAPB":0.6,"AAPE":0.6,"IOSX":0.6,"APLY":0.6,"XLK":0.6,"JGRO":0.6,"IXN":0.6,"VGT":0.6,"AAPL":1.98,"AAPU":0.6,"MACW.SI":0.6,"ABFL":0.6,"ROM":0.6,"AAPW":0.6,"SAAPLmain":0.6,"AAPY":0.6,"AAPX":0.6,"SPTE":0.6,"VT":0.6,"TTXU":0.6,"METV":0.6,"CMAG":0.6,"TYLG":0.6,"AAPD":0.6},"content_text":"当地时间9月1日，蒂姆·库克（Tim Cook）卸任苹果（AAPL.O）CEO一职，转任董事会执行主席，CEO由约翰·特努斯（John Ternus）接任。持续15年的苹果“库克时代”结束，迎来了“特努斯时代”。9月1日苹果开盘，股价微跌，随后盘中涨超1%。　　15年前，当苹果联合创始人史蒂夫·乔布斯（Steve Jobs）因病辞去CEO职务时，外界曾疑虑，个人特质与乔布斯截然不同的库克，可能无法为苹果注入浓烈的创新特质。但在接下来的15年里，库克一手将市值3000多亿美元的苹果，推向超4万亿美元的市值高峰，用成绩回应了质疑。　　然而，库克时代仍有一些遗留问题未解决。最重要的问题包括，进入AI时代后苹果如何重置自己的身位？从今日起，新的问题将由新一任掌舵者来回答。　　库克时代的遗产　　“我对Apple社区的热爱永远不会改变。”库克卸任前在微博上表示。有消息称，他还在卸任前发送了一封内部信，称“这家公司证明企业文化可以战胜一切”，并表示自己会怀念这份工作。　　回望过去15年，相比乔布斯时代的新生锐气，库克麾下的苹果某种程度上像一台日趋成熟的“利润机器”。　　据库克执掌苹果不到一个月时披露的财报，2011财年苹果营收1080亿美元。而到2025财年，苹果的营收达到4161.6亿美元，是14年前的3.8倍。　　外界普遍认为，库克时代苹果的成长离不开掌舵者极致的运营和供应链能力。库克在苹果的贡献包括将库存周期从月为单位缩短至短短几天，并重整了苹果的供应商体系。　　苹果的产品线也发生了变化。　　库克接手苹果时，为苹果贡献主要收入的产品还是iPhone、Mac和iPod。进入库克时代后，iPhone依然是拳头产品，除此之外，2015年面世的Apple Watch、2016年面世的无线耳机AirPods也为苹果拓宽了产品阵列。另一项在库克时代壮大的是服务业务，涵盖了App Store、影音、支付等软件业务。　　这两类业务在苹果收入中已占据一定分量。2025财年，苹果包括手表和无线耳机在内的可穿戴设备、家居及配件产品线收入超350亿美元，在总收入中占比8.6%，苹果服务业务年收入则首次突破1000亿美元，占该财年总收入的26%。　　库克还在苹果芯片自研史上留下浓重的一笔。2010年，病中的乔布斯发布了苹果首款自研芯片A4，这款芯片采用45纳米制程工艺，可搭载于iPad上。但苹果真正有实力摆脱对英特尔的依赖是在库克时代。　　2020年，苹果在开发者大会上宣布了一项芯片迁移计划：用两年时间过渡，让Mac用上自研芯片。随着当年M1芯片推出，苹果从英特尔的X86架构转向了ARM架构阵营。　　站在苹果掌舵人交接班的当口，苹果自研芯片的脚步已经走到2nm工艺阶段。8月底，作为库克交棒前发布的最后两款产品之一，Mac mini首发搭载苹果M6芯片，M6是苹果第一款采用2nm制程的自研芯片。在当地时间9月9日的苹果秋季发布会上，苹果2nm制程芯片有望应用于更多新品。　　除了SoC（系统级芯片），苹果也翻越过自研基带芯片这座“大山”。去年2月，苹果首次在手机中搭载自研5G基带芯片C1，有消息称苹果为此研发七年、耗费数十亿美元。在摆脱对英特尔依赖之后，苹果终于也减轻了对高通的依赖。　　现在交到特努斯手上的，是一个硬件更加一体化、软件业务收入也已然庞大的苹果。这是一家更成熟的商业公司，但外界担忧的，恰恰是公司市值庞大至4万亿美元以上后，锐气从哪里来？大象如何转身？　　库克留下的问题　　库克时代留下的，也有不少遗憾。其中之一是2024年上市的Vision Pro，这款承载了苹果空间计算野心的混合现实头显在技术上向前探了一步，但不论是硬件成本还是软件生态，似乎还走不到关键突破口，卡在了向大众普及的路上。　　手机业态则与15年前截然不同，形态大致固定、硬件难于创新，连苹果也不易再现“iPhone时刻”。几乎整个手机产业链都将期望寄托在折叠屏形态上。苹果在这个领域不是最早的创新者，但苹果产业链人士告诉记者，苹果入局预计成为折叠屏领域今年最大的催化剂。业界期望由苹果肩负起将折叠屏产业链推向成熟的责任。　　苹果有望于即将到来的秋季发布会上发布旗下首款折叠屏。这款可能名为iPhone Ultra的折叠屏手机主要研发于库克时代，将这条产品线壮大的任务则落在特努斯肩上。　　库克在AI领域未交出亮眼的成绩，则几乎成为近两年苹果被外界诟病最多的点。　　今年6月，苹果在WWDC开发者大会上推出AI版Siri，这是苹果两年前预告后迟交的作业。自研模型无法满足所有需求，苹果还引入外部的模型技术。未来苹果是否有能力完全自研模型、需要将多少利益分给外部模型合作者，仍然是悬念。　　当下，AI不仅冲击软件生态，还引发了新的硬件卡位赛。OpenAI已放话，今年下半年将推出旗下首款硬件设备。据网上爆料信息，这款硬件设备可能定位为取代AirPods的特殊音频产品。　　在手机领域已是霸主的苹果，接下来面临的竞争将不只是在手机领域。这是一场全新的战役，应对者是产品线出身、此前作为硬件工程高级副总裁的特努斯。　　有一些AI硬件产品线可以留意。去年科技爆料人马克·古尔曼称苹果在筹备多款机器人以及带屏幕的智能音箱、家庭安全摄像头等，其中一款计划2027年上市的桌面机器人是苹果AI战略中的核心。苹果是否会在即将到来的发布会上透露AI硬件的信息也有待揭晓。　　还有一些棘手的“麻烦”从库克时代遗留下来，已经在冲击苹果的业务。　　一是作为苹果服务业务的重要部分，苹果App Store的抽佣体系已在全球多地遭遇来自监管和企业的挑战。此前苹果要求iPhone应用必须通过App Store安装并使用苹果支付系统，对应用内购买的数字商品及服务抽佣30%。但本月早些时候，苹果宣布调整欧盟地区佣金政策，允许用户从第三方应用商城下载应用，苹果对此抽取5%技术佣金。今年早些时候苹果也已调低中国的App Store标准佣金率。　　影响一定程度反映在2026财年第三季度，该季度苹果服务业务收入同比增长12%，但增长不及市场预期。　　挑战还来自供应链。存储价格上涨等导致的消费电子成本上涨已抑制了部分需求。苹果6月以来已陆续提高多款iPad、Mac的定价。即便是“供应链管理大师”，库克也形容，来自存储价格的影响像“遭遇百年一遇的洪水”。如何消化这些不利影响，成为特努斯一上任就面临的课题。　　库克在7月底的业绩会上评价，没有比特努斯更好的人来掌舵公司，并表示苹果有一个光明的未来，又在卸任前的内部信中形容特努斯聪慧、优秀、能力出众。但新一任掌舵者做得如何，接下来最有发言权的将是苹果的消费者和股东。（文章来源：第一财经）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"executive","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; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"isLaohu8Offline":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.44.1","shortVersion":"4.44.1","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2664868183","isCrawlerRequest":true}

开盘由跌转涨！苹果告别库克时代 给接任者留下了哪些课题？

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开盘由跌转涨！苹果告别库克时代给接任者留下了哪些课题？