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苹果是怎么赚到那么多钱的

How Does Apple Make so Much Money?

你在收看的是Coldfusion TV
You’re watching ColdFusion TV.
嗨 欢迎收看新一期视频
Hi! Welcome to another ColdFusion video.
自从苹果于1976年由
Since the founding in 1976
一个颇具商业头脑的嬉皮士和一个书呆子建立起来后
by a business-savvy hippy and A nerd
它在科技市场中占据了独一无二的位置
Apple has had a unique place in the tech market.
如今 它是个两极化的实体
Today, they’re a polarizing entity.
但在历史上 史蒂夫·乔布斯总是在确保
But historically, Steven Jobs has always made sure
苹果产品能为不善科技之人所用
that Apple products were accessible to non-technical people.
把物品打造得易于使用
Making things easy to use
打开了通往更宽广的市场的大门
open up the door to a much wider market.
尽管有此策略
Despite the strategy,
事情的发展却不总是尽如人意
things haven’t always gone that way.
20世纪90年代
In the 1990s,
苹果输了“电脑大战” 走向衰落
Apple lost the PC Wars and were failing.
要靠与比尔·盖茨在1997年
It would take Bill Gates till 1997 to save them
耗费1.5亿美金达成的投资协议获得拯救
with a 150-million-dollar investment deal.
“最后 微软在向苹果投资”
And lastly, Microsoft has made an investment in Apple.
“微软正在购买市值1.5亿美金苹果的股票”
Microsoft is buying 150-million-dollar worth of the Apple stock.
“而我今天正好有一个特别的客人”
And I happen to have a special guest with me today
“他会通过卫星下行链路连接现场”
be a satellite downlink.
我们可以把他请“上台”了
And if we could get him up on stage right now.
[欢呼声]
[cheers]
直到史蒂夫·乔布斯回归
It would only be after the return of Steve Jobs
和2011年iPod推出
and the release of iPod in 2001
苹果才成为了21世纪科技的文化标志
that would make Apple a tech culture icon for the 21st century.
iPhone不过是将此进一步巩固
The iPhone only solidify this.
就像之前的视频提到的
As mentioned in the previous video,
苹果最近跨过了1万亿美金大关
Apple recently crossed 1-trillion-dollar mark.
这已经超过了墨西哥
This is more than the GDP of Mexico,
印度尼西亚 土耳其的国内生产总值(GDP)
or Indonesia, or Turkey.
尽管这只是市值
Although this is just a market valuation,
但苹果确实有大量实际利润储备
Apple does actually have stockpiles of real profit.
所以问题是:
The question must be asked,
苹果到底是怎么赚到这么多钱的?
just how does Apple make so much money?
苹果是怎么赚到这么多钱的?第一部分:手机
How does Apple make so much money?Part one: The iPhone
最初的iPhone是极具开创性的设备
The original iPhone was a groundbreaking device.
可用手指无缝操控
The breakthrough of using your own fingers
一个设有智能软件的口袋大小设备
to seamlessly navigate a pocket device with smart software
使iPhone完全碾压前任手机之王
made the iPhone absolutely crash former mobile kings.
诺基亚和黑莓被摧毁了
Nokia and Blackberry were obliterated.
而触屏手机和软件的组合
And the mobile touch software combination spot to shift
将微软和因特尔扫到了一边
that forced Microsoft and Intel to the sidelines.
结果看来
As it turned out,
人们就是喜欢好用的口袋电脑
people just simply valued pocket computer that was easy to use.
在2007年投放市场后
After its launch in 2007,
iPhone逐渐取代iPod
the iPhone gradually replaced the iPod
成为苹果最大收益驱动源
as Apple’s biggest revenue driver.
由此说来
With this being said, it shouldn’t be any surprise
苹果的大部分收益来自iPhone就不令人惊讶了
that Apple makes most of this money from the iPhone.
苹果有70%的利润来源于此设备
About 70% of its profits come from this device.
2008至2017年间
Between 2008 and 2017,
寄运的iPhone有1.16千万
the number of iPhone shipped surged
到2.16亿台之多
from 11.6 million to 216 million units.
同一时间
During the same period,
苹果的年收益超过600%
Apple’s annual revenue soared over 600%.
谈到毛利润
In terms of raw profit,
苹果能够以不超过370美金的费用生产iPhone
Apple manages to produce iPhone for 370 dollars or less
并将它们以均价720美金卖出
and sell them for an average price of 720 dollars.
当然 iPhone X的价格已超过1000美金
And of course, the iPhone X shifts over 1000 dollars.
为了支持此等高价
To support this high price,
苹果将其产品定位在“奢侈品设备”
Apple has positioned their products as luxury devices.
其他公司销售的设备盈利空间更窄
Other companies sell their devices at much thinner margins.
给你个概念
To give you an idea,
苹果的利润分红在整个智能机市场占86%
Apple ranks in 86% of the entire smartphone industry profits,
尽管它的产品只占市场份额的24%
despite controlling just 24% of the global market.
有趣的是
Interestingly, the iPhone X alone takes in 35%
仅iPhone X 就占到了全市场利润的35%
of all profits of the entire industry.
手机的成功—一把双刃剑?
IPhone success – the double-edged sword?
好了 那是挺有趣的
Okay, so that’s kind of interesting,
但我们需要问的是:
but we have to ask the question,
苹果是否过度依赖于智能机销售?
is Apple too relying on smartphone sales?
提及智能机市场
In reference of the smartphone market,
蒂姆·库克最近在一场分析师大会说过
Tim Cook recently said in an analysis conference call,
“不管它是增长了1% 2%还是5% 或是萎缩
“Whether it grows by 1 or 2 percent, by 5 percent,
这仍然是一个巨大的市场”
or shrinks, it’s still a huge market.”
蒂姆说的对
And Tim is right,
只要iPhone的销售额仍在逐年递增就情况尚好
as long as iPhone sales are rising year over year, things are good.
但最终iPhone的销售会减缓
But eventually, iPhone sales will slow.
你可能会好奇为什么
So you might be wondering,
我如此确定它们会减缓
how could I be so sure that they will slow?
最根本的原因是市场饱和
Well, above all else, market saturation.
简单来说就是 想要智能机的人几乎都有了
Simply put, pretty much everyone who wants a smartphone has one.
除此之外
And to add to this,
随着强大的 低于300美元的安卓手机出现
with powerful Android phones coming out for as least as 300 dollars,
市场将空前地开放
the market is more accessible than ever before.
对 有些人可能会想每年升级一次手机
Yes, some people might want to upgrade their phone every year.
但手机逐渐变得好到能撑几年了
But as phones gradually become good enough in everything in a few years,
越来越少的人会选择升级
less and less people are going to upgrade.
不止如此
Not only this,
iPhone如今不再是唯一的好手机了
but the iPhone isn’t the only great phone out there right now.
曾有段时间
There was a time when
iPhone领先于市面上的所有产品
the iPhone was miles ahead of anything else in the market.
但现在并非如此
But that’s simply not the case any more.
如果苹果再不做出策略上的调整
If Apple doesn’t make strategic changes,
过不了多久
after a short while,
人们对iPhone的兴趣也就能撑这么久了
the interest in the iPhone would only last so long.
当iPhone的销售额最终衰退
When iPhone sales finally fade,
苹果将需要全新的产品与服务来收复失地
Apple needs new products and services to pick up the slack.
但同时
But in the meantime,
他们仍有其他的赚钱途径
they have another way of making money.
苹果是怎么赚到这么多钱的?第二部分:苹果的“数字监狱”
How does Apple make so much money?Part two: Apple’s digital prison
我听到我很多朋友说:
I’ve heard so many of my friends say,
“我有几台iPhone
“I have had a few iPhones
我越来越不喜欢它们了
and I’m liking them less and less
但我不想换成安卓机
but I don’t want to change to Android
因为那样我就会失去所有个人数据了!”
because I’ll lose all my stuff!”
尽管我一个朋友有部iPhone
Even though one of my friends has an iPhone,
但她仍把苹果称为科技界的异教
she called Apple “the cult of the tech world”
因为她被困在了苹果的“生态系统“中
for trapping her in the ecosystem.
苹果软件和品牌忠诚度的联合
The combination of Apple’s world software garden and brand loyalty
使iPhone成为了 苹果增长中的服务业的理想鱼饵
makes the iPhone ideal bait for growing Apple service business.
而其服务业的内容包括应用商店
Apple services are things like the App Store,
“iTunes““Apple Music”
iTunes, Apple Music,
“iBooks““Apple Care”以及“Apple Pay”
iBooks, AppleCare and Apple Pay.
在iPhone用户从iTunes和应用商店
After iPhone users start buying their apps and media
买过APP和资源后
from the App Store and iTunes,
他们不太可能放弃买过的东西
they are much less likely to live behind their purchases
去换成安卓机
by switching to Android devices.
蒂姆·库克非常清楚地意识到了这点
Tim Cook is very aware of this,
他曾反复说明
and he has repeatedly stated
苹果希望通过发展软件服务
that Apple plans to grow software services
以弥补iPhone销售额的逐减
to offset the gradual slowdown of iPhone sales.
因此
Cause of this,
苹果的服务板块随着时间流逝
the service section of Apple’s becoming more and more important
变得越发重要
as time goes on.
随着智能机市场萎缩
As the smartphone market shrinks,
苹果需要从
Apple has to make more money
从iPhone用户那得到的市场中赚取更多钱
out of the market they’ve acquired from iPhone users.
苹果公司希望在2020年前使服务业务的收益翻倍
The company hopes to double their services revenue by 2020,
它看起来正在实现此目标的路上
and appears to be on track to be doing so.
苹果的封锁策略对此也有帮助
Apple’s locking strategy also helps as well.
他们的升级项目
Their upgrade program lets people pay for iPhones
让人们以两年为限 按月为iPhone付款
on a monthly basis for 2 years.
12个月后 用户就能更换最新款iPhone
After 12 months, users can switch to the latest iPhone,
并重置付款过程
and reset the payment process.
苹果是怎么赚到那么多钱的?第三部分:适配器
How does Apple make so much money?Part three: Dongles
苹果能通过售卖配件赚点外快
Apple can make a bit of extra cash by selling accessories.
比如说 苹果目前卖的最好的产品
For example, some of the best-selling Apple products right now
并非是iPhone 而是适配器和耳机
aren’t the iPhone, but Dongles and AirPods
主要原因是苹果取消了iPhone的耳机孔
may only because of the removal of the headphone jack from the iPhone.
MacBook Pro的标准USB适配器 也是热销品
Standard USB Dangles on the MacBook Pro are also hot sellers.
苹果是怎么赚到这么多钱的?第四部分:品牌形象
How does Apple make so much money?Part four: Brand image

我把广告当作苹果成功的原因之一
Okay, so, it’s going to put advertising as a reason for Apple’s success.
但我有种感觉
But I have a feeling
苹果的广告不如之前有效了
that Apple’s advertising isn’t working as effectively as it once did.
直接的广告投放也许不再如从前有力
The direct advertising might not be as powerful,
但在真人秀的时代
but in the age of reality TV,
苹果的地位象征 正在发挥(广告)效应
the status symbol aspect to the Apple’s brand is working.
基本上 所有主要的名人都在用iPhone
Pretty much all major celebrities use iPhones.
在那些名人的媒体报道中(就能发现)
And whenever this meida coverage on that celebrity question,
他们随时都在用着iPhone或是MacBook
there they are, with an iPhone or Macbook.
在这阵免费的广告过后
After a while of this free advertising,
苹果产品凭借自身 成为了地位的象征
the Apple devices become a status symbol in their own right.
对于易受影响的人
For impressionable people,
这可能意味着iPhone是唯一值得购买的手机
this may mean that iPhone is the only phone worth getting,
这进一步促进了iPhone的销售
further driving Apple sales.
结语
Closing thoughts
我认为苹果成功的秘密很多元 但并不意外
So I think the secret to Apple success is multipronged, but not entirely a surprise.
蒂姆•库克推动着公司上了商业高峰
I think Tim Cook has pushed the company to a strikingly business altitude.
经他领导
Under his lead,
苹果找到了从高利润中获益更多
Apple has found ways to generate more profit from higher margins,
挽留苹果生态圈的消费者
aggressively keep consumers in the Apple ecosystem
以及让配件大卖的方法
and make Dongles a top-seller.
但像之前说的
But that being said,
我很好奇
there’s a large part of me that wonders
曾经的苹果公司去哪儿了
where has the Apple of old gone?
在发行iPod iPhone
The iPod, iPhone
甚至是Mac 或其它老产品之后
and even Mac, or old transformed products,
苹果已经有一阵没革新了
it really has been a while
我确定消费者很乐意看到另一次创新
and I am sure consumers would love to see another major innovation.
而Apple Watch和HomePod算不上是
The Apple Watch and HomePod would just not it.
苹果不会很快破产
Apple isn’t running out of money any time soon
也不会有麻烦
so is not in trouble.
最后 它做什么其实也不重要
And it doesn’t really matter what they do in the end.
但机会不多了
But the room is no longer empty.
微软开始尝试新项目
Microsoft has called on to the idea of trying new things
诸如surface系列
with projects like the Surface line
全息透镜和Andromeda项目
and HoloLens or project Andromeda.
苹果或许还有杀手锏
Maybe Apple has something be up their sleeve,
但世界不会一直等着它
but the world isn’t going to wait forever.
总之 这是我对苹果如何赚这么多钱的看法
Anyway, so that’s my take on how Apple makes so much money.
感谢收看 我是Dagogo 这里是ColdFusion
Thanks for watching, this’s been Dagogo. You have been watching ColdFusion.
如果你偶然发现了本频道 请自由订阅
If you just stumbled across this channel, feel free to subscribe.
如果你知道其他人对此感兴趣
And if you know someone that would be interested in this topic,
请分享本期视频
feel free to share this video with them.
好啦 我们很快下期见
Alright, I will see you again soon for the next video.
再见啦
Cheers, guys!
过得开心
Have a good one.
点击订阅更多新想法
Subscribe to new thinking.
这里是ColdFusion
It’s ColdFusion.
这里有新想法
It’s new thinking.

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译制信息
视频概述

不再创新的苹果帝国如何通过商业策略继续赚钱

听录译者

HE

翻译译者

kili

审核员

审核员 W

视频来源

https://www.youtube.com/watch?v=ejpEt7LK5eM

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