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.

在對投資者發(fā)出令人震驚的財務(wù)警告之后，蘋果公司首席執(zhí)行官蒂姆· 庫克即將迎來他職業(yè)生涯最新的決定性時刻。 作為這家科技巨頭的首席執(zhí)行官，他的回應(yīng)對鞏固他的遺產(chǎn)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.

自從從喬布斯手中接過CEO 指揮棒以來，庫克已經(jīng)歷經(jīng)了iPhone 的幾個版本，并領(lǐng)導(dǎo)了蘋果手表和AirPods 等可穿戴設(shè)備的推出。 庫克還推動蘋果進(jìn)一步深入云端和視頻內(nèi)容等服務(wù)領(lǐng)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，庫克的遺產(chǎn)可以被看作是一位不把創(chuàng)新型創(chuàng)始人創(chuàng)造的東西搞砸的首席執(zhí)行官。與此同時，庫克擴(kuò)大了蘋果在全球人民生活中的影響力-以及它的社會影響力。簡歷上還不錯。

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.

但在貿(mào)易緊張局勢不斷升級的情況下，70億美元的收入預(yù)警讓庫克不得不面對媒體、投資者甚至中國消費(fèi)者。 實(shí)際上，庫克的簡歷突然有了一系列新的星號。

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.

蘋果公司在周三收盤后發(fā)布的一份文件中預(yù)計，第一季度營收約為840億美元。 此前預(yù)計為890億至910億美元。 庫克在文件中將降低的業(yè)績指引歸因于新興市場和大中華地區(qū)的疲軟，以及新產(chǎn)品的供應(yīng)限制。 庫克還強(qiáng)烈暗示，蘋果感受到了消費(fèi)者對價格超過1000美元的新iPhone XS產(chǎn)品線的抵制。

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

盡管庫克試圖炒作AirPods和蘋果手表的強(qiáng)勁需求，但投資者并不買賬。



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.

無論庫克選擇哪條路，嚴(yán)格的審查將是正確的。而且應(yīng)該是：庫克和他的管理團(tuán)隊全球?qū)ζ渥钪匾a(chǎn)品iphone的需求減緩未能恰當(dāng)?shù)匾龑?dǎo)投資者?？紤]到庫克的運(yùn)營背景，對他來說，新MacS和蘋果手表的供應(yīng)限制也是個羞辱。

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

'這是蘋果歷史上最黑暗的日子之一,'艾夫斯說。 '這是蒂姆·庫克擔(dān)任首席執(zhí)行官最具決定性意義的時刻。'

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原創(chuàng)翻譯：龍騰網(wǎng) http://www. 轉(zhuǎn)載請注明出處


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. 

蘋果知道用戶不再像智能手機(jī)每年大幅增長時那樣頻繁地購買智能手機(jī)了。 為了維持收入，他們提高了手機(jī)價格，以便每部手機(jī)有更多的利潤。 他們現(xiàn)在意識到這些價格太高了，因為購買它們的人比預(yù)期的要少。 正如每一款產(chǎn)品一樣，單位銷售價格都有一個最佳點(diǎn)，而蘋果完全弄錯了這一點(diǎn)。



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. 

喬布斯也在模仿別人。但他增加了價值，改進(jìn)了產(chǎn)品，知道人們想要什么，這是他的繼任者沒有的本能。

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

喬布斯是一位創(chuàng)新者。 這家伙只是不斷地推出舊產(chǎn)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 :) 

什么遺產(chǎn)？ 庫克之于蘋果就像史蒂夫· 鮑爾默之于微軟---- 一個只是想出了榨取忠實(shí)客戶的最佳方法而不創(chuàng)造任何新東西的人。 我們都看到了當(dāng)鮑爾默離開時微軟發(fā)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? 

當(dāng)你的公司在15年里沒有一個創(chuàng)新的想法時，你認(rèn)為會發(fā)生什么？

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

蘋果。 昨天的技術(shù)，明天的價格。

Michael
His legacy = riding on the coattails of Steve Jobs 

他的遺產(chǎn)得益于史蒂夫 · 喬布斯的幫助。

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 

手機(jī)技術(shù)已經(jīng)達(dá)到頂峰，他們能做的也不多，其他公司已經(jīng)趕上了價格不到 iPhone 一半---- 騙局結(jié)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 

他是一個典型的企業(yè) CEO，他更關(guān)心市場份額和季度收益，而不是為忠實(shí)的用戶推出一個偉大的產(chǎn)品，這就是為什么蘋果現(xiàn)在并不比其他任何手機(jī)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. 

沒有創(chuàng)新只是現(xiàn)有的iPhone的附加物。 蘋果表有限。 正在生產(chǎn)的新產(chǎn)品在哪里。 不能再繼續(xù)提高iphone的價格了

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. 

喬布斯對未來充滿了憧憬。 庫克的白日夢是人們排隊花更多的錢購買一個稍微更新版本的同一個舊產(chǎn)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. 

蘋果的滅亡是不可避免的。 如果福特汽車公司強(qiáng)迫消費(fèi)者購買福特汽油、福特汽車機(jī)油、福特保險、福特輪胎、福特?zé)襞荨⒏Ｌ貏x車墊... ... 當(dāng)人們意識到累積成本的時候，他們最終會停止購買福特。 蘋果，企業(yè)貪婪的完美例子.

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

庫克甚至沒有收購一家公司來擴(kuò)大蘋果的影響力

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 · 庫克把一家偉大的公司變成了一個失敗者。 人們過去常常排隊購買最新款的iphone。 這種情況已經(jīng)不再發(fā)生，它應(yīng)該告訴每個人蘋果公司出了大問題。 我認(rèn)為，蘋果公司的問題很大一部分在于價格的大幅上漲。 蘋果在許多市場上定價過高。 此外，蘋果顯然缺乏創(chuàng)新。 他們已經(jīng)失去了創(chuàng)新的能力

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

我認(rèn)為他已經(jīng)證明了，當(dāng)公司需要緊密掌舵時，他對經(jīng)營一無所知

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. 

是時候讓蘋果公司面對現(xiàn)實(shí)了。 手機(jī)可能不錯，但價格不對。 降低價格，與工人階級保持一致。 可以幫助我們和你所擔(dān)心的遺產(chǎn)。 這是錢的問題

Artist
Tom went overboard with the prices. 

庫克把價格定得太過分了

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! 

所以不值得討論！ 這在很大程度上是可以預(yù)見的，與當(dāng)前事件有因果關(guān)系，即使是最好的產(chǎn)品銷售也會受到類似的影響。 不知道你想不想賭蘋果輸。 優(yōu)秀的產(chǎn)品

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

在哪個世界，840億美元的季度收入是失敗的？？

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. 

什么遺產(chǎn)？ 自喬布斯去世以來，蘋果的'創(chuàng)新'主要包括發(fā)布相同的設(shè)備，薄四分之一毫米或更大，成本是上一個版本的2倍，與過去的產(chǎn)品幾乎完全不兼容，迫使人們購買新的。 這可不是什么創(chuàng)新天才。 這更像是技術(shù)極權(quán)主義。

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

什么遺產(chǎn)？ 庫克只是增加了一些功能而沒有改進(jìn)它們

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

為了短期利益而在中國生產(chǎn)蘋果產(chǎn)品終于得到了回報。 不可思議的是，中國企業(yè)都生產(chǎn)出了更好的產(chǎn)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. 

他們的高價產(chǎn)品有幾十年了。 競爭者已經(jīng)追上了他們，每年花700美元購買iPhone 的日子已經(jīng)一去不復(fù)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. 

媒體喜歡踢蘋果。 這是一個事實(shí)，即使最近的下降，該公司的市值仍大約是史蒂夫喬布斯管理時的三倍。

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. 

我不在乎他的遺產(chǎn)或者其他人的，我害怕的是那些1000美元的手機(jī)。 這就是問題所在。

Pat
Everything Apple is way to expensive. Everything! 

所有的蘋果產(chǎn)品都太貴了。 所有的。

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

遺產(chǎn)！ 從今天起，庫克將不會留下任何東西。

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

什么遺產(chǎn)？ 他連一個創(chuàng)新點(diǎn)子都沒有嗎？ 讓我給你一個蒂姆！ 4k 的Iphone？ 4k的筆記本電腦？

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. 

我不喜歡蘋果(更像是鄙視他們)的原因是因為庫克拿走了史蒂夫· 喬布斯創(chuàng)造的東西，把它變成了喬布斯永遠(yuǎn)不會讓它發(fā)生的一團(tuán)糟。 庫克在理解蘋果是什么，以及它應(yīng)該走向何方這一點(diǎn)上的徹底失敗，是對股東的侮辱，更重要的是，是對史蒂夫·喬布斯遺產(chǎn)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. 

在一個中產(chǎn)階級日益衰落的世界里，蘋果等高端產(chǎn)品將不得不重新審視自己的商業(yè)模式、定價策略和新產(chǎn)品發(fā)布時機(jī)。 他們很容易受到競爭的影響。