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設計總監離職,蘋果展開公關攻勢

Don Reisinger 2019年07月11日

報道稱,伊夫對蘋果的董事會感到不滿,因為大多數董事會成員都缺少技術背景。

喬尼·伊夫辭去蘋果設計總監職務的影響成了一個重大的爭論話題。

《華爾街日報》在上周報道稱,伊夫已經于6月27日宣布離職,他認為蘋果的首席執行官蒂姆·庫克不明白設計的重要性。報道稱,伊夫還對蘋果的董事會感到不滿,因為大多數董事會成員都缺少技術背景。

蒂姆·庫克就該報道及其引發的討論做出了回應,稱其很“荒謬”。至于他的這番言論能否成功撲滅了這場輿論“大火”,誰也說不準。

雖然伊夫的離職占據了上周的新聞頭條,但卻并非唯一的話題。同樣在上周,有報道稱蘋果正在研發新款13英寸MacBook Pro。此外,蘋果即將推出Apple TV+,而就其試圖控制Apple TV+原創內容創意過程的報道,蘋果的高級服務副總裁艾迪·庫伊對此予以了反駁。

以下是過去一周有關蘋果的頭條報道:

喬尼·伊夫在蘋果過得不開心?

《華爾街日報》稱,近年來庫克對利潤的興趣遠遠超過了產品設計,為此伊夫感到“心灰意冷”。報道援引幾位消息人士的言論稱,由于對蘋果董事會許多成員缺乏技術經驗感到不滿,伊夫有時會選擇追求自己的興趣,而不是領導設計團隊。其中一名消息人士稱,他“疏遠”了設計團隊。其他消息人士則表示,伊夫不喜歡Apple Watch,他原本想把其變成一種“時尚配飾”。相比之下,庫克和其他高管則認為,Apple Watch應該是iPhone的擴展。

蒂姆·庫克回應

庫克不喜歡上周《華爾街日報》的報道,在向NBC新聞發出的電子郵件中表示,《華爾街日報》的報道是“荒謬的”,并稱其 “對設計團隊和蘋果公司的工作方式缺乏了解”。庫克補充道,伊夫離開后留下的設計團隊“比以往任何時候都更強大”。

艾迪·庫伊談Apple TV+

蘋果的服務高級副總裁艾迪·庫伊上周接受了兩次采訪,他表示蘋果即將推出的流媒體視頻服務Apple TV+將把重點放在內容的質量而非數量上。庫伊先是在接受《泰晤士報》采訪時表示,蘋果Apple TV+服務不會刻意增加內容。相反,蘋果正在依靠內容團隊來為這項服務尋找最好的內容。這就意味著節目數量比較少,但質量更高,庫伊說道。在接受《GQ》雜志采訪時,庫伊否認了有關庫克曾經發函要求蘋果原創內容的制作人不要“那么刻薄”的報道。

新款13英寸MacBook?

據蘋果追蹤網站9to5Mac報道,美國聯邦通信委員會在上周的一份清單中提到了一款之前未對外宣布的13英寸MacBook Pro。這份清單并未提供關于這款設備的任何具體內容,而是指向一個尚未上市的新型號??萍脊颈仨毾全@得聯邦通信委員會的批準,才能發布使用公共無線頻道的產品。通常來說,蘋果會通過保密的聯邦通信委員會清單來隱藏其產品,但不知為何這一次會泄露信息。目前還不清楚這款MacBook Pro將于何時推出,甚至是否會推出也不得而知。

蘋果支持LGBTQ立法

上周蘋果加入了Facebook和谷歌等200多家大公司的行列,呼吁美國最高法院允許現行的反性別歧視法涵蓋LGBTQ(女同性戀者、男同性戀者、雙性戀者、跨性別者以及對自己性別認同感到疑惑的人)員工。這些公司希望美國最高法院將現行法律規定擴大到LGBTQ員工,而不需要出臺新的立法,此事可能會因為政治爭執而拖延數年。今年晚些時候,最高法院將審理三起有關這一問題的案件。

還有一件事

在日歷上做個標記吧:蘋果于上周表示,將在美國東部時間7月30日美股市場收盤后公布第三財季財報,隨后將于同日下午5點召開財報電話會議。(財富中文網)

譯者:艾倫

審校:夏林

The impact of Jony Ive stepping down as Apple’s design chief is a big topic of debate.

At last week, The Wall Street Journal suggested that Ive, who announced his departure on June 27, thought Apple CEO Tim Cook had failed to grasp the importance of design. Ive, according to the article, also bristled at Apple’s board because most members lacked technology backgrounds.

The report, and the chattering it caused, prompted Apple CEO Tim Cook to respond by calling it “absurd.” Whether his comments succeeded in dousing the fire is anyone’s guess.

While Ive’s story dominated headlines last week, it wasn’t the only topic. We also read last week that Apple is working on a new 13-inch MacBook Pro. And in another bid to counter news articles, Apple senior vice president of services Eddy Cue disputed reports that Apple is trying to control the creative process behind its upcoming Apple TV+ original series.

Read on for more on that and other Apple headlines from the past week:

Jony Ive Is Unhappy at Apple?

The Wall Street Journal said that Ive was “dispirited” in recent years that Cook took far more interest in profits than product design. Citing several sources, the report said that Ive disliked that many of Apple’s board members had little experience in technology and that he would sometimes go off to pursue other interests instead of leading the design team. One person called him “distant.” Others said Ive wasn’t a fan of Apple Watch and that he had wanted instead to turn it into a “fashion accessory.” In contrast, Cook and other executives thought it should be an extension of the iPhone.

Tim Cook Responds

Cook didn’t like the Journal report last week. In an e-mail to NBC News, Cook called the Journal’s report “absurd” and said it showed a “lack of understanding about how the design team works and how Apple works.” Cook added that the design team Ive leaves behind is “stronger than ever.”

Eddy Cue Talks Apple TV+

In two interviews last week, Apple senior vice president of services Eddy Cue said that Apple is focusing on content quality over quantity with its upcoming streaming-video service Apple TV+. In the first interview with The Times, Cue said that Apple’s service won’t look to add content for the sake of adding content. Instead, he said Apple is relying on its content team to find the best content to bring to the service. That means fewer shows, but better shows, Cue said. In an interview with GQ, Cue denied reports that Cook had sent notes to showrunners for original Apple series to not “be so mean.”

A New 13-Inch MacBook?

Mention of a previously unannounced 13-inch MacBook Pro appeared in a Federal Communications Commission (FCC) listing last week, according to Apple-tracking site 9to5Mac. The listing doesn’t say anything concrete about the device, but instead points to a new model number that isn’t yet available. Tech companies are required to obtain FCC certification before releasing products that use public airwaves. Usually, Apple keeps its products hidden though private FCC listings. Somehow, this one slipped out. There’s no telling when, or even if, this MacBook Pro will be introduced.

Apple Supports LGBTQ Legislation

Apple last week joined more than 200 other major companies, including Facebook and Google, in calling on the U.S. Supreme Court to allow current sex discrimination laws to cover LGBTQ workers. The companies want the U.S. Supreme Court to extend current regulations to LGBTQ workers without requiring new legislation, which could be held up for years by political wrangling. The Supreme Court will hear three cases on the topic later this year.

One More Thing

Mark your calendar: Apple said last week that it will announce its fiscal third-quarter earnings on July 30 after the market closes. It will hold its quarterly earnings call following the announcement at 5 p.m. ET.

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