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On January 9, 2007, it was a moment that left Steve Jobs waiting for two and a half years. On this day, Steve Jobs held the Macworld Conference in San Francisco. The trailer slogan Apple put up before the press conference was’ We need to talk ‘.
The press conference proceeded as scheduled. After introducing the operational status and products such as Apple TV. On the large screen at the scene, a black apple was displayed, revealing a bright light behind it.
At this moment, Steve Jobs, who was on stage, put away his smile and said, “For the past two and a half years, I have been looking forward to today’s arrival
Jobs continued, “A revolutionary product can always change everything.” Then, the Macintosh computer released in 1984 appeared on the screen, and Jobs said, it not only changed Apple, but also the entire computer industry.
Next came the iPod released in 2001, which Steve Jobs believed not only changed the way we listen to music, but also changed the entire industry.
After introducing two revolutionary products, we now move on to the main topic of the day. Steve Jobs played a trick and said, “Today, we are going to release three revolutionary products at once
Three icons, “iPod with large screen touch”, “revolutionary phone”, and “breakthrough internet device”, appeared on the on-site screen one after another. An iPod, a phone, and an internet communicator
At this moment, Steve Jobs finally unraveled the mystery: “Everyone understands? These are not three separate devices, they are one device
At this moment, the phone was about to emerge, and the atmosphere at the scene also reached its peak. Steve Jobs finally said its name: “We will name it iPhone
At that time, I was still studying abroad and almost watched the press conference throughout. This moment is still unforgettable, and the iPhone has become my first truly meaningful smartphone.
01
Today we will talk about:
Apple One More Thing before the Crisis
Jobs is a perfectionism. More than a decade later, looking back at his words on the stage in front of the dark screen, it should be said that like a carefully designed stage play, every line is extremely refined, but every word reveals his ambition.
Cook, on the other hand, is unique in terms of supply chain management and stable enterprise development. However, the impact on stage cannot be compared to that of Gang Leader Qiao, and the press conference is somewhat lengthy and boring.
Last night at Apple’s press conference, Cook did not introduce Apple’s MR products as soon as he appeared. Instead, he spent over an hour introducing software and hardware updates such as iOS, iPadOS, macOS, watchOS, and AirPods.
Until 1.5 hours later, Cook mentioned his one more thing for the first time.
This is a 40 minute explanation of one more thing, which refers to Apple’s MR glasses – the Apple Vision Pro.
Regarding Apple’s MR device, I am not a digital blogger and cannot provide some systematic evaluation. However, a few individuals may indicate a revolutionary point.
1? Changes in control methods
Unlike many VR devices that require handle control, Apple’s MR device does not come with a handle and uses gesture control, eye movement control, and voice control.
This reminds me of the experience of abandoning the keyboard and pen when I first used an iPhone.
New information platforms and productivity tools must require new ways of interaction in order to further lower the threshold.
From the keyboard to the mouse, from the stylus to the touch, from the controller to the gesture, perhaps this is just such a transformation.
2? Application of new sensors
On this device, a 3D camera has been introduced. By clicking the button in the top left corner of the device, you can capture 3D videos, which have never been seen in VR devices before.
Meanwhile, due to the built-in facial camera, Apple offers what is called EyeSight. When you use the full immersion feature, dynamic light waves will be displayed on the screen. When someone approaches you and enters your field of view, the screen will display your eyes and be in perspective mode.
The application of these innovative sensor technologies, much like the integration of the first generation iPhone into the spiral instrument, gives everyone unlimited imagination and perception space.
3? More mature Mr. development tools and ecosystem
Compared to when the first iPhone was released, Apple’s ability to influence the entire industry chain and the development team has increased by dozens of times today.
So, with the advantage of the supply chain, it is likely that Apple will not have a situation where there are devices without content and devices without software.
And the mass launch of new devices will have to wait for next year, which is probably the period when a large number of content creators will pour in. Combined with the assistance of artificial intelligence, it will greatly reduce the cost of virtual reality development. Now is probably the best time to layout the content ecology.
02
So, was the Apple new device release successful this morning? Will the mainstream of the future move towards the era of Mr? And what does this portend?
Three personal judgments are mentioned here for reference only.
1? Things that change the times may not be fully recognized by everyone as they have just emerged.
After this press conference, there were mixed reviews in the industry, and some who didn’t like it said that this MR is not as “black technology” or so stunning. Many people said that it is fundamentally no better than Pico.
The stock market seems to have confirmed this, as Apple’s stock price fell by hundreds of billions after the press conference.
In fact, the industry did not expect the release of the iPhone at that time, as many had already used ITouch before the iPhone.
So many people in the industry also sneer at the release of the iPhone. Because at that time, the mainstream “smartphones” were still Nokia’s flagship N95 and N97. At that time, many people believed that the design of a sliding cover with a stylus would be more futuristic than the iPhone.
2? It is precisely because of the high price of Mr. that this industry has a future.
The market is worried that selling Mr. for 30000 RMB is too expensive. This price is certainly too expensive. However, this also means that there will be opportunities for this industry.
Imagine if Apple were to release new phones with an average price of around 3000 yuan per year, would the mobile phone market have today’s prosperity?
For any innovative industry, with high pricing, high gross profit, and the ability to sell, only then will more players enter the industry and ultimately prosper the entire industry.
3? The productivity of the new era beckons to us, while the problems of the old era may soon erupt.
In 2007, Apple released the cross generational iPhone, marking the entry of humanity into the era of mobile internet. Today, perhaps none of us can remember what life would be like without a smartphone. With the real landing of mobile internet, new productivity is emerging.
However, perhaps coincidentally, just after the release of the iPhone in 2007 and the emergence of new productivity, the 2008 global financial tsunami erupted
Fifteen years later, in 2023, Apple once again showcases the productivity of the new era to us.
So will history reappear in the coming months?
Listen to the Party and follow it
Learning time
We need to deepen innovation exchange and cooperation, promote the deep integration of science and technology with the economy, strengthen the sharing of innovation achievements, and strive to break down barriers that restrict the flow of innovative elements such as knowledge, technology, and talent.
——Video address at the 70th Anniversary Conference of the China Council for the Promotion of International Trade and the Global Trade and Investment Promotion Summit on May 18, 2022