全方位回顧“庫克船長”五載戰(zhàn)績

“蒂姆·庫克不是史蒂夫·喬布斯”——這句話是褒是貶，莫衷一是。

2011年8月，蒂姆·庫克接任“喬幫主”，執(zhí)掌蘋果。僅僅六周后，喬布斯因胰腺癌病逝。不乏有人擔(dān)心，沒有了喬布斯的遠(yuǎn)見和天賦，蘋果公司是否會(huì)就此走向衰?。?/p>

2016年8月，庫克掌舵公司已滿五年。期間，推出Apple Watch和Apple Pay等新產(chǎn)品、iPhone穩(wěn)步更新?lián)Q代、公司市值創(chuàng)下新高、員工人數(shù)幾近翻倍…庫克正在定義著他的蘋果公司。別再只用“iPhone賣得好不好”來評(píng)價(jià)蘋果公司了。下面5張圖、8個(gè)指標(biāo)，帶你全方位回顧“庫克船長”的五載戰(zhàn)績。

1.The success of the iPhoneiPhone的成功

關(guān)鍵指標(biāo)1 iPhone累計(jì)銷量

關(guān)鍵指標(biāo)2 iPhone收入占總收入百分比

Soon after selling the billionth iPhone last month, Tim Cook described the smartphone category's growth as limited only by the number of people on the planet in range of a cellular tower.

在上個(gè)月售出了第十億臺(tái)iPhone后，蒂姆·庫克形容該系列智能手機(jī)的增長“只受限于這個(gè)星球上移動(dòng)信號(hào)塔覆蓋的人口數(shù)量”。

他在接受《華盛頓郵報(bào)》的采訪中曾說：

“Over time, I'm convinced every person in the world will have a smartphone.That may take a while, and they won't all have iPhones.But it is the greatest market on earth from a consumer electronics point of view.“隨著時(shí)間的推移，我確信世界上的每一個(gè)人都將會(huì)擁有一臺(tái)智能手機(jī)。這也許需要一段時(shí)間，他們也不會(huì)全都擁有iPhone。但是從一個(gè)消費(fèi)性電子產(chǎn)品的角度來說，這將會(huì)是地球上最大的市場。”

However, the iPhone's huge success also makes it difficult for any other Apple product to stand out.然而，iPhone的巨大成功同樣讓其他的蘋果產(chǎn)品難以突出。

2.Dealing with a pile of cash運(yùn)作大量現(xiàn)金

關(guān)鍵指標(biāo)3 累計(jì)回購

關(guān)鍵指標(biāo)4 累計(jì)股息

關(guān)鍵指標(biāo)5 現(xiàn)金持有量

One of the first clear departures Mr Cook made from his cash-hoarding predecessor came in March 2012, when Apple announced that it would pay shareholders a dividend for the first time in 17 years, alongside a $10bn share buyback scheme.At the time, it had $121bn in cash, a figure that has since swelled to $232bn.

庫克先生做了幾件事情，與他前任囤積現(xiàn)金的做法明顯不同。其中之一便是在2012年的3月，蘋果宣布17年來將第一次為股東支付股息和一份100億美元的股份回購計(jì)劃。那時(shí)，蘋果擁有1210億美元現(xiàn)金，如今這個(gè)數(shù)字暴增到2320億美元。

3.Growing the workforce and expanding beyond Infinite Loop員工數(shù)量增長和Infinite Loop園區(qū)以外的擴(kuò)張

關(guān)鍵指標(biāo)6 員工數(shù)

The number of people working at Apple, in its Cupertino campus and in its retail stores around the world, has almost doubled in the past five years.

過去五年間，在蘋果庫比蒂諾園區(qū)和分布于全世界的零售店，蘋果員工數(shù)量幾近翻倍。

While most of its secretive research and development work is still done in and around headquarters at One Infinite Loop, it has expanded further afield under Mr Cook's watch, including in Cambridge, England and Israel, as well as planned facilities in India and China.

盡管大多數(shù)秘密研究和開發(fā)工作仍在One Infinite Loop總部內(nèi)及周邊進(jìn)行，在庫克先生的監(jiān)管下，蘋果進(jìn)一步在英國劍橋和以色列擴(kuò)張了它的機(jī)構(gòu)。印度和中國的生產(chǎn)設(shè)施也在計(jì)劃當(dāng)中。

庫比蒂諾是一座位于美國加利福尼亞州舊金山灣區(qū)南部、圣塔克拉拉縣西部的城市，是蘋果等大公司總部所在地。Infinite Loop是庫比蒂諾一條圍繞了六棟蘋果總部主要建筑物的街道。

4.Boosting the share price股價(jià)的上漲

關(guān)鍵指標(biāo)7 市值

Apple's market capitalisation has doubled in the past five years, overtaking ExxonMobil to become the world's most valuable company and, for the most part, maintaining that position despite a huge surge in Alphabet's stock price last year.過去五年間，蘋果的市值已經(jīng)翻倍，超過了?？松梨冢ㄊ途揞^）成為了世界上最有價(jià)值的公司。盡管去年Alphabet公司股價(jià)大漲，蘋果在大多數(shù)時(shí)間里仍保持著市值第一的地位。

5.Selling services to more customers向更多顧客出售服務(wù)

△2016年3月21日的蘋果發(fā)布會(huì)上，庫克宣布激活在用的蘋果設(shè)備超過10億臺(tái)。

關(guān)鍵指標(biāo)8 激活在用的蘋果設(shè)備

Mr Cook tried to convince investors of this view earlier this year when he put a spotlight on Apple's services business.He revealed that Apple now has more than 1bn unique devices in active use—a metric closer to the “monthly active user” figure by which internet companies are often judged.

今年早些時(shí)候，庫克先生試圖說服投資者關(guān)注蘋果的服務(wù)型業(yè)務(wù)。他透露已激活且正使用的蘋果設(shè)備，全球已超過10億部——這一指標(biāo)類似用于評(píng)價(jià)大多數(shù)互聯(lián)網(wǎng)公司的“月活躍用戶”。

詞匯總結(jié)

departure[d??pɑ:t??（r）]

n.背離;離開，離去;起程;東西距離

One of the first clear departures Mr Cook made from his cash-hoarding predecessor came in March 2012, when Apple announced that it would pay shareholders a dividend for the first time in 17 years, alongside a $10bn share buyback scheme.

庫克先生做了幾件事情，與他前任囤積現(xiàn)金的做法明顯不同。其中之一便是在2012年的3月，蘋果宣布17年來將第一次為股東支付股息和一份100億美元的股份回購計(jì)劃。

retail store零售商店

The number of people working at Apple, in its Cupertino campus and in its retail stores around the world, has almost doubled in the past five years.

過去五年間，在蘋果庫比蒂諾園區(qū)和分布于全世界的零售店，蘋果員工數(shù)量幾近翻倍。

overtake[???v??te?k]

vt.壓倒;追上，趕上;（不愉快的事）突然降臨

Apple's market capitalisation has doubled in the past five years, overtaking ExxonMobil to become the world's most valuable company and, for the most part, maintaining that position despite a huge surge in Alphabet's stock price last year.

過去五年間，蘋果的市值已經(jīng)翻倍，超過了?？松梨冢ㄊ途揞^）成為了世界上最有價(jià)值的公司。盡管去年Alphabet公司股價(jià)大漲，蘋果在大多數(shù)時(shí)間里仍保持著市值第一的地位。

put a spotlight on 突出，強(qiáng)調(diào)

Mr Cook tried to convince investors of this view earlier this year when he put a spotlight on Apple's services business.

今年早些時(shí)候，庫克先生試圖說服投資者關(guān)注蘋果的服務(wù)型業(yè)務(wù)。