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(kù)克形容該系列智能手機(jī)的增長(zhǎng)“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(shuō)： '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(lái)說(shuō)，這將會(huì)是地球上最大的市場(chǎng)。” 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(píng)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(gòu)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(kù)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(píng)果宣布17年來(lái)將第一次為股東支付股息和一份100億美元的股份回購(gòu)計(jì)劃。那時(shí)，蘋(píng)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(zhǎng)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(guò)去五年間，在蘋(píng)果庫(kù)比蒂諾園區(qū)和分布于全世界的零售店，蘋(píng)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(kāi)發(fā)工作仍在One Infinite Loop總部?jī)?nèi)及周邊進(jìn)行，在庫(kù)克先生的監(jiān)管下，蘋(píng)果進(jìn)一步在英國(guó)劍橋和以色列擴(kuò)張了它的機(jī)構(gòu)。印度和中國(guó)的生產(chǎn)設(shè)施也在計(jì)劃當(dāng)中。 庫(kù)比蒂諾是一座位于美國(guó)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(píng)果等大公司總部所在地。Infinite Loop是庫(kù)比蒂諾一條圍繞了六棟蘋(píng)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(guò)去五年間，蘋(píng)果的市值已經(jīng)翻倍，超過(guò)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(píng)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)
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(kù)克先生試圖說(shuō)服投資者關(guān)注蘋(píng)果的服務(wù)型業(yè)務(wù)。他透露已激活且正使用的蘋(píng)果設(shè)備，全球已超過(guò)10億部——這一指標(biāo)類(lèi)似用于評(píng)價(jià)大多數(shù)互聯(lián)網(wǎng)公司的“月活躍用戶”。
