Even a decade after the iPhone launched, anyone declaring Apple a “mature” enterprise risks looking foolish. Yes, its 2016 revenue is expected to be down on 2015, when revenues hit a mind-bending $235bn. Yet all the reasons to write off a resurgence of growth have been wheeled out before: the smartphone market is not expanding, especially at the top end where Apple has sequestered itself; competitors’ products are equally good or better, and cost less; Apple’s newest features are only tiny improvements. Perhaps these facts will finally bite in 2017. But rule out another reinvention at your own risk. That Apple car may drive off yet.
即便在iPhone上市10年之后，任何宣告蘋果(Apple)是一家“成熟”企業的人，都有顯得愚蠢的風險。沒錯，蘋果2016年的營收預計將低于2015年，那年其營收達到不可思議的2350億美元。不過，蘋果無法再現增長的所有原因早就被提出過：智能手機市場不再擴大，尤其是在蘋果自己選擇的高端市場；競爭對手的產品已跟蘋果同樣好，甚至更好，而且價格更低；蘋果的最新功能只是微小的改進。也許這些事實將在2017年終于產生嚴重影響。但是，要排除蘋果將會又一次改頭換面的可能性，你得自擔風險。蘋果汽車仍可能上路。