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苹果最大问题不是傲慢,而是老了

2017-05-26 13:36:50   经济参考报

原标题:苹果最大问题不是傲慢,而是老了

苹果公司和国内众多应用开发者的支付之战本周仍在进行中。除了微信之外,苹果还约谈了资讯类、付费问答、直播平台等在内的中国社交网络APP开发者,要求它们要么走内购通道,要么禁用打赏功能。而苹果将打赏这种小费形式也归类为应用内购买,和购买游戏、音乐、视频一样,每一笔费用都要抽取30%的分成。

很想知道苹果什么时候约谈支付宝,毕竟他们也做过社交,而且每天的交易量惊人,要抽取30%的话,银联大概都会坐不住了。

在和国内社交应用开发者讨论应用内收费的时候,苹果表示,如果应用开发者不按照苹果的规则来,其应用会从APP店内下架。

而在此之前,苹果正在和它的上游高通打一场标的为10亿美元的专利官司。高通透露,苹果将不会为2017年第一季度销售的手机向高通支付专利使用费,至于后续款项也不会支付,直至与高通的法律纠纷得到解决。

今年1月,苹果先在美国南加州南区联邦地方法院,以垄断无线芯片市场、收取过高的芯片专利使用费为由起诉高通,索赔10亿美元。此后的两个月内,苹果又在中国和英国发起两场针对高通的诉讼,燃起全球范围内的战火。

“高通仍坚持对苹果公司毫无用处的一些技术征收专利费。就像是沙发卖家会因为买家居住面积的大小收取不同费用一样。苹果的创新越多,高通收取的专利费就会越多。”苹果CEO库克曾如此表态。

两件事情对照看,不禁让人莞尔,多么熟悉的语言和逻辑。

2017年,为什么苹果会怼上游怼下游,和它的业绩有很大关系。截至4月1日,苹果第二财季的iPhone销量为5076万部,低于去年同期的5119万部。IDC的数据显示,2017年第一季度,苹果在中国市场的占有率从两年前同期的16%下降至9%,第一季度iPhone在中国市场的份额下滑,位列第四,前三名被中国本土品牌包揽。继2016年第二财季苹果在华市场出现了第一次业绩下滑,之后四个季度的营收分别下滑了33%、30%、12%、14%。

与此同时,2016年中国成为苹果应用商店的最大市场,收入超过美国市场。根据移动市场分析机构App Annie Ltd.的数据,2016年第四季度,中国消费者在苹果应用商店的消费额达到20亿美元,创下历年来单个市场的消费额之最。

因此,也难免苹果将中国区的应用内购买作为收入增长点来重点考量,毕竟这是随时可以收取的真金白银。

相较于业界内外共同声讨的苹果的傲慢,更值得深思的是,苹果是不是“老了”,依靠销售手机+应用内购买的商业模式是否需要调整了?随着技术的进一步发展,原本领先于业内的苹果,是否应该更多地将利润增长的目光从收取“苹果税”转为创造新利润增长点?

苹果作为锐意进取的全球领先的高科技产品公司,在过去的十年来,一直致力于引领技术发展,寻找最新技术突破口,而不是像今天这样蝇营狗苟于一些似是而非的收费里。

这是苹果真正的危机所在,微信可以关掉赞赏,新浪微博也可以不开通打赏,但是苹果在中国市场,敢下架淘宝、下架微信吗?为什么要把自己逼到一个双输的境地中去,这是苹果需要反省和思考的。

(责编:孙博洋、杨曦)

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