Go homepage(回首页)
Upload pictures (上传图片)
Write articles (发文字帖)

The author:(作者)归海一刀
published in(发表于) 2014/1/30 6:00:49
IPod era to end，

IPod-iPod,iPhone,iPad-IT the end of time information End facing the iPod era

In just the past fiscal quarter, Apple's iPad and iPhone sales all red again, both sales reaching 51 million and 26 million respectively. However, once a leader in Apple's line of iPod are much less than before, the company sold 6 million during this period of time only iPod, ushered in by 52% over falling sharply. That is to say, iPod for Apple just last quarter of $ 57.6 billion in revenues contributed $ 973 million shares.

See here, many may still be clapped their hands for iPod, because this line still is a business unit of value reached US $ 1 billion level. However, given Apple's huge corporate size, iPod that simply cannot be achieved with a good description.

So, iPod music player, former King of what?

We are convinced that Apple's line of "simple Assembly" (Simple cannibalization) strategy is the iPod sales hit the winter one of the most important reasons, simply per iPhone can now complete cover the iPod function. Late Apple co-founder Steve Jobs (Steve Jobs) on the iPhone was said to be "company the best iPod ever". Moreover, as people become more accustomed to getting music from streaming services, networking equipment have become necessities of modern humans. So, in environments with no Wifi and hot spots, iPod, even iPod Touch become difficult.

For all the music player and Apple users, decline of the Mp3 player is no longer new. In June 2009, Apple CFO Peter Oppenheimer (Peter Oppenheimer), has publicly acknowledged, the company's music player products imposed by the "simple Assembly" policy is one of the Corporation's stated plan.

"Such as Shuffle, iPod Nano and iPod Classic MP3 players, we see the expected annual decline, and this is one reason we decided to develop iPhone and iPod Touch. We believe that the traditional MP3 player sales would, over time, as well as on iPhone and iPod Touch '-simple assembling ' strategy continues to decline. "Oppenheimer says.

In fact, since 2009, Apple ushered in iPod sales continue to decline. In the last five years on a quarterly earnings conference call with analysts, some analysts asked about Apple "music" sales have fallen sharply, but through every time Apple "iPod still occupying United States 70% MP3 market share", and claims that it is still the world's most popular music player jammed up and mess with the past.

But in the past year, Apple has suddenly changed his tone. Because Apple does not update their iPod line throughout, at the analyst meeting and issues related to a question and answer session was canceled.

Can be sure of is, not the launch of the new products is the last few quarter iPod sales have been one of the major reasons of the decline. Generally speaking, every time Apple releases new iPod immediately sales promotion, but in 2013 as a whole, the production line is not updated. And even if Apple continues to keep their iPod line updates, sales of this product, I'm afraid it is very difficult to maintain growth momentum, sales graphs of this picture below shows:

So, the problem now is the lack of attention, poor sales will result in Apple just cut down the entire iPod line?

The answer to this question, we still cannot be determined, because we don't see iPod line is not the first time welcomed update. Moreover, the iPod's currently still has a huge profit opportunities in the area. Is to be noted that, similar to the Apple Mac Pro line also experienced the outside world questions, because Apple is not found in full three-year period to make any updates, but Apple released not long ago known as "subverting the world once again" the new Mac Pro workstations, about "Apple's innovations are no longer" argument also disappeared overnight in sight.

Perhaps we now writes his obituary for iPod too early, but after a series of moves from Apple, probably at the end of the traditional MP3 player product is not far away.

iPod时代面临终结 - iPod,iPhone,iPad - IT资讯
iPod时代面临终结

在刚刚过去的一个财务季度中，苹果的iPad和iPhone销量再次一路飘红，两者的销量分别达到了5100万和2600万部。然而，曾经是苹果产线中的佼佼者iPod的表现却大不如前，该公司在这段时间仅仅卖出了600万部iPod，同比迎来了52%的大幅下滑。这也就是说，iPod仅仅为苹果上季度576亿美元营收贡献了9.73亿美元的份额。

看到这里，许多人或许仍然会为iPod的表现拍手称快，因为这一产线依旧是一个价值达到10亿美元级别的业务单元。然而，考虑到苹果巨大的企业规模，iPod所取得的这一表现根本难以用出色来形容。

那么，iPod这个音乐播放器领域曾经的王者究竟怎么了？

我们相信，苹果产线的“简单同型装配”（Simple cannibalization）战略是iPod遭遇销量寒冬的最重要原因之一，简单来说就是现在每台iPhone都可以完整覆盖iPod的功能。苹果已故联合创始人史蒂夫-乔布斯（Steve Jobs）就曾将iPhone称为是“公司有史以来最出色的iPod产品”。而且，随着人们越来越习惯于从流媒体服务获取音乐，设备的联网性已经成为现代人类的必需品。所以，在没有Wifi和热点的环境下，iPod、甚至是iPod Touch都已经变得寸步难行。

对于所有关注音乐播放器和苹果近况的用户来说，Mp3播放器的衰败早已不是什么新鲜事。2009年6月，苹果CFO彼得-奥本海默(Peter Oppenheimer)就曾公开承认，公司对音乐播放器产品所实施的“简单同型装配”政策是公司的既定计划之一。

“对于诸如Shuffle、iPod Nano和iPod Classic这些传统mp3播放器来说，我们看到了预计之中的年度下滑现象，而这也是我们当初决定研发iPhone和iPod Touch的原因之一。我们相信，传统mp3播放器的销量还会随着时间的推移以及基于iPhone和iPod Touch的‘简单同型装配’战略实施而继续下滑。”奥本海默如是说道。

事实上，自2009年以来，苹果iPod销量就迎来了连年下滑。在最近五年每个季度的财报分析师电话会议上，都会有分析师问及有关苹果“音乐产品”销量大幅下滑的情况，但每次苹果都通过“iPod仍然占据美国mp3市场70%份额”，并声称它仍是全球最畅销的音乐播放器的说辞而糊弄过去。

但在去年，苹果突然改变了自己的论调。因为苹果全年都没有更新自己的iPod产线，并在分析师会议上取消了相关问题的问答环节。

可以肯定的是，没有推出新款产品是最近几个季度iPod销量下滑的重要原因之一。因为一般来说，苹果每次发布新款iPod都会立刻获得销量提升，但在2013年全年，这一产线没有得到更新。而且，就算苹果继续保持自己iPod产线的更新，这一产品的销量恐怕也很难保持此前的增长势头，这一点从下图的销量曲线图中就可见一斑：

那么，现在的问题就在于缺乏关注、销量不佳会否导致苹果直接砍掉整个iPod产线？

对于这一问题的答案，我们目前仍然无法确定，因为我们并不是第一次没有看到iPod产线迎来更新。而且，目前iPod所身处的领域仍然还有着巨大的盈利机会。需要指出的是，苹果Mac Pro产线也曾经历过外界相似的质疑，因为苹果在整整三年的时间内都没有对其进行任何更新，但就在不久前苹果发布了被誉为“再一次颠覆世界”的全新Mac Pro工作站，外界有关“苹果创新不再”的论调也在一夜之间消失的无影无踪。

或许，我们现在就为iPod撰写悼文有些为时过早了，但从苹果此前的一系列举动来看，传统mp3播放器产品的尽头恐怕已经不远。

赞