For the hezhakeboge like "revealed secrets", while apples cook always tight-lipped? -Facebook, Zuckerberg, Cook-IT information

Apple CEO Cook's favorite thing to do is "confidential". Met the need for confidentiality problems who cannot open the veteran "operation Wang" mouth.

Just Cook. As we all know, Apple go from corporate culture to a variety of products are mysterious routes, as the Cook, told the Washington Post in an interview a few days ago, said:

"We have always insisted on one point: people love the ' surprise '. Something that is often lacking in life, we need to create these surprises for consumers. ”

And let Cook Vice President Cui did not expect was that he wanted to bring surprises to the people's wishes and have led to public questions about Apple's ability to remain competitive, even more bad ideas. Especially when Apple's rivals talk itself in new areas (for example, artificial intelligence and other cutting-edge technologies) made when the Apple looks like a circle-out of competition-"lazy pig".

Which Cook Fast technology media Company as early as a week ago when cleverly explaining:

"We have never held that release roadmap for many years of the General Assembly to the users, I think, just tell them what's going to happen is enough. Of course, we are also trying to get developers excited. ”

No matter what Cook's remarks, what is the future going to, on the "road map for many years" argument looks more like the irony of Facebook founder Mark Zuckerberg. Because the 32 year old CEO just F8 Developer Conference, held in April this year, "showed off" his social media strategic plan 10.

So, lets talk about why Facebook is so like to reveal secrets, and how is it that Apple always tight-lipped.

Facebook development model depends on "users are encouraged to share with others about everything in life." If Facebook seems reluctant to share with their 1.7 billion social users of "secret" at some important level, the company will be considered with own social philosophy entirely devoid of, is a disingenuous "hypocrites."

But only "false" which is likely to become the Facebook development of poison.

Remember Zuckerberg after large unmanned test flight successful talk? Facebook has taken hundreds of millions of new users in emerging markets in the world involved in the Internet world of ambition. If Facebook cannot keep users like it, then small pierced dreams haven't started, you may be "pricked".

In addition, each day there are a lot of things depend on Facebook: communication with family and friends, maintain a personal or corporate public image, save and recall important personal memories ... ... When Facebook suddenly when some changes occur, it will have irreversible effects on people's lives.

Facebook came to realize that "surprises" will bring much joy to people, the company also could not afford the "unintended consequences" the price to be paid.

Turns out, Facebook is constantly getting lessons in this regard. The end of 2014, Facebook revealed a secret psychological experiment of 700,000 users, a move that led to mass protests and condemnation. Just recently, the company also accused Facebook of "hot news" column, deliberately removed about the conservative news source. These two events have put Facebook in a very awkward position.

When Facebook began to recognize his strengths and play a role, seemed to awaken: to maintain the public's trust, you can't keep a secret.

Meanwhile, manufacturing of smart phones, watches, tablets and desktop computers for the core business of the company in this regard seems to need not be so nervous. Because no matter what Apple will do next, pressure from consumers far from heavy, like Facebook. Instead, in addition to the mystery of Apple wants to make the product more popular news and discussion (and keep your company exposure), who looked forward to for a long time user, a new cell phone or new accessories to bring "unexpected" is the most pleasant.

Whether a new iPhone or the advent of a new electric vehicle, Apple's attitude and the results have been that "secret" is higher than the value of "transparency". According to Cook's logic, the company don't want consumers to focus on the future direction of Apple on the suspect, but hope they see that Apple would only focus on the present and the next.

While we can "Apple or Facebook status effects on human life are far beyond our imagination," this discussion all day. But conservative, compared with Apple, Facebook on public modes of communication are more subtle influence, this also means that Facebook is virtually saved more and more powers for himself.

为何扎克伯格喜欢“透露公司机密”，而苹果库克总是三缄其口？ - Facebook,扎克伯格,库克 - IT资讯

苹果公司CEO库克最喜欢做的事儿就是“保密”。碰到需要保密的问题，谁都撬不开这位资深“运营汪”的嘴。

不仅仅是库克。众所周知，苹果公司从企业文化再到各类产品走得都是神秘路线，正如库克在前几天接受华盛顿邮报采访时说的那样：

“我们总是坚持一个观点：人们热爱‘惊喜’。这是生活中经常欠缺的东西，而我们需要为消费者创造这些惊喜。”

而让库克与副总裁库伊没想到的是，自己想给人们带来惊喜的美好心愿却导致大众对苹果保持竞争力的能力产生了质疑，甚至做出了更多糟糕的设想。特别是当苹果的竞争对手们大谈特谈自己在一些新领域（例如人工智能及其他尖端科技）取得的成绩时，苹果看起来就像一只脱离竞争圈子的“懒猪”。

而这个问题库克早在一周前接受科技媒体Fast Company时就巧妙地解释过：

“我们从来不召开那种向用户透露公司多年发展路线图的大会，我认为，只需告诉他们接下来会发生的事情就够了。当然，我们也试图让开发者们兴奋起来。”

无论库克这番话到底有什么含义，未来究竟有什么打算，关于“多年路线图”的说法看起来更像是对Facebook创始人扎克伯格的讽刺。因为这位年仅32岁的CEO刚在今年4月举行的F8开发者大会上“卖弄”了自己的社交媒体10年战略规划。

所以，让我们来谈谈为什么Facebook如此喜欢透露秘密，而苹果又为何总是三缄其口。

Facebook的发展模式依赖于“鼓励用户与他人分享关于生活的一切”。如果Facebook看起来不情愿与自己的17亿社交用户分享“秘密”，在某种重要层面上，公司会被认为与自己的社交理念完全背离，是一个言不由衷的“伪善者”。

而仅仅是“虚伪”这一表象就可能成为阻碍Facebook发展的毒药。

还记得扎克伯格在大型无人机试飞成功后的讲话吗？Facebook有着将全球新兴市场上亿新用户卷入互联网世界的雄心壮志。如果Facebook不能保持用户对它的好感，那么小扎的梦想还没开始，就可能被“戳破”了。

此外，人们每天有很多事情都要依赖于Facebook：与家人及朋友的沟通，维持个人或企业的公众形象，存储并回顾重要的个人回忆……当Facebook突然发生某种巨变时，这必定会对人们的生活产生不可挽回的影响。

因此Facebook逐渐意识到，无论“惊喜”会给人们带来多少欢乐，公司也承受不了那些因“意想不到的后果”所付出的代价。

事实证明，Facebook正在不断得到这方面的教训。2014年底，Facebook被揭露正在进行一项针对70万名用户的秘密心理实验，此举招致了大规模抗议与声讨。就在最近，公司又被指控在Facebook“热点新闻”一栏刻意剔除有关保守党话题的新闻源。这两次事件都让Facebook陷入了极其尴尬的境地。

当Facebook开始认清自己掌握的力量与扮演的角色时，也似乎幡然醒悟：要想维持大众对自己的信任，就不能保守秘密。

与此同时，以制造智能手机、手表、平板及台式电脑为核心业务的苹果公司在这一方面似乎可以不用那么紧张。因为无论苹果下一步要做什么，来自消费者的压力远远不会像Facebook这样沉重。相反，除了苹果公司想让产品的神秘性引发更多的热门新闻与讨论话题外（保持公司的持续曝光度），对于一位期待已久的用户来说，一部新手机或新配件带来的“意外”是最能令人愉悦的。

无论是一部新iPhone还是一台新电动汽车的问世，苹果的态度与实验结果都已表明：“保密”的价值要高于“透明度”。根据库克的逻辑来看，公司从不想让广大消费者将精力集中在对苹果未来发展方向的猜想上，而是希望他们看到，苹果只着眼于现在以及下一步。

虽然我们可以针对“苹果或Facebook对人类生活状态的影响是否远超过我们的想象”这个问题讨论上一整天。但保守来讲，与苹果相比，Facebook对大众的沟通方式有更多潜移默化的影响，这也意味着Facebook正在无形中为自己积攒着越来越多的权力。