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Sam Ang
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Sam Ang
2022-07-13
$未來金融科技(FTFT)$
y
Sam Ang
2022-07-01
$三倍做多半導體ETF-Direxion Daily(SOXL)$
😄
Sam Ang
2022-06-11
$Marqeta, Inc.(MQ)$
k👎🏻
Sam Ang
2022-06-10
$PropertyGuru Group Limited(PGRU)$
kk
Sam Ang
2022-06-01
$Marqeta, Inc.(MQ)$
gg
Sam Ang
2022-05-31
$PropertyGuru Group Limited(PGRU)$
g
Sam Ang
2022-05-28
$標普500ETF(SPY)$
👏🏻👏🏻
Sam Ang
2022-05-26
$Marqeta, Inc.(MQ)$
K.O
Sam Ang
2022-05-26
$貝殼(BEKE)$
Kok
Sam Ang
2022-05-23
$Bakkt Holdings, Inc.(BKKT)$
KLL
Sam Ang
2022-05-23
$可口可樂(KO)$
wow
Sam Ang
2022-05-22
$三倍做多半導體ETF-Direxion Daily(SOXL)$
bbb
Sam Ang
2022-05-21
$Snap Inc(SNAP)$
cai
Sam Ang
2022-05-11
$三倍做多標普500ETF(UPRO)$
LoL
Sam Ang
2022-05-06
$三倍做多半導體ETF-Direxion Daily(SOXL)$
wow
Sam Ang
2022-05-06
$Docusign(DOCU)$
Kaka
Sam Ang
2022-05-02
$標普500ETF(SPY)$
best
Sam Ang
2022-04-30
$Bakkt Holdings, Inc.(BKKT)$
LOL
Sam Ang
2022-04-29
$三倍做多半導體ETF-Direxion Daily(SOXL)$
kkk
Sam Ang
2022-04-26
$貝殼(BEKE)$
lol
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Ang","avatar":"https://static.tigerbbs.com/2c271bc9419615caa3287a977e2951be","crmLevel":11,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4095237511427410","authorIdStr":"4095237511427410"},"themes":[],"title":"","htmlText":"good","listText":"good","text":"good","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":5,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9009672542","repostId":"2194200488","repostType":4,"repost":{"id":"2194200488","kind":"news","pubTimestamp":1640654802,"share":"https://ttm.financial/m/news/2194200488?lang=en_US&edition=fundamental","pubTime":"2021-12-28 09:26","market":"us","language":"zh","title":"By poaching Meta AR executives, is Apple also planning to enter the metaverse market?","url":"https://stock-news.laohu8.com/highlight/detail?id=2194200488","media":"雷科技","summary":"“被曝光”的才是最吸引人的产品，相信有关注过苹果硬件消息的朋友们都明白这样的道理。往近了说有苹果“即将发布”的iPhoneSE3和M2芯片，往远了说有“折叠屏iPad”和所谓的“AppleCar”。这...","content":"<p>The products that are \"exposed\" are the most attractive; I'm sure some of you have paid attention to them.<a href=\"https://laohu8.com/S/AAPL\">Apple</a>Those who know about hardware understand this principle. Going closer, there's Apple's \"upcoming\" iPhone SE 3 and M2 chips; going further, there's the \"foldable iPad\" and the so-called \"Apple Car\". Here I would even make a bold prediction: if the \"Apple Car\" is really released one day in the future, the buzz after the release may not be as great as when it was sneaked away before the release.</p><p>However, unlike products like the Apple Car, which are only talked about every year, there is one product that is about to emerge after years of development. Apple is even recruiting people specifically for it. It seems that we will see this \"<a href=\"https://laohu8.com/S/AONE.U\">one</a>\"more thing\". That's right, we're talking about the \"Apple AR glasses\" that are rumored to be mature and about to be released online.</p><p>According to reports, Andrea Schubert, who previously headed publicity and public relations for AR (augmented reality) projects at Meta, has recently joined Apple. According to media speculation, Apple's move to poach talent is likely a preparation for the release of AR glasses next year.</p><p><b>Apple's layout in the field of AR</b></p><p>Rumors that Apple would launch AR glasses have been circulating since 2010, and since then, Apple has been continuously acquiring technologies and companies related to VR and AR. Given that Apple has frequently invested in or directly acquired companies that hold key product technologies in the past, there were rumors at the time that Apple was about to enter the VR industry. Surprisingly, Apple has not made any major moves in the VR field for a long time to come.</p><p><b>It wasn't until 2018, when Apple spent a lot of time demonstrating its efforts in AR and the performance of ARKit at its fall phone event, that people realized that Apple's focus seemed to have never been on VR, and that AR was the future that Apple was more optimistic about. Around 2018, a large number of internet companies began to focus on the field of mixed reality (MR), and rumors about Apple's AR glasses became increasingly popular. A recent personnel transfer has once again brought Apple's AR glasses to the center of discussion.</b></p><p>After all, Oculus has years of research and rich hardware achievements in the fields of VR and AR. Coupled with the massive user data obtained by Meta, Oculus's influence in the VR field has long surpassed that of HTC, the former VR leader, and has become a de facto bellwether in the VR industry.</p><p>In addition, Meta has decided to take metaverse as its future development goal, and VR and AR are widely used in metaverse. Therefore, poaching talent from Meta should be a good move for Apple to kill two birds with one stone.</p><p><b>A new official takes office with three fires</b></p><p>But in my opinion, that's not the case.</p><p>Apple poached talent from Meta's AR team, naturally to help Apple's own AR products. The problem is that the person poached this time was not the head of the hardware or software department, but the head of external communications for the Meta AR team, or the head of the PR team. Can this approach really help Apple improve the hardware or software of its AR products?</p><p>It is believed that Apple poached the PR head from Meta primarily for product promotion and positioning reasons.<b>Apple has accumulated extensive experience in poaching talent over the past few decades, involving a wide variety of companies, from...</b><b>Pepsi</b><b>Cola to</b><b><a href=\"https://laohu8.com/S/HPQ\">HP</a></b><b>, then to<a href=\"https://laohu8.com/S/BRBY.UK\">Burberry</a>Apple accepts everyone who comes. From this perspective, Apple's poaching of the public relations manager for AR hardware from Oculus is not necessarily to solve the technical problems of Apple's AR glasses.</b></p><p>So here's the question: since Apple isn't necessarily poaching talent for technology, what exactly is the purpose of spending a lot of money to poach talent? They can't possibly be drawn to Meta's corporate atmosphere, can they? If we look back at the changes these executives have made since joining Apple, it's not hard to see that their significance to Apple goes beyond just the hardware level.</p><p><b>For example, Angela Ahrendts, the former CEO of Burberry, was in charge of retail and online stores after joining Apple, which is the legendary Apple Store, Apple's \"most valuable product\". After joining Apple, Angela embarked on the transformation of the Apple Store, leveraging her experience in the luxury goods industry to transform it from an Apple showroom into a city center—a place where the public could walk into the Store at any time and participate in public events.</b></p><p>In addition, Cook, with his supply chain background, leveraged his strengths after joining Apple, elevating Apple's control and influence over the supply chain to an unprecedented level. Apple's digital marketing director, poached from Nike, also ushered in a brand-new online digital marketing model for Apple, transforming it from technological digital hardware into a life essential with a humanistic flavor. Don't forget that some people also attribute the early \"luxury\" nature of the Apple Watch to executives who joined Apple from Burberry. This shows that when Apple poaches talent from other companies, it values the impact of these executives on product positioning, strategy, and even brand image more than on technology.</p><p>Based on the above views, we can also infer the future positioning and strategy of Apple's AR glasses from existing Oculus products.<b>First, from both Oculus's and Apple's perspectives, as the brand's first standalone AR glasses, Apple's AR glasses are very likely to follow the Oculus Quest 2 and take a mass-market approach, striving to expand its product coverage, just like the AirPods strategy to allow more users to choose their products.</b></p><p><b>Secondly, Apple's AR devices are likely to replace AirPods, Mac mini, and iPad as the anchor point for attracting users into the Apple ecosystem. In other words, Apple is very likely to rely on a rich application ecosystem as its core competitiveness, just like Oculus.</b></p><p><img src=\"https://static.tigerbbs.com/f850b62b1a1a736669ee83408bf79cb6\" tg-width=\"1080\" tg-height=\"395\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\">When the iPhone 8 was first released, Apple launched its own ARKit development kit and announced that \"Apple has the world's largest AR platform - the iPhone\". Future Apple AR glasses should continue Apple's ARKit, leveraging the existing ecosystem to achieve a hot start for AR glasses, using the iPhone to drive AR glasses, and then using AR glasses to drive Apple's content ecosystem. Thereby realizing complete control of AR hardware, AR software and AR content.</p><p>However, even if Apple poaches talent from Meta, based on current information, I don't think Apple's AR devices will become an entry point for Apple's \"metaverse\". Or put it this way: I don't think Apple's AR glasses have any direct relationship with metaverse.</p><p><b>Apple \"doesn't do\" metaverse</b></p><p>In previous interviews, Cook had always had high expectations for the future of AR technology, and bluntly stated that AR devices would be epoch-making products for Apple in the next decade, implying that AR devices would replace the iPhone in the future.</p><p>Replacing the iPhone is no easy task. First, the price must be as equal to the iPhone as possible, or at least not higher than the starting price of the Pro series. Otherwise, it would be an unaffordable price for most users. In addition, future AR devices must be easier to carry for long periods of time and have longer battery life; otherwise, they will remain just expensive \"toys\".</p><p>Secondly, it needs to be able to benchmark against the iPhone in terms of functionality and have a clear advantage over the iPhone. In this regard, it depends on the future development of Apple's AR ecosystem. Although Apple does have a clear advantage in the mobile AR ecosystem, it is mostly concentrated in entertainment, education and other fields, and its application in productivity, daily life and other fields is still weak.</p><p><b>In other words, as long</b><b>battery</b><b>Without sudden technological breakthroughs in the industry, Apple AR glasses will lack the technological foundation to serve as an entry point for metaverse for a long time to come. The role of the gateway to parallel universes is also more likely to be performed by the iPhone or iPad.</b></p><p>In addition, Apple's views on metaverse also indicate that AR glasses will not become an entry point for Apple's metaverse.<b>Cook once stated, \"We believe that Apple's AR devices are not the same as 'Apple metaverse.' Our original intention was simply to create an 'AR device,' not an 'metaverse' derived from the Apple ecosystem.\" For Apple, instead of using AR technology to close off the real world, it is better to truly amplify the value of technology to people.</b></p><p>Of course, until Apple actually releases AR glasses, all of this is still just theory. Apple's AR glasses could become the next AirPods that change people's perception of glasses, or they could become the next AirPower that disappears into the long river of history. However, it is foreseeable that through Apple's AR glasses, we can see Apple's reflections on hardware and its exploration of the future.</p>","source":"lsy1582507589608","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>By poaching Meta AR executives, is Apple also planning to enter the metaverse market?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nBy poaching Meta AR executives, is Apple also planning to enter the metaverse market?\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">雷科技</strong><span class=\"h-time small\">2021-12-28 09:26</span>\n</p>\n</h4>\n</header>\n<article>\n<p>The products that are \"exposed\" are the most attractive; I'm sure some of you have paid attention to them.<a href=\"https://laohu8.com/S/AAPL\">Apple</a>Those who know about hardware understand this principle. Going closer, there's Apple's \"upcoming\" iPhone SE 3 and M2 chips; going further, there's the \"foldable iPad\" and the so-called \"Apple Car\". Here I would even make a bold prediction: if the \"Apple Car\" is really released one day in the future, the buzz after the release may not be as great as when it was sneaked away before the release.</p><p>However, unlike products like the Apple Car, which are only talked about every year, there is one product that is about to emerge after years of development. Apple is even recruiting people specifically for it. It seems that we will see this \"<a href=\"https://laohu8.com/S/AONE.U\">one</a>\"more thing\". That's right, we're talking about the \"Apple AR glasses\" that are rumored to be mature and about to be released online.</p><p>According to reports, Andrea Schubert, who previously headed publicity and public relations for AR (augmented reality) projects at Meta, has recently joined Apple. According to media speculation, Apple's move to poach talent is likely a preparation for the release of AR glasses next year.</p><p><b>Apple's layout in the field of AR</b></p><p>Rumors that Apple would launch AR glasses have been circulating since 2010, and since then, Apple has been continuously acquiring technologies and companies related to VR and AR. Given that Apple has frequently invested in or directly acquired companies that hold key product technologies in the past, there were rumors at the time that Apple was about to enter the VR industry. Surprisingly, Apple has not made any major moves in the VR field for a long time to come.</p><p><b>It wasn't until 2018, when Apple spent a lot of time demonstrating its efforts in AR and the performance of ARKit at its fall phone event, that people realized that Apple's focus seemed to have never been on VR, and that AR was the future that Apple was more optimistic about. Around 2018, a large number of internet companies began to focus on the field of mixed reality (MR), and rumors about Apple's AR glasses became increasingly popular. A recent personnel transfer has once again brought Apple's AR glasses to the center of discussion.</b></p><p>After all, Oculus has years of research and rich hardware achievements in the fields of VR and AR. Coupled with the massive user data obtained by Meta, Oculus's influence in the VR field has long surpassed that of HTC, the former VR leader, and has become a de facto bellwether in the VR industry.</p><p>In addition, Meta has decided to take metaverse as its future development goal, and VR and AR are widely used in metaverse. Therefore, poaching talent from Meta should be a good move for Apple to kill two birds with one stone.</p><p><b>A new official takes office with three fires</b></p><p>But in my opinion, that's not the case.</p><p>Apple poached talent from Meta's AR team, naturally to help Apple's own AR products. The problem is that the person poached this time was not the head of the hardware or software department, but the head of external communications for the Meta AR team, or the head of the PR team. Can this approach really help Apple improve the hardware or software of its AR products?</p><p>It is believed that Apple poached the PR head from Meta primarily for product promotion and positioning reasons.<b>Apple has accumulated extensive experience in poaching talent over the past few decades, involving a wide variety of companies, from...</b><b>Pepsi</b><b>Cola to</b><b><a href=\"https://laohu8.com/S/HPQ\">HP</a></b><b>, then to<a href=\"https://laohu8.com/S/BRBY.UK\">Burberry</a>Apple accepts everyone who comes. From this perspective, Apple's poaching of the public relations manager for AR hardware from Oculus is not necessarily to solve the technical problems of Apple's AR glasses.</b></p><p>So here's the question: since Apple isn't necessarily poaching talent for technology, what exactly is the purpose of spending a lot of money to poach talent? They can't possibly be drawn to Meta's corporate atmosphere, can they? If we look back at the changes these executives have made since joining Apple, it's not hard to see that their significance to Apple goes beyond just the hardware level.</p><p><b>For example, Angela Ahrendts, the former CEO of Burberry, was in charge of retail and online stores after joining Apple, which is the legendary Apple Store, Apple's \"most valuable product\". After joining Apple, Angela embarked on the transformation of the Apple Store, leveraging her experience in the luxury goods industry to transform it from an Apple showroom into a city center—a place where the public could walk into the Store at any time and participate in public events.</b></p><p>In addition, Cook, with his supply chain background, leveraged his strengths after joining Apple, elevating Apple's control and influence over the supply chain to an unprecedented level. Apple's digital marketing director, poached from Nike, also ushered in a brand-new online digital marketing model for Apple, transforming it from technological digital hardware into a life essential with a humanistic flavor. Don't forget that some people also attribute the early \"luxury\" nature of the Apple Watch to executives who joined Apple from Burberry. This shows that when Apple poaches talent from other companies, it values the impact of these executives on product positioning, strategy, and even brand image more than on technology.</p><p>Based on the above views, we can also infer the future positioning and strategy of Apple's AR glasses from existing Oculus products.<b>First, from both Oculus's and Apple's perspectives, as the brand's first standalone AR glasses, Apple's AR glasses are very likely to follow the Oculus Quest 2 and take a mass-market approach, striving to expand its product coverage, just like the AirPods strategy to allow more users to choose their products.</b></p><p><b>Secondly, Apple's AR devices are likely to replace AirPods, Mac mini, and iPad as the anchor point for attracting users into the Apple ecosystem. In other words, Apple is very likely to rely on a rich application ecosystem as its core competitiveness, just like Oculus.</b></p><p><img src=\"https://static.tigerbbs.com/f850b62b1a1a736669ee83408bf79cb6\" tg-width=\"1080\" tg-height=\"395\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\">When the iPhone 8 was first released, Apple launched its own ARKit development kit and announced that \"Apple has the world's largest AR platform - the iPhone\". Future Apple AR glasses should continue Apple's ARKit, leveraging the existing ecosystem to achieve a hot start for AR glasses, using the iPhone to drive AR glasses, and then using AR glasses to drive Apple's content ecosystem. Thereby realizing complete control of AR hardware, AR software and AR content.</p><p>However, even if Apple poaches talent from Meta, based on current information, I don't think Apple's AR devices will become an entry point for Apple's \"metaverse\". Or put it this way: I don't think Apple's AR glasses have any direct relationship with metaverse.</p><p><b>Apple \"doesn't do\" metaverse</b></p><p>In previous interviews, Cook had always had high expectations for the future of AR technology, and bluntly stated that AR devices would be epoch-making products for Apple in the next decade, implying that AR devices would replace the iPhone in the future.</p><p>Replacing the iPhone is no easy task. First, the price must be as equal to the iPhone as possible, or at least not higher than the starting price of the Pro series. Otherwise, it would be an unaffordable price for most users. In addition, future AR devices must be easier to carry for long periods of time and have longer battery life; otherwise, they will remain just expensive \"toys\".</p><p>Secondly, it needs to be able to benchmark against the iPhone in terms of functionality and have a clear advantage over the iPhone. In this regard, it depends on the future development of Apple's AR ecosystem. Although Apple does have a clear advantage in the mobile AR ecosystem, it is mostly concentrated in entertainment, education and other fields, and its application in productivity, daily life and other fields is still weak.</p><p><b>In other words, as long</b><b>battery</b><b>Without sudden technological breakthroughs in the industry, Apple AR glasses will lack the technological foundation to serve as an entry point for metaverse for a long time to come. The role of the gateway to parallel universes is also more likely to be performed by the iPhone or iPad.</b></p><p>In addition, Apple's views on metaverse also indicate that AR glasses will not become an entry point for Apple's metaverse.<b>Cook once stated, \"We believe that Apple's AR devices are not the same as 'Apple metaverse.' Our original intention was simply to create an 'AR device,' not an 'metaverse' derived from the Apple ecosystem.\" For Apple, instead of using AR technology to close off the real world, it is better to truly amplify the value of technology to people.</b></p><p>Of course, until Apple actually releases AR glasses, all of this is still just theory. Apple's AR glasses could become the next AirPods that change people's perception of glasses, or they could become the next AirPower that disappears into the long river of history. However, it is foreseeable that through Apple's AR glasses, we can see Apple's reflections on hardware and its exploration of the future.</p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://mp.weixin.qq.com/s/MVQx1S93iKDe-odpmw91Zw\">雷科技</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/0e9c6038c922a501076310ac125cdbb5","relate_stocks":{"BK4534":"瑞士信贷持仓","BK4505":"高瓴资本持仓","BK4507":"流媒体概念","BK4532":"文艺复兴科技持仓","BK4515":"5G概念","BK4170":"电脑硬件、储存设备及电脑周边","BK4554":"元宇宙及AR概念","AAPL":"苹果","BK4533":"AQR资本管理(全球第二大对冲基金)","BK4527":"明星科技股","BK4501":"段永平概念","BK4559":"巴菲特持仓","BK4553":"喜马拉雅资本持仓","BK4566":"资本集团","BK4550":"红杉资本持仓"},"source_url":"https://mp.weixin.qq.com/s/MVQx1S93iKDe-odpmw91Zw","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2194200488","content_text":"“被曝光”的才是最吸引人的产品，相信有关注过苹果硬件消息的朋友们都明白这样的道理。往近了说有苹果“即将发布”的iPhone SE 3和M2芯片，往远了说有“折叠屏iPad”和所谓的“Apple Car”。这里我甚至大胆地预测一下，假设未来真的有“Apple Car”发布的这一天，发布之后的热度可能还没有发布之前偷跑时那么多。\n不过不同于Apple Car这种每年都只是拿出来说一说的产品，有这么一款产品在多年的沉淀后已经呼之欲出，甚至苹果还专门为它招兵买马，仿佛在不久的发布会上，我们就能看到这款“one more thing”。没错，这里要说的就是网传已经成熟，马上就要发布的“苹果AR眼镜”。\n据报道，曾经在Meta负责AR(现实增强)项目宣传和公关工作的负责人Andrea Schubert近日已经加盟了苹果。而根据媒体猜想，苹果此次“挖人”很有可能是苹果对明年AR眼镜发布作出的提前准备。\n苹果在AR领域的布局\n苹果要推出AR眼镜这样的论调自2010年就开始盛行，自那时起，苹果便不断收购和VR、AR有关的技术和企业。考虑到苹果过去经常会投资或直接收购持有产品关键技术的企业，当时就有传言说苹果即将投身VR产业。但令人意外的是，在未来很长一段时间内，苹果在VR领域一直没有太大的动作。\n直到2018年，苹果在秋季手机发布会上花费大量时间演示苹果在AR方面的努力以及ARKit的表现，大家才意识到苹果的重心似乎从未放在VR上，AR才是苹果更看好的未来。恰逢2018年前后大量互联网企业开始在混合现实(MR)领域发力，关于苹果AR眼镜的传闻也越传越火。前段时间的一则人员调动，就再一次将苹果AR眼镜带到了讨论的中心。\n毕竟Oculus在VR和AR领域已经有着多年的研究和丰富的硬件成果，再加上背靠Meta所获得的海量用户数据，Oculus在VR领域的影响力甚至早已超越了曾经的VR龙头HTC，成为了事实上的VR行业风向标。\n再加上Meta决定以元宇宙作为企业未来发展目标，而VR、AR在元宇宙中有着广泛的运用，因此从Meta挖人对苹果来说理应是一步一举两得的好棋。\n新官上任三把火\n但在我看来，事情并不是这样的。\n苹果从Meta的AR组中挖人，自然是为了帮助苹果自己的AR产品。但问题是这次挖来的并不是硬件或软件方面的负责人，而是Meta AR组的对外沟通负责人，或者说PR团队负责人。这样的做法真的能帮助苹果改善AR产品的硬件或软件吗？\n从Meta挖来PR负责人，相信苹果更多地还是为了产品宣发和产品定位方面的考虑。苹果在过去的数十年内有着极为丰富的“挖人”经验，所涉及的企业可以说是五花八门，从百事可乐到惠普，再到巴宝莉，苹果统统来者不拒。从这个角度看，苹果从Oculus挖来AR硬件的公关负责人，还真不一定是为了解决苹果AR眼镜的技术问题。\n那么问题也来了，既然苹果挖人不一定奔着技术，那重金挖人究竟是为了什么呢？总不能是看上了Meta的企业氛围吧？如果我们回看这些高管加入苹果后苹果的改变，不难发现这些负责人对苹果的意义并不只停留在硬件层面。\n比如曾经的Burberry CEO 安吉拉·阿伦德茨(Angela Ahrendts)，在加入苹果后负责的就是零售和在线商店，也即是传说中苹果“最贵重的产品”——Apple Store。加入苹果后，安吉拉开启了Apple Store转型的进程，借助奢饰品领域的经验将Apple Store从曾经的苹果展厅改变为城市中心——一个公众可以随时走进店里，参与公开活动的场所。\n除此之外，供应链出身的库克在加入苹果之后发挥了自己的长处，将苹果对供应链的管控和话语权提升到前所未有的水平。从Nike挖来的苹果数字营销总监也为苹果开启了全新的线上数字营销模式，让苹果从科技数码硬件转型为带有人文气息的生活必备品。不要忘记也有人将Apple Watch早期“奢侈品化”的功绩归咎于那些从Burberry加盟苹果的高管们。由此可见，苹果从其他企业挖人，比起技术，更看重这些高管对产品定位、战略、甚至是品牌形象的影响。\n基于以上的观点，我们也可以从现有的Oculus产品中推测未来苹果AR眼镜的定位和策略。首先，无论是从Oculus还是从苹果的角度看，作为品牌的第一款独立AR眼镜，苹果AR眼镜很有可能会师从Oculus Quest 2走大众路线，力求扩大自己的产品覆盖面，就像AirPods的策略一样让更多的用户选择自己的产品。\n其次，苹果的AR设备很可能会取代AirPods、Mac mini和iPad，成为吸引用户进入苹果生态的锚点。换句话说，苹果极有可能会像Oculus一样，以丰富的应用生态作为自己的核心竞争力。\n在iPhone 8刚刚发布时，苹果就推出了自己的ARKit开发套件，并宣布“苹果有了世界上最大的AR平台——iPhone”。而未来的苹果AR眼镜，应该会延续苹果的ARKit，借助现有的生态基础完成AR眼镜的热启动，用iPhone带动AR眼镜，再用AR眼镜带动苹果内容生态。从而实现对AR硬件、AR软件和AR内容的完整控制。\n不过话又说回来，即使苹果从Meta挖人，但从现有的消息来看，我并不认为苹果的AR设备会成为苹果“元宇宙”的入口。或者这么说吧：我不认为苹果AR眼镜和元宇宙有什么直接关系。\n苹果“不做”元宇宙\n库克在此前的访谈中就一直对AR技术的未来有着极大的期待，并且直言AR设备将会是苹果下一个十年中的划时代产品，话里话外都有着让未来的AR设备取代iPhone的意思。\n想要取代iPhone并不是一个轻松的事情，首先是售价上必须尽可能地与iPhone等同，或是至少不能高于Pro系列的起售价，否则对于大多数用户来说都是一个无法轻松承受的价格。另外，未来AR设备必须更易于长时间携带且拥有更长的续航，否则依然会是一个昂贵的“玩具”而已。\n其次就是功能上需要能够对标iPhone，并且面对iPhone有着明显优势，这方面就需要看日后的苹果AR生态发展了。虽然在移动AR生态方面，苹果目前确实有着明显优势，但是大多集中在娱乐、教育等领域，在生产力、日常生活等领域的应用还很薄弱。\n也就是说，只要电池行业没有突如其来的技术突破，那在未来很长一段时间里，苹果AR眼镜都缺乏作为元宇宙入口的技术基础。平行宇宙入口的职责，也更有可能由iPhone或iPad担任。\n除此之外，苹果对元宇宙的看法也同样预示着AR眼镜不会成为苹果元宇宙的入口。库克曾表示“认为苹果的AR设备并不等同于‘苹果元宇宙’，我们的初衷仅仅是打造一个‘AR设备’，而不是一个基于苹果生态衍生出来的‘元宇宙’”。对苹果来说，与其用AR技术把现实世界封闭起来，倒不如真正放大技术对人们的价值。\n当然了，在苹果真正发布AR眼镜之前，这一切都还是纸上谈兵。苹果AR眼镜有可能成为下一个AirPods改变大家对眼镜的认知，也可能成为下一个AirPower消失在历史长河之中。但可以预见的是，透过苹果AR眼镜中，我们能看到苹果对硬件的反思，以及苹果对未来的探索。","news_type":1,"symbols_score_info":{"AAPL":0.9}},"isVote":1,"tweetType":1,"viewCount":1310,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"lives":[]}
