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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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believe there has been concern<a href=\"https://laohu8.com/S/AAPL\">Apple</a>Friends of hardware news all understand this truth. Closer there are Apple's \"soon-to-be-released\" iPhone SE 3 and M2 chips, and farther there are \"folding screen iPad\" and the so-called \"Apple Car\". Here I even boldly predict that, assuming there is really a day when the \"Apple Car\" is released in the future, the heat after the release may not be as much as when it stole away before the release.</p><p>However, unlike Apple Car, a product that is only talked about every year, there is such a product that is ready to come out after years of precipitation, and even Apple has specially recruited for it. It seems that at the press conference soon, we can see this \"<a href=\"https://laohu8.com/S/AONE.U\">one</a>more thing \". That's right, what I want to say here is the \"Apple AR Glasses\" that online transmission has matured and will be released soon.</p><p>According to reports, Andrea Schubert, who was once in charge of AR (augmented reality) project publicity and public relations at Meta, has recently joined Apple. According to media speculation, Apple's \"digging people\" is likely to be Apple's advance preparation for the release of AR glasses next year.</p><p><b>Apple's layout in AR</b></p><p>The argument that Apple wants to launch AR glasses has been popular since 2010. Since then, Apple has been acquiring technologies and enterprises related to VR and AR. Considering that Apple used to invest in or directly acquire companies that held key technologies of products, there were rumors at that time that Apple was about to join the VR industry. But surprisingly, Apple has not made much movement in the VR field for a long time to come.</p><p><b>It wasn't until 2018 that Apple spent a lot of time demonstrating Apple's efforts in AR and ARKit's performance at the autumn mobile phone conference that everyone realized that Apple's focus never seemed to be on VR, and AR was Apple's more optimistic future. Around 2018, a large number of Internet companies began to make efforts in the field of mixed reality (MR), and rumors about Apple's AR glasses were getting more and more popular. A personnel transfer some time ago once again brought Apple AR glasses to the center of the discussion.</b></p><p>After all, Oculus has had many 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 even surpassed HTC, the former VR leader, and has become the de facto vane of the VR industry.</p><p>In addition, Meta decided to take the metaverse as the future development goal of the enterprise, and VR and AR are widely used in the metaverse. Therefore, digging people from Meta should be a good chess for Apple to kill two birds with one stone.</p><p><b>Three fires for new officials to take office</b></p><p>But in my opinion, that's not how it works.</p><p>Apple poached people from Meta's AR group, naturally to help Apple's own AR products. But the problem is that this time, it is not the person in charge of hardware or software, but the person in charge of external communication of Meta AR group, or the person in charge of PR team. Can such an approach really help Apple improve the hardware or software of AR products?</p><p>Hiring the PR leader from Meta, I believe Apple is more for product publicity and product positioning considerations.<b>Apple has had a wealth of experience in \"poaching people\" over the past few decades, involving a variety of enterprises, from</b><b>Pepsi</b><b>Coke to</b><b><a href=\"https://laohu8.com/S/HPQ\">HP</a></b><b>And then to<a href=\"https://laohu8.com/S/BRBY.UK\">Burberry</a>Apple will not refuse anyone who comes. From this perspective, Apple's public relations head of AR hardware from Oculus is not necessarily to solve the technical problems of Apple's AR glasses.</b></p><p>Then the question also comes. Since Apple doesn't necessarily dig people for technology, what is the purpose of digging people with a lot of money? You can't be looking at Meta's corporate atmosphere, can you? If we look back at the changes of Apple after these executives joined Apple, it is not difficult to find that the significance of these leaders to Apple does not only stop at the hardware level.</p><p><b>For example, Angela Ahrendts, the former CEO of Burberry, was responsible for retail and online stores after joining Apple, which is the legendary Apple Store, Apple's \"most expensive product\". After joining Apple, Angela started the transformation process of Apple Store. With the help of her experience in the field of luxury jewelry, she changed Apple Store from the former Apple showroom to the city center-a place where the public can walk into the Store at any time and participate in public activities.</b></p><p>In addition, Cook, who was born in the supply chain, gave full play to his strengths after joining Apple, raising Apple's control and voice over the supply chain to an unprecedented level. Apple's digital marketing director hired from Nike also opened a brand-new online digital marketing model for Apple, which transformed Apple from technological digital hardware into a necessity for life with humanistic flavor. Don't forget that some people blame the early exploits of \"luxuriation\" of the Apple Watch on executives who joined Apple from Burberry. It can be seen that Apple poaches people from other companies, and it pays more attention to the influence of these executives on product positioning, strategy and even brand image than technology.</p><p>Based on the above views, we can also speculate on the positioning and strategy of Apple's AR glasses in the future from the existing Oculus products.<b>First of all, whether from the perspective of Oculus or Apple, as the brand's first independent AR glasses, Apple AR glasses are likely to take the popular route under Oculus Quest 2, and strive to expand its product coverage, just like the strategy of AirPods, so that more users can choose their own products.</b></p><p><b>Secondly, Apple's AR devices are likely to replace AirPods, Mac mini, and iPad as anchor points to attract users into Apple's ecosystem. In other words, Apple is very likely to take a rich application ecosystem as its core competitiveness 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 just released, Apple launched its own ARKit development kit and announced that \"Apple has the largest AR platform in the world-the iPhone\". In the future, Apple's AR glasses should continue Apple's ARKit, complete the hot start of AR glasses with the help of the existing ecological foundation, drive AR glasses with iPhone, and then drive Apple's content ecology with AR glasses. So as to achieve complete control of AR hardware, AR software and AR content.</p><p>But then again, even if Apple poaches people from Meta, from the existing news, I don't think Apple's AR devices will become the entrance to Apple's \"metaverse\". Or let's put it this way: I don't think Apple AR glasses have anything directly to do with the metaverse.</p><p><b>Apple \"Don't Do\" the Metaverse</b></p><p>In previous interviews, Cook has always had great expectations for the future of AR technology, and bluntly said that AR devices will be an epoch-making product of Apple in the next decade. Both words and words mean that future AR devices will replace iPhone.</p><p>It is not an easy task to replace the iPhone. First of all, the price must be equal to that of the iPhone as much as possible, or at least not higher than the starting price of the Pro series, otherwise it will be an unbearable price for most users. In addition, in the future, AR devices must be easier to carry for a long time and have a longer battery life, otherwise they will still be an expensive \"toy\".</p><p>Secondly, it needs to be able to benchmark iPhone in function, and it has obvious advantages in the face of iPhone. In this respect, we need to look at the future development of Apple's AR ecology. Although Apple does have obvious advantages in mobile AR ecology at present, most of them are concentrated in entertainment, education and other fields, and their applications in productivity, daily life and other fields are still very weak.</p><p><b>That is, as long as</b><b>Battery</b><b>There is no sudden technological breakthrough in the industry. For a long time in the future, Apple's AR glasses will lack the technical foundation as the entrance to the metaverse. The duties of the parallel universe portal are also more likely to be held by an iPhone or iPad.</b></p><p>In addition, Apple's view of the metaverse also indicates that AR glasses will not become the entrance to Apple's metaverse.<b>Cook once said, \"I think Apple's AR device is not the same as 'Apple Metaverse'. Our original intention is just to build an 'AR device', not a 'Metaverse' derived from Apple's ecology\". For Apple, instead of closing the real world with AR technology, it is better to really amplify the value of technology to people.</b></p><p>Of course, until Apple actually releases AR glasses, all this is on paper. Apple's AR glasses may become the next AirPods to change everyone's perception of glasses, or it may become the next AirPower to disappear into the long river of history. But it is predictable that through Apple's AR glasses, we can see Apple's reflection on hardware and Apple's 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>Digging Meta AR executives, does Apple also want to enter the metaverse?</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\">\nDigging Meta AR executives, does Apple also want to enter the metaverse?\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>\"Exposed\" is the most attractive product, I believe there has been concern<a href=\"https://laohu8.com/S/AAPL\">Apple</a>Friends of hardware news all understand this truth. Closer there are Apple's \"soon-to-be-released\" iPhone SE 3 and M2 chips, and farther there are \"folding screen iPad\" and the so-called \"Apple Car\". Here I even boldly predict that, assuming there is really a day when the \"Apple Car\" is released in the future, the heat after the release may not be as much as when it stole away before the release.</p><p>However, unlike Apple Car, a product that is only talked about every year, there is such a product that is ready to come out after years of precipitation, and even Apple has specially recruited for it. It seems that at the press conference soon, we can see this \"<a href=\"https://laohu8.com/S/AONE.U\">one</a>more thing \". That's right, what I want to say here is the \"Apple AR Glasses\" that online transmission has matured and will be released soon.</p><p>According to reports, Andrea Schubert, who was once in charge of AR (augmented reality) project publicity and public relations at Meta, has recently joined Apple. According to media speculation, Apple's \"digging people\" is likely to be Apple's advance preparation for the release of AR glasses next year.</p><p><b>Apple's layout in AR</b></p><p>The argument that Apple wants to launch AR glasses has been popular since 2010. Since then, Apple has been acquiring technologies and enterprises related to VR and AR. Considering that Apple used to invest in or directly acquire companies that held key technologies of products, there were rumors at that time that Apple was about to join the VR industry. But surprisingly, Apple has not made much movement in the VR field for a long time to come.</p><p><b>It wasn't until 2018 that Apple spent a lot of time demonstrating Apple's efforts in AR and ARKit's performance at the autumn mobile phone conference that everyone realized that Apple's focus never seemed to be on VR, and AR was Apple's more optimistic future. Around 2018, a large number of Internet companies began to make efforts in the field of mixed reality (MR), and rumors about Apple's AR glasses were getting more and more popular. A personnel transfer some time ago once again brought Apple AR glasses to the center of the discussion.</b></p><p>After all, Oculus has had many 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 even surpassed HTC, the former VR leader, and has become the de facto vane of the VR industry.</p><p>In addition, Meta decided to take the metaverse as the future development goal of the enterprise, and VR and AR are widely used in the metaverse. Therefore, digging people from Meta should be a good chess for Apple to kill two birds with one stone.</p><p><b>Three fires for new officials to take office</b></p><p>But in my opinion, that's not how it works.</p><p>Apple poached people from Meta's AR group, naturally to help Apple's own AR products. But the problem is that this time, it is not the person in charge of hardware or software, but the person in charge of external communication of Meta AR group, or the person in charge of PR team. Can such an approach really help Apple improve the hardware or software of AR products?</p><p>Hiring the PR leader from Meta, I believe Apple is more for product publicity and product positioning considerations.<b>Apple has had a wealth of experience in \"poaching people\" over the past few decades, involving a variety of enterprises, from</b><b>Pepsi</b><b>Coke to</b><b><a href=\"https://laohu8.com/S/HPQ\">HP</a></b><b>And then to<a href=\"https://laohu8.com/S/BRBY.UK\">Burberry</a>Apple will not refuse anyone who comes. From this perspective, Apple's public relations head of AR hardware from Oculus is not necessarily to solve the technical problems of Apple's AR glasses.</b></p><p>Then the question also comes. Since Apple doesn't necessarily dig people for technology, what is the purpose of digging people with a lot of money? You can't be looking at Meta's corporate atmosphere, can you? If we look back at the changes of Apple after these executives joined Apple, it is not difficult to find that the significance of these leaders to Apple does not only stop at the hardware level.</p><p><b>For example, Angela Ahrendts, the former CEO of Burberry, was responsible for retail and online stores after joining Apple, which is the legendary Apple Store, Apple's \"most expensive product\". After joining Apple, Angela started the transformation process of Apple Store. With the help of her experience in the field of luxury jewelry, she changed Apple Store from the former Apple showroom to the city center-a place where the public can walk into the Store at any time and participate in public activities.</b></p><p>In addition, Cook, who was born in the supply chain, gave full play to his strengths after joining Apple, raising Apple's control and voice over the supply chain to an unprecedented level. Apple's digital marketing director hired from Nike also opened a brand-new online digital marketing model for Apple, which transformed Apple from technological digital hardware into a necessity for life with humanistic flavor. Don't forget that some people blame the early exploits of \"luxuriation\" of the Apple Watch on executives who joined Apple from Burberry. It can be seen that Apple poaches people from other companies, and it pays more attention to the influence of these executives on product positioning, strategy and even brand image than technology.</p><p>Based on the above views, we can also speculate on the positioning and strategy of Apple's AR glasses in the future from the existing Oculus products.<b>First of all, whether from the perspective of Oculus or Apple, as the brand's first independent AR glasses, Apple AR glasses are likely to take the popular route under Oculus Quest 2, and strive to expand its product coverage, just like the strategy of AirPods, so that more users can choose their own products.</b></p><p><b>Secondly, Apple's AR devices are likely to replace AirPods, Mac mini, and iPad as anchor points to attract users into Apple's ecosystem. In other words, Apple is very likely to take a rich application ecosystem as its core competitiveness 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 just released, Apple launched its own ARKit development kit and announced that \"Apple has the largest AR platform in the world-the iPhone\". In the future, Apple's AR glasses should continue Apple's ARKit, complete the hot start of AR glasses with the help of the existing ecological foundation, drive AR glasses with iPhone, and then drive Apple's content ecology with AR glasses. So as to achieve complete control of AR hardware, AR software and AR content.</p><p>But then again, even if Apple poaches people from Meta, from the existing news, I don't think Apple's AR devices will become the entrance to Apple's \"metaverse\". Or let's put it this way: I don't think Apple AR glasses have anything directly to do with the metaverse.</p><p><b>Apple \"Don't Do\" the Metaverse</b></p><p>In previous interviews, Cook has always had great expectations for the future of AR technology, and bluntly said that AR devices will be an epoch-making product of Apple in the next decade. Both words and words mean that future AR devices will replace iPhone.</p><p>It is not an easy task to replace the iPhone. First of all, the price must be equal to that of the iPhone as much as possible, or at least not higher than the starting price of the Pro series, otherwise it will be an unbearable price for most users. In addition, in the future, AR devices must be easier to carry for a long time and have a longer battery life, otherwise they will still be an expensive \"toy\".</p><p>Secondly, it needs to be able to benchmark iPhone in function, and it has obvious advantages in the face of iPhone. In this respect, we need to look at the future development of Apple's AR ecology. Although Apple does have obvious advantages in mobile AR ecology at present, most of them are concentrated in entertainment, education and other fields, and their applications in productivity, daily life and other fields are still very weak.</p><p><b>That is, as long as</b><b>Battery</b><b>There is no sudden technological breakthrough in the industry. For a long time in the future, Apple's AR glasses will lack the technical foundation as the entrance to the metaverse. The duties of the parallel universe portal are also more likely to be held by an iPhone or iPad.</b></p><p>In addition, Apple's view of the metaverse also indicates that AR glasses will not become the entrance to Apple's metaverse.<b>Cook once said, \"I think Apple's AR device is not the same as 'Apple Metaverse'. Our original intention is just to build an 'AR device', not a 'Metaverse' derived from Apple's ecology\". For Apple, instead of closing the real world with AR technology, it is better to really amplify the value of technology to people.</b></p><p>Of course, until Apple actually releases AR glasses, all this is on paper. Apple's AR glasses may become the next AirPods to change everyone's perception of glasses, or it may become the next AirPower to disappear into the long river of history. But it is predictable that through Apple's AR glasses, we can see Apple's reflection on hardware and Apple's 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":{"BK4501":"段永平概念","BK4527":"明星科技股","BK4553":"喜马拉雅资本持仓","BK4566":"资本集团","BK4532":"文艺复兴科技持仓","BK4550":"红杉资本持仓","BK4507":"流媒体概念","BK4534":"瑞士信贷持仓","BK4505":"高瓴资本持仓","BK4554":"元宇宙及AR概念","AAPL":"苹果","BK4170":"电脑硬件、储存设备及电脑周边","BK4515":"5G概念","BK4533":"AQR资本管理(全球第二大对冲基金)","BK4559":"巴菲特持仓"},"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":793,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"lives":[]}
