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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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I believe I have paid attention to it<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 further away, there are \"folding screen iPads\" and the so-called \"Apple Car\". Here, I even boldly predict that, assuming that there is a day when \"Apple Car\" is released in the future, the popularity after the release may not be as much as it was 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 be released after years of precipitation, and even Apple is specially recruiting for it. It seems that at the near press conference, we can see this \"<a href=\"https://laohu8.com/S/AONE.U\">one</a>more thing \". That's right, what I want to talk about here is the \"Apple AR Glasses\" that are mature online and will be released soon.</p><p>According to reports, Andrea Schubert, who was once in charge of the publicity and public relations work of the AR (augmented reality) project at Meta, has recently joined Apple. According to media speculation, Apple's \"poaching\" is likely to be Apple's advance preparations for the release of AR glasses next year.</p><p><b>Apple's layout in the AR field</b></p><p>The argument that Apple wants to launch AR glasses has been popular since 2010. Since then, Apple has continuously acquired technologies and companies 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, for a long time to come, Apple hasn't made much moves in the field of VR.</p><p><b>It wasn't until 2018 that Apple spent a lot of time demonstrating Apple's efforts in AR and the performance of ARKit 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 promising future. It coincided with the fact that 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 became more and more popular. A personnel transfer some time ago once again brought Apple 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' influence in the VR field has even surpassed that of HTC, the former VR leader, and has become the actual VR industry vane.</p><p>In addition, Meta has decided to take metaverse as the company's future development goal, and VR and AR are widely used in the metaverse, so poaching people from Meta should be a good move for Apple to kill two birds with one stone.</p><p><b>Three fires for new officials to take office</b></p><p>But it doesn't seem to me that's 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 the Meta AR group, or the person in charge of the PR team. Can this approach really help Apple improve the hardware or software of AR products?</p><p>Poaching the person in charge of PR from Meta, I believe Apple is more concerned with product announcement and product positioning.<b>Apple has had extremely rich experience in \"poaching people\" in the past few decades, and the companies involved can be said to be various, ranging from</b><b>Pepsi</b><b>Coke to</b><b><a href=\"https://laohu8.com/S/HPQ\">Hewlett Packard</a></b><b>, then to<a href=\"https://laohu8.com/S/BRBY.UK\">Burberry</a>, Apple is open to all visitors. From this perspective, Apple didn't necessarily recruit the public relations person in charge of AR hardware from Oculus to solve the technical problems of Apple's AR glasses.</b></p><p>Then the question also comes. Since Apple doesn't necessarily run for technology, what is the purpose of poaching people with a lot of money? It can't be because you have a fancy to 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 is not limited to the hardware level.</p><p><b>For example, former Burberry CEO Angela Ahrendts (Angela Ahrendts) was responsible for retail and online stores after joining Apple, which is the legendary Apple's \"most expensive product\"-Apple Store. After joining Apple, Angela started the process of Apple Store transformation. With the help of experience in the field of luxury accessories, the Apple Store was changed 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, allowing Apple to transform from technological digital hardware into a life essential with humanistic flavor. Don't forget that some people blame the early \"luxury\" achievements of Apple Watch on the executives who joined Apple from Burberry. It can be seen that when Apple poaches people from other companies, 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 viewpoints, we can also speculate on the positioning and strategy of Apple AR glasses in the future from 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 follow the popular route from Oculus Quest 2 and strive to expand its product coverage, just like AirPods The strategy also allows more users to choose their own products.</b></p><p><b>Secondly, Apple's AR devices are likely to replace AirPods, Mac mini and iPad and become the anchor point to attract users into Apple's ecosystem. In other words, Apple is very likely to use 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 AR glasses should continue Apple's ARKit, use the existing ecological foundation to complete the hot start of AR glasses, use the iPhone to drive AR glasses, and then use AR glasses to drive Apple's content ecology. Thereby realizing complete control of AR hardware, AR software and AR content.</p><p>But then again, even if Apple poaches people from Meta, judging 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 to do directly with metaverse.</p><p><b>Apple \"doesn't do\" 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 Apple's epoch-making products in the next decade. Both inside and outside the words, he has the meaning of letting future AR devices replace the iPhone.</p><p>It is not an easy task to replace the iPhone. First of all, the price must be as equal to that of the iPhone as possible, or at least not higher than the starting price of the Pro series, otherwise it will be an unaffordable 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 the iPhone in terms of function, and it has obvious advantages in the face of the iPhone. This aspect depends on the future development of Apple's AR ecosystem. Although Apple does have obvious advantages in the mobile AR ecosystem, most of them are concentrated in entertainment, education and other fields, and their applications in productivity, daily life and other fields are still weak.</p><p><b>That is to say, as long as</b><b>Battery</b><b>There is no sudden technological breakthrough in the industry, and for a long time to come, Apple AR glasses will lack the technical foundation as the entrance to metaverse. The responsibility of the entrance to the parallel universe is also more likely to be held by the iPhone or iPad.</b></p><p>In addition, Apple's views on metaverse also indicate that AR glasses will not become the entrance to Apple's metaverse.<b>Cook once said that \"I think Apple's AR device is not equivalent to 'Apple metaverse'. Our original intention is only to build an 'AR device', not an 'metaverse' derived from Apple's ecosystem.\" For Apple, instead of using AR technology to close the real world, 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 still on paper. Apple AR glasses may become the next AirPods and change everyone's perception of glasses, or they may become the next AirPower and disappear into the long river of history. But it is foreseeable 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>Poaching Meta AR executives, does Apple also want to enter 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\">\nPoaching Meta AR executives, does Apple also want to enter 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>The \"exposed\" product is the most attractive product, I believe I have paid attention to it<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 further away, there are \"folding screen iPads\" and the so-called \"Apple Car\". Here, I even boldly predict that, assuming that there is a day when \"Apple Car\" is released in the future, the popularity after the release may not be as much as it was 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 be released after years of precipitation, and even Apple is specially recruiting for it. It seems that at the near press conference, we can see this \"<a href=\"https://laohu8.com/S/AONE.U\">one</a>more thing \". That's right, what I want to talk about here is the \"Apple AR Glasses\" that are mature online and will be released soon.</p><p>According to reports, Andrea Schubert, who was once in charge of the publicity and public relations work of the AR (augmented reality) project at Meta, has recently joined Apple. According to media speculation, Apple's \"poaching\" is likely to be Apple's advance preparations for the release of AR glasses next year.</p><p><b>Apple's layout in the AR field</b></p><p>The argument that Apple wants to launch AR glasses has been popular since 2010. Since then, Apple has continuously acquired technologies and companies 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, for a long time to come, Apple hasn't made much moves in the field of VR.</p><p><b>It wasn't until 2018 that Apple spent a lot of time demonstrating Apple's efforts in AR and the performance of ARKit 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 promising future. It coincided with the fact that 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 became more and more popular. A personnel transfer some time ago once again brought Apple 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' influence in the VR field has even surpassed that of HTC, the former VR leader, and has become the actual VR industry vane.</p><p>In addition, Meta has decided to take metaverse as the company's future development goal, and VR and AR are widely used in the metaverse, so poaching people from Meta should be a good move for Apple to kill two birds with one stone.</p><p><b>Three fires for new officials to take office</b></p><p>But it doesn't seem to me that's 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 the Meta AR group, or the person in charge of the PR team. Can this approach really help Apple improve the hardware or software of AR products?</p><p>Poaching the person in charge of PR from Meta, I believe Apple is more concerned with product announcement and product positioning.<b>Apple has had extremely rich experience in \"poaching people\" in the past few decades, and the companies involved can be said to be various, ranging from</b><b>Pepsi</b><b>Coke to</b><b><a href=\"https://laohu8.com/S/HPQ\">Hewlett Packard</a></b><b>, then to<a href=\"https://laohu8.com/S/BRBY.UK\">Burberry</a>, Apple is open to all visitors. From this perspective, Apple didn't necessarily recruit the public relations person in charge of AR hardware from Oculus to solve the technical problems of Apple's AR glasses.</b></p><p>Then the question also comes. Since Apple doesn't necessarily run for technology, what is the purpose of poaching people with a lot of money? It can't be because you have a fancy to 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 is not limited to the hardware level.</p><p><b>For example, former Burberry CEO Angela Ahrendts (Angela Ahrendts) was responsible for retail and online stores after joining Apple, which is the legendary Apple's \"most expensive product\"-Apple Store. After joining Apple, Angela started the process of Apple Store transformation. With the help of experience in the field of luxury accessories, the Apple Store was changed 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, allowing Apple to transform from technological digital hardware into a life essential with humanistic flavor. Don't forget that some people blame the early \"luxury\" achievements of Apple Watch on the executives who joined Apple from Burberry. It can be seen that when Apple poaches people from other companies, 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 viewpoints, we can also speculate on the positioning and strategy of Apple AR glasses in the future from 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 follow the popular route from Oculus Quest 2 and strive to expand its product coverage, just like AirPods The strategy also allows more users to choose their own products.</b></p><p><b>Secondly, Apple's AR devices are likely to replace AirPods, Mac mini and iPad and become the anchor point to attract users into Apple's ecosystem. In other words, Apple is very likely to use 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 AR glasses should continue Apple's ARKit, use the existing ecological foundation to complete the hot start of AR glasses, use the iPhone to drive AR glasses, and then use AR glasses to drive Apple's content ecology. Thereby realizing complete control of AR hardware, AR software and AR content.</p><p>But then again, even if Apple poaches people from Meta, judging 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 to do directly with metaverse.</p><p><b>Apple \"doesn't do\" 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 Apple's epoch-making products in the next decade. Both inside and outside the words, he has the meaning of letting future AR devices replace the iPhone.</p><p>It is not an easy task to replace the iPhone. First of all, the price must be as equal to that of the iPhone as possible, or at least not higher than the starting price of the Pro series, otherwise it will be an unaffordable 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 the iPhone in terms of function, and it has obvious advantages in the face of the iPhone. This aspect depends on the future development of Apple's AR ecosystem. Although Apple does have obvious advantages in the mobile AR ecosystem, most of them are concentrated in entertainment, education and other fields, and their applications in productivity, daily life and other fields are still weak.</p><p><b>That is to say, as long as</b><b>Battery</b><b>There is no sudden technological breakthrough in the industry, and for a long time to come, Apple AR glasses will lack the technical foundation as the entrance to metaverse. The responsibility of the entrance to the parallel universe is also more likely to be held by the iPhone or iPad.</b></p><p>In addition, Apple's views on metaverse also indicate that AR glasses will not become the entrance to Apple's metaverse.<b>Cook once said that \"I think Apple's AR device is not equivalent to 'Apple metaverse'. Our original intention is only to build an 'AR device', not an 'metaverse' derived from Apple's ecosystem.\" For Apple, instead of using AR technology to close the real world, 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 still on paper. Apple AR glasses may become the next AirPods and change everyone's perception of glasses, or they may become the next AirPower and disappear into the long river of history. But it is foreseeable 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":{"BK4170":"电脑硬件、储存设备及电脑周边","BK4532":"文艺复兴科技持仓","BK4554":"元宇宙及AR概念","BK4515":"5G概念","BK4533":"AQR资本管理(全球第二大对冲基金)","AAPL":"苹果","BK4527":"明星科技股","BK4501":"段永平概念","BK4559":"巴菲特持仓","BK4566":"资本集团","BK4534":"瑞士信贷持仓","BK4553":"喜马拉雅资本持仓","BK4507":"流媒体概念","BK4550":"红杉资本持仓","BK4505":"高瓴资本持仓"},"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":672,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":9056912343,"gmtCreate":1654920361983,"gmtModify":1676535535186,"author":{"id":"4095237511427410","authorId":"4095237511427410","name":"Sam 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