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專欄 - 蘋果2_0

蘋果將生產(chǎn)iTV,?謠言,!

Philip Elmer-DeWitt 2012年05月17日

蘋果(Apple)公司內(nèi)部流傳著一個(gè)老笑話,那就是史蒂夫·喬布斯周圍是一片“現(xiàn)實(shí)扭曲力場(chǎng)”:你離他太近的話,,就會(huì)相信他所說的話,。蘋果的數(shù)百萬用戶中已經(jīng)有不少成了該公司的“信徒”,而很多蘋果投資者也賺得盆滿缽滿,。不過,,Elmer-DeWitt認(rèn)為,在報(bào)道蘋果公司時(shí)有點(diǎn)懷疑精神不是壞事,。聽他的應(yīng)該沒錯(cuò),。要知道,他自從1982年就開始報(bào)道蘋果,、觀察史蒂夫·喬布斯經(jīng)營該公司,。
近日《中國日?qǐng)?bào)》發(fā)文稱郭臺(tái)銘“確認(rèn)”將為蘋果生產(chǎn)iTV,這篇報(bào)道出來后迅速引發(fā)媒體新一輪的報(bào)道熱潮,,但事后被證實(shí)又是個(gè)假新聞,。

????(圖片來自Techmeme)

????內(nèi)容千篇一律的情景喜劇,,荒唐的真人秀,永遠(yuǎn)不斷變化的頻道順序,、無休無止的廣告時(shí)段……今天的商業(yè)電視觀看體驗(yàn)有多差,,從一件事上就可以看出來:近日有傳言稱,蘋果公司(Apple)將推出自己的電視機(jī)來解決這些問題,。盡管傳言極不靠譜,,但眾多科技媒體居然深信不疑。

????比如上周有篇報(bào)道寫道,,鴻海集團(tuán)(Hon Hai)董事長郭臺(tái)銘在上海的一次記者會(huì)上宣布,,鴻海旗下的富士康公司(Foxconn)正在“為iTV做準(zhǔn)備?!?/p>

????到了上周五,這個(gè)消息已經(jīng)演繹出了好幾十個(gè)頭條新聞,,諸如:

????? Gizmodo:《富士康老板確認(rèn)將生產(chǎn)蘋果電視》

????? The Mac Observer:《鴻海高管表示蘋果電視即將面試》

????? 福布斯:《富士康準(zhǔn)備迎接蘋果iTV》

????? MacNewsWorld:《iTV:不是“如果”,,而是“什么”》

????不過這些報(bào)道的作者都沒有提到一點(diǎn)(也許是根本懶得去想),,那就是郭臺(tái)銘本人是科技界最守口如瓶的高管之一。全球有40%的電子設(shè)備都是由郭臺(tái)銘的企業(yè)組裝的,,郭臺(tái)銘本人自然也知曉多數(shù)知名品牌未來的產(chǎn)品發(fā)展計(jì)劃,,這其中不僅有蘋果,還包括索尼(Sony),、微軟(Microsoft),、惠普(Hewlett-Packard)等等。他之所以深受商業(yè)伙伴們的信賴,,就是因?yàn)樗麖牟惠p易泄露秘密,。

????It is perhaps a measure of how badly broken today's commercial TV viewing experience is -- the cookie-cutter sitcoms, the ridiculous reality shows, the ever-shifting channel line-ups, the relentless, merciless commercial breaks -- that the tech press is so desperate to believe even the slimmest rumor that Apple (AAPL) is getting ready to solve all that by building its own television set.

????Take, for example, last week's report that Hon Hai chairman Terry Gou announced at a press conference in Shanghai that his Foxconn subsidiary was "making preparations for iTV."

????By Friday the report had spawned dozens of headlines. A sample:

????? Gizmodo: Apple television set confirmed by Foxconn boss

????? The Mac Observer: Hon Hai exec says Apple television coming

????? Forbes: Foxconn gears up for Apple's iTV

????? MacNewsWorld: iTV: Not if but what

????What none of these reporters mentioned (or apparently bothered to consider) is that Gou -- whose factories assemble 40% of the world's electronic devices -- is one of the industry's most secretive executives. He is privy to the future product plans of the most valuable electronics brands -- not just Apple, but also Sony (SNE), Microsoft (MSFT), Hewlett-Packard (HPQ) and the rest. He is trusted by his business partners because he never leaks their secrets.

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