苹果战略管理分析_解决苹果硅战略背后的症结

苹果战略管理分析

Apple as a company has always been the talk of the town with its leading innovative products and software. This year, even though the pandemic has delayed some of the most exciting Apple product launches (iPhone 12, per say), there has been no difference in their zeal towards innovation.

作为一家公司，苹果公司一直以其领先的创新产品和软件成为该镇的话题。 今年，尽管大流行推迟了一些最激动人心的苹果产品的发布(据说iPhone 12)，但他们对创新的热情丝毫没有改变。

Apple became the most valuable company, beating Saudi Aramco

苹果击败沙特阿美成为最有价值的公司

什么是硅优势？(What is the Silicon Advantage?)

In its latest keynote address headed by CEO Tim Cook, Apple its new A14 bionic chip, a 5 nm ARM based chipset.

苹果公司在以CEO蒂姆·库克(Tim Cook)为首的最新主题演讲中，发布了其新的A14仿生芯片，基于5 nm ARM的芯片组。

This System on a Chip (SoC) from Apple is expected to power iPhone 12 and iPad Air (2020) models. The chipset integrates around 11.8 billion transistors.

苹果公司的这种片上系统(SoC)有望为iPhone 12和iPad Air(2020)型号提供动力。 该芯片组集成了约118亿个晶体管。

For over a decade, Apple’s world-class silicon design team has been building and refining Apple SoCs. Using these designs Apple has been able to develop the latest iPhone, iPad and Apple Watch that are the industry leaders in terms of class and performance. In June of 2020, Apple announced that it will transition the Mac to its custom silicon to offer better technological performance.

十多年来，Apple的世界级芯片设计团队一直在构建和完善Apple SoC。 使用这些设计，苹果公司已经能够开发出最新的iPhone，iPad和Apple Watch，它们在产品类别和性能方面处于行业领先地位。 2020年6月，苹果宣布将Mac过渡到其定制硅片，以提供更好的技术性能。

Now, Apple Silicon is basically a processor made in-house akin to what is powering the iPhone and iPad family of devices. This ARM move will result in ditching their reliance on Intel chipsets for Future Macs. This transition to silicon will also establish a common architecture across all Apple products, making it far easier for developers to write and optimize their apps for the entire ecosystem. In fact, developers can now start focusing on updating their applications to take advantage of the enhanced capabilities of the Apple silicon.

现在，Apple Silicon基本上是一种内部制造的处理器，类似于为iPhone和iPad系列设备提供动力的处理器。 ARM的这一举动将导致他们放弃对Future Macs的英特尔芯片组的依赖。 这种向芯片的过渡还将在所有Apple产品之间建立通用架构，从而使开发人员更容易为整个生态系统编写和优化其应用程序。 实际上，开发人员现在可以开始专注于更新其应用程序，以利用Apple芯片的增强功能。

Along with this Apple also introduced mac0S Big Sur earlier this year, which will be the next major macOS release (version 11.0) and includes technologies that will facilitate a smooth transition to the Apple silicon experience. This will be the first time where developers will be able to make their iOS and iPad OS apps available on the Mac without modifications. The Apple silicon powered Mac’s will offer industry leading performance per watt and higher performance GPU’s. To help developers get accustomed to the new transition, Apple is also launching the Universal App QuickStart Program to guide developers through the entire transition.

苹果还于今年早些时候推出了mac0S Big Sur，这将是下一个主要的macOS版本(版本11.0)，其中包括有助于平稳过渡到苹果芯片体验的技术。 这将是开发人员首次无需修改即可在Mac上使用其iOS和iPad OS应用程序。 苹果公司的硅动力Mac将提供业界领先的每瓦性能和更高性能的GPU。 为了帮助开发人员适应新的过渡，Apple还启动了通用应用程序快速入门计划，以指导开发人员完成整个过渡。

Apple plans to ship the new Mac by the end of the year and complete the transition in about two years. This being said Apple will continue to release new versions for Intel-based Mac for years to come.

苹果计划在今年年底之前推出新的Mac，并在大约两年内完成过渡。 据说苹果将在未来几年继续为基于Intel的Mac发布新版本。

对行业的未来影响 (Future Implications for the Industry)

Apple has been explicit about how serious they are about machine learning-based SoC. Apple A14 includes second-generation machine learning accelerators in the CPU for 10 times faster machine learning calculations. The combination of the new Neural Engine, machine learning accelerators, advanced power management, unified memory architecture and the Apple high-performance GPU enables powerful on-device experiences for image recognition, natural language learning, analysing motion, and maybe a machine learning enabled GPS!

苹果已经明确表示他们对基于机器学习的SoC的重视程度。 Apple A14在CPU中包含第二代机器学习加速器，使机器学习计算速度提高了10倍。 新的神经引擎，机器学习加速器，先进的电源管理，统一的内存架构和Apple高性能GPU的结合，为图像识别，自然语言学习，运动分析以及可能支持机器学习的GPS提供了强大的设备上体验！

是! 全球定位系统。 (Yes! Global Positioning System.)

According to a recent patent application by Apple , they have been working on a technology that implements a system for estimating the device location based on a global positioning system consisting of a Global Navigation Satellite System (GNSS) satellite, and receives a set of parameters associated with the estimated position. The processor is further configured to apply the set of parameters and the estimated position to a machine learning model that has been trained on a position relative to the satellite. The estimated position and output of the model is then provided to a Kalman filter for more accurate location.

根据苹果公司最近的一项专利申请，他们一直在研究一种技术，该技术实现了一种基于由全球导航卫星系统(GNSS)卫星组成的全球定位系统来估计设备位置的系统，并接收一组相关的参数与估计的位置。 处理器还被配置为将参数集和估计位置应用于已经在相对于卫星的位置上训练的机器学习模型。 然后将模型的估计位置和输出提供给卡尔曼滤波器，以进行更精确的定位。

This technology may be significantly better than what a mobile device alone can perform in most non-aided mode(s) of operation. Apple’s patent to improve GPS in the upcoming 5G era might give them an advantage over existing resources.

该技术可能比单独的移动设备可以在大多数非辅助操作模式下执行的性能好得多。 苹果公司在即将到来的5G时代改进GPS的专利可能会使其比现有资源更具优势。

哇！ 苹果生态系统正在扩展 (Wow! The Apple Ecosystem is expanding)

Apple’s move to its own ARM chips comes just as the company unveils macOS version 11.0 (Big Sur). That means ARM based Mac computers will continue to run macOS instead of switching to iOS 14, similar to the approach taken with existing Windows laptops that use Qualcomm ARM based processors. Apple apparently has its hardware and software team working together, given that they have found a way for all their applications functioning seamless from day one of the launch, through Rosetta 2 acting as an emulator and a translator that will allow Intel-made apps to run on Silicon-powered devices.

苹果公司宣布推出macOS版本11.0(Big Sur)时，便开始使用自己的ARM芯片。 这意味着基于ARM的Mac计算机将继续运行macOS，而不是切换到iOS 14，类似于使用基于Qualcomm ARM处理器的现有Windows笔记本电脑所采用的方法。 苹果显然已经与其硬件和软件团队一起工作，因为他们已经找到了一种方法，使它们的所有应用程序从发布的第一天起就可以无缝运行，通过Rosetta 2充当仿真器和转换器，可以运行英特尔制造的应用程序在硅供电的设备上。

Moreover, the Apple ecosystem acts as the catalyst for innovation in the company and is not limited to the hardware and software products, but also around its services.

此外，Apple生态系统是公司创新的催化剂，不仅限于硬件和软件产品，还包括其服务。

Putting a foot forward in that direction is the Apple One Subscription.

迈向这一方向的是Apple One订阅。

现在，苹果的观点 (Now, the Apple’s Point of View)

Apple with its calm dignity, diligent market study and unflinching courage to innovate has taken its own time to come up with their strategic silicon move. Apple stayed focused on it’s long term goals instead of following the hype, trends and gimmicks set out by its competitors to gain customer attention. This ability to think differently is a driving force behind their success.

苹果公司以其镇定自若的态度，勤奋的市场研究和坚定的创新勇气花了自己的时间提出自己的战略性硅技术举措。 苹果一直专注于其长期目标，而不是遵循竞争对手提出的炒作，趋势和gi头来吸引客户的注意。 这种不同思维的能力是其成功的动力。

And owing to the current state of affairs Apple has played it relatively safe this year, sticking to their core offerings. We can expect an exciting iPhone, iMac and MacOS launch later this year.

由于目前的状况，苹果今年一直相对安全地坚持自己的核心产品。 我们可以期待今年下半年推出激动人心的iPhone，iMac和MacOS。

Let’s gear up for another round of innovation sponsored by Apple.

让我们为苹果赞助的另一轮创新做好准备。

翻译自: https://medium.com/swlh/solving-the-crux-behind-apples-silicon-strategy-1e79210f87da

苹果战略管理分析