**10,000 Fans Incentive Plan
In the early morning of February 28, Bloomberg reported that Apple had decided to abandon the car project.
Apple's "untimely" announcement that it would not build cars, and then Mercedes-Benz's announcement to abandon its all-electric car plan, coincided with BYD's wave of price cuts.
So many people started YY, saying that our Chinese electric cars were afraid of Apple and Mercedes-Benz, so they gave up making cars.
can only say that the story of Shuangwen is very good, but you must not watch more.
You must know that Apple has been building cars in 2014, and Apple has been doing it for ten years, and you said that it was because you were afraid of the volume, so you gave up, and the persuasion was too low.
In fact, whether it is Apple making a car or Mercedes-Benz abandoning the all-electric car plan, what can be explained more is the disease of big business.
In 2014, "Titan"The car project was formed within Apple.
At the beginning of the project, Apple was full of confidence and the direction was very clear, that is, to build Apple's own car.
But it didn't take long for Apple's car direction to begin to change, saying that it would slowly develop in the direction of artificial intelligence for autonomous driving technology.
It has been two years since the entire project was established, and Apple is swaying from side to side, whether to build its own car first, or focus on the development of artificial intelligence first, Apple is particularly entangled.
What does that amount to?
I seem to know what I want, but I can't tell you exactly what I want?
So you should tell me what I want, or you don't have the heart to know what I want.
This was the case with Apple's car-building project at that time, why?
Because Apple, which has several big gold coins in its hands and is known as the world's largest technology company, will not really want to know how to build a car.
In 2016, Google's lead in unmanned driving was ready for open road testing, and Apple suddenly realized that it also had this project.
Then for the time being, I decided to develop in the direction of artificial intelligence first, pay attention, it's just temporary.
However, Apple seems to have made up some kind of determination, not only did the project leader change, but also regarded Tesla at that time as a competitor to make the underlying autonomous driving platform.
It also laid off dozens of employees in the car-making project, many of whom were hardware engineers related to chassis and suspension.
Only software engineers who study and test autonomous driving algorithms are left.
Cook also said in an interview in 2017 that autonomous driving is the mother of artificial intelligence projects.
Although it says that it wants to be a company with intelligent driving software technology, it has indeed been implemented, but Apple still insists on building a car of its own.
In 2017, Apple approached CATL to develop power batteries together.
In 2018, after five years at Tesla, Doug Field, vice president of hardware engineering at Tesla, joined Apple.
A year later, Michael Schwekuch, the former vice president of Tesla's powertrain, was also poached by Apple.
Battery, hardware, power system, in the final analysis, Apple still wants to build its own car.
Then, the turning point came again, the leadership of the car-building project changed, and the old leader, Bob Brown, retired, and the new leader became John J. Mansfield. Jennan Drea.
And the funny thing is that this new leader is an Apple executive in artificial intelligence.
You say, this. Then continue to engage in artificial intelligence, and then it has come to the present, ten years have passed, tens of billions of dollars have been smashed into it, what do you want to say what did you do?
ppt？Concept art?
It's no wonder that the car-making project is not yellow.
So, it's just a big business disease, everyone seems to be busy, but the efficiency of innovation is getting lower and lower.
In "The Innovator's Dilemma", Clayton Christensen gives a better explanation, that there are two kinds of innovation, one is continuous technology and the other is disruptive technology.
What does that mean?
Continuity technology is the improvement of product performance driven by most new technologies, and they are all continuation of the performance valued by mainstream customers in the market to improve mature products.
For example, Mercedes-Benz's internal combustion engine, Apple's mobile phone, and so on.
Their improvements in this technology, such as more fuel-efficient internal combustion engines and mobile phones that take clearer photos, tend to bring more corporate profits.
Therefore, these large enterprises will attach great importance to the development of this part.
Just like in an interview in 2019, the chief economist of Apple Yidong said,Apple's profit margins have historically been higher than most automakersThe implication is that the profit from disgusting cars is too low.
And then Apple's CEO Tim Cook happens to be a professional manager, and it's strange that you can really get into cars.
Mercedes-Benz is even more so, people have relied on internal combustion engine technology and have become a hegemon.
You're going to get him to give up on these and concentrate on electric cars, and if you want you, will you?
The other is disruptive technology: the product functions more simply, the profit margin is lower, and when it first starts, it is difficult for consumers to accept it.
Therefore, large enterprises generally do not look down on these fields, after all, it is thankless.
However, this kind of product is very aggressive, and once it is accepted by consumers, it will gradually replace the original mature products with the same function and gradually enter the mainstream market, thereby defeating the original mature market
Typical is the current electric car, the market is exploding very fast, but it can also be found that the leader of electric vehicles will not be the big enterprises in the past.
Including the recent AI, it is not carried out by large enterprises such as Microsoft and Apple, but by a public welfare enterprise OpenAI.
Finally, let's end with what Clayton Christensen saidIn the face of new technologies and new markets, companies always want to get everything right, but it is often the flawless thing that leads to failure.
Like + follow if you think the content is good, and you are welcome to leave a message in the comment area!