I saw a report the other day that Apple canceled the electric car project that it had been exploring for a decade. Several domestic car bigwigs have come out one after another, Lei Jun said: shocked, Li Xiang said: Approval. And Musk just posted a saluting emoji and a cigarette emoji on social ***.
Apple has been running this secret project for 10 years. Thousands of employees have been invested, and the online rumor has spent $1 billion, but I personally think it's more than $1 billion. But Cook still pressed the pause button, and many netizens wondered why he did it?
Publish several reasons, the first one, is it Apple encountered any difficulties? But judging from Apple's vision pro, once Apple makes up its mind in the manufacturing industry, it can solve any difficult problems, so it is definitely not a difficulty. Second, some people may say, are you afraid of encountering competition between BYD and Tesla? In fact, Apple doesn't pay much attention to its competitors, because Apple has its own huge fan base, a very loyal user base, and Apple makes products in general, users will pay for it. So it may not be a problem with competitors and user groups either. The third reason is that Apple wants to be all in AI, and I personally think this is right.
Right now, all companies in the U.S. are in All In AI. AI is an industrial revolution that every company must embrace. In the future, if you don't embrace AI, you will definitely be killed. Some people will say that there is also autonomous driving in building cars, which is also AI. But the use of AI in building cars is only a part of AI, and Apple is one of the world's largest mobile phone companies and computer companies. Then AI is a basic application for it, so Apple's strategy in AI is definitely not only to apply AI technology to intelligent driving cars, but to build the foundation of AI, to build the basic model and basic application of AI. Here's an interesting strategy, when Apple is all in AI, what business should it combine AI with first? The answer is definitely not smart cars, because smart cars are a new business for Apple.
AI is not necessarily used to do new business, the most important thing for AI is to reshape, transform and upgrade all traditional businesses. If you don't, your original business may have problems. Therefore, it is speculated that Apple will build the basic technology of AI this time. The first should be applied on its phone, followed by its iPad and its computer. This is the foundation of Apple, and it is also the root of Apple.
Just imagine, if Apple is too busy to do evil cars and ignores the basic technology of AI, then maybe Apple's foundation will be shaken. Or Apple combines AI with autonomous cars, and its traditional mobile phone business may be attacked by Samsung. Samsung has recently launched a new AI mobile phone, and the domestic OPPO "OnePlus" has also entered the AI mobile phone. Mobile phones and AI may have a real big change to mobile phones, or mobile apps may not exist. Your phone may become a real personal assistant.
So I personally think Apple's strategy is still very clever. First of all, we must use our core and most basic business to stabilize with AI, and at the same time, we must turn ourselves into an AI company that may no longer be a mobile phone company. On this basis, let's talk about new business.
For Apple's strategy, those who want to start a business, you might as well do a mental gymnastics and guess what kind of decisions you would make if you were Tim Cook? If you're Tim Cook, why would he do that? Welcome to chat in the comment area!