Reinventing the Millennium

Since Apple officially announced the price cut and the head of the company apologized publicly, Apple's user camp has ushered in a wave of word-of-mouth backlash.

As of August 8 when Jobs participated in the talk show, a total of 2 iPhones had been sold through retail and channels.

In other words, 53.5 people who bought Apple's first mobile phone product in the first place were backstabbed, and they spent more money enjoying less mobile phone storage.

It’s okay if there are no competing products, but the problem is that there is a mobile phone that has been connected to the operator’s channel to watch all this.

In the past few years, Apple and Yike have fought repeatedly on music players. There have been "you drop me and I will drop you", there have been "you push singers and I will push singers", and there have been "you digital music and I will also push music stars." Digital Music".

Such continuous competition makes a considerable part of consumers have a predetermined impression.

——Apple's is good, let's look at Yike's.

Apple is very convinced that the product that Yike specially launched 3 days before its release is still the malicious and competitive competitor.

Moreover, this time is different. Yike’s Mars mobile phone has made some targeted new tricks. 3G mobile phones are a trendy concept in the US market, and the front selfie is unique in the world.

Such a shelf is not even similar to the music player, but opens up a new direction to attract consumers.

Because of this, under the dual pressure of market competition and operators, Jobs suppressed internal objections and decided to take advantage of the reduction in storage costs to make the iPhone more price-competitive.

As for product reviews...

That's why Jobs is attending the All Things Digital Conference for the second time this year.

He believes that he can convey correct product awareness to the public through media channels.

In the studio of the program, Jobs talked eloquently under the question of the host Walter. The focus was still on the human-computer interaction he talked about at the press conference in January, which was the impact of touch screens on mainstream products such as Nokia and Samsung in the market.

He even made an assertion in the cheers of the audience that the touch screen will replace the physical keyboard and become the new mainstream.

Walter waited for the cheers of the audience to stop, and asked a question with a smile: "Steve Jobs, Yike Company released a smart phone based on a capacitive screen in June. What do you think of it? Do you think it will cause damage to the iPhone?" Threat? Is there a Mars factor in the price cut of the iPhone a few days ago?"

He not only mentioned Mars so bluntly, but also released some comments on the Internet on the big screen, and finally jumped out of a picture released by Google Schmidt, Yike Fangzhuo, and T-Mobile Legere in Yike. The iron triangle selfie group photo at the meeting.

When Jobs saw this photo, his face darkened.

Different from the media and consumers, Apple is directly competing with Yike, and can feel the power of this "iron triangle" the most.

The reason why Yike mobile phone has Apple in its throat now is because of the Google-led Android system and its ambitious Open Handset Alliance, and because T-Mobile is likely to adopt the same cooperation model as AT&T.

These three corners are actually Yi Ke's weakest.

However, now that Yike has created such a cooperative camp around Mars, its power that was not considered by Apple has expanded.

Jobs glanced at Schmidt, who was an eyesore in the photo, and said calmly: "The main reason for the price reduction of the iPhone is the reduction of the global storage price. I have noticed the release of Mars. It has some good ideas, but there is a big problem in Mars. Big problem, it doesn't have a high bar."

The host Walter didn't think about the evaluation of "the threshold is not high" at all, suppressed the excitement in his heart, and looked at the audience: "From the Yike press conference to now, we can only see the Mars mobile phone in the video and photos. "

He turned his eyes back to Jobs again and asked, "Jobs, if a real Mars machine appeared in front of you now, what would you most want to know about it?"

Jobs was startled, there is actually a real machine here?
It is only a month and a few days away from the Yike press conference, and the fact that the actual machine is in the hands of the host shows that its completion is higher than I imagined.

After the iPhone was released, it has been optimized for a long time.

He pondered over how to answer this question. The function of the front camera can be tried, but the most curious thing is the Android system of Mars.

Jobs was lost in thought.

At this moment, a figure appeared on the side of the stage. He raised his finger to signal the audience to keep quiet, and then slowly walked towards the sofa where the guests were sitting.

The expressions of the host and the audience became weird and mixed with excitement, and the person who came was easily recognized as Fang Zhuo, the head of Yike Company.

Music suddenly sounded at the scene.

It was "Battle Without Honor Or Humanity" chosen by the backstage host Kara. He liked the part of "Kill Bill" where the actors appeared on stage, and almost immediately thought of the soundtrack when Mr. Fang asked for it.

Jobs was interrupted by the music, and just as he was about to answer the question, a mobile phone appeared in front of him.

"Don't think about it, try the selfie function first." A voice sounded behind him.

The phone in front of him was tapped with a thumb, leaving a selfie of Jobs in astonishment and Fang Zhuo smiling.

Jobs looked at the photo and then looked back. It was Yi Ke's Fang Zhuo.

"you……"

He didn't expect to see each other here at all, and he didn't expect to experience the selfie function from Mars all of a sudden.

Fang Zhuo put away his mobile phone, walked a few steps to the front, and stretched out his right hand to Jobs: "Hi, Jobs, long time no see."

Jobs quickly regained his composure, and got up gracefully to shake hands with Fang Zhuo: "It's been a long time."

He then looked at the host and expressed a little displeasure: "If I remember correctly, today's interview is one-on-one?"

Fang Zhuo answered the question for the host: "Two in one, yes."

Jobs didn't push back.

He and Fang Zhuo sat on the sofa respectively.

Although Apple and Yike have a lot of competition in the player, the heads of the two companies have actually only met once in reality.

That meeting was Apple's acquisition of Yike.

Since then, Yi Ke and Sony have been bound in terms of music copyright, and the two have never appeared on the same occasion again.

After several years, this second meeting was when Apple and Echo launched mobile phone products at the same time.

Jobs looked at the unfamiliar and familiar Fang Zhuo, and suddenly remembered that the last time he shook hands, Fang Zhuo informed himself that "our negotiation is over", and then he turned around and left. Who would have thought that the oriental man he saw now is already one of the few in the world. regal.

And, he saved Mars, which is a threat to the iPhone.

Jobs was silent, Fang Zhuo was silent.

Jobs was wearing the black shirt he was used to, and Fang Zhuo happened to be wearing the white shirt at the press conference.

The eyes of the two people intertwined.

The host Walter and the audience watched this scene with bated breath.

For some reason, Walter subconsciously thought that this picture would become a classic.

Ten seconds passed, and the host still didn't speak. Jobs broke the silence first, and asked directly, "When will Mars be released?"

"December 12." Fang Zhuo replied, "I hope Christmas Eve and Christmas can put mobile phones in front of consumers."

Jobs fell silent again.

Although the two companies compete, the two are really unfamiliar.

Jobs even understood the style of Yu Hong, the president of Yike America.

When the host Walter saw this, he felt that it was not good, and finally played his role, and mentioned what Jobs said just now: "Fang, Jobs thinks that Mars has a problem that the threshold is not high. What do you think?"

Fang Zhuo knew what it meant as soon as he heard it.

The Android system is open source, the front camera can be imitated, and the hardware is purchased from all over the world. This is "the threshold is not high".

He smiled slightly and replied: "As a member of the Android company, Yike is looking forward to the popularity of the Android system. Our Mars has in-depth cooperation with Qualcomm and T-Mobile. I have confidence in Mars and am willing to build it into a leader The benchmark for the development of Android phones."

Jobs also understood Fang Zhuo’s meaning. First, his own confidence. Second, the threshold for manufacturing mobile phones is not high, but the threshold for creating “good mobile phones” is very high. Qualcomm, T-Mobile and even Google are all Yike mobile phones. Different places.

Such different views can only be verified by time and products.

Jobs didn't mean to be entangled in this, and Fang Zhuo didn't have any interest in emphasizing and analyzing it.

The host Walter adjusted the content on the big screen, so that the real comments from netizens appeared on it, some supported Apple, some looked forward to Yike, and some strongly criticized the price cut of the iPhone a few days ago.

Walter asked Fang Zhuo: "Just now I mentioned to Jobs his views on Mars. Now, Fang, I want to know your views on iPhone price cuts."

Combining this issue with the actual situation and Jobs' intentions to participate in the talk show, it is relatively acute.

Fang Zhuo didn't think about it, and said lightly: "I don't know how Apple makes decisions internally. If it was Yike, we would let consumers choose to replace or withdraw the phone as soon as possible."

Jobs said this time without waiting for the host to ask questions: "Talk about competition issues in a hypothetical way, and such 'ifs' will not appear here."

"Well, the price will be reduced within one month of release, and this situation will not happen to me." Fang Zhuo chatted naturally.

Jobs laughed: "So, what will appear in your place? Are you preparing more mobile phones at the press conference?"

Fang Zhuo didn't know whether Jobs was sure or guessed, so he said without changing his face: "Jobs, are you starting to 'if'? Is it normal to prepare more prototypes to make the press conference go smoothly? Besides, Mars hasn't used any extra prototypes yet. prototype."

After he finished speaking, his tone suddenly softened, and he looked at the audience: "Actually, I think the price reduction of the iPhone is also understandable, and it is good for businesses and consumers. Apple will gain more users. As for you guys?" ..."

Fang Zhuo shrugged: "It's not bad that you got the out-of-print 4G iPhone."

There was laughter at the scene, this out-of-print...

Jobs frowned and said, "As for the iPhone's practice of expanding more users, Apple will have remedial measures and will give users proper handling."

He continued: "If Apple hurts the rights of users, then..."

Hearing this, Fang Zhuo interrupted, "Why assume?"

Jobs froze for a moment before reacting.

The audience at the scene also roared with laughter, not if it was true, but because it really hurt.

Jobs resisted the urge to leave, obviously these people were still cheering for their judgment on the market before!
The host Walter smoothed things over at this time and said: "No matter Jobs or Fang, you all inevitably have the perspective of your respective companies. There are still more than 4 months before the release of Mars. I believe that iPhone and Mars will be divided in the market." Compete."

Fang Zhuo nodded slightly, just like he said to Schmidt, he didn't plan to make a fuss about the iPhone price reduction, today was just a coincidence.

Come here, just a few words by the way.

Walter continued: "The competition between Apple and Iko has continued until now. We have never seen you have such a direct dialogue. Since you are sitting here today, if you asked each other a question that must be answered, what would you ask? "

A question that must be answered.

Both Fang Zhuo and Jobs thought about it a little because of this limitation.

Fang Zhuo didn't think of anything to ask for a while, but Jobs wanted to ask a lot, and he sifted through all kinds of questions in his mind.

"What's the contract price between Yike's Mars and the operator?" Jobs wanted to ask about the Android system, but after final consideration, he still asked about the price.

The price news that has been circulated in the market is 199 US dollars, which is said to come from insiders of T-Mobile, but Yike has not publicly confirmed it.

In addition to his own price reduction, Jobs has been haunting his mind these days, as well as the pricing of his competitors. He is ready to lower the price again.

Fang Zhuo didn't think there was anything wrong with this. Yike will announce the contract price and operator package at the end of August, and it's only a few days earlier.

He easily answered the question that Jobs valued: "$199, this is the right price we determined with the operator."

Jobs suddenly felt that he had wasted a question.

Inspired by the other party's question, Fang Zhuo also asked: "Jobs, has Apple not discussed the cooperation model with AT&T with European operators?"

Jobs frowned.

Two seconds later, he said: "We are actively promoting bilateral cooperation with European operators. The cooperation model with AT&T is not unique. The European market has its complexity. We expect to complete the sale there in the fourth quarter. .”

Fang Zhuo understood, and nodded seriously.

Sure enough, European operators are difficult to talk about.

Just as the host wanted to continue talking, Fang Zhuo suddenly couldn't help laughing twice.

Both Jobs and Walter looked at Fang Zhuo.

Fang Zhuo waved his hand and said frankly: "I can't hold back, this news from Apple is good news for Yi Ke."

These words were so frank that Jobs suddenly felt a little worried. European operators are too stubborn!O2 in the UK and Orange in France are too stubborn!This time it is likely that there will be no subsidies for users in Europe, but it has to be released!

What a bad news!

Thinking of this, Jobs suddenly asked, "Have you negotiated cooperation with Deutsche Telekom in the European market?"

Fang Zhuo smiled slightly and reminded: "Mr. Qiao, this link is over."

Jobs felt the emotion from the young smile, and he almost confirmed his guess in his heart. It must be easy to talk between the headquarters and the branch!
What a pure bad news!
In this case, the iPhone may not be able to make a splash in the European market, but the opponent is moving forward.

The host Walter looked at the expressions of the two people and asked a prepared question: "Jobs, Fang, if you were to improve the other party's mobile phone, where would you use the knife?"

The audience found this question very interesting.

Jobs said without hesitation: "Mars should reduce the size of the mobile phone, and 3.5 inches is the best size to use."

Fang Zhuo laughed loudly, and retorted: "Is it because Mars has more advantages than the iPhone on the screen? 3.7 inches is a model of the combination of cost and use. Jobs, you should be sincere."

"I want to talk about this very seriously. 3.5 inches is the golden size of a mobile phone. The bigger the screen, the better." Jobs insisted.

"Whose definition does this come from? Is it the consumer? Since you are so determined, can Apple always be 3.5 inches in the future?" Fang Zhuo disagrees. or a better allocation, rather than assuming a so-called golden size."

Jobs said stubbornly: "At least, this is the size that suits most people."

Fang Zhuo took out the 3.7-inch Mars, took a selfie with one hand with his left hand, took a selfie with one hand with his right hand, took a picture horizontally, and took a sideways picture. After showing the familiar operation, he said: "The 3G touch screen is bigger, better and more worthy of consumers' purchase. Smartphone, Yike Mars."

Jobs said directly: "What about the system? Where is your Android system? Can you show it now?"

He has confidence in his own system, and he has also understood and guessed the situation of the Android system before.

seeing is believing.

If the Android system can be compared to the Apple system, this competition can be taken care of directly.

Fang Zhuo shrugged and pointed out: "I'll talk to you about the size, and you'll talk to me about the system. After I talk to you about the system, are you going to talk about the front camera again?"

He asked bluntly: "Jobs, where is the front camera of the iPhone? Where is your front camera? Can you show it now?"

Jobs immediately said: "The front camera is not a complicated process."

"So, the iPhone doesn't have a front camera because you don't like it or consumers don't like it?" Fang Zhuo pointed to the lens of his own phone, and then turned to the audience, "The world's only front camera, please take it back at Christmas, Because, God loves selfies too."

The iPhone, known as the god phone, can't take selfies.

So, God bought a Mars for Christmas.

This is an advertisement that Yike has not released yet.

Jobs' face turned ugly with the audience's laughter. The words unique in the world are very lethal.

The host Walter saw that the situation was going to be one-sided, and asked quickly: "Fang, you haven't said that you want to adjust the iPhone."

Fang Zhuo glanced at Jobs and said, "I want to put Yike's logo on Apple to help Apple's sales."

No front, no size, but a logo, purely for teasing.

Listening to the cheerful laughter, Walter felt that Fang was better suited to be the host than himself.

Seeing that Jobs' face was becoming more and more ugly, he was suddenly worried about the other's body, and quickly adjusted the session temporarily so that the interview video of Nokia's executives appeared on the big screen.

"The iPhone is bound to fail. Will the majority of consumers spend hundreds of dollars on such a toy?"

"Yike? Putting things together, maybe we can sell 50 units?"

"Touch screen is not a new thing. Nokia can launch such a product at any time, but consumers don't have such an urgent need."

Nokia executives talked eloquently, looking down on iPhone and Mars.

Both Fang Zhuo and Jobs looked up slightly, watching the video played on the big screen.

The host asked, "Steve Jobs, Fang, how are you going to face competition from Nokia launching a similar product?"

Jobs showed no expression: "That will have to wait for Nokia to launch it."

Fang Zhuo raised his eyebrows: "When a Nokia executive says something like this, it means that Nokia is already falling behind."

As a shareholder of the Android company, he solemnly said: "The Android camp welcomes Nokia to join."

After Fang Zhuo said this, he suddenly glanced at Jobs, and added: "Apple is also welcome to join."

Jobs breathed slowly, maintaining his mentality and emotions.

He had already discovered the problem at this time, and he should have got up and left when he first saw the change.

This interview not only failed to achieve the expected effect, but also lost points in the opposite direction.

Jobs said as flatly as possible: "When Mars sells more than the iPhone, I will seriously consider this issue."

Fang Zhuo smiled and said, "It's a deal, I'm already looking forward to meeting you next time."

Jobs wasn't looking forward to it.

Waiting until the end of the year to see the situation, the second-generation iPhone needs to speed up adjustments.

And, he would rather repeat the hypocritical conversation he had with Gates at the beginning of the year than share the stage with this guy again.

Fang Zhuo didn't know what his competitors thought.

All he knew was that he didn't care about Mr. Qiao's health, nor did he insist on lowering the price of the iPhone, so he was quite friendly and restrained.

Yike Mars does not need to show its personal presence, it just needs to be 3.7 inches taller, with faster 3G speed and stronger ecological cooperation, which is the best way to impress consumers when they choose.