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专栏 - 苹果2_0

手表达人眼中的苹果手表

Philip Elmer-DeWitt 2014年09月16日

苹果(Apple)公司内部流传着一个老笑话,那就是史蒂夫·乔布斯周围是一片“现实扭曲力场”:你离他太近的话,就会相信他所说的话。苹果的数百万用户中已经有不少成了该公司的“信徒”,而很多苹果投资者也赚得盆满钵满。不过,Elmer-DeWitt认为,在报道苹果公司时有点怀疑精神不是坏事。听他的应该没错。要知道,他自从1982年就开始报道苹果、观察史蒂夫·乔布斯经营该公司。
一位资深的钟表业内人士日前撰写了迄今为止最为详尽的苹果手表评测报告,就这款手表在哪些方面设计得当,哪些方面还没有定论等问题提出了自己的观点。

    “他不喜欢这些地方:

    • 情感因素欠缺:很多人之所以永远不会拿自己的劳力士去换一只苹果手表,是因为这些表承载了他们太多情感——正是这种情感使这些手表能恒久流传,与主人亲密无间。比如我自己的手表就会代代相传,而如果运气好,这只苹果手表也最多只有五年寿命。

    • 袖口测试:如果不费点心思,苹果手表和我的衬衣袖口就不配。我深信伟大的设计是不应该破坏日常生活的,而一款没法配衬衣袖口的手表显然是有所欠缺的。

    • 只有数码迷才戴数字手表:苹果手表无疑是工艺杰作。但对大多数普通人来说,它还是不如机械表那么酷。可能随着时间推移这种情况会有所改变,但我还是觉得,不管数码手表有多大的能耐,人们还是不会很快认为它很酷。而就今后而言,我也不认为那些热爱美好事物的人会经常戴这种手表。

    • 自主性有待检验:主流媒体对苹果手表实际功能最大的担心是,它必须和iPhone配合使用。这是不是意味着如果去跑步的话,还必须随身带着iPhone?在昨天的体验环节中,我们就此问题直接请教了苹果公司公关部门人员,但他们没有当场给出答案。

    • 这是一款没人真正需要的品类的市场领导者:苹果手表绝对是全球最好的智能手表,对此我深信不疑。但可穿戴技术确实是大家真正需要的吗?(财富中文网)

    译者:清远

    What he didn’t like:

    • Emotion, or lack thereof: What makes the millions of us that would never trade a Rolex in for an Apple is the emotion brought about by our watches – the fact that they are so timeless, so lasting, so personal… My watches will last for generations, this Apple Watch will last for five years, if we’re lucky.

    • The cuff test: The Apple Watch doesn’t fit under my shirt cuff without serious effort, if at all. I believe that great design should not disrupt daily life, and a watch that doesn’t fit under a shirt sleeve is missing something.

    • Digital watches are for nerds: The Apple Watch is an incredible piece of engineering, no doubt. It is still not as cool as a mechanical watch, to real people. This might change with time, but my feeling is that not any time soon will a digital wristwatch, no matter what it’s capable of, be considered “cool…” At the end of the day, I don’t see people that love beautiful things wearing this with any great regularity.

    • Unproven autonomy: The biggest concern those in the mainstream press have with the actual functionality of the Apple Watch is that it must be tethered to an iPhone. Does that mean, if you were to go for a jog, that the iPhone has to come with? During yesterday’s hands-on session we asked that directly to Apple PR, and they didn’t have an answer at that moment.

    • Market leader in a category no one really asked for: The Apple Watch is absolutely the best smart watch on the planet. That much I’m sure of. But are we sure that wearable technology is something we really want?

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