我并不打算買iPhone 5，但持續(xù)關(guān)注這場(chǎng)新操作系統(tǒng)地圖應(yīng)用程序狀況百出的戲碼上演。蘋果公司(Apple Inc.)除了展現(xiàn)出令人意想不到的謙卑態(tài)度外，庫克(Tim Cook)親上火線致歉有幫助嗎？ 就公共關(guān)系方面來說，這一點(diǎn)相當(dāng)重要。蘋果公司近來的聲譽(yù)大受打擊。除了不斷受到其主要制造伙伴──富士康(Foxconn Electronics Inc.)廠房中勞工受虐的新聞波及以外，還與其最大的供貨商──三星電子(Samsung Corp.)就專利議題對(duì)薄公堂。而今，該公司又未能為最新的iPhone 5開發(fā)出更好的地圖應(yīng)用程序。 而在業(yè)務(wù)方面，道不道歉比不上iPhone的發(fā)布來得重要。蘋果的地圖應(yīng)用程序是為了將蘋果競(jìng)爭(zhēng)對(duì)手趕出iPhone地圖應(yīng)用程序軟件市場(chǎng)。蘋果的策略及其成功的基礎(chǔ)在于提升用戶的使用體驗(yàn)。但iOS6的地圖應(yīng)用程序反而敗在這兩方面。

網(wǎng)絡(luò)上用哥倫布在使用iOS地圖后（脖子上掛著iPhone），“成功到達(dá)”印度的圖來吐槽蘋果地圖的不準(zhǔn)確
Source：weiphoneVUSesmc

庫克坦承iPhone 5可能不盡完美，他的低姿態(tài)致歉值得贊許。相形之下，在iPhone首次發(fā)布后，用戶使用iPhone常發(fā)生信號(hào)不佳的問題，而蘋果傳奇的CEO喬布斯(Steve Jobs)僅直接了當(dāng)?shù)乇硎尽癢ell, don't hold it that way.”換言之，問題并不會(huì)出在手機(jī)，而是用戶。 在iPhone發(fā)布降價(jià)200美元的兩個(gè)月后，蘋果再度引發(fā)批評(píng)。 讓我們來看看蘋果公司至今的一些爭(zhēng)議與影響： 本文授權(quán)編譯自EBN Online，版權(quán)所有，謝絕轉(zhuǎn)載 第二頁：富士康和三星是蘋果心中的痛 第三頁：蘋果在策略上完全錯(cuò)打了算盤

相關(guān)閱讀：
• 蘋果10月23日將舉行發(fā)布會(huì)，會(huì)是iPad mini嗎？
• 批評(píng)iPhone 5時(shí)，你可曾注意到蘋果供應(yīng)鏈的強(qiáng)大？
• 調(diào)查：用戶吐槽對(duì)iPhone 5失望的N種理由VUSesmc

{pagination} 富士康工廠虐 待勞工：蘋果自行展開調(diào)查行動(dòng)，并邀請(qǐng)第三方組織稽查該工廠。雖然美國(guó)公平勞動(dòng)協(xié)會(huì)(FLA)的報(bào)告顯示該廠房已有所進(jìn)展，但富士康仍持續(xù)發(fā)生動(dòng)蕩。這與蘋果其實(shí)并沒有直接的關(guān)系──富士康的勞工顯然已經(jīng)發(fā)現(xiàn)在其廠房宿舍外還有一個(gè)可支付給勞工更佳酬勞的世界。我認(rèn)為這事件看來無關(guān)勝負(fù)。

Source：MacXVUSesmc

蘋果對(duì)三星提起訴訟：美國(guó)加州一個(gè)陪審團(tuán)裁定三星侵犯蘋果的專利。但一些外國(guó)法院，包括英國(guó)、韓國(guó)的判決則有利于三星。根據(jù) iPhone 5 在美國(guó)的銷售量來看，蘋果公司暫時(shí)贏得了這一輪。 蘋果Maps應(yīng)用程序存在瑕疪：如果用戶依賴手機(jī)作為GPS系統(tǒng)，那么可能會(huì)出大問題。就算是iPhone 5這么好的手機(jī)，也不可能讓用戶在水上行走(行駛)??！蘋果公司在這一局算是輸了。 蘋果降價(jià)出售iPhone：蘋果公司“佛心來著”？──其實(shí)也只有一點(diǎn)點(diǎn)。用戶可在Apple Store得到100美元的折價(jià)券。此局一樣不分勝負(fù)。 那么，蘋果地圖應(yīng)用程序出現(xiàn)瑕疪，可能對(duì)蘋果公司造成重大影響嗎？ 本文授權(quán)編譯自EBN Online，版權(quán)所有，謝絕轉(zhuǎn)載 第三頁：蘋果在策略上完全錯(cuò)打了算盤

相關(guān)閱讀：
• 蘋果10月23日將舉行發(fā)布會(huì)，會(huì)是iPad mini嗎？
• 批評(píng)iPhone 5時(shí)，你可曾注意到蘋果供應(yīng)鏈的強(qiáng)大？
• 調(diào)查：用戶吐槽對(duì)iPhone 5失望的N種理由VUSesmc

{pagination} 就公共關(guān)系方面來說，并不至于。庫克不僅道歉，還建議用戶在問題修前，暫時(shí)先使用Bing或MapQuest等服務(wù)。這一招已經(jīng)超出一般CEO致歉的態(tài)度 了，而且?guī)炜说牡妥藨B(tài)還贏得了贊許。到目前為止，因Maps應(yīng)用程序?qū)е碌腻e(cuò)誤并未影響到 iPhone 5的銷售。盡管蘋果公司的股 票在上周五下降了一點(diǎn)點(diǎn)，投資人仍十分樂觀： “庫克的道歉舉動(dòng)贏得了一些分析師的贊譽(yù)，因?yàn)榫鸵话愕膮f(xié)議而言，他并不必要這么做，而且還可能對(duì)于公司的動(dòng)能帶來一些影響?！? 不過，就策略上來看，蘋果完全錯(cuò)打了算盤。首先，蘋果對(duì)于競(jìng)爭(zhēng)對(duì)手展開先發(fā)制人的打擊行動(dòng)并未奏效。其次，消費(fèi)者一直期望蘋果商品為其帶來完美體驗(yàn)，而這一 次，蘋果讓他們失望了。然而，這件事會(huì)影響到 iPhone 的銷售量嗎？一點(diǎn)也不會(huì)。從消費(fèi)者甘愿睡在街道上等待最先體驗(yàn)這個(gè)新產(chǎn)品來看，他們并不會(huì)這么輕易地動(dòng)搖。 那么，Maps事件可能損害蘋果的聲譽(yù)嗎？我想答案是肯定的。對(duì)于蘋果公司而言，無論是勞工議題、軟件瑕疪或CEO致歉，都不至于影響一家公司；而至于產(chǎn)品則不然。在蘋果 遲來的防御下不斷出現(xiàn)的許多漏洞正開始累積，而包括 Google與三星等競(jìng)爭(zhēng)對(duì)手將持續(xù)努力不懈。在某些時(shí)候，有些事情將會(huì)出現(xiàn)轉(zhuǎn)機(jī)。 或者，你不同意這樣的看法？你認(rèn)為蘋果將永遠(yuǎn)保持其優(yōu)勢(shì)地位嗎？請(qǐng)讓我們知道你的看法。 本文授權(quán)編譯自EBN Online，版權(quán)所有，謝絕轉(zhuǎn)載 編譯：Susan Hong 參考英文原文：Will Maps SNAFU Hurt Apple?，by Barbara Jorgensen, EBN Community Editor

相關(guān)閱讀：
• 蘋果10月23日將舉行發(fā)布會(huì)，會(huì)是iPad mini嗎？
• 批評(píng)iPhone 5時(shí)，你可曾注意到蘋果供應(yīng)鏈的強(qiáng)大？
• 調(diào)查：用戶吐槽對(duì)iPhone 5失望的N種理由VUSesmc

{pagination} Will Maps SNAFU Hurt Apple? Barbara Jorgensen I have no intention of buying the iPhone 5, but I have been watching the map-app drama unfold. Aside from some unexpected humility from Apple Inc. (Nasdaq: AAPL), does Tim Cook's apology matter? On the PR side, it matters a lot. Apple's reputation has taken a beating lately. Apple continues to be linked to worker-abuse reports at its leading manufacturing partner, Foxconn Electronics Inc. It is suing one of its biggest suppliers, Samsung Corp. And now, it has failed to invent a better map-app for the iPhone 5. On the business side, the apology matters less than the iPhone release itself. Apple Maps was designed to shut Apple competitors out of the iPhone-mapping-software market. Apple's strategy and its success have been based on improving the user's technology experience. Apple Maps fails on both counts. Cook deserves credit for acknowledging that the iPhone 5 may be less than perfect. When the iPhone was first released, cellular service was dropped when users held the iPhone like -- well -- a phone. Apple's now-legendary CEO Steve Jobs said something along the lines of "Well, don't hold it that way." In other words, the problem wasn't the phone, it was the user. Apple drew criticism again two months after the iPhone's release when it cut prices by $200. Let's take a look at how Apple has fared so far: Labor-abuse at Foxconn: Apple conducted its own audits and invited a third party to audit the plants. Although the report from the Fair Labor Association cites progress, unrest continues at Foxconn. This is not directly tied to Apple -- Foxconn workers have apparently discovered there is a world outside their dormitories that pays workers better. I'd call this one a draw. Apple sues Samsung: A US jury found that Samsung infringed on Apple patents. Several foreign courts, including the UK and Korea, found in favor of Samsung. Based on sales of the iPhone 5 in the US, Apple won this round. And so far, no suppliers to Apple have defected as a result of the Samsung suit. Apple Maps has some problems: If you rely on your phone as a GPS system, this is a biggie. As good as the iPhone is, it doesn't enable users to walk (or drive) on water. Apple loses this one. Apple discounts iPhone: The company relented -- a little. Customers got a $100 credit at the Apple Store. Another draw. Is the map-app SNAFU a deal breaker for Apple? On the PR side, no. Cook not only apologized, but recommended users go to Bing or MapQuest until the bug is fixed. That goes above and beyond a typical CEO apology and Cook deserves credit for that. So far, the error hasn't hurt sales. Apple's stock dropped a bit on Friday, but even then, investors remain bullish: [Cook's] mea culpa won praise from some analysts, who were in general agreement that it wasn't necessary and would probably have little impact on the company's momentum. Strategically, though, Apple miscalculated. A pre-emptive strike at its competitors didn't work. Consumers have come to expect perfection from Apple and this time, they didn't get it. Will it hurt iPhone sales? No. Any consumer willing to sleep in the street for first crack at a new product won't be dissuaded easily. Does it tarnish Apple's reputation? I think it does. On their own, labor issues, software glitches, and CEO apologies don't make or break a corporation. Products do. But there have been a lot of chinks in Apple's armor of late that are beginning to add up, and competitors -- like Google and Samsung -- will just keep hammering away. At some point, something will give. Or do you disagree? Will Apple be able to maintain its dominance indefinitely? Let us know.