i-phone-se
Part of Apple’s difficulty in finding the next big thing may be that it is still steered by a small, insular group of executives who have mostly been at the firm since the 1990s. They include Mr Cook, who took over shortly before the death of Steve Jobs, the firm’s adored founder, in 2011. Apple is not good at hiring people from outside who could help bring new skills and ideas. Other companies have a far better record of bringing outsiders into the fold. Amazon’s Prime video offering and the work that formed the basis for Echo, its home speaker, drew on newcomers’ expertise.
蘋果難以找到下一個重磅產品，部分原因可能是它仍為一小群封閉保守的高管所控制，他們大部分人在上世紀90年代就已進入公司，庫克便是其中之一。2011年，庫克在備受尊崇的公司創始人喬布斯去世前不久接手了公司。蘋果不善於從外部招聘人才來獲得新技能和創意。其他公司在這方面的表現要好得多。亞馬遜的Prime視頻服務以及家用智能音箱Echo項目的基礎工作均利用了新人的才智。
·steer [stɪə]：v. to be in charge of an organization, team etc and make decisions that help it to be successful, especially during a difficult time掌管，控制；〔尤指在困難時期〕帶領…度過
Yet Apple will have every chance to adapt because of the enduring strength of its hit product. The iPhone business will not grow as rapidly as in the past but it will remain more important for far longer than people think, says Ben Thompson of Stratechery, a research firm. The iPhone 8, due to be unveiled in September, is likely to be innovative enough to encourage around 250m-300m iPhone users to upgrade, driving a new “supercycle” of sales.
然而蘋果公司仍有充分的機會去適應，畢竟其拳頭產品經久不衰。研究公司Stratechery的本·湯普遜（Ben Thompson）表示，iPhone業務增速將不比過去，但仍會超越人們的預期，在很長時間內都將保持重要的地位。定於今年9月推出的iPhone8可能會有足夠的創新，可吸引約2.5至3億iPhone用戶升級換機，從而推動新一輪的銷售“超級週期”。
1. hit product：拳頭產品
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