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.
苹果难以找到下一个重磅产品，部分原因可能是它仍为一小群封闭保守的高管所控制，他们大部分人在上世纪90年代就已进入公司，库克便是其中之一。2011年，库克在备受尊崇的公司创始人乔布斯去世前不久接手了公司。苹果不善于从外部招聘人才来获得新技能和创意。其他公司在这方面的表现要好得多。亚马逊的Prime视频服务以及家用智能音箱Echo项目的基础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；〔尤指在困难时期〕带领…度过
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.
然而苹果公司仍有充分的机会去适应，毕竟其拳头产品经久不衰。研究公司Stratechery的本·汤普逊（Ben Thompson）表示，iPhone业务增速将不比过去，但仍会超越人们的预期，在很长时间内都将保持重要的地位。定于今年9月推出的iPhone8可能会有足够的创新，可吸引约2.5至3亿iPhone用户升级换机，从而推动新一轮的销售“超级周期”。
1. hit product：拳头产品
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