Even a decade after the iPhone launched, anyone declaring Apple a “mature” enterprise risks looking foolish. Yes, its 2016 revenue is expected to be down on 2015, when revenues hit a mind-bending $235bn. Yet all the reasons to write off a resurgence of growth have been wheeled out before: the smartphone market is not expanding, especially at the top end where Apple has sequestered itself; competitors’ products are equally good or better, and cost less; Apple’s newest features are only tiny improvements. Perhaps these facts will finally bite in 2017. But rule out another reinvention at your own risk. That Apple car may drive off yet.
即便在iPhone上市10年之后，任何宣告苹果(Apple)是一家“成熟”企业的人，都有显得愚蠢的风险。没错，苹果2016年的营收预计将低于2015年，那年其营收达到不可思议的2350亿美元。不过，苹果无法再现增长的所有原因早就被提出过：智能手机市场不再扩大，尤其是在苹果自己选择的高端市场；竞争对手的产品已跟苹果同样好，甚至更好，而且价格更低；苹果的最新功能只是微小的改进。也许这些事实将在2017年终于产生严重影响。但是，要排除苹果将会又一次改头换面的可能性，你得自担风险。苹果汽车仍可能上路。