当然不是回顾每一届发布会,我从 2010 年开始有了第一个苹果产品 iPad,也是从那时开始观看每一届的发布会,包括 WWDC,回顾发布会,可以理清苹果公司一些发展历程,可以明显看到乔布斯时代和库克时代,苹果公司在战略和风格上的不同。

Jan 27, 2010 - Apple Announces iPad

Apple Keynote 20100127

Apple today announced iPad, a revolutionary device for browsing the web, reading and sending email, enjoying photos, watching videos, listening to music, playing games, reading e-books and much more.

Apr 08, 2010 - Apple Special Event, April 2010

Apple Keynote 20100408

On April 8, Apple unveiled plans for the biggest and most exciting iPhone software update yet. iPhone OS 4 will include over 100 new user features for iPhone and iPod touch owners to enjoy. And for developers, a new software development kit (SDK) offers over 1500 new APIs to create apps that are even more powerful, innovative, and amazing.

Jun 07, 2010 - Apple WWDC 2010 Keynote Address

Apple Keynote 20100607

Apple today presented the new iPhone 4 featuring FaceTime, which makes the dream of video calling a reality, and Apple’s stunning new Retina display, the highest resolution display ever built into a phone, resulting in super crisp text, images and video.

Sep 01, 2010 - Apple Special Event, September 2010

Apple Keynote 20100901

On September 1, Apple CEO Steve Jobs unveiled the new iPod lineup, Apple TV, and iTunes 10.

Oct 20, 2010 - Apple Special Event, October 2010

Apple Keynote 20101020

On October 20, Apple CEO Steve Jobs revealed the new MacBook Air, Mac OS X Lion, and iLife ‘11.

Mar 02, 2011 - Apple Special Event, March 2011

Apple Keynote 20110302

On March 2, Apple CEO Steve Jobs unveiled the forthcoming iPad 2 as well as the release of i0S 4.3.

Jun 06, 2011 - Apple WWDC 2011 Keynote Address

Apple Keynote 20110606

On June 6, Apple CEO Steve Jobs and team unveiled the forthcoming Mac OS X Lion, iOS 5, and iCloud.

Oct 05, 2011 - Steve Jobs Passed Away

Steve Jobs

Oct 04, 2011 - Apple Special Event, October 2011

Apple Keynote 20111004

Watch as Apple CEO Tim Cook and team debut iPhone 4S, iOS 5 and iCloud.

Jan 19, 2012 - Apple Education Event, January 2012

Apple Keynote 20120119

On January 19, Phil Schiller, Senior Vice President of Worldwide Product Marketing, and team revealed iBooks 2 for iPad featuring iBooks textbooks, along with iBooks Author, and iTunes U app.

Mar 07, 2012 - Apple Special Event, March 2012

Apple Keynote 20120307

On March 7, Apple CEO Tim Cook and team debuted the third generation iPad which features a stunning new Retina display, A5X Chip, 5 Megapixel iSight Camera and Ultrafast 4G LTE. The new Apple TV features 1080p programming including iTunes movies and TV shows, Netflix, Vimeo, photos and more in HD.

Jun 11, 2012 - Apple WWDC 2012 Keynote Address

Apple Keynote 20120611

Watch Apple CEO Tim Cook and team unveil Mac OS X Mountain Lion, iOS 6, and the all-new MacBook Pro with Retina display.

Sep 12, 2012 - Apple Special Event, September 2012

Apple Keynote 20120912

Apple CEO Tim Cook and team present iPhone 5, iOS 6, iTunes, iPod touch, and iPod nano.

Oct 23, 2012 - Apple Special Event, October 2012

Apple Keynote 20121023

On October 23, Apple CEO Tim Cook and team unveiled the new iPad mini, fourth generation iPad with Retina display, new iMac, and the 13-inch MacBook Pro with Retina display.

Jun 10, 2013 - Apple WWDC 2013 Keynote Address

Apple Keynote 20130610

Apple CEO Tim Cook and team present iTunes Radio, iOS 7, next generation Mac Pro and updated MacBook Air.

Sep 10, 2013 - Apple Special Event, September 2013

Apple Keynote 20130910

Apple CEO Tim Cook and team unveiled the new iPhone 5c and iPhone 5s.

Oct 22, 2013 - Apple Special Event, October 2013

Apple Keynote 20131022

Apple CEO Tim Cook and team unveiled the new iPad Air, iPad mini with Retina display, updated MacBook Pro with Retina display and next generation iWork and iLife Apps for OS X and iOS.

Jun 02, 2014 - Apple WWDC 2014 Keynote Address

Apple Keynote 20140602

See Apple CEO Tim Cook and team unveil OS X Yosemite, iOS 8 with iCloud Photo Library, new Messages features, the new Health app, and more.

Sep 09, 2014 - Apple Special Event, September 2014

Apple Keynote 20140909

See Apple CEO Tim Cook and team unveil iPhone 6 & iPhone 6 Plus, Apple Pay, and Apple Watch.

Oct 16, 2014 - Apple Special Event, October 2014

Apple Keynote 20141016

See Apple CEO Tim Cook and team unveil iPad Air 2 and 27-inch iMac with Retina 5K Display.

Mar 09, 2015 - Apple Special Event, March 2015

Apple Keynote 20150309

See Apple CEO Tim Cook and team present Apple Watch and unveil the all-new MacBook, ResearchKit and HBO NOW.

Jun 08, 2015 - Apple WWDC 2015 Keynote Address

Apple Keynote 20150608

See Apple CEO Tim Cook and team present Apple Music, OS X El Capitan, watchOS 2, iOS 9, News app and updates to Apple Pay.

Sep 09, 2015 - Apple Special Event, September 2015

Apple Keynote 20150909

See Apple CEO Tim Cook and team introduce iPhone 6s & iPhone 6s Plus, the all-new Apple TV with tvOS, iPad Pro, WatchOS 2 and iOS 9.

一点感想

乔布斯时代的发布会基本上是乔布斯的独角戏,内容形式相对比较单一,主要靠乔布斯个人演讲魅力来征服观众,库克时代的发布会都是高管轮番上阵讲述自己负责的部分,库克早期上台还显得不是很自然,如今显得非常自如,发布会表现形式也更丰富,时不时还有摇滚明星助阵。

从战略上来看,库克时代的苹果公司更加地多元化了,发布轻便的 iPad mini,发布大屏幕的 iPhone 6 和 iPhone 6 Plus,推出手写笔 Apple Pencil 和 iPad Pro,邀请了微软负责 Office 的副总裁来演示在 iPad Pro 上使用 Office,还有和时尚巨头爱马仕合作推出定制款 Apple Watch,频繁地访问中国,对中国市场极其重视,库克用一种温和而坚定的方式证明了自己能让苹果保持不错的表现,虽然这种方式和乔布斯大相径庭。