五大理由:蘋果可能要造汽車
5 reasons Apple may make a car
五大理由：蘋果可能要造汽車
Bernstein's Toni Sacconaghi is not convinced Apple will actually get into the automobile manufacturing business, but he's pretty sure they're interested. In a note to clients Tuesday, he offered five reasons why:
華爾街券商Sanford C. Bernstein的分析師託尼·薩康納姆並不確信蘋果公司會不會涉足汽車製造業，但他可以肯定的是，蘋果對這個很感興趣。本週二發給客戶的報告中，薩康納姆對此給出了以下五個理由：
Reason 1:The auto sector offers a uniquely large, addressable market for Apple, with over $1 trillion in annual sales. Given that the vast majority of Apple's growth in recent years has been driven by the iPhone, and that the high-end of the smartphone market is projected to have a tepid growth outlook, the auto market provides a huge, incremental market opportunity that could move the needle for Apple going forward.
理由一：汽車業年銷售額超過1萬億美元，對蘋果來說是個特別龐大，而且具有可行性的市場。近幾年蘋果絕大部分銷售增長都由iPhone拉動，而高端智能手機市場未來增長預計將放緩，與此同時汽車市場提供了穩步增長的巨大商機，可助蘋果業績穩步上升。
Reason 2:Apple is a product company and has historically been undaunted by entering established markets. Apple's focus has been on making premium, differentiated products and has taken on established competitors, many with deep R&D pockets
理由二：蘋果是一家產品至上的企業，從歷史上看，它毫不畏懼進入已發育健全的市場。蘋果一直專注於製造溢價高的差異化產品，無懼與業內的強勁對手競爭，其中不少對手都在研發方面投入重金。
Reason 3:Tesla has upended the auto industry on a relatively shoestring budget. Apple has nearly limitless financial resources.
理由三：特斯拉僅用較小的預算就顛覆了汽車行業，而蘋果擁有源源不斷的資金支持。
Reason 4:Although auto industry margins are middling, Apple's premium-priced products have historically enabled it to command a disproportionate share of industry profits.
理由四：儘管汽車業的利潤只處於中等水平，但蘋果向來擅長走高價產品路線，而且總能憑此策略賺走行業大部分利潤。
Reason 5:Significant car manufacturing capacity is likely to develop in China over the next few years, which we believe Apple may be able to leverage to subcontract manufacturing/assembly of a car.
理由五：今後幾年，中國的汽車製造能力有望迎來大發展。我們認爲，蘋果有可能借勢以外包方式在中國製造或組裝汽車。
"So are we convinced Apple is making a car?" Sacconaghi asks. And then he answers his own question:
"那麼，是否能確信蘋果將製造汽車？"薩康納姆問道。他的回答是：
No, in part because Apple is typically very patient in bringing a product to market, and will ultimately only do so if it believes it has an offering that is truly distinctive. A lot needs to be occur for anyone (including Apple) to know whether that will indeed transpire, particularly since Apple's historical "feature absolutism" points to an Apple car that would very likely be all-electric and likely autonomous, both of which require significant technology and regulatory hurdles to be scaled.
"不能確定。原因之一就是，蘋果推新產品時會很謹慎。只有認爲自己的新產品真正獨一無二時，蘋果纔會推向市場。要判斷蘋果到底會不會推出汽車，還得多觀察各種跡象，目前任何人都很難猜中，蘋果自己可能也並未確定。尤其是考慮到蘋果在產品方面一貫信奉'絕對要有特色'，如果蘋果真要造汽車，很可能是純電動車而且可能是無人駕駛汽車，要做到這兩點需要強大的技術實力，還得跨越監管方面的障礙。"
"Wrong as usual," tweets Asymco's Horace Dediu (referring to Sacconaghi, I hope, and not me). His point: Apple only enters a business if it believes it can make a meaningful contribution, i.e. uncovering and solving an unmet job to be done. "The profit comes from solving an unmet job," he says. "There's an ocean of money waiting for those who do."
關注移動產業的Asymco博主、知名蘋果分析師賀拉斯?德迪歐在Twitter上對本文評論道："像往常一樣判斷失誤。"（希望這話指的是薩康納姆的觀點）德迪歐認爲：蘋果只有在確信可以做出有意義的貢獻時纔會進入某個行業，比如發掘並解決某項未滿足的需求。他說："利潤就來自解決未滿足的需求，這裏有無盡的財富等着有能力的公司。"
