苹果换帅!AI 时代,谁能重现乔布斯的魔法?

分类：社会/职场/大公司/生活

素材来源：【Entrepreneur】2026年4月刊

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JOHN TERNUS, named by Apple on April 20th as new chief executive, is known to share many of the defining characteristics of Tim Cook, the man he is replacing: likeable, unflappable, a company man to the core. But in the midst of what could be one of the biggest technological upheavals in history, that may not be enough. The question is, can he also invoke the mercurial magic of Mr Cook’s even more illustrious forebear, Steve Jobs?

苹果于 4 月 20 日任命约翰・滕努斯为新任首席执行官，他与即将卸任的蒂姆・库克在诸多核心特质上高度相似：为人亲和、处事沉稳，是忠于苹果的核心干将。但在这场堪称史上最剧烈的科技变革浪潮中，仅靠这些特质远远不够。关键问题在于，他能否重现库克那位更具传奇色彩的前任 —— 史蒂夫・乔布斯那般变幻无穷的创新魔力？

invoke the magic：词性：动词短语，详细释义：字面意为 “唤起魔法”，引申为 “唤醒、重现某种独特的创造力、魅力或核心竞争力”，常用于描述重现标志性人物或时代的非凡能力。

Mr Ternus, Apple’s 50-year-old hardware chief, will take over in September, at which point the 65-year-old Mr Cook will become executive chairman after a remarkable tenure as Apple’s boss. Since he replaced Jobs in 2011, the company’s sales have quadrupled, to $416bn, and its shares have outperformed the S&P 500 by a wide margin. On his watch, Apple’s market value has soared from $350bn to $4trn (roughly $700m for every day of his tenure). Sales of iPhones are breaking records. Its services business, which includes app-store revenues, continues to grow by double digits annually. As chief executive, Mr Ternus’s first product launch later this year is likely to be a foldable phone, which Apple’s devotees have been eagerly awaiting. The transition is set to look picture-perfect.

现年 50 岁的苹果硬件主管滕努斯将于今年 9 月正式接任 CEO，届时 65 岁的库克在完成卓越任期后，将转任执行董事长。2011 年接棒乔布斯以来，苹果营收增长至 4160 亿美元，翻了两番，股价表现也大幅领先标普 500 指数。在库克执掌期间，苹果市值从 3500 亿美元飙升至 4 万亿美元，任期内日均增长约 7 亿美元。iPhone 销量屡创新高，包括应用商店收入在内的服务业务每年保持两位数增长。滕努斯上任后，今年晚些时候的首款新品大概率是苹果粉丝翘首以盼的折叠屏手机，此次管理层交接看起来将十分顺利。

on one’s watch：词性：介词短语，详细释义：意为 “在某人的任期内、在某人掌管期间”，特指领导者任职并负责管理的时间段，强调责任与掌控范围。

Yet under Mr Cook, Apple’s success was more thanks to steady operational improvements, especially to its supply chain in China, rather than revolutionary products. The foundation stones of his tenure were innovations that date back to the Jobs era, such as the Mac, iPhone and App Store. These served Apple brilliantly in the internet age. But since the start of the artificial-intelligence era, with the launch of OpenAI’s ChatGPT in 2022, Apple’s response has been half-hearted. Mr Ternus will have to do better.

不过在库克治下，苹果的成功更多源于运营层面的稳步优化，尤其是中国供应链的完善，而非革命性产品的推出。他任期内的核心支柱仍是乔布斯时代留下的创新成果，比如 Mac、iPhone 和应用商店。这些成果在互联网时代为苹果立下汗马功劳，但自 2022 年 OpenAI 推出 ChatGPT、人工智能时代开启以来，苹果的应对始终显得敷衍乏力，滕努斯必须拿出更好的表现。

half-hearted ：词性：形容词，详细释义：意为 “半心半意的、敷衍的、不够积极的”，形容态度、行动或应对措施缺乏决心与投入，力度明显不足。

Nobody expects him to take Apple on the big-spending path of its big-tech rivals, which are splurging hundreds of billions of dollars apiece on data centres. But its early attempts to integrate ai into its products were an embarrassment. Its over-hyped “Apple Intelligence”, aimed at serving AI to users of Apple devices, was a flop when it was unveiled almost two years ago. Having suspended its own efforts to make foundation models, the company is now relying on the Gemini family from Google, a rival, to dig it out of its AI hole.

没人指望滕努斯带领苹果走上其他科技巨头那种大手笔烧钱的路线 —— 这些对手纷纷投入数千亿美元建设数据中心。但苹果此前将 AI 融入产品的尝试堪称失败，近两年前高调宣传、旨在为苹果设备用户提供 AI 能力的 “苹果智能” 一经发布便遇冷。苹果已暂停自研大模型，如今只能依靠竞争对手谷歌的 Gemini 系列模型来摆脱 AI 领域的困境。

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