Because of consumer such psychology, the Apple temporary bailout strategy, was actually receiving in exchange an extremely awkward aspect for oneself: 正因为消费者这样的心理,苹果的临时救市策略,却为自己换回了一个极其尴尬的局面: The user who conforms to 15 days of subsidy policies must return goods! 符合15天补贴政策的用户全要退货！ Does not conform to 15 days of subsidy policies, the user who does not conform to 14 days of returns policies, actually runs to protest, requesting Apple to give the returned goods, or gives the subsidy...... 不符合15天补贴政策,更不符合14天退货政策的用户,却都跑来抗议,要求苹果给予退货,或者给予补贴…… The bailout strategy of Apple issue, had not expected in a hurry attended the meeting the embarrassing situation to happen like this, they from the so-called gentry angle, counted recent 15 days of iPod 3 in the sales volume of the world, over the past 15 days, the iPod 3 world sales volumes probably about 200,000, US (America) occupied the larger part, has almost 130,000. 苹果仓促间发布的救市策略,并没有预料到会有这样的尴尬局面发生,他们从所谓的绅士角度,统计了近期15天ipod三在全球的销量,过去15天,ipod三全球销量大概在20万台左右,美国占了一大半,差不多有13万台。 In their opinion, the world conforms to iPod of subsidy requirements 3 is about 200,000, by each subsidy 50 USD words, altogether is also 1000 ten thousand USD, disbursement 1000 ten thousand USD, can make Apple Corporation highlight own sense of responsibility before the people, this business is cost-effective. 在他们看来,全球符合补贴要求的ipod三也不过20万台,以每台补贴50美元的话,一共也就是1000万美元,支出1000万美元,可以让苹果公司在民众面前凸显自己的责任感,这笔买卖还是划算的。 After all without many enterprises, when the product reduces prices suddenly, will also have purchased the user conducts the price protection...... 毕竟没多少企业在产品忽然降价的时候,还会给已经购买过的用户进行价格保护…… The Apple original plan spent 1000 ten thousand USD, strengthens itself in consumer front sense of responsibility, but they made an enormous mistake, consumer that „gentleman who” was far from them imagining! 苹果原计划花费1000万美元,去增强自己在消费者面前的责任感,但是他们犯了一个极大的错误,消费者远没有他们想象的那么“绅士”！ At present, the returned goods request of tallying requirements Apple receives has achieved 80,000, remaining tens of thousands perhaps today and tomorrow also one after another to shop returned goods, in reasonable returned goods period, will not choose the user who returns goods to be perhaps few. 目前,苹果收到的符合要求的退货请求已经达到了8万台,剩下的几万台恐怕在今明两天也会陆续到店退货,处于合理退货期内,又不会选择退货的用户恐怕非常少。 In addition, over 400,000 purchase the iPod 3 over 15 days of consumers to well up to the dealer in front, angry set two requests, either gave us also to compensate 10%, either made us return goods! 除此之外,还有超过40万购买ipod三超过15天的消费者涌到经销商面前,愤怒的提出两个要求,要么给我们也赔偿10%,要么让我们退货！ Naturally, these users anticipate to return goods, because they want to wait for the Mangomi 2 listings. 当然,这些用户更期待退货,因为他们都想等mango-me二上市。 At present, the Apple consumer fart in subsidy policy to purchasing 15 days uses not to have, hundreds of thousands returned goods, to originally on Apple that the market value falls suddenly, without doubt has one misfortune after another, this means that not only need be cut off the future profit, but must spit the swallowing down profit, increases hundreds of thousands stocks again, this inside synthesis loses is big ; 眼下,苹果的补贴政策对购买15天内的消费者屁用没有,十几万台的退货,对本来就市值暴跌的苹果来说,无疑是雪上加霜,这意味着不但要断掉将来的利润,还要把吞下去的利润重新吐出来,再增加十几万台的库存,这里面的综合损失非常大; But this stupid bailout strategy, attracts mass over 15 days of users to protest, this to the Apple dealer, and prestige will have the huge impact, if not give this group of users to compensate, will not make them return goods, Apple feared that must compensate several Ten Million USD even over a hundred million USD, if not compensate, the consumer will be so noisy, Apple all offline stores can be out of business, moreover in the reputation of consumer community, will drop the pinnacle. 而这个愚蠢的救市策略,又引来大量超过15天的用户抗议,这会给苹果的经销商,以及声誉带来巨大的影响,如果不给这批用户赔偿,也不让他们退货,苹果怕是要赔几千万美元甚至上亿美元,如果不赔,消费者这么闹下去,苹果所有的线下商店都可以关门歇业了,而且在消费者群体的口碑,也会跌落到极致。 This was equal to that Apple complete was lifts the stone to pound own foot! If we had known this, might as well does not promulgate what bailout strategy, in that case, Apple must face normal reasonable returned goods, now may be good...... 这等于苹果完完全全是搬起石头砸了自己的脚！早知道这样,还不如就不颁布什么救市策略,那样一来,苹果要面对的只有正常的合理退货,现在可好了…… The entire board of directors almost wanted the violent to walk, Jobs was a face pale could not speak. 整个董事会几乎要暴走了,乔布斯更是一脸铁青的说不出话来。 The board presidents quite a while only said In short: „Steve, you must take full responsibility for your stupid behavior!” 董事会主席半天只说了一句话:“史蒂夫,你要为你愚蠢的行为负全责！” Jobs expected that attended the meeting such a time, therefore he nods, said dejected: „I officially to the board of directors proposed that resigns from the CEO duty.” 乔布斯预料到会有这样的一遭,于是他点点头,颓然的说:“我正式向董事会提出辞去ceo职务。” The pressure from competitor, the pressure from capital market, the pressure from consumer level, and pressure from internal board of directors, Jobs felt oneself look like places oneself in 500 meters deep waterdrop, the tremendous pressure is everywhere, several want to collapse. 来自竞争对手的压力,来自资本市场的压力,来自消费者层面的压力,以及来自内部董事会的压力,乔布斯感觉自己就像是置身于五百米深的水滴,巨大的压力无处不在,几欲崩溃。 Powerful person, there is an own carrying/sustaining limit. 再强大的人,也有自己的承载极限。 previous life, Jobs has not bottomed to this carrying/sustaining limit, therefore he even is silent the setback, can still hold up the head to forward, and founded the Apple huge market, but, this whole life, Li Mu held his seven cuns (2.5 cm) accurately, then launched accurate actually the fierce attack, several days, Jobs's will has broken down. 上辈子,乔布斯没有触底到这个承载极限,所以他即便是寂静挫折,也能够昂首向前,并且开创了苹果的巨大市场,但是,这辈子,李牧准确抓住了他的七寸,然后发动了精准却又猛烈的攻击,几天的时间,乔布斯的意志就已经垮了。 Before this catastrophe arrives, Jobs thinks oneself are omnipotent, the major difficulty is impossible to be occupied by him rarely, but, after this catastrophe arrives, he understands finally, oneself strength could not have achieved to be arrogant and conceited, when absolute strength steamroll, but, he looks like a boat in tsunami, shortly will subvert. 在这场浩劫到来之前,乔布斯认为自己无所不能,再大的困难也不可能难得住他,但是,在这场浩劫到来之后,他终于明白,自己的力量还远达不到可以目空一切,当绝对的力量碾压而至的时候,他就像是海啸中的一艘小船,顷刻间就会颠覆。 No one can solve the Apple present crisis, the Apple research and development department is super commits suicide the beast, the camp recover of wire also basically cracks, now even starts backlash, the stock price crashed, will trigger a series of making up to fall, when everyone no longer holds to Apple any hope, undersells the Apple stock price crazily, the Apple market value unceasingly will shrink again to shrink, to finally, the stock price will certainly break the net assets, becomes the broken net stock...... 没人能够解决苹果眼下的危机,苹果的研发部门一个个都是超级吞金兽,营收线也基本上崩裂,现在甚至开始了反噬,股价崩盘,会引发一连串的补跌,当所有人都不再对苹果抱有任何希望、疯狂抛售苹果股价的时候,苹果的市值将不断缩水缩水再缩水,到最后,股价一定会跌破净资产,成为破净股…… By that time, perhaps the Apple market value only meets remaining hundreds of millions USD, the funding chain break of company, thinks that the realization can only sell the net assets, may sell to Microsoft macOS, or sold to Microsoft through the subsidiary company of overseas relations recessiveness holding, at that time, Microsoft will make macOS thorough, turns beastly person who only has the one breath, so long as because macOS also has the one breath, Microsoft Windows can have the ample reason and basis, avoids the penalty of anti-monopoly law. 到那个时候,苹果的市值恐怕只会剩下几亿美元,公司的资金链断裂,想变现只能出售净资产,可能会把maos卖给微软,或者卖给微软通过海外关系隐性控股的子公司,那个时候,微软会让maos彻底残废,变成只剩下一口气的人彘,因为只要maos还有一口气,微软indos就可以有足够的理由和依据,来避免反垄断法的惩罚。 Perhaps iPod and iTunes will project division also disassemble to sell out, whom sold to? Perhaps in front of Muye Science and Technology man Boss o-me 2 as well as YY tunes, no one can want this mess, perhaps sold to Muye Science and Technology is the last option, so long as the price is appropriate, Muye Science and Technology should meet to be willing this dead the similar competitor to buy, then tears to pieces it personally, forever the never recurring trouble, such matter will not be rare in the capital domain. 或许ipod和itunes事业部也会拆开来卖掉,卖给谁呢？在牧野科技的manbo-me2以及yytunes面前,恐怕没人会要这个烂摊子,或许卖给牧野科技是最后的选择,只要价格合适,牧野科技应该会愿意把这个已经死差不多的竞争对手买走,然后再亲手把它撕烂,永绝后患,这样的事情在资本领域也不罕见。 As for other Apple technological patents, might sell to other companies, may continue to retain, when the time comes the Apple board of directors may conduct the lay-off of large-scale to Apple, retained the patent, in the future continues the life by the expense of patent authorization. 至于苹果其他的技术专利,有可能会卖给其他的公司,也有可能会继续保留,到时候苹果的董事会有可能会对苹果进行超大规模的裁员,保留专利,将来靠专利授权的费用续命。 But regardless of, how to operate, is a little unavoidable, that is all people who invested Apple, complete wipe-out, naturally, talked into complete wipe-out was too much, basically superior, therefore invested 1000 jin (0.5 kg) wheat seed, will prepare to greet next year harvest, finally the nature and man-made disaster came, 1000 jin (0.5 kg) seed threw, finally only fished two jin (0.5 kg) wheat...... 可是,无论怎么操作,都有一点是无法避免的,那就是所有投资了苹果的人,都会血本无归,当然,说成血本无归有点过了,基本上等于是投入了一千斤小麦种子,准备迎接来年的丰收,结果天灾人祸都来了,一千斤种子投进去,最后只捞回来两斤小麦…… After Jobs submitted the resignation, dejected standing up, said to the elases as well as in sitting the executives of: „, I want to be static, first went back, if the board of directors some any decisions, please inform me promptly.” 乔布斯提出辞职之后,颓然的站起身来,对董事会成员以及在坐的企业高管说:“诸位,我想静一静,先回去了,董事会如果有任何决定,请及时告知我。” Board president didn't expect Jobs must throw up one's job to leave unexpectedly all of a sudden, immediately was hot, got angry: „Jo Boss S! The board of directors seriously will certainly consider your resignation application, but the present is the critical moment of our life and death, you must think the means saving company with us together, rather than the present waves the arms about to leave! Your this extremely lacks the professional dedication!” 董事会主席没想到乔布斯竟然一下子就要撂挑子走人,顿时火了,怒道:“jobs!董事会一定会非常认真的考虑你的辞职申请,但现在是我们生死存亡的关键时刻,你必须与我们一起想办法挽救公司,而不是现在就甩手走人！你这样是极度缺乏敬业精神的！” Jobs looks at his angry look, asked one dejected: „Ho?” 乔布斯看着他愤怒的眼神,颓然的问了一句:“ho？” A word, makes everyone fall into silent. 一个单词,就让所有人陷入沉默。 Yes, how to save? Saves with what? Li Mu triggered a series of chain-reactions, the truck of Apple this heavy load on an endless long downhill, not only auto serious overload, but also the engine also went bad, the fuel tank also emptied, the tire also wore down soon to explode, even brake system had abandoned thoroughly, everyone sat in the car(riage), can do only had two: Either jumps off, either waits for this car(riage) to give way thoroughly. 是啊,怎么挽救？拿什么挽救？李牧引发了一连串的连锁反应,苹果这辆重载的卡车正在一条没有尽头的长下坡路上,不但整车严重超载,而且引擎也坏了,油箱也空了,轮胎也磨损到快要爆掉了,甚至连制动系统都已经彻底废了,大家坐在车里,能做的只有两个:要么跳车,要么等着这辆车彻底垮掉。 Saves it? Does not exist...... 挽救它？不存在的…… The board presidents facing question of Jobs character, unable to respond, Jobs waited for his 30 seconds, in 30 seconds, the expression of eye looks at board president to is vacant and no use to dejected from the anger, Jobs knows, he could not answer oneself question. 董事会主席面对乔布斯一个字的发问,无言以对,乔布斯等了他三十秒,三十秒里,眼看着董事会主席的表情从愤怒到颓然再到茫然与无助,乔布斯知道,他解答不了自己的问题。 Therefore, Jobs walked, just before leaving before, he said to the people: „Some any decisions, telephone message I.” 于是,乔布斯走了,临走之前,他对众人说:“有任何决定,电话通知我吧。” Then, Jobs leaves people rickets with frustrating back, left Apple Corporation. 说完,乔布斯留给众人一个佝偻与挫败的背影,离开了苹果公司。 As everybody knows, Jobs totally gave up...... 大家知道,乔布斯彻底放弃了…… A never-give-up person, finally give-up...... 一个never-give-up的人,最终还是give-up了…… The board of directors of Apple Corporation, and executive members knows, he and right, in this matter, Apple no one makes mistakes, was only the opponent was too powerful, did you make mistakes, is unable to change the result...... 苹果公司的董事会,以及高管成员都知道,他并没错,这件事里,苹果没有任何人犯了错,只是对手太强大了,你犯不犯错,都无法改变结局…… The resistance is impossible, what course to follow, becomes the issue that Apple needs to consider at present only...... 抵抗已经不可能,何去何从,成了苹果眼下唯一需要考虑的问题…… The Apple investor is still waiting for Apple to promote brings the announcement of confidence to the market, but, Apple Corporation probably all of a sudden was it is a pity that quiet, all Apple executives are not interviewed, did not announce any content to the outside world, it seems like, they have given up. 苹果的股民还在等着苹果能够推出给市场带来信心的公告,但很遗憾的是,苹果公司好像一下子沉寂了,所有苹果高管都不接受采访,也不向外界公布任何内容,看来,他们都已经放弃了。 But the news media and networking has not been willing to let off Apple. 而新闻媒体和网络社交还不愿意放过苹果。 The reportage outside across the country Apple sale door, the user returned goods that these came in swarms, scene that and request returned goods, chaotic. 新闻报道了在全国各地苹果销售店门外,那些蜂拥而至的用户退货,以及要求退货的现场,混乱至极。 The consumers are angry and strong, the staff are humble and helpless. 消费者愤怒而又强硬,工作人员谦卑而又无奈。 The reporter interviewed these obviously over 15 days, but also wants to return goods, or user of subsidy. 记者采访了那些明明超过15天,还来要求退货,或者补贴的用户。 Their opinions are seemingly unreasonable, in certain levels, is indisputable. 他们的言论看似无理,在某些层面上,却又无可厚非。 They said, we spent several hundred USD to buy such a model of product, several hundred USD, to the ordinary US (America) person were not a small number, finally, Apple reduced prices in an instant, moreover in the market presented that powerful competitor, changed anyone unable to accept isn't that so? 他们说,我们花了几百美元买这样一款产品,几百美元,对普通美国人也不是一笔小数目,结果,苹果转眼就降价了,而且市面上又出现了那么强大的竞争对手,换谁都接受不了不是吗？ They also asked the reporter, why various Mangomi 2 aspects compared with iPod 3 good, price actually compared with iPod 3 small advantage so many? This did not explain from one side, did Apple obtain the huge profit in iPod 3? Then the relevant departments investigate, do the iPod 3 pricing cross the behavior that has to deceive the consumer high and? 他们也问记者,为什么mango-me二各方面都比ipod三好,价格却比ipod三便宜这么多？这难道不也从侧面说明了,苹果在ipod三上取得了巨额利润吗？那么有关部门有没有调查一下,ipod三的定价是否过高、是否存在欺骗消费者的行为？ Apple-store of many Apple straight camps, as well as act the Apple dealer unable to be out of business to evening's 9 o'clock of US (America) time, because they cannot give these user reasonable solutions. 许多苹果直营的apple-store,以及代理苹果的经销商一直到美国时间的晚上九点钟都无法关门歇业,因为他们给不出那些用户一个合理的解决方案。 But on this time social media, is flooding to write off of Apple. 而此时的社交媒体上,也充斥着对苹果的唱衰。 The users in angry protest Apple this irresponsible behavior, the anger protested that the Apple for two years made massive profits by iPod, are actually not willing to take responsibility to oneself consumer at this time ; 用户在愤怒的抗议苹果这种不负责任的做法,愤怒抗议苹果两年来靠ipod获取了大量利润,却不愿意在这个时候对自己的消费者负责任; The Internet users are also launching oneself speculation, estimated the Apple future, 99% Internet users believe that Apple will die quickly ; 网民也在展开自己的推测,纷纷对苹果的未来进行预估,99%的网民认为,苹果很快会死; Naturally has Zhao Kang water army to add fuel to the flames. 这其中,当然有赵康的水军在推波助澜。 In brief, in the evening of US (America) time, Apple felt anything to be called to be utterly isolated...... 总而言之,在美国时间的这个晚上,苹果感受到了什么叫做四面楚歌…… : :