蘋果為什么不舍得扔掉音樂(lè)
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????如今，一提到蘋果公司（Apple），大多數(shù)人馬上會(huì)想到iPhone和無(wú)數(shù)應(yīng)用程序。然而，日前舉行的 iTunes狂歡節(jié)表明，蘋果對(duì)音樂(lè)業(yè)務(wù)仍然非常重視。 ????日前，我參加了在英國(guó)倫敦舉行的iTunes狂歡節(jié)開幕式，人氣歌手Lady Gaga也親臨現(xiàn)場(chǎng)。這是一場(chǎng)盛大的演出，舞臺(tái)道具、舞者以及編舞的水平可謂達(dá)到了世界一流水準(zhǔn)。 ????蘋果公司為iTunes狂歡節(jié)邀請(qǐng)的表演嘉賓也都是國(guó)際巨星——艾爾頓?約翰、Lady Gaga、凱蒂?佩里、賈斯汀?汀布萊克以及約翰?傳奇，各個(gè)聲名顯赫。這場(chǎng)音樂(lè)會(huì)對(duì)常去聽音樂(lè)會(huì)的人完全免費(fèi)，而且蘋果向所有iPhone、iPad以及蘋果電視用戶免費(fèi)播放該演出。 ????那么，蘋果舉辦iTunes狂歡節(jié)的意義究竟何在？我認(rèn)為蘋果此舉意在表明，音樂(lè)仍對(duì)它來(lái)說(shuō)依然十分重要。iTunes商店的成功成就了蘋果的今天，要知道，蘋果依靠的不僅僅是Mac，正是iPod和無(wú)數(shù)付費(fèi)在線音樂(lè)讓它成為如今家喻戶曉的電子消費(fèi)品牌。
????自從iPhone和iPad成功上位后，應(yīng)用程序成為了如今的熱點(diǎn)。但這并不意味著我們會(huì)停止購(gòu)買音樂(lè)——相反，我們很可能會(huì)購(gòu)買更多的音樂(lè)。音樂(lè)不過(guò)地位有所下降，成為我們下載并聆聽的對(duì)象之一。 ????蘋果iTunes有超過(guò)5億活躍用戶，下載的音樂(lè)總量已突破250億首。蘋果用戶合法下載且付費(fèi)的歌曲數(shù)量之巨簡(jiǎn)直令人難以置信。 ????iTunes狂歡節(jié)將舉辦多場(chǎng)音樂(lè)會(huì)，蘋果即便收點(diǎn)小錢也能發(fā)筆橫財(cái)，但它不為所動(dòng)。所有門票都是免費(fèi)的。蘋果本可以選擇一個(gè)大場(chǎng)館、但它最后選擇了Roundhouse，一家只能容納3000人的小型會(huì)場(chǎng)。不過(guò)Roundhouse是為藝術(shù)家及其粉絲專門設(shè)計(jì)的，它們可以進(jìn)行親密的心靈接觸，絕非空洞的大型演唱會(huì)能比。 ????在我看來(lái)，iTunes狂歡節(jié)是蘋果回饋社會(huì)的一種方式。蘋果借此舉表明，同我們一樣，它也仍然十分看重音樂(lè)。（財(cái)富中文網(wǎng)） ????作者簡(jiǎn)介：本文作者吉姆?達(dá)爾林普是The Loop網(wǎng)站創(chuàng)始人，近20年來(lái)一直跟蹤報(bào)道蘋果公司 ????譯者：項(xiàng)航?? |
????When people think of Apple (AAPL) these days, most will immediately conjure up images of the iPhone and all of the apps they can download for the device. However, the iTunes Festival shows that music still matters to the company. ????I attended the opening of the iTunes Festival in London, England, last night with headlining artist Lady Gaga. It was a splendid show complete with stage props, dancers and choreography that you would expect from one of the world's most popular acts. ????The acts Apple books for the iTunes Festival are world class—Elton John, Lady Gaga, Katy Perry, Justin Timberlake, John Legend—all top notch performers. The concerts are completely free for concertgoers and Apple streams the shows free for anyone that has an iPhone, iPad or Apple TV. ????So what is Apple getting out of running iTunes Festival? As subtle as the message is, I think Apple is telling the world that music still matters to them. The iTunes Store is what helped Apple become the company it is today—the iPods and selling music online transformed Apple into a household name that made consumer products, not just Macs. ????When the iPhone and iPad started to take over the consciousness of consumers, apps became the main focus for everyone. That doesn't mean we stopped buying music—in fact, we probably buy more music now than ever before. Music just became one of the things we expected to be able to download and listen to with our devices. ????Apple has more than 500 million active iTunes user accounts and users have downloaded more than 25 billion songs from iTunes. That's an incredible number of songs legally downloaded and paid for by Apple customers. ????Apple could make a fortune by charging even a little bit for each concert at the iTunes Festival, but they don't. Tickets are free for every show. They could hold the show in a huge venue, but they chose The Roundhouse, a venue that holds about 3,000 people. The Roundhouse is an intimate setting for the artist and fan—it's a shared experience that you can't get from a giant concert hall. ????To me, iTunes Festival is Apple's way of giving something back to the community. It's Apple's way of saying that music still matters to them as much as it matters to us. ????BIO: Jim Dalrymple is the founder of The Loop and has been reporting on Apple for nearly 20 years. |
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