“真正令人惊奇的内容正在出现”

（映维网Nweon 2023年11月03日）苹果在美东时间11月2日盘后发布了2023财年四季报（即2023自然年第三季度业绩）。截至9月底，苹果第四财季总营收895亿美元，同比下滑0.7%，是2001年以来首次营收连续四个季度同比下降。另外，第四财季苹果净利润229.6亿美元，毛利率45.2%。

在财报会议中，苹果表示iPad和可穿戴设备类别在12月当季（2024财年第一财季）预计会“大幅下滑”，而尽管iPhone营收或同比增6.4%，但会低于历史水平。这造成苹果盘后股价从涨2%跳水至跌近4%。

随着传统电子设备强势不再，市场十分关注苹果的下一个增长点，其中就包括即将在2024年发售的XR头显产品Vision Pro。

库克在财报会议中表示，“从来没有像Vision Pro这样的产品”，而苹果看到了开发者对Vision Pro的“无比兴奋（tremendous amount of excitement）”，“真正令人惊奇的内容正在出现”。

早前在接受英国《独立报》专访时，苹果首席执行官库克表示自己首次使用Vision Pro时是一次“Aha Moment（顿悟时刻）”。他声称，这款混合现实设备有可能开创一个全新的计算时代，并对我们的工作、沟通和体验世界的方式产生深远的影响，就如同16年前的iPhone一样。

延伸阅读：库克：第一次尝试Vision Pro就顿悟到它有望开创全新的计算时代

https://news.nweon.com/113295

对于本次财报会议，库克再次称赞了Vision Pro的开创性。他这样说道：“我会说没有，从来没有像Vision Pro这样的产品”。

这位首席执行官补充道，苹果看到了开发社区对Vision Pro的“无比兴奋（tremendous amount of excitement）。”另外，库克自己已经测试了多个由开发者正在为Vision Pro开发的应用程序，而他声称“真正令人惊奇的内容正在出现”。

当被问及是否认为Vision Pro的发售和消费者教育过程最终会类似于AirPods和Apple Watch时，苹库克表示不会，因为购买体验不同，“所以我们特意在我们的商店里推出它，这样我们就可以真正把大量的注意力放在它的最后一英里。我们将在商店中提供演示，这将是一次与普通购买和使用过程截然不同的过程。”

Vision Pro一开始将只在美国销售，而且尽管苹果官网表示设备可以通过网络渠道下单，但库克的评论表示，消费者最好是前往零售商店购买。

.data_color_scheme_dark{--weui-BTN-ACTIVE-MASK: rgba(255, 255, 255, .1)}.data_color_scheme_dark{--weui-BTN-DEFAULT-ACTIVE-BG: rgba(255, 255, 255, .126)}.data_color_scheme_dark{--weui-DIALOG-LINE-COLOR: rgba(255, 255, 255, .1)}.data_color_scheme_dark{--weui-BG-COLOR-ACTIVE: #373737}.data_color_scheme_dark{--weui-BG-6: rgba(255, 255, 255, .1);--weui-ACTIVE-MASK: rgba(255, 255, 255, .1)}.data_color_scheme_dark{--weui-FG-5: rgba(255, 255, 255, .1);--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-RED: #fa5151;--weui-REDORANGE: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}.rich_media_content{color:#000000e5;font-size:17px;font-size:var(--articleFontsize);overflow:hidden;text-align:justify}.rich_media_content{color:#ffffffa6;color:var(--weui-FG-HALF)}.rich_media_content{position:relative;z-index:0}.wxw-img{vertical-align:bottom}*{margin:0;padding:0}.rich_media_content *{max-width:100%!important;box-sizing:border-box!important;-webkit-box-sizing:border-box!important;word-wrap:break-word!important}blockquote{padding-left:10px;border-left:3px solid #dbdbdb;color:#00000080;font-size:15px;padding-top:4px;margin:1em 0}blockquote{color:#ffffff8c;color:var(--weui-FG-1)}.data_color_scheme_dark .rich_media_meta_text,.data_color_scheme_dark .icon_appmsg_tag.default,.data_color_scheme_dark .reward_area_win .reward_user_tips .weui-loadmore__tips a,.data_color_scheme_dark .simple_pagination,.data_color_scheme_dark .sp_page_current,.data_color_scheme_dark blockquote,.data_color_scheme_dark .blockquote_info{color:#ffffff4d}.data_color_scheme_dark blockquote{border-color:#404040}.rich_media_content p{clear:both;min-height:1em}td p{margin:0;padding:0}.rich_media_content img{height:auto!important}:root{--articleFontsize: 17px}:root{--sab: env(safe-area-inset-bottom)}:root{--wxBorderAvatarRatio: 3}:root{--discussPageGap: 16px}:root{--appmsgPageGap: 20px}body,.wx-root,page{--weui-BTN-HEIGHT: 48;--weui-BTN-HEIGHT-MEDIUM: 40;--weui-BTN-HEIGHT-SMALL: 32}.wx-root,body{--weui-BTN-ACTIVE-MASK: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BTN-DEFAULT-ACTIVE-BG: #e6e6e6}.wx-root,body{--weui-DIALOG-LINE-COLOR: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BG-COLOR-ACTIVE: #ececec}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).appmsg_skin_default.rich_media_empty_extra{background-color:#191919}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) .rich_media_content img:not(.wx_img_placeholder){filter:brightness(.8)}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) .rich_media_meta_text,body:not([data-weui-theme=light]) .icon_appmsg_tag.default,body:not([data-weui-theme=light]) .simple_pagination,body:not([data-weui-theme=light]) .sp_page_current,body:not([data-weui-theme=light]) blockquote,body:not([data-weui-theme=light]) .blockquote_info{color:#ffffff4d}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) blockquote{border-color:#404040}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) blockquote{border-color:#404040}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) em.minishop_card_price{color:#ff6146}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) .reply_result .author_info .nickname,body:not([data-weui-theme=light]) .weui-loadmore,body:not([data-weui-theme=light]) .weui-loadmore__tips,body:not([data-weui-theme=light]) .weui-textarea.weui-textarea::-webkit-input-placeholder,body:not([data-weui-theme=light]) textarea::-webkit-input-placeholder{color:#ffffff4d}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) .like_comment_tips,body:not([data-weui-theme=light]) .like_comment_primary_cancel,body:not([data-weui-theme=light]) .weui-textarea.weui-textarea,body:not([data-weui-theme=light]) textarea{color:#fffc}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).my_comment_empty_data{background-color:#111}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) a.weui-media-box.weui-media-box:active{background:#ffffff1a}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) table.noBorderTable td,body:not([data-weui-theme=light]) table.noBorderTable th,body:not([data-weui-theme=light]) table.noBorderTable caption{border-color:#4c4c4c!important}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) td,body:not([data-weui-theme=light]) th{border-color:#4c4c4c}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) caption{border-color:#4c4c4c}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) th{border-top-color:#4c4c4c;background:#282828}}body,.wx-root{--weui-BG-6: rgba(0, 0, 0, .05);--weui-ACTIVE-MASK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-FG-5: rgba(0, 0, 0, .05);--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .5);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-RED: #fa5151;--weui-REDORANGE: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BTN-ACTIVE-MASK: rgba(255, 255, 255, .1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BTN-DEFAULT-ACTIVE-BG: rgba(255, 255, 255, .126)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-DIALOG-LINE-COLOR: rgba(255, 255, 255, .1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-COLOR-ACTIVE: #373737}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-6: rgba(255, 255, 255, .1);--weui-ACTIVE-MASK: rgba(255, 255, 255, .1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-FG-5: rgba(255, 255, 255, .1);--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-RED: #fa5151;--weui-REDORANGE: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}