蘋果x屏幕黑有包白蘋果

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John Gruber makes some good points in thinking about Apple’s rumored-to-be-imminent ‘Apple One’ bundle. First:

約翰·格魯伯(John Gruber)在思考蘋果即將推出的“ Apple One”捆綁包時 提出了一些好的觀點 。 第一：

A great bundle offering does have a lynchpin. And while Prime and cable TV are good examples of that, they’re at extremes pricing-wise. Prime makes it feel like a good deal for shipping and everything else is free; cable TV makes it feel like you’re paying a ton of money for a bunch of channels you never watch just to get the ones you do (sports or otherwise).

出色的捆綁產(chǎn)品確實有一個關(guān)鍵點。 盡管Prime和有線電視就是很好的例子，但它們在定價方面是極端的。 Prime使它感覺很劃算，其他一切都是免費的。 有線電視讓您感覺好像要為大量從未為收看自己的頻道(體育或其他方式)而觀看的頻道付出大量的金錢。

So let’s think this through and figure out what Apple One “should” include and cost.

因此，讓我們仔細考慮一下，找出Apple One“應(yīng)”包括哪些內(nèi)容和費用。

It’s a great point on framing. Many of us view Amazon Prime as a great deal, myself included. To the point where they’ve been able to raise prices and we still view it as a great deal! And that’s because the shipping part of Prime is so useful. The rest is all just icing on the cake.

這是構(gòu)架的重點。 我們中的許多人都將Amazon Prime視為很大，包括我自己在內(nèi)。 到他們已經(jīng)能夠提高價格的地步，我們?nèi)匀徽J為這是很大的！ 那是因為Prime的運輸部分是如此有用。 剩下的只是錦上添花。

Cable TV is the opposite. It feels like we pay for a bunch of stuff we don’t want, and so when we see that ever-increasing bill, it feels increasingly like a rip-off. And that’s how we get to the situation we are in today. Perhaps if cable reframed the cable bundle as the sports bundle with all the extra channels as a bonus, things would be different.

有線電視則相反。 它 感覺就像我們?yōu)橐欢盐覀儾幌胍臇|西付了錢，所以當(dāng)我們看到那筆不斷增加的賬單時，感覺就像是在偷竊 。 這就是我們?nèi)绾螒?yīng)對當(dāng)今的局勢。 也許，如果電纜將電纜束重組為運動束，并帶有所有額外的通道作為獎勵，情況將會有所不同。

The cable bundle is, as everyone is fully realizing now, actually a good deal. It’s just sort of shitty marketing (and the fact that the cable providers have historically had poor customer service certainly doesn’t help!).

正如大家現(xiàn)在已經(jīng)充分意識到的那樣，電纜束實際上 是很多東西 。 這只是一種低劣的營銷方式(電纜供應(yīng)商歷來的客戶服務(wù)水平差的事實當(dāng)然無濟于事！)。

My back-of-the-envelope proposal is that Apple One should cost $15/month for an individual and $20/month for family sharing, and include: Music, TV+, Arcade, and the top tier of iCloud storage. Make News+ a $5/add-on.

我的建議是，Apple One個人的費用為每月15美元，家庭共享的費用為每月20美元，其中包括：音樂，TV +，Arcade和iCloud存儲的頂層。 將News +設(shè)為$ 5 /附加項。

Basically: start with Apple Music as the lynchpin service in the bundle, charge $5 more than they currently are for Music alone, and include everything Apple owns the entirety of: TV+, Arcade, and iCloud storage. I think they have to charge extra for News+ to pay the participating providers — News+ is more like a bundle unto itself. And that still leaves TV Channels as extra monthly add-ons, too. What Gurman describes sounds basically like “Pay for a bunch of services on top of Apple Music, get one of them free”; what I’m suggesting is more “Pay for one additional service on top of Apple Music, get the rest free”.

基本上：從捆綁包中的關(guān)鍵服務(wù)開始，就是Apple Music，比現(xiàn)在單獨為Music收取5美元的費用，并且包括Apple擁有的全部商品：TV +，Arcade和iCloud存儲。 我認為他們必須向News +收取額外費用才能向參與的提供商支付費用-News +更像是捆綁銷售。 而且，電視頻道仍然是每月額外的附件。 Gurman所說的聽起來基本上像是“在Apple Music上付費購買一堆服務(wù)，免費獲得其中一項”； 我的建議是更多“在Apple Music上付費購買一項額外服務(wù)，免費獲得其余服務(wù)”。

I think that’s all correct — except for the price. I think Apple Music absolutely has to be the linchpin, at least for now, as it’s by far the most popular of these services. Maybe — maybe — Apple TV+ can get there over time, if Apple is able to create the new HBO faster than HBO can create the next Netflix (hint: that is never going to happen). Arcade is great, but it’s clearly one of those awesome-to-haves in a bundle, not a need-to-have, for most people. News+ is clearly not worth paying for to most people, so it absolutely needs to be part of a bundle and then it transforms into nice-to-have.

我認為這都是正確的-除了價格。 我認為，至少到目前為止，Apple Music絕對是關(guān)鍵，因為它是迄今為止最受歡迎的服務(wù)。 也許- 也許 -蘋果電視+可以到達那里隨著時間的推移， 如果蘋果能夠快于HBO可以創(chuàng)建下一個Netflix的創(chuàng)建新的HBO (提示：就是永遠也不會發(fā)生 )。 街機很棒，但是對于大多數(shù)人來說，它顯然是捆綁在一起的必備物品之一 ，而不是必備品 。 對于大多數(shù)人來說，News +顯然是不值得花錢的， 因此，它絕對需要成為捆綁產(chǎn)品的一部分，然后才能轉(zhuǎn)變?yōu)閷嵱卯a(chǎn)品。

I just think there’s no way Apple only charges $15-a-month for all this. I’d bet something closer to $25-a-month. Maybe more. (And yes, a bit more for families — mainly for the Apple Music component.) And that’s probably why the rumors suggest Apple is going to get pretty granular with these offerings, instead opting to let people mix-and-match the services they’d like.

我只是認為Apple不可能每月僅收取$ 15的所有費用。 我敢打賭每月接近25美元。 也許更多。 (是的，對于家庭而言，還有更多，主要是針對Apple Music組件。)這可能就是謠言表明 Apple會在這些產(chǎn)品上獲得相當(dāng)細化的原因，而不是選擇讓人們混合和匹配他們所提供的服務(wù)d喜歡。

I also think this is a mistake, albeit a minor one, mainly because of customer confusion. I would do a single bundle as Gruber is implying, but it seems like Apple wants to do something more akin to packages. Less like Amazon, more like the, yes, cable company. And I’m guessing the main reason is the price Apple is going to charge for the all-you-can-eat bundle.

我也認為這是一個錯誤，盡管是次要的錯誤，主要是由于客戶的困惑。 正如Gruber所暗示的那樣，我會做一個單獨的捆綁包，但似乎Apple想要做一些類似于包裝的事情。 不太像亞馬遜，更像是有線電視公司。 我猜這主要是因為蘋果將為您提供“隨您吃”的捆綁套餐價格。

Anyway, I suspect all of this will be shaped and molded over time. Until Apple is ready to offer their true “Prime” offering, the actual bundle as it were with the truly vital linchpin: the iPhone.

無論如何，我懷疑所有這些都將隨著時間的流逝而成型和成型。 在蘋果準備提供其真正的“優(yōu)質(zhì)”產(chǎn)品之前 ， 真正重要的關(guān)鍵要素：iPhone。

翻譯自: https://500ish.com/the-linchpin-of-the-apple-bundle-15e6402a6fe9

蘋果x屏幕黑有包白蘋果

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