全方位回顾“库克船长”五载战绩

“蒂姆·库克不是史蒂夫·乔布斯”——这句话是褒是贬，莫衷一是。

2011年8月，蒂姆·库克接任“乔帮主”，执掌苹果。仅仅六周后，乔布斯因胰腺癌病逝。不乏有人担心，没有了乔布斯的远见和天赋，苹果公司是否会就此走向衰败？

2016年8月，库克掌舵公司已满五年。期间，推出Apple Watch和Apple Pay等新产品、iPhone稳步更新换代、公司市值创下新高、员工人数几近翻倍…库克正在定义着他的苹果公司。别再只用“iPhone卖得好不好”来评价苹果公司了。下面5张图、8个指标，带你全方位回顾“库克船长”的五载战绩。

1.The success of the iPhoneiPhone的成功

关键指标1 iPhone累计销量

关键指标2 iPhone收入占总收入百分比

Soon after selling the billionth iPhone last month, Tim Cook described the smartphone category's growth as limited only by the number of people on the planet in range of a cellular tower.

在上个月售出了第十亿台iPhone后，蒂姆·库克形容该系列智能手机的增长“只受限于这个星球上移动信号塔覆盖的人口数量”。

他在接受《华盛顿邮报》的采访中曾说：

“Over time, I'm convinced every person in the world will have a smartphone.That may take a while, and they won't all have iPhones.But it is the greatest market on earth from a consumer electronics point of view.“随着时间的推移，我确信世界上的每一个人都将会拥有一台智能手机。这也许需要一段时间，他们也不会全都拥有iPhone。但是从一个消费性电子产品的角度来说，这将会是地球上最大的市场。”

However, the iPhone's huge success also makes it difficult for any other Apple product to stand out.然而，iPhone的巨大成功同样让其他的苹果产品难以突出。

2.Dealing with a pile of cash运作大量现金

关键指标3 累计回购

关键指标4 累计股息

关键指标5 现金持有量

One of the first clear departures Mr Cook made from his cash-hoarding predecessor came in March 2012, when Apple announced that it would pay shareholders a dividend for the first time in 17 years, alongside a $10bn share buyback scheme.At the time, it had $121bn in cash, a figure that has since swelled to $232bn.

库克先生做了几件事情，与他前任囤积现金的做法明显不同。其中之一便是在2012年的3月，苹果宣布17年来将第一次为股东支付股息和一份100亿美元的股份回购计划。那时，苹果拥有1210亿美元现金，如今这个数字暴增到2320亿美元。

3.Growing the workforce and expanding beyond Infinite Loop员工数量增长和Infinite Loop园区以外的扩张

关键指标6 员工数

The number of people working at Apple, in its Cupertino campus and in its retail stores around the world, has almost doubled in the past five years.

过去五年间，在苹果库比蒂诺园区和分布于全世界的零售店，苹果员工数量几近翻倍。

While most of its secretive research and development work is still done in and around headquarters at One Infinite Loop, it has expanded further afield under Mr Cook's watch, including in Cambridge, England and Israel, as well as planned facilities in India and China.

尽管大多数秘密研究和开发工作仍在One Infinite Loop总部内及周边进行，在库克先生的监管下，苹果进一步在英国剑桥和以色列扩张了它的机构。印度和中国的生产设施也在计划当中。

库比蒂诺是一座位于美国加利福尼亚州旧金山湾区南部、圣塔克拉拉县西部的城市，是苹果等大公司总部所在地。Infinite Loop是库比蒂诺一条围绕了六栋苹果总部主要建筑物的街道。

4.Boosting the share price股价的上涨

关键指标7 市值

Apple's market capitalisation has doubled in the past five years, overtaking ExxonMobil to become the world's most valuable company and, for the most part, maintaining that position despite a huge surge in Alphabet's stock price last year.过去五年间，苹果的市值已经翻倍，超过了埃克森美孚（石油巨头）成为了世界上最有价值的公司。尽管去年Alphabet公司股价大涨，苹果在大多数时间里仍保持着市值第一的地位。

5.Selling services to more customers向更多顾客出售服务

△2016年3月21日的苹果发布会上，库克宣布激活在用的苹果设备超过10亿台。

关键指标8 激活在用的苹果设备

Mr Cook tried to convince investors of this view earlier this year when he put a spotlight on Apple's services business.He revealed that Apple now has more than 1bn unique devices in active use—a metric closer to the “monthly active user” figure by which internet companies are often judged.

今年早些时候，库克先生试图说服投资者关注苹果的服务型业务。他透露已激活且正使用的苹果设备，全球已超过10亿部——这一指标类似用于评价大多数互联网公司的“月活跃用户”。

词汇总结

departure[dɪˈpɑ:tʃə（r）]

n.背离;离开，离去;起程;东西距离

One of the first clear departures Mr Cook made from his cash-hoarding predecessor came in March 2012, when Apple announced that it would pay shareholders a dividend for the first time in 17 years, alongside a $10bn share buyback scheme.

库克先生做了几件事情，与他前任囤积现金的做法明显不同。其中之一便是在2012年的3月，苹果宣布17年来将第一次为股东支付股息和一份100亿美元的股份回购计划。

retail store零售商店

The number of people working at Apple, in its Cupertino campus and in its retail stores around the world, has almost doubled in the past five years.

过去五年间，在苹果库比蒂诺园区和分布于全世界的零售店，苹果员工数量几近翻倍。

overtake[ˌəʊvəˈteɪk]

vt.压倒;追上，赶上;（不愉快的事）突然降临

Apple's market capitalisation has doubled in the past five years, overtaking ExxonMobil to become the world's most valuable company and, for the most part, maintaining that position despite a huge surge in Alphabet's stock price last year.

过去五年间，苹果的市值已经翻倍，超过了埃克森美孚（石油巨头）成为了世界上最有价值的公司。尽管去年Alphabet公司股价大涨，苹果在大多数时间里仍保持着市值第一的地位。

put a spotlight on 突出，强调

Mr Cook tried to convince investors of this view earlier this year when he put a spotlight on Apple's services business.

今年早些时候，库克先生试图说服投资者关注苹果的服务型业务。