美股科技巨頭新變局：微軟超蘋果重回市值第一

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"10月29日，美股開盤後，蘋果公司股價跌3.6%，"},{"type":"link","attrs":{"href":"https:\/\/www.microsoft.com\/zh-cn","title":"xxx","type":null},"content":[{"type":"text","text":"微軟"}]},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"股價漲1%，截至10月30日凌晨美股收盤，微軟股價上漲 2.24%，報 331.62美元，市值接近 2.49萬億美元；蘋果股價下跌1.82%，報 149.80美元，市值約 2.476萬億美元。微軟市值超過蘋果，成爲全球市值最高的上市公司。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"多年以來，微軟與蘋果圍繞全球市值"},{"type":"text","marks":[{"type":"del"},{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"第"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"最高上市公司寶座持續展開爭奪，前一次，微軟總市值超越蘋果還是在2020年年中，此後其總市值逐漸被蘋果拉開距離。2021年6月下旬，微軟總市值首度突破2萬億美元，成爲繼蘋果之後第二家總市值超2萬億美元的美股上市公司。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"移動互聯網時代：微軟霸主地位不保"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"回顧歷史，微軟與蘋果之間的拉鋸戰由來已久。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"1988年，蘋果向微軟提起訴訟，聲稱該公司新發布的Windows 2.0操作系統的圖形用戶界面公然抄襲了蘋果Mac電腦用戶界面，蓋茨對此進行反駁，認爲圖形化界面始祖是"},{"type":"link","attrs":{"href":"https:\/\/www.xerox.com\/","title":"xxx","type":null},"content":[{"type":"text","text":"Xerox"}]},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"（施樂）而非蘋果，蘋果自身也是抄襲者，爲此，這場官司曠日持久。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"1997年，喬布斯重返蘋果，宣佈將會與微軟進行合作。合作內容包括微軟將在未來5年內繼續爲Macintosh 開發 Office產品，並且爲蘋果投資 1.5億美元。作爲回報，蘋果將允許微軟使用蘋果的專利。另外，合作還包括，"},{"type":"link","attrs":{"href":"https:\/\/support.microsoft.com\/zh-cn\/windows\/internet-explorer-%E4%B8%8B%E8%BD%BD-d49e1f0d-571c-9a7b-d97e-be248806ca70","title":"xxx","type":null},"content":[{"type":"text","text":"IE瀏覽器"}]},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"將成爲Macintosh 的默認網頁瀏覽器。至此蘋果與微軟之間的專利糾紛才告一段落。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"1998年，蘋果公司推出iMac，並且上新的新的操作系統，蘋果才得以緩口氣，但蘋果和微軟之間的差距仍然十分巨大。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"2000年，正是互聯網泡沫破裂之際，微軟也走到了他的巔峯時刻。由於憑藉Windows系統，擠垮了衆多軟件公司，微軟受到了反壟斷調查。衆多軟件公司控訴微軟憑藉操作系統壟斷，進行了不正當競爭。同年，法庭裁定，微軟的壟斷行爲觸發了反壟斷法，將強制拆分微軟爲兩個公司。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"剛剛創造記錄，成爲第一家市值突破5000億美元不久的微軟，當天股票暴跌近一半。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"2007年，喬布斯推出了iPhone手機，並且搭載了iOS系統。移動互聯網時代的來臨，再加上微軟遭遇的反壟斷打擊，蘋果同微軟之間的差距纔開始逐漸縮小。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"2010年，蘋果公司推出了新一代的iPhone 4，這款產品震驚了世界，讓蘋果同時收穫良好的口碑與極大的利潤。同年，蘋果超過了微軟，成爲當時最大的科技企業之一。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"2011年，喬布斯逝世，蘋果進入庫克時代。微軟和蘋果之爭，正式劃下句號，從此開始了各自圈地的年代，業務上，幾乎沒有了衝突。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"2014年，蓋茨第三次隱退，辭去微軟的董事長，同時仍作爲技術顧問，協助新任命的首席執行官薩帝亞·納德拉。在過去的時間中，微軟錯過了搜索、移動互聯等機遇，但由薩帝亞·納德拉帶領的雲計算，卻一步步發展壯大，併成功幫助微軟佔得一席之地。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#333333","name":"user"}}],"text":"重生法門：轉型雲計算"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"儘管微軟作爲PC時代的霸主在移動互聯時代略有落伍，但是其在2020年5月時市值就曾超越過蘋果，但隨後一直被蘋果反超。直至此次微軟再度超越蘋果，市場分析認爲："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}},{"type":"strong"}],"text":"第一"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"，微軟雲業務的強勁增長；"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}},{"type":"strong"}],"text":"第二"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"，蘋果全球芯片供應鏈以及新產品供應不足；"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}},{"type":"strong"}],"text":"第三"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"，微軟近期公佈的2022財年第一季度財報增長強勁。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"繼納德拉上任後，對微軟的業務線進行了持續調整，但核心只有一點：逐步擺脫對Windows操作系統的依賴，確立“移動爲先，云爲先”的核心戰略。2016年~2020年，微軟的智能雲業務從 250.4 億美元增長到 483.7 億美元，其中雲計算核心產品 Azure 更是展現了極強的業績爆發力。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"對此，納德拉表示，“數字科技是通脹經濟中的一股通縮力量。企業無論大小都可以通過提高技術強度來提高生產率，讓產品和服務變得更能讓人買得起，而微軟雲提供了組織在這個過渡和變革時期所需要的端到端平臺和工具。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#333333","name":"user"}}],"text":"瞄準增強現實，兩家競爭持續升溫"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"儘管本次微軟超越蘋果登上全球市值第一，但並不意味着微軟就此打敗蘋果，相反，兩個科技巨頭的競爭大有升溫趨勢。據"},{"type":"link","attrs":{"href":"https:\/\/www.bloomberg.com\/asia","title":"xxx","type":null},"content":[{"type":"text","text":"彭博社"}]},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"的 Mark Gurman 發佈的一份分析報告顯示兩家公司都瞄準了增強現實（AR）技術的未來並將在 PC 行業重新展開競爭。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"兩家科技巨頭都對 AR 技術的未來充滿雄心。截止到目前，蘋果一直在通過爲開發者提供工具和框架如 ARKit 讓自己投身於 AR 領域。ARKit 可以讓 iPhone 和 iPad 能夠實現 AR 體驗。截止到目前，這家公司還未推出一款完全專注於 AR 的硬件設備，但這種情況在未來幾個月將會發生改變，明年晚些時候更是如此。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"而另一邊，微軟在 Hololens 產品線上投入了大量資金，在AR領域追求更基於硬件的戰略。同時，這兩家公司還面臨着人工智能、雲計算還有對 PC 行業的控制方面的競爭。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"結語"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"如今，爭奪全球市值最大公司的競爭可以說異常激烈，目前來看，市值最大的公司仍然是最具有統治力的公司，但是市值最大的公司隨時有可能被取代。從蘋果和微軟的經歷中，顯然，微軟能夠重回寶座靠的主要是創新和轉型能力，尤其是把握市場的發展趨勢和應用需求，這一點和蘋果公司更側重 iPhone 帶來的主營收入形成鮮明對比。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"因此對於蘋果來說，需要推出真正創新的產品才能再次獲得競爭力。可以預見，兩家科技巨頭在人工智能、雲計算、AR等領域追逐還將繼續，而微軟又能否蟬聯寶座？"}]}]}