Apple暢銷的背後：設計創新力的文化路徑分析

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(1). I=, N9-N9. 3;+JRE09 Apple F>7R. 5':*M

(2) H Beyond Blockbuster of Apple --Analysis of Cultural Approach toward Design-Driven Innovation. A@ R<KOQ 4/ 105 6 .

(3) . ( B Ԓ̲‫ڏ‬ҚͅʓΰË҅ɘɶǙЫŢƻWĒ‫ڳ҅ڝڐ׺‬Ë‫ܘٖޗ‬Ѳ΍ĉ ͕‫ږ‬α‫ޗ‬¥ɘӶҕͅέΨ‫ݶ‬օŢұƅϊƻ҅‫ڏ‬λۭ͆‫ޗ‬ԝδ'ǥˍʯր‫ܙ‬ ‫ڝ‬ЧՕ‫ͅ؏ޗ‬Ǎ5҅̓ˇĳ‫ݶ‬ê‫ޗ‬ʔ̟ͅ˘҅ŕҖÜ‫ޗ‬Bċğƻĳğ)҅ ‫ۼ‬Qրƿʇ‫҆ޗ‬ʒУʓԼԾÍ‫҅ږ‬Ø‫ڏۈ‬ٚĐÇƍǍ‫ײ‬ƈ҅șÜ‫ݳޗ‬ІŢ ɘܺô¾ɿ‫ؚ‬. ‫ؚؚ҅םݐ‬Ǫͅʓ҅Ǎ5o؅؈‫ޙ‬Ǎ͚ͅơ҅‫݆ڭ‬Ϲɿ‫ؚ‬ʓ҅еπŢ ʓǪ‫إ‬ұƅۭ͢Ԙ(Хҏ҅áêĳúÜ‫ޗ‬ɚĐʓ̹Ɖ݁x҅^ɬĳٍKǆ҅ɶ ԦХ؏ʓF\ύǆ‫¦ڷ‬ØҖˏ‫ޗ‬ɏȚϩʓ҅ʩ˿ʔǢʓ̳ÚƁØŢϊƻ ٚծ‫ڙ‬Ç‫҅̿۫ݮڏ‬еπ‫ޗ‬ô¾ȝ‫ڛ‬³d‫ؚؚםޗ‬ʓ͚‫ע‬ɾ҅ƨƨ‫_ؚؚ‬ ȕȕդʓ҅ɘա‫ޗ‬Ϩíʓ҅ɶԦ‫؍ޗ‬ą؎ʓȕȕ¦ȜХM҅ʟ̎‫ړޗ‬ʒ_əܵ ռȉʝ‫)҅ڱ‬ʔٗͅʓٍЮƉ‫ޗ‬դʓ‫ؙ‬Ŵϑ‫҅ݳۆ‬¥ǎҚ҅ɇ‫_ؚؚ‬ ҅‫ۼ‬Q‫͚ڏͅ_ޗ‬ơ҅ƨƨ. ‫'ۻ‬Ǎ5Ƈ‫ם͕ޗ‬ɿ‫ؚ‬ʓ҅ˈǣ̟˘‫˘ؚؚ̟‬Ֆɘ̟҅ǣ‫اޗ‬ʓ҅؏̩ ܽғր̩ͦ‫ڷ‬ծ͕ÚӾϽրǁńɏ؏̩҅‫ܕ‬ȾÇƢ:҅ʒĶ‫֑ޗ‬ϑ̟͝˘҅ѫ ɘȵǣͼͦ͛͝‫ڏ‬ևʒͲ‫҅˘ؚؚ̟‬ҏɘˈǣѷЧ‫ؚؚםڰޗ‬ҩӕʛ҅ğ ƻұӈ‫ޗ‬BċʓȄ^҅ğ)‫_ؚؚޗ‬w҅‫ݶ‬êր‫ۼ‬Q‫ޗ‬ʓ͛Ȕ֢‫ڏ‬Gί‫ܩ‬ ծ‫ޗۈ‬ԼԾʓͤd҅5ѩ³Χɿ‫ڝڏؚ‬Ӎ͘ԝșɝʓ҅_w‫ޗ‬ɿЕ֟¾. .

(4) . L AppleŢј@Һ͛˗ٍ‫݆ۺ‬В®ʛȹ҅Ķİրѩϡ݆ͽʒУƍҜٗ‫܊‬ ĳ‫ڇ‬ǡ҅ғΘɏ1976Ȝ4͜1̹Ôӝս:‫ޗ‬Appleʊ̛֢֯‫̩҅ے‬í¾ͯĳэп ҅Ô̯ɦԡ͙Ķк‫ړ‬ǪӾϽ̩҅íűŘBċ‫ܪ‬Ĳɧ҅ѪĶͦҩӕ‫ڝڋ‬Һ͛‫ץ‬Ǖ ċ̩ͦ¾ͯ‫ޗ‬εԅ¼Apple͐‫҅ۓ‬۱ۛŘԋ‫ޗ‬Ţ̲cѫ‫׫ױ‬ØÔ̯ӭѳրϚ‫̩ۆ‬ íűŘ֯ѭ‫ݐ‬Ȓ̩í¾ͯȑˤ¼̩í‫׳‬ϊ‫ڹޗ‬Ğ‫׫ױ‬ØÔ̯ȵǣ¼ʧ‫ׇ҅‬ɽՌ ј٣ѭΰѪѩ¦̯҅݀͋‫ޗ‬ĢҺ͛ƍҜˤ΁‫ئ̕ޗ‬Ϩ‫ع‬Ք҅Սʄր‫ץ‬. ЧՕ‫ޗ‬Ţ̩íűŘȾʒ̩íْè҅‫ڝ‬Ӎ‫ޗ‬рϩÇ‫҅ܖיڔ‬؋ˡąÌ ̙ͦҩӕȹ‫ޗ‬ʍȵѫҺ͛ƻȍً‫ڂ‬ăǢ̲‫ج‬ɕ‫ͦػ‬ր‫ج‬ɕ‫ݤ‬д҅ƻ؈d؈̿ ‫ڏ‬uӣдуʀȍً‫ڂ‬ă‫؂‬У‫ޗ‬ј:҅Һ͛ͅuu҅ŷŮ‫ޗ‬ρuŷŮ¥͝ǟ Ǻ҅ӊȣրąÌ‫ׅ‬ãՔԝѭԍӒ‫ج‬ɕ‫ͦػ‬BюďŷŮ¥҅qѫĳƬ͠ѷ‫ج‬ɕ ‫ڟͦػ‬ÇǆӍȦ‫ׅޗ‬ãՔkܵĳ®>ŷŮ¥҅5‫جׅږ‬ɕ‫ݤ‬д‫ޗ‬BдƝ‫ج‬ɕΥ Ø‫ޗ‬ǋÈŷŮ. ȍً‫ڂ‬ăˣԸ҅ŷŮ‫ج‬ɕ‫ͦػ‬ր‫ج‬ɕ‫ݤ‬д϶Ό҅‫̩ͯק‬íűŘЉ‫ئ‬ʒ͐‫ۓ‬ ҅ãʀ‫ڝ‬Ӎͦҩӕ͢‫ײ‬ԝѭҺ͛ƻ҅‫צ‬Ȧ‫͕ޗ‬ϽҳţÎͯ¼̩íْè҅ͻɘ ‫ۓ͐(قޗ‬Ŕ‫҅؜‬ƻ‫ۄקׇ‬. ۱ۛƵ‫̩ۓ͐ޙ‬íűŘ‫ج‬ɕ‫جͦػ‬ɕ‫ݤ‬д‫׫ױ‬ØÔ̯‫ݐ‬Ȓ̩í¾ͯȑ. .

(5) . Abstract Apple has been all the rage in modern society. The taste and lifestyle it claims become the objective that is pursued and followed by the public. Since Apple was established on April 1st, 1976 so far, it has brought up accurate meme and revolutionary products by penetrative cultural analysis and distinctive creativity. Through social observation and text analysis, this study generalizes that utilizing design-driven innovation and emphasizing meme are the crucial factors of Apple’s accomplishment. By raising a cultural demand from Chief Culture Officer, it pilots technology epiphany with design-driven innovation. Therefore, it brings a brand-new prospection to change consumers’ habits and values.. However, as the meme becomes the cultural trend, it involves a succession of control principles. That is why this study claims the competitive status should be explained by quoting thesis of symbolic capital and symbolic struggle from Bourdieu in sociology. Bourdieu believes that there are separate fields in modern society, and each field has its exclusive order and principle. The agent obtains credit and reputation from each field by accumulating symbolic capital. When the symbolic capital reaches a certain extent, the agent will have symbolic struggle with others from different fields to fight for symbolic power.. The fields, symbolic capital and symbolic struggle that Bourdieu describes analyze precisely the dynamic procedure from meme to blockbuster. This study expects that through sociology’s point of view, crucial values of cultural trends can be analyzed more accurately and given rigorous academic interpretation.. Key words‫ޙ‬Blockbuster, Meme, Symbolic Capital, Symbolic Struggle, Design-driven Innovation, Chief Culture Officer .

(6) . 18 şғۖ......................................................................................................................... IV ‫׌‬ғۖ......................................................................................................................... IX. ӨӠ Өӱ. Ԧ؏ .............................................................................................................. 1 Łܽɽ‫ ؞‬.................................................................................................. 5. . ӶԂ vs.‫ܖי‬................................................................................................. 6. . ѪĶ҂‫ޜ͛׌‬ӼԚsΕ‫ ޜڶ‬...................................................................... 8. . hΚѵֳ֤——iPhone͎ʅŪʝΟ‫ ޜ‬................................................. 10. Ө*ӱ. ҩӕĲܽ ................................................................................................ 14. ‫ޕޔ‬. ͐‫ ۓ‬........................................................................................................ 15. ‫ޕ*ޔ‬. ‫׫ױ‬ØÔ̯ ............................................................................................ 17. ‫ޕޔ‬. ̩íٚɋ ................................................................................................ 19. Өӱ. ҩӕғ҅րғΘ .................................................................................... 23. ӨŖӱ. ҩӕͳΔ ................................................................................................ 26. Ө-ӱ. Ǥԕ ........................................................................................................ 29. Ө*Ӡ Өӱ. ̩я¾ͯրҩӕ̱ϖ ................................................................................ 33 ‫׫ױ׫ױ‬ɦՓ‫׫ױ‬ØÔ̯ ............................................................ 34. ‫֐֟ڄ؏׫ױ‬ӫ ........................................................................................ 34 . Ô̯҅Ø‫׫ױ——ۈ‬ɦՓ ........................................................................ 37. . ‫ ׫ױ‬X ̩í X Չƻ——‫׫ױ‬ØÔ̯ ...................................................... 42. ‫ޕޔ‬. ‫ܪ‬ĲȴÔɽ ............................................................................................ 45. ‫ޕ*ޔ‬. ‫(ق‬ɽՌ ................................................................................................ 46. ‫ޕޔ‬. ¦̯҅Չơͤd .................................................................................... 50. Ө*ӱ. ;ր‫ ۄ׼‬............................................................................................ 52. . . ɽՌ‫ͯק‬Ք‫ۄ׼‬Ք ............................................................................ 52

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(8) . . ɽՌÚȄՔ̩í;Ք .................................................................... 57. Өӱ. ΙH݆В‫̩ޙ‬íűŘ ........................................................................ 61. . ̩í‫ڣ‬ňW ............................................................................................ 62. . ʒУϣ‫ׅ҅‬ΐɡ ........................................................................................ 64. ӨŖӱ. ͤdȌŷХ۸ėծ‫ݐޙ‬Ȓ̩í¾ͯȑ ............................................ 66. . ‫̩إק‬í‫̩˨˙ޗ‬í ................................................................................ 66. . ‫ץ‬Ǖ‫ׅۄ׼‬ã .................................................................................... 69. . I΍҅ıĩ^ѫ ........................................................................................ 71. Ө-ӱ. ‫ج‬ɕրΥØ ............................................................................................ 74. . ۠ƳրӖۭ‫ج‬ɕŷŮ ........................................................................ 75. . ‫؂‬ėրqѫ‫ج‬ɕ‫ ͦػ‬........................................................................ 75. . ΥƬǋÈØ‫ج‬ɕΥØ ........................................................................ 76. . ɽ‫҅؞‬ʖд‫ج‬ɕ‫ݤ‬д ........................................................................ 78. Өªӱ. Ķİրѩϡ݆ͽ .................................................................................... 80. . ΥØǶјѩϡ݆ͽ ............................................................................ 80. . ԙϓӊȣĶİ .................................................................................... 81. Өӱ. ҩӕ̱ϖ ................................................................................................ 84. Ө¨ӱ. Ǥԕ ........................................................................................................ 87. ӨӠ Өӱ. Îֶ۫Ͳͻɘ ............................................................................................ 91 Apple ̩í«ĳŜ ................................................................................. 93. . Think Different ........................................................................................... 96. . Apple Logo ............................................................................................... 104. . i ................................................................................................................. 110. Ө*ӱ. ܼ͐‫ޙͲֶ҅ۓ‬۱ۛŘԋ .............................................................. 116. . ‫ݐ‬Ȓ̩í¾ͯȑ ...................................................................................... 118. . ‫׫ױ‬ØÔ̯ .............................................................................................. 130. Өӱ. Ǥԕ ...................................................................................................... 138. . .

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(11) . ӨŖӠ Өӱ. ʒУ‫ Ͳֶۊ‬.............................................................................................. 140 ‫܌‬Ⱦ҅ծ‫——ۈ‬Apple ҅‫ج‬ɕ‫ ͦػ‬................................................... 142. . Չƻ .......................................................................................................... 143. . Í‫ ׉‬.......................................................................................................... 150. Ө*ӱ. ϣր‫ܧ‬ϣ‫ޙ‬ãʀ‫ج‬ɕ‫ݤ‬д .......................................................... 159. . дƝϣ҅đ‫ڊ‬Ϧҍ .............................................................................. 160. . ‫ @͆Ͳֶۊ‬.............................................................................................. 178. . ѷÍ‫ئ׉‬ʒϣ——̯͆@̯ˊʖ ...................................................... 186. Өӱ. Ǥԕ ...................................................................................................... 196. Ө-Ӡ Өӱ. ԕ؏ .......................................................................................................... 199 ҩӕʒͲ .............................................................................................. 201. . Apple ҅͐‫ͅۓ‬ĥͅŘcѫЕ‫ږ‬ȴÔ̯Bċ̩íűŘʞծ‫ڟ‬ʒ ....... 201. . ̩íűŘͅĥܵԝ‫ڝ‬ãʀ҅ŷŮӣд‫֯ޗ‬ѭԍӒ‫ج‬ɕ‫ͦػ‬ʞėюɍί. ѷɧ.......................................................................................................................203 Ө*ӱ. ƻ‫زׇ‬я .............................................................................................. 206. Өӱ. ǗåȲ‫ آ‬.............................................................................................. 209. ӨŖӱ. ҩӕ۸È .............................................................................................. 211. Ө-ӱ. ͤdǶ͠ .............................................................................................. 212. ĈՓ̩я.................................................................................................................... 214. .

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(15) . !18 ş 1.1 Apple Ǆ̱ԣӞԁɡ‫ؼ‬O̮ ..........................................................................…1 ş 1.2 ͚͝Ķк˚‫׌ׅ‬........................................................................................ 5 ş 1.3 ͚̯҅ Apple ө‫ޙܞ‬MacBook ........................................................................ 7 ş 1.4 Apple ӅƸѪĶ҂‫ ͛׌‬...................................................................................... 8 ş 1.5 HTC ԆԂ͆ǧ҂‫͛׌‬........................................................................................ 9 ş 1.6 Â@ iPhone ҂‫͆׌‬ĝȭкʝΟѷ͆‫ ׫ױ‬..................................................... 10 ş 1.7 iPhone 4 ҂‫׌‬ɊĝȭкʝΟѷ͆‫ ׫ױ‬........................................................... 11 ş 1.8 iPhone 4S ҂‫׌‬ɊĝȭкʝΟѷ͆‫ ׫ױ‬......................................................... 11 ş 1.9 iPhone 5 ҂‫׌‬ɊĝȭкʝΟѷ͆‫ ׫ױ‬........................................................... 11 ş 1.10 iPhone 5S ҂‫׌‬ɊĝȭкʝΟѷ͆‫ ׫ױ‬....................................................... 12 ş 1.11 iPhone 6 ҂‫׌‬ɊĝȭкʝΟѷ͆‫ ׫ױ‬......................................................... 12 ş 1.12 ҅ĶкΘ؅‫ޙ‬Just do it ......................................................................... 19 ş 1.13 ͦҩӕܽғՔŘͲ۱l............................................................................. 22 ş 1.14 ҩӕͳΔ‫׫ױޙ‬ØÔ̯̩҅íٚɋ............................................................. 26 ş 1.15 Ķк͐‫̩ۓ‬íٚɋş..................................................................................... 31 ş 2.1 Җ۱ΐɡ۱lҹɽş...................................................................................... 33 ş 2.2 ‫׫ױ‬ƻӲѸ҅Δɺş....................................................................................... 35 ş 2.3 ‫׫ױ‬ɦՓΛуş............................................................................................... 37 ş 2.4 u۸Èț‫׋‬уʀҹɽş............................................................................... 38 ş 2.5 §ӏɦՓ̱ȴҹɽş....................................................................................... 39 ş 2.6 ŖӏI΍Ô̯Ūʀ........................................................................................... 41 ş 2.7 Artemide ҅ Metamorfosi а¯ ........................................................................ 43 ş 2.8 Kartell ҅ Bookworm ͖ͳ .............................................................................. 44 .

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(17) . ş 2.9 ʧ‫ׇ‬ɽՌј٣ҹɽş....................................................................................... 45 ş 2.10 Wii ‫ښ‬ʗΟ...................................................................................................... 46 ş 2.11 §@ iPod ........................................................................................................ 48 ş 2.12 iLife ҹɽş .................................................................................................... 50 ş 2.13 ‫ڄ؏׫ױ‬......................................................................................................... 53 ş 2.14 ‫׫ױ‬ØÔ̯ϣӍҹɽş................................................................................. 56 ş 2.15 ̩í‫څ‬ٚΙŪ................................................................................................. 58 ş 2.16 ńѫ‫ۄ׼‬Ք҅؄ǣØd˹‫׫ױ‬ØÔ̯..................................................... 61 ş 2.17 Coca-Cola ˢ¼ green life ԀÁ ..................................................................... 68 ş 2.18 ː‫ښݥ‬ʗȮĮʕş............................................................................... 69 ş 2.19 Google ̲ćȜٓљѯ҈ʈҼɖŜƝµ҅Θ‫ ړ̕؁‬................................ 70 ş 2.20 Starbucks ĴŃȰ¥ ........................................................................................ 72 ş 3.1‫ؼ‬O̮‫ܞ‬ɁĘ‫_ޙ׷‬ɺ‫ٮ‬Ƴ‫ف‬ӿχ‫ͅڰޗ‬ɺʬYΟ͛̕‫ئ‬ѯ‫ ޜ‬93 ş 3.2 40 Ӈ‫ ؙ‬40 ȜδĚɁи.................................................................................... 93 ş 3.3 Apple Computer ҅Θ‫ ؁‬................................................................................... 96 ş 3.41984ȮĮʕş‫ޙ‬ՒƍĹɁ.................................................................... 97 ş 3.51984ȮĮȜ٬ƟƳ‫ڛ‬ãĸ.................................................................... 97 ş 3.6 Think different ȮĮϦŶ ................................................................................. 99 ş 3.7‫ؼ‬O̮‫ܞ‬ɁĘ‫ޙ׷‬5‫ٮڏ‬Ƴϑ‫ٷ‬ϖƏƈ)‫ޗ‬ʛBρE)ɶ‫םڷ‬ ÇӾȿԖ................................................................................................................ 103 ş 3.8 Apple Θ‫؁‬δĚЉ‫ ئ‬...................................................................................... 104 ş 3.9 Apple Θ‫ڹ˰؁‬ǉ‫׽‬؅ .............................................................................. 105 ş 3.10 ‫ܞ‬Ɂӗ֢ PRADA ҅ɹ‫¼ݨ‬ј iMac .............................................. 107 ş 3.11 ‫ܞ‬Ɂͽ‫҅ܝ‬-ô‫۽ڞ‬Ɂ¼ј iMac ................................................. 107 ş 3.12 ‫ܞ‬Ɂėծ҅Få 4:‫ݥ‬Ɂ‫ׅ‬ã¼ј MacBook.............................. 108 ş 3.13 IKEA ΙH Apple ݆ͽʺ̑ȮĮ ................................................................ 109 .

(18) . ş 3.14 IKEA ΙH Apple ݆ͽǉ ........................................................................ 109 ş 3.15 7-ELEVEN ˢ¼҅‫ܞ‬Ƴۘì icash ............................................................. 112 ş 3.16 ‫܎ݡ‬ɳ‫ښ‬þ iPASS ....................................................................................... 112 ş 3.17 ݈‫؟‬ր̫њ©Ĝ iCooK ............................................................................... 112 ş 3.18 cѫ Apple Pay ԕȓ .................................................................................... 114 ş 3.19 cѫ iCloud ğα‫׬ػ‬ҹɽş...................................................................... 115 ş 3.20 ր>5ğҹɽş....................................................................................... 116 ş 3.21 ‫ؼ‬O̮Ġ‫ޙש‬ϡ֢‫ޗ‬ǪͅУ'̕‫ئ‬ѯ................................................... 118 ş 3.22 ‫ؼ‬O̮Ġ‫ޙש‬ѿÇռBУծ̕‫ئ‬ѯ҅5‫ޗ‬Ǫծ̕‫ئ‬ѯ................... 119 ş 3.23 ‫ؼ‬O̮Ġ‫ޙש‬u5Ǫծ˗ٍ‫ܪ‬Ĳ........................................................... 119 ş 3.24 ‫ݐ‬Ȓ̩í¾ͯȑծØ‫ְןܷޙ‬Ϧ....................................................... 121 ş 3.25 ‫ؼ‬O̮҅‫ݐ‬Ȓ̩í¾ͯȑծØ................................................................... 122 ş 3.26 ‫ؼ‬O̮҅‫ݐ‬Ȓ̩í¾ͯȑп‫ك‬................................................................... 124 ş 3.27 Ȩ¡Ё̩܏҅Ⱦ‫ج‬................................................................................... 125 ş 3.28 Apple 8000 ĸȄĈÚğɛ‫ ׅښ‬................................................................... 127 ş 3.29 Ȩ¡¼Ȓğɛ‫ׅ۫ښ‬ɘրĸȄĞɁ....................................................... 127 ş 3.30 MacBook єѡ‫ ֋ۊ‬...................................................................................... 129 ş 3.31 Apple ҅‫ޔۧ׫ױ‬CDO‫֍ޕ‬Ɛ .................................................................. 131 ş 3.32 ‫ؼ‬O̮̲҂‫͛׌‬ʪ MacBook ɏqǜˆ¼d ......................................... 134 ş 3.33 BlackBerry ĳ iPhone σ٩ş ...................................................................... 135 ş 3.34 iPad ȌÍɊĝǍѪĶȈÄ ...................................................................... 136 ş 4.1 ѭ֍Ɛ‫׫ױ‬Š‫܃‬ʛ‫҅׫ױ‬Ө@ iMac ...................................................... 144 ş 4.2 ѭ֍Ɛ‫׫ױ‬Š‫܃‬ʛ‫ ҅׫ױ‬iMac G3 ............................................................ 144 ş 4.3 5 ӏܿ֋҅ iMac Flavours .................................................................... 145 ş 4.4 iPhonE ғÍ͚‫܄ݡ‬Οӏ‫ޙ‬iPhone 6s ............................................................ 146. .

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(20) . ş 4.5 iPhone 5c ի‫ޔܩ‬čǝ ԧ‫ޕ֋ְן׿‬....................................................... 147 ş 4.6 Samaung galaxy S4 ի‫ ܩ‬................................................................................ 147 ş 4.7 HTC ҅ J butterfly ի‫ ܩ‬................................................................................ 147 ş 4.8 iPod Touch R ‫ צ‬............................................................................................. 148 ş 4.9 Apple I ............................................................................................................ 152 ş 4.10 Apple II ......................................................................................................... 152 ş 4.11 U2 ј٣ iPod ҂‫ ͛׌‬................................................................................... 153 ş 4.12 iPod Ө@Ȍ͆ǉ҅ȮĮşи .......................................................... 154 ş 4.13iPodԀÁȮĮʕş ................................................................................ 155 ş 4.14 Genius Bar ƎʞĦ ....................................................................................... 156 ş 4.15 The Studio ..................................................................................................... 157 ş 4.16 Apple Àҁ҅ȮĮ¥ǎ ................................................................................ 160 ş 4.17 IBM 100 ‫ڕ‬ȜԁɡϦŶ‫ޙ‬ĝŜ؅‫ ҅ש‬Think ............................................ 161 ş 4.18 IBM ƍŪΟӐ‫͆͢ܣ‬Ēֻ‫ޙ‬IBM Ǫ͞ͅå ............................................ 161 ş 4.19 ‫ؼ‬O̮̲ IBM ÍЫҖ ................................................................................. 163 ş 4.20 Apple Think Different Θ‫؁‬.......................................................................... 164 ş 4.21 ‫؟‬ҹɽş................................................................................................... 165 ş 4.22 Microsoft Windows ^΍Ԁԙ҅Θ‫ ؁‬......................................................... 167 ş 4.23 Apple OS X ^΍Ԁԙ҅Θ‫ ؁‬...................................................................... 168 ş 4.24GET A MACȮĮʕş‫ޙ‬Љĸ .............................................................. 170 ş 4.25Get a MacȮĮ Stuffed ӳ ..................................................................... 172 ş 4.26Get a MacȮĮ Security ӳ.................................................................... 172 ş 4.27Get a MacȮĮ Trust Mac ӳ ................................................................ 173 ş 4.28Get a MacȮĮ Accident ӳ .................................................................. 173 ş 4.29Get a MacȮĮ Restarting ӳ ................................................................ 174. .

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(23) . ş 4.30Get a MacȮĮ Meant for Work ӳ ....................................................... 175 ş 4.31GET A MACȮĮ Sales pitch ӳ .......................................................... 175 ş 4.32Get a MacȮĮ Gift Exchange ӳ .......................................................... 176 ş 4.33I'm a PCȮĮʕş .................................................................................. 177 ş 4.34 Ŗu‫ج‬۸ҹɽş........................................................................................... 178 ş 4.35 iTunes Ԁԙ................................................................................................... 179 ş 4.36 ׂȗӂ¼ӏ‫ז‬Յ................................................................................... 180 ş 4.37 ĞaʒuΘ‫؁‬........................................................................................... 180 ş 4.38 ş 4.37 ҅Θ‫ئٳ؁‬ʒ iPhone ..................................................................... 180 ş 4.39 Apple ǟ‫ف‬ȥÍ˚‫܃‬5В ............................................................................ 182 ş 4.40 ՉŜԲԙάȋ‫©ٷݑ‬Ǌ҅‫——צ‬cѫ Mac .......................................... 183 ş 4.41 þʸ̪cѫ iPhone ...................................................................................... 183 ş 4.42 ‫¡د‬Ћcѫ iPhone Ы ................................................................................. 183 ş 4.43 Ұ̽Ԛ‫ڹ‬ʘ Apple Watch ʺǉЫ ........................................................... 184 ş 4.44 Google ԝб)΍ş‫ ׌‬.................................................................................. 187 ş 4.45 Google ©Ĝ¥‫ צڶ‬.................................................................................. 188 ş 4.46 ¼јŢ‫ܞ‬Ɂ҅Mɬ‫ױ‬........................................................................... 189 ş 4.47 ‫ܞ‬Ɂ‫֢ݕצ‬մٜ٤Ţ Google ©Ĝ¥‫ڶ‬Ӌã ..................................... 189 ş 4.48 ‫؟‬ҹɽş................................................................................................... 191 ş 4.49Steve Jobs‫ܞ‬ɁϦŶ............................................................................... 193 ş 4.50 ̩íűŘ‫ج˧ٳ‬ɕ‫҅ͦػ‬ŷŮҹɽş...................................................... 196 ş 5.1 ‫ج‬ɕ‫ݤ‬дΐɡҹɽş.................................................................................... 204 ş 5.2 Ķк̩íٚɋͳΔ҅ Apple Ô̯ҹɽş ................................................ 207. .

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(26) .

(27) . 18 ‫ ׌‬1 Apple ѪĶ iPhone iPad iMac uÄ‫ۓ‬ļуϔ ...................................................... 3 ‫ ׌‬2.1 Ǎ©ĜÔ̯ӭѳσ٩................................................................................... 47 ‫ ׌‬2.2 ė̐ȴ‫̗˹̚ܮ‬φѪ΍҅Ô̯ӭѳσ٩....................................................... 49 ‫ ׌‬2.3 ‫׫ױ‬ØÔ̯Ĉր‫ڄ؏׫ױ‬uã^.............................................................. 54 ‫ ׌‬2.4 ҩӕcѫΧԉ‫̫ػ‬¥ǎ................................................................................... 86 ‫ ׌‬3Think DifferentȮĮ¾ۡй¼ј҅5оրӶ; ............................... 100 ‫ ׌‬4.1 Apple ƍ)Eŗ݃ ......................................................................................... 150 ‫ ׌‬4.2 Get a MacȮĮ¦ԀÁˢ¼ۭ͆րĠӐ ............................................... 171. .

(28) .

(29) . $ C. Apple ӕ ӟ‫ڰ‬ծԃƈ‫ޜ‬. ş 1.1 Apple Ǆ̱ԣӞԁɡ‫ؼ‬O̮‫ޔ‬Steve Jobs‫ޕ‬ 2011 Ȝ 3 ͜ 2 ̹ iPad2 ҂‫׌‬ 2011 Ȝ 10 ͜ 4 ̹ iPhone 4S 4Җ 2011 Ȝ 10 ͜ 6 ̹‫ؼ‬O̮‫ޔٹ‬ş 1.1‫ޕ‬1 2011 ȜǢ̲ Apple d؈‫ͅޗ‬ҡɬ֟‫҅ئ‬ȜApple ˢ¼ iPad2 ĳ iPhone 4S‫ޗ‬ ˤ¼̯҅ iMac ‫ڔ‬ˠʧ‫ׇ‬٧Ҭ‫ݠ‬ր‫ܛ‬Ӣ̥ĞԀԙŢğȜ‫ޗ‬Apple ҅ÍF ů‫ؼׅۧ‬O̮Řѽ‫ޗڝ‬ѭȨ¡‫ޔ‬Tim Cook‫ޕ‬ˠů‫ׅ҅ۧ‬WՅ——2011 ȜǢ. 1. . ş‫ޔ‬1.1‫ ޙֹ¼ޕ‬https://www.apple.com .

(30) . Apple d؈‫҅@̯͆ͅޗ‬dջ ۭ͆ʸս2014ȜiPhone 6ĳiPhone 6 Plus̲2014Ȝ 9 ͜ 19 ̹۫‫ޗف‬3ƎǪ ‫ۓ‬ļ' 1000 ֟̓B‫ޗ‬ւÔApple‫ۓ‬ļĚ̯‫ݡ‬ԁۖͼ̆AppleǄ̱ˤg ̧҅̆‫ޗ‬AppleÍȠ@iPhone‫ۓ‬ļуϔ‫ڷ‬ƢiPhone 6ԀÁ҅ʒԳ——iPhone 4S̲ 2011Ȝ10͜Ţ7uŜǍğα۫‫ޗف‬ѷ͆Í3Ǝ҅‫ۓ‬ļ‫ۈ‬У400֟̓‫ޚ‬2012Ȝ9͜ iPhone 5Ţ9uŜǍȌ‫ޗ‬Í3Ǝ‫¼ف‬500֟̓‫ޚ‬iPhone 5Cĳ5S̲2013Ȝ9͜Ţìħ Ŝ҅12uŜǍȌ‫ޗ‬Ԩ‫'ړ‬900̯֟̓҅ԁۖ‫ڏ‬Χ҅iPhone 6րiPhone6 Plus ŢͤìħŜ҅10uŜǍğαȌ‫ޗ‬Ôَ‫ڝ‬1000̯֟̓҅ԁۖ ‫'ۻ‬iPhoneԀÁ‫ޗ‬AppleŢ®>ŀĶ‫׌‬ј$ô¾4қ‫ޙ‬iPad ҅¼ј̕‫'ئ‬5 wǢ̲țͮ‫ܞ‬ճ҅ҙϖ‫̆ͼޙ‬AppleǄ̱͚̯҅ԙ‫§ޗ̧̆׫‬Ȝۭ҅͆¥iPad ҅‫ۓ‬ļ‫ۈ‬Ǫ‫ڟ‬Ç 1 Ę‫ޗ‬ѧս̲2015ȜӨ*Ƹَ‫'ڝ‬ʛ҅͝u5‫ܞ‬ճȭŀ ğ͆‫ޗ‬Ȩ¡Ţ҂‫͛׌‬ˤ¼țͮ‫ܞ‬ճ҅ԣϣ‫̧̆ۈ‬ԙ‫ޗ׫‬91% ҅țͮԣϣ ‫݄ۈ‬ҹ iPad ҅Ȍ[ёҖѷƍ‫®ޗ‬ĉB̟ժňW͚ņέcѫ‫ޙ‬ŢՉŜ͝‫ڟݡ‬ 2500 ۭ҅ƻͺcѫ iPad Ĉր̟ƻ‫ ͝ޗ‬80% ҅؊‫ͅ׌‬B iBook ‫^ט‬Օʒ Apple҅Ĕܳ̿́ѪĶMacԀÁ‫ۓ‬ļ‫׌‬ј$ĭјӔǆʒۧApple̲ 2014ȜȦӨ3ƸMac‫ۓ‬ļ‫ۈ‬ċб̔уϔ҆Уʒۧуʀ‫ޙ‬2014Ȝ4Ç6҅͜Mac‫ۈۓ‬У 441.3֟Ę‫ޗ‬٩Í1Ƹʒۧ7%‫ޗ‬ր2013Ȝğ͢Җσ‫ޗ‬ʒۧ18%‫ޚ‬ΰУMac‫ܞ‬ճ‫ڔ‬Ծ 3Ƹ¼јȜſۧ‫ޗ‬ʢ‫ٳ‬2013ȜӨ3Ƹ‫ۓ‬ļˍ10%҅Ûèɏ‫ۓ‬ļܾdҙ‫ޗ‬Ө2Ƹ Apple҅Mac‫ۓ‬ļԲܾ‫ڟ‬54.4Չ‫ޗ‬Ǣσ̲̥‫ݠ‬Ȍŷ·϶‫ޗ‬Mac҅‫ۓ‬ļҖǢ4қ ɏ‫ڏڄ‬.ѪĶ҅‫ۓ‬ļʒԳėBĭјuԕͲ‫ޗ‬āApple‫ڏ‬ը݆В‫ޗ‬ғÍˇԾҌ ‫ׅ‬. . .

(31) . ‫׌‬1 AppleѪĶiPhone iPad iMacuÄ‫ۓ‬ļуϔ iPhone. iPad. iMac. iPhone 4ԀÁ‫ޙ‬400֟/3Ǝ. §Ȝ 1 Ę҅‫ۓ‬ļ‫ۈ‬. 2014Ȝ4Ç6͜Mac‫ۈۓ‬У 441.3֟Ę. iPhone 5‫ޙ‬500֟/3Ǝ. σ2013Ȝğ͢ʒۧ18%. iPhone 5c/5s‫ޙ‬900֟/3Ǝ iPhone 6ԀÁ‫ޙ‬1000֟/3Ǝ. ‫̫ػ‬dϼ‫ޙ‬Apple Ǆ̱ԣӞ2‫̥ͽ׌ޚ‬њ‫ޙ‬ҩӕՔռԸ. ɏ‫ؼ‬O̮ÇȨ¡‫ޗ‬Appleδԝܹǣͻɘ҅‫ئ‬ãBċ@Љ‫ޗئ‬ծpˇјŢ҅ ʒͲ‫ޗ‬؈̿Appleͅĕ‫͵ܨ‬5ʔ͵uɺϖǪюɍ'͐‫҅ۓ‬ǚȧŢğ҅Ѫ ΍ܹŮ‫ײޗ‬ƈI΍ɅɅʒǪ͆҅‫ܣ‬΍‫ޗ‬ĂХϖԡˇۧ҅ʒÙ‫ޗ‬Appleր® ğ‫ܩ‬ǢGoogleċFacebookӪ̯ցӣдǢʝ҅ȺèǾٍ‫ޗ‬ğۭ͆ƑćĶк‫ݦܤ‬ 5о‫ܹޗ‬ǣͻɘ͕ã‫ܧ֑ޗ‬Apple‫ڏ‬ǍĶкȵǣ̩íրْè‫ޗ‬ɪХϖԡˇЯ‫҅ۓ‬ ј‫ج‬ ͦҩӕ‫؂‬У‫ޗ‬У6‫ݮ‬AppleėBˇԾ͐‫ͻ҅ۓ‬ɘʛŢ‫̩˨˙ޙ‬í҅Һ͛ ØʓծщÇ6‫͛ݮ‬вԃ͖҅^Ք‫ݬ‬Ɣթ‫ޔ‬Grant McCracken‫ޕ‬3ˈ¼‫ޗ‬Ǣ ̩í҅٬ɢͅևI΍͚ȕт҅ۚ؇‫ޗ‬ŘՕƑćĶк҅ӣдØ̩íҕBdր. 2. ȵѫռ 2014 Ȝ Apple Ǆ̱ԣӞ https://www.apple.com. 3. McCracken‫֏ͅޗ‬ÚĹƍƻ5݂ƻüƅ‫ݭ‬ҘњȄƻ۹̩íñϣҩӕԓԶ҅ʒĸ‫̅ޗ‬Fј@̩. íҩӕ͛Ȓրķ]ŀƻ۹‫ݡ‬ԉ‫ؙ‬ȑ֢͝‫ײ‬ƈ۱̲̩íĳŀ΍͖҅Ӻ֢^ğ͆$ͅҤĠ^Ǎ ĳ‫ײ‬ƈҤĠI΍Ƣ Coca-ColaIBMIKEA ҅݃Ł . .

(32) . Ϩ‫ع‬УӏǑė¾҅۱l‫̩ޗ‬íͅԓʒϨ‫ع‬Քѩϡʛ͝ΐɡɶɿրϡã҅ ѯ‫ޔ‬McCracken 2010:6‫̩ޕ‬í‫ܳڏ‬ԋ‫ޗ‬ռЧ$ʒУɁܰ͐‫םۆ҅ۓ‬۱ۛ ‫ݬ‬Ɣթ}‫ޗآ‬I΍ʍĕ֢‫̲ۆ‬ԝбӯњ҅ů‫ׅۧ‬ ‫ޔ‬Chief Executive Officer‫ޗ‬ ӶӐCEO‫ױܟ͕ޗޕ‬ӝʌɍ̩íВϣ҅‫ݐ‬Ȓ̩í¾ͯȑ‫ޔ‬Chief Culture Officer‫ޗ‬ ӶӐCCO‫ޕ‬Ǣ‫ݬ‬ƔթՕ‫ؼޗש‬O̮ʛBծƊÔ‫ړ‬Apple‫ݡ‬Ȧ҅ӣдØ‫ޗ‬Ǫͅ ŘУ>ͅʯʡ҅‫ݐ‬Ȓ̩í¾ͯȑ‫ޙ‬AppleĳϨ‫ع‬Ք̩í҅͵.‫ܩ‬ĢѪѩǑ¿ ՟Թ‫ޗ‬Ƞďɍ'ǁ¦̓‫҅ڹ‬ţWʓw‫ם‬ɏ‫ؼ‬O̮٣ƻ҅ͅ‫ ޙ‬ĕ‫ם‬ĳ̩í ј‫ج‬ԥԥʡŢٍ‫ޗ‬Ϩ‫ع‬ՔǪ͛‫ئ‬ʒӼԚŠ‫ޗ‬ψ‫ _܊ٗڤ‬ ‫ޔ‬McCracken 2010:14‫ޕ‬ ̩í Ǫͅ‫͚҅ˇۓ͐ا‬ƍ۱ۛ‫ޗ‬ğ͆‫ڏ‬$ͅAppleԝбӯњ҅‫םۆ‬ÃϽ AppleĝܳŀĶХ؏ͅ‫ܞ‬ճ‫܊‬٣դʔ͎ͅʅŪʝΟ‫ܳڏ͝˼҆ޗ‬п‫̩ك‬í ‫ڏ‬uΐɡ‫اޗ‬.Ǣ3CѪĶ֢͝ğɺϖ҅cѫՔʒУApple҅ɞǗӼԚ Apple ĕͅѷ:̩íØÔ‫ۓ͐ړ‬ŀĶҜƈ΁f҅ufƳApple ʛ˙˨ ҅۱ۛ ̩í ‫ײͅޗ‬ƈĶкս:<ͤɦՓcѫ҅‫ם‬Ƣ\ʒУu Apple‫ޗ‬ ۱ۛŢ̲ĥ˙˨Ç'͐‫ͻ҅ۓ‬ɘĳſÚĶк̚Ҋ҅‫ם‬ԋ. . .

(33) . Ө ӱ. Łܽɽ‫؞‬. ¦љ͚ƍ҅ՉŜȮĮ˹©Ĝ Omnicom ̷Ķк݃Ł©Ĝ Interbrand ؋ ͹҅ 2014 ¦љ͚҄͝ƍĶк ‫׶‬σ‫ޔ‬ş 1.2‫ޕ‬4‫ޗ‬Apple ‫ڔ‬Ծ‫׃‬՟µ٦ǚ ȧ‫ޚ‬ĔǍ¦љȌŷҩӕ©Ĝ Millward Brown ҅ŶĮ‫ޗ‬Apple B 1480 Չ ‫ޔ‬Ԃ̯ĘȘ 4 4678 ‫ޕ‬ј‫ޗ‬Ţ:ȜюɍӨ*Ġ‫ޗ‬Í҅ŖȜ҆ͅµ ٦Ǎ͘ԝИջҪѪ‫ޗ‬ѪĶ. 5ŁϞ҅ǤǤ‫ܞ‬ճ©ĜծƊ͝:Ǝ҅ ͋‫ޗ‬Apple. ӕӟͅ˙˨'6‫ͦޜݮ‬ҩӕŏ‫׺‬ćʶԚÐԺ‫ޗ‬ɏҜƈ҅Řԋѷʥ¼®͚ͻɘ ۱ۛ. ş 1.2 ͚͝Ķк˚‫׌ׅ‬ Apple У6‫ڏޜۓ͐͛ݮ‬uŁܽս:<Đ˟‫ͦڝޗ׭‬ҩӕɺ˧u‫צ‬Ȧ،‫ޙ‬ ѷˤÇ Apple‫͛_ޗ‬ɺÇ6‫ޜݮ‬ɏBuܽd؈̿ Apple ͐‫ۓ‬ӕӟŹ‫¼ړ‬6 ‫ݮ‬Өuܽ؈̿ Apple ٍ҅ϼ‫ܞޙ‬ճ҅ΔɺҖ٩̲ IBM Bċ Microsoft‫ޗ‬ Apple Ǣ̲‫ܞ‬ճ҅ΔɺĳњɡÚѪĶ҅‫ޗ׫ױ‬c®҅ǆWր‫҅ڟ‬ɺϖĳ®> ‫ܞ‬ճğ‫ޗ‬ŘՕȵǣ¼ռ٣Ķк҅п֋‫ޚ‬Ө*uܽÌͅɏ҂‫͛׌‬dҙ‫ޙ‬Apple ҅ʛ͝ϡã‫ܽ׽͚͝ޗ‬ĳĩȵғ ҅‫ܧޗ‬ѪĶ҂‫֙͛׌‬ǺѪĶ҂‫͛ͅ׌‬. 4. . şи‫ޔ‬1.2‫ ޙֹ¼ޕ‬http://www.bestglobalbrands.com/2014/ranking/ .

(34) . Apple э҅͝ϡã‫ޗ‬Uğ̲®>Ķк‫ޗ‬Apple ҅ѪĶ҂‫ܩ׌͛׌‬ҙٍdͅ҂ ‫̯׌‬ŀĶ‫ޗ‬Ǘ‫ك‬ÌͅŷӼԚsΕ͛=Ԏσ٩®ȈѶ‫ޗ‬ėҙ¼ Apple Ţֹ њǢƇϡãĳ®>Ķк҅ȈÄӨuܽÌͅ‫ۋ‬Ǣ Apple ¼јɊ҅Ѫ΍‫ئ‬í‫ޗ‬ ΰB iPhone УӲͦ‫ޗ‬Ǣσ iPhone ˢ¼ÍɊ®>Ķк͎҅ʅŪ҅ȈÄ‫ޗ‬ɏşи ėBҙÇ iPhone ҅¼јҳǗɁܰ'͎ʅŪʝΟ‫ޗ‬UƇ‫ْ̲ץ‬վ‫ڔޗ‬ʧ‫ׇ‬ր ‫ڷڹ‬Җѷˠ‫ٿ‬ѭΰėBҙ¼ iPhone ‫ב‬ѷ^͎ʅŪʝΟ҅‫ج‬ɕ‫ޗ‬Apple ֢Ǘ‫ۆ‬ ̯ǆՌ'͎ʅŪʝΟ ͦҩӕɏ‫ڏ‬uܽ‫ڄ‬؈‫ۻޗ‬ˣ‫ ¼ڄ‬Apple ҅͐‫ۓ‬ʛȔd҅‫ئ‬íրɁܰƇ‫ޗ‬ $ØϊҩӕĲܽ҅‫ٯ‬Ȭծǁ̥ϥј. . ӶԂ vs.‫ܖי‬. ѷˤÇ‫ܞ‬ճ‫͛_ޗ‬ɺÇ6‫ޜݮ‬Ţ̼Ȝ҅‫ܞ‬ճȌŷ‫ޗ‬dռՉŜ҅ IBM [' Ԗƍƈ̧҅қ ĳ‫ۓ‬ļ‫ۈ‬IBM ҅Я‫ف‬ր®Ţŀ΍ȌŷȮĐcѫ͝ɇƍ҅۱l ‫͆ڳ‬z҅‫ܞ‬ճ‫ޗ‬ʔՔ؈u5‫ܞ‬ճ‫ͅםޗ‬BȄ^У‫ם‬ғ҅Х؏ͅ‫ܞ‬ճ҅‫׫ױ‬ ¥‫҅ڶ‬Ӎȴѧսͅ‫ܞ‬ճ©Ĝ‫̱҅ۓׅ‬Ģ‫҆ޗ‬У‫ؙ‬ϊ‫ڟ‬ʒȄ^̚ёУ͚‫ݡ‬ąÌ ‫ ڝ‬Apple ‫ܞ‬ճ҅¼ј‫ޗ‬Ă̕‫¿'ئ‬ )Ǘ‫ޗ‬IBM ҅‫ܞ‬ճʧ‫ׇ‬ĳȌ[ёŢѷ͆Ǣ Apple d؈‫ͅڷޗ‬u‫҅ڤڡ‬ғ Θ‫ ڝޗ‬Apple Ѱʐ‫¿ڏ‬Ȉٖ‫ޗ‬ѧսʓwėB‫ݮڏ‬؈‫ޙ‬Apple ҅ÍFů‫ׅ‬ ۧ‫ؼ‬O̮ͼͦʪ‫̗¿ڏ‬Ţқ‫ח‬Ǣ̲‫ؼ‬O̮Օ‫ޗש‬IBM ͅuҖѷХّĳ Ĭͮ҅I΍‫ڏޗ‬Κ҅‫؏׶‬ʔ‫͝ײ‬.‫ڝ‬М‫ڝޗ‬ѷ͆ Apple ҅ǆ؋Ǫͅu‫ܺ׈‬ ¼٣҅Ʋ҇ǥȜǢʮdռ‫©ٷ‬Ǌ‫זלח‬өˏܹ҅҃‫܄‬ԉ——IBMƢΰ݆ͽ‫ځ‬Ѷ ҅§Ǎ©ĜĂŢğuܹŮ‫ڙ‬Ç'‫ޗ‬ɺѷЧж Apple ͅƢ\ʪ IBM ‫ס‬Уɺ̦‫ޗ‬. . .

(35) . Ƣ\҅ʟ̀>U ĕ͝Ķк‫׳‬ϊ҅ğ<ХϖɁܰ IBM ѷ̲͆‫ܞ‬ճѯ҅ţW‫ޗ‬ Apple ҅Ķк̩íĳѪĶ‫׫ױ‬$ӄˇ֢‫ؼ‬O̮҅ӾҽĭјƍȖȦ҅ȈѶΚ‫خ‬. ş 1.3 ͚̯҅ Apple ө‫ޙܞ‬MacBook ‫ܞ‬ճ‫ޗ‬ėB؈͚ͅ‫҅ܖי‬ΟŒХ؏ͅ IBM ‫ ͅڰ‬Microsoft‫اޗ‬5wÿ ‫ج‬ϱË҅ǪͅĄ‫҅ۆ‬ѪĶcѫʝ²‫ܞ҅ܖי‬ճ̂^՗͆҅٧‫ݠ‬ԣٚƿ‫ܞז‬ ճ^УșÜ5w҅Ȅ¯‫ޗ‬ĂŢˤgúÜÍ‫ޗ‬цц҅У‫םܟ'ܙ‬cѫ҅5Ţѷ ͆‫ޗ‬cѫ‫ܞ‬ճ‫םܟ‬՗‫ع‬ǆӍȦۭ҅͆ĳӾØ‫ޗ‬Řΰ5wĕ݀ɽŢȄ^ۭ͆ˠ‫ר‬ ‫ܞ‬ճ‫ޗ‬їɊ҅M۬͆ ͅԖǢ͛ٗ‫ܞ‬ճ‫ڔ‬ԕŢٍ‫ ڝޗ‬Apple ̕‫ڏ'ئ‬ ӏÿ‫ج‬ɏş 1.35ėBҙÇ‫ ̯͚҅ޗ‬MacBook ‫׫ױ‬ҖѷӶԂ‫'ۻޗ‬Ƈ‫ؙץ‬ϊ ‫ݠ‬ʒŪ‫ޗ‬MacBook ҅‫ڔ‬ˠʧ‫ׇ‬ʪ USB ˠܺր‫ܞ‬ˠܺĞ‫اޗ‬ө‫͕ڱ҅ܞ‬% ϯ‫ޗ‬ğ͆У'‫ק‬ύˠ̧ܺ‫ۈ‬cѫ҅‫ܟ‬ϊ‫ޗ‬Apple ˤö' MacBook ҅‫ܞ‬ϋԾֆØ‫ޗ‬ ‫ڹ‬Ğ‫ܛ‬Ӣ‫ז‬Յ҅ʍѫ‫ޗ‬Apple ɺ‫܊ا‬٣ү‫ڏ‬u‫ז‬Յĳ үΟΚ‫ڌ‬Ѝ‫̯ا‬ʧ‫ׇ‬ ď@ ‫ؼ‬O̮‫؂‬У‫ܞޗ‬ճǪʍ‫׾‬Ӷňǎ̀‫اޗ‬5٬̀Ǫծʝ‫ޗ‬ՕХ‫ڳإۮܟ‬ϱ Ɯ‫ܙ‬ʌ҅cѫʝ²‫ؼ‬O̮ȏ͠‫ޗ‬ρucѫ Apple ‫ܞ‬ճ҅5‫ڷޗ‬ėBŢ 15 ¾ۡ ¥˯ǆ¿‫ܞاޗ‬ճ۫ƩcѫƢͲcѫՔǢ‫ܞ‬ճӜ‫ޗڐ‬$ծƊȔ֢‫ܞ‬ճć Apple ҅ǟ‫ف‬ȥ‫ޗח‬ѭ‫ڱڳ‬ǟ΍Яɠ҅ Apple ƎʞĦ҅5ĸ˯ǆ¿. 5. . şи‫ޔ‬1.3‫ ޙֹ¼ޕ‬https://www.apple.com .

(36) Apple ҅‫ܞ‬ճʧ‫ׇͅ‬΍ѯ͚ӂ҅‫ޗ‬$‫ٍܧ‬α͚̼‫ޗ‬ѧսėB؈ Apple Ţ‫ܞ‬ճѯͅɊѩ͈‫ٮ‬U Apple ʟҪ̸ǆ΀ͳʟҪƍǍǢ‫ܞ‬ճ҅ÿ‫ޗج‬ʪ‫ܞ‬ճ ɏu‫҅ܖי‬ΟŒ‫ئ‬ʒuӶň҅Ȅ¯$‫ؼײ‬O̮҅фƣô¾Хњ‫ޗ‬UėBҳ ǆ҅ͅ‫ؼ‬O̮ˤ}҅ Ӷň ҳǗǞ‫ܞ‬ճȵܹ¼¦̯҅ɽՌѪѩХ؏ͅƇȾ҅ ӶԂ‫҅^̂ͅڰ‬ǎ̀‫ؼޗ‬O̮‫ܞا‬ճ‫ئ‬ɍ‫ئ¿ע‬ɍń‫ק‬5ɽ‫ޗ‬c®ɏ‫ܖי‬ʒУ Ӷň‫ړޗ‬ʒ Apple ‫ڏ‬ǍI΍͝Ο͛ɏđ‫ڊ‬ǤƳ‫ئٳ‬У‫ܞ‬ճѪ΍݆ВȵܹՔ. *. ѪĶ҂‫ޜ͛׌‬ӼԚsΕ‫ޜڶ‬. ş 1.4 Apple ӅƸѪĶ҂‫ޙ͛׌‬ѷȞаи¼ј one more thing ͆ 2014 Ȝ 9 ͜ 9 ̹ӅƸ҂‫ޗ͛׌‬Apple ‫ګ‬ŢԲ‫Ͱ]̴҅ڶ‬п‫׌‬Љֲ‫ׇ‬ɘ‫ޔ‬Flint Center for the Performing Arts‫ڏޗׅږޕ‬uţ‫ݳ‬Ţ 1984 ȜÍ͘ͅ‫ؼ‬O̮ˢ¼ą Ʃ Mac ‫ܞ‬ճ҅ţ̱‫ޗ‬Ǣ̲ Apple Օ‫͝¯ש‬Җѷ‫҅םۆ‬ԁɡɧɽϫů‫ׅۧ‬Ȩ ¡;Ԑǁ iPhone6 ԀÁ‫ޗ‬ίѷƍǍ‫ڷ‬BУ҂‫͛׌‬āǞԕͫ‫ޗ܇‬Ȩ¡Ǣ֢ր͛d ‫ؽ‬ǉȍ There is one more thing…… ‫ޔ‬ş 1.4‫ޕ‬6‫ڏޗ‬uѵ‫¼҅ܩ‬јǢ̲ Apple. 6. şи‫ޔ‬1.4‫ ޙֹ¼ޕ‬https://www.apple.com. .

(37) . d؈ɽՌ‫ܧ‬¹‫ޙ‬ŘУ‫ڏ‬ίͅ‫ؼ‬O̮Ţ‫ڝ‬ć҂‫͛׌‬ʄѫ҅Љ؈̱ȴ‫֯ޗ‬ΰǉҹ¼ ̥ŷ҂‫͚͛׌‬A5‫)҅ثݜ‬ɶȨ¡cѫ'Җğ҅ʧȆ;Ԑ¼Ţ>˙ΥӨ uѭ>ǣ҅ѪĶ——Apple WatchΰւĕͅĢ‫ؼ‬O̮վ̤‫ޗ‬ǉҹȨ¡ʦ‫כ‬ ‫ؼ‬O̮Ӿҽ҅ɽİƇ‫̿׌͕ޗ‬ŢͤdȨ¡ܹǣ҅ Apple ̯͆@‫ޗ‬Apple ˇԾ‫ܪ‬ ̯̕‫ͻޗ܇ړ‬ɘhփ‫ئ‬. ş 1.5 HTC ԆԂ͆ǧ҂‫͛׌‬ Apple ҅ѪĶ҂‫͛׌‬ɏӨŷ۫ƩǪƩԒƢğŷӼԚsΕ‫——ڶ‬uӾҽ ܹ‫ؼޙא‬O̮‫ޚ‬ՊӼԚ‫ޙ‬Ę‫ץ‬Ҝ‫ڏ‬Κ҅ΔʒĳǶј̲®>Ķк݄Уǥ ‫——ן‬SONY ҅ѪĶ҂‫׌‬Ǫͅƻ͢ԕͫ҅ʒͲ҂‫ޗ͛׌‬ŷ¥̬֢ˆ֢ǟ΍̑ ɁŒͪ҅5ՊBċŝ֢‫ٷ‬ňWˤŁǙӑ҅‫ׯ‬Քw‫͘ޗ‬ҙ‫ڝ‬Ę¼јέΨ‫ݶ‬օ ЯɶЕ̽҅ŷ͋‫ޚ‬HTC ҅ԆԂ͆ǧ҂‫͛׌‬ɏŷӆʧǶЉ‫ئ‬ʒ'֢ͮոΙп£ ͆ǧٌӂ‫ޔ‬ş 1.5‫ޕ‬7‫ اޗ‬TechCrunch ҅‫ػ‬ϱԪٰOɫ̮‫ޔ‬Matt Burns‫ޕ‬8؈' Please Stop, HTC. Please. ҅‫׶‬؅Κ҅ŷ͋Κ҅ŀĶΚͅ3‫ؤ‬ҌĠ҅Ķк‫ޗ‬. 7. şи‫ޔ‬1.5‫ ޙֹ¼ޕ‬http://buzzorange.com/techorange/2014/10/09/htc-desire-eye/. 8. Matt Burns‫ ͅޗ‬TechCrunch ҅‫ػ‬ϱԪٰ‫ ̲ޗ‬2014 Ţ TechCrunch ‫˺؁ܖ‬Ǚ'ӳ Please Stop,. HTC. Please. ̩҅Ӡdʤ‫ ׶‬HTC ҅ԆԂ͆ǧ҂‫͛׌‬ . .

(38) Apple ҅҂‫͛׌‬Բͅծĩȵғ ‫ޗ‬՝Цɿɶ‫¸ޗ‬ԕ‫؂‬ğ. . hΚѵֳ֤——iPhone‫͎ޛ‬ʅŪʝΟ‫ޜ‬. ‫'ۻ‬ӣд‫ޗ‬$͝‫ײ‬ƈI΍дҖ˱֢ΙH Apple‫ޗ‬B͎ʅŪʝΟ҅Ƈ‫ץ‬d؈‫ޗ‬ iPhone ŘУƼ҅Я‫ۓ‬ԝȕ‫ײב‬ƈƍȭѷ^͎ʅŪʝΟ҅ΚȴĈՓ‫¾ڶ‬Ķкѧս ˰‫ڹ‬σ iPhone ͕ơ҅‫ͽנ‬րʧ‫ׇ‬dր®ӣд‫ޗ‬UϨ‫͚ع‬Ԓ<Ч‫ ˿ګ‬iPhone‫اޗ‬ Apple Ţ 2014 Ȝ̥‫ݠ‬ʝΟ΍ˆٌ 93%҅ÅБ9ŜƇԣӞ CENT ‫ڶ'^ט‬Ɂ и‫ا‬ƍǍ'‫ק‬ɏ 2007 ȜӨ@ iPhone ҂‫ڏٍ׌‬ȠȜĝʝΟƍȭ҅‫ئ׫ױ‬í10‫ޗ‬ ɏėB‫ץ‬ǕÇŢ iPhone ¼јÍ҅ʝΟ‫ۛ҅ܖיޗ‬ґĳǤȆ҅‫ړ‬Ūͅ«‫ޗ؞‬ Ƣş 1.6. ş 1.6 Â@ iPhone ҂‫͆׌‬ĝȭкʝΟѷ͆‫׫ױ‬. 9. ĈՓƎ‫؁ܖ‬2015 Ȝ 2 ͜ 10 ֶ̹Ͳ͝ƈ‫ޜم‬Ƹˆٌ̥‫ݠ‬ʝΟ΍҅ 93‫ޓ‬ÅБ. 10. şи‫ޔ‬1.6‫ޕ‬ս‫ޔ‬1.11‫ ޙֹ¼ޕ‬https://www.youtube.com/watch?v=bxCKeFSXI44 .

(39) ş 1.7 iPhone 4 ҂‫׌‬ɊĝȭкʝΟѷ͆‫׫ױ‬. ş 1.8 iPhone 4S ҂‫׌‬ɊĝȭкʝΟѷ͆‫׫ױ‬. ş 1.9 iPhone 5 ҂‫׌‬ɊĝȭкʝΟѷ͆‫׫ױ‬. .

(40) ş 1.10 iPhone 5S ҂‫׌‬ɊĝȭкʝΟѷ͆‫׫ױ‬. ş 1.11 iPhone 6 ҂‫׌‬ɊĝȭкʝΟѷ͆‫׫ױ‬ iPhone ҅͐‫>®اޗۓ‬ĶкԊԊ̕։ѧսͅΙH iPhone ҅Ƈ‫ץ‬ɏ iPhone 4 Ȍ۫Ʃ‫ޗ‬ÇƢ:҅ iPhone 6 ր 6S ԀÁ‫ץޗ‬Ǖş 1.7 Ç 1.11 ėB҂ј‫ޗ‬ĝu͎ ʅŪʝΟ҅Ƈ‫ُץ‬dُҖT——ր iPhone Ƣ¼ɗƇ‫ץ‬Ƈ‫ޗ‬ĝǍȭк͎҅ ʅŪʝΟ‫ڹ‬$ր iPhone ‫ڌ‬Ѝվ‫ۛ·˔ޙ‬ґ͕˧УƍŪ‫ר‬ˡׂȗ‫ڱ‬ïˉۛ ր̂^ΎӶíApple ҅͐‫ۓ‬ĕŢcѫՔѪѩ̚ʍ‫ޗ‬Ǣ΍ѯ$‫ړ‬ʒɁܰХ ؏ɏ‫ܞ‬ճʝΟÇѪĶ҂‫͛׌‬ǟ‫ف‬ŀȥ‫ޗ‬Apple ʛȔd҅¿‫ا‬5ɿĐÇȺФ ҅ Ķк̩í ր ѩϡ݆ͽ ͦҩӕ֯ѭ ѷˤÇ Apple‫͛_ޗ‬ɺÇ6‫ ޜݮ‬. .

(41) . ‫ڏ‬u‫צ‬Ȧ¼҂‫ޗ‬ɏЉԻ¼ͦҩӕ҅ҩӕĲܽApple ҅¼јĳϣ‫ړׅ‬ʒ҅ј‫ج‬ У\‫ޜ‬Apple ҅͐‫ړۓ‬Ǫ¼6‫ޜݮ‬ր®>I΍͝6‫ݮ‬ğ‫ޜ‬ ɏ‫ڄ‬u΁fėBǕ‫̩ޗף‬íűŘ‫ޔ‬meme‫ޕ‬Ţ Apple ȵْܹè‫ޗ‬Ô‫ړ‬ϣ ‫֢ׅ͝‬ւٓ٬‫֋צ҅ۆ‬ӶԂӼԚsΕ‫ڶ‬iPhone Ƈ‫ڏޗץ‬.u΁‫ړ‬ʒ H݆҅̚Вրϣ‫ׅ҅‬ցٍ‫͕ͅޗ‬Ȁ̯ɽՌրѪĶ؅‫؃҅ש‬ѩApple Bΰd‫ڣ‬ ̩í‫׳‬ϊրĶкӾҽ‫ޗ‬ѭΰԍӒ¼ Apple ҅‫ج‬ɕ‫ޔͦػ‬symbolic capital‫˧ޗޕ‬ď дƝϣţW҅‫ږޗͽػ‬Օ̕‫ئ‬ƍҜ̹҅ȕѩϡՍʄͦҩӕ‫؂‬УǞ‫ج‬ɕ‫ͦػ‬ր ‫ج‬ɕ‫ݤ‬д‫ޔ‬symbolic struggle‫ޕ‬ӪҺ͛ƻΐɡ̗¤͐‫ۓ‬ҩӕ‫͕ޗܽآ‬ծϽҳ҅ ЉԻ¼̩íűŘ‫ٳ‬íʒ̩íْè҅‫ڝ‬Ӎ Ţ̩íԝЖƻ‫ޗ‬ơ̩҅íűŘͅ‫>ב‬5ΙH̩҅íҺ͛Ø‫ͅޗ‬ΔʒВϣ҅ ΄E‫̩ڝڋ‬íűŘ‫ޗ‬I΍ėB¯˙˨ϣ‫ׅ۫‬Ӣ҅ծØUͅ‫ޗ‬ɏȍً‫ڂ‬ă ‫ޔ‬Pierre Bourdieu‫ݳ؏҅ޕ‬dҙ‫جޗ‬ɕ‫ͦػ‬ʞͅր>5ӣд҅ӹҴ‫ͅޗ‬Ô‫ړ‬ϣ‫ׅ‬ ҅ύǆɧ۱ۛ‫جڝڋ‬ɕ‫ޗͦػ‬I΍ėB‫ר‬҂‫ج‬ɕ‫ݤ‬д‫ޗ‬Bΰюď‫ج‬ɕΥØ‫ޗ‬c ®ȹ҅ĶİրΥØ¯‫ݠ‬Ƕј҅ѩϡ݆ͽʒУȵْܹè҅ΘϽ̩íűŘΐɡ݂ T‫ج‬ɕ‫ޗͦػ‬Ă¦ЧҖğ‫§ޗ‬ՔǗ‫܇‬УǢӪ۱lԝѭ‫ج‬ɕ‫ͦػ‬ր̩íűŘ҅ ‫ڔ‬ԕ‫ͦޗ‬ҩӕ‫׺‬şǞʛ͝Җ۱ΐɡ‫϶ۉ‬Ƀΰ۱՟‫^̂҅ݠ¯(قޗ‬ŪǆՌĳӾ Ͻ‫̩ۄק‬íűŘƢ\‫˧ٳ‬ʒУ‫ج‬ɕ‫҅ͦػ‬Ø‫ޜۈ‬Ô‫̩ړ‬íűŘ҅‫ݐ‬Ȓ̩í¾ͯ ȑ‫ۄ׼‬Ք‫ޕޔ‬ĳ̩í;Քcultural intermediariesրȍً‫ڂ‬ă҅ ‫ج‬ɕ‫ݤ‬дĉ͝\۱՟‫§ޜ‬ՔĉǞƢ\mʒ͐‫ۓ‬ʒͲ‫ڏޜ‬Ǫͦͅҩӕ҅‫ۆ‬ɘ‫ڋޗ‬ ‫ ڝ‬Apple ΰu΁^Ǘ‫܇‬Ǣʍ؈̿. . .

(42) . Ө *ӱ. ҩӕĲܽ. ͦҩӕɏ͐‫ܩ҅ۓ‬Ģ¿¤‫ޗ‬B Apple ΰu΁Îͯ®ԓʒձԗͦҩӕ‫؂‬ У Apple ʛB‫ڟ‬Ç͐‫ͅۓ‬cѫ' ‫׫ױ‬ØÔ̯‫ޔ‬design-driven innovation‫ ޕ‬ ӭѳ‫ޗ‬hɒ̩íٚɋǗٝ‫֯ޗ‬ΰȵǣ¼̩íűŘğ͆‫ޗ‬ŢҺ͛ƻ҅‫ޗݳץ‬ ̩íűŘǪͅҺ͛ƻǍȍً‫ڂ‬ă؏‫ͦػ‬րŷŮƻ؈ʛˈϩ҅‫ج‬ɕ‫ͦػ‬Apple ֯ѭԍӒ‫ج‬ɕ‫ޗͦػ‬ŢʛǺŷŮďɍ‫ج‬ɕΥØ‫ޗ‬ռΰ®ʛ@‫҅׌‬ĶİkėʒУ‫׾‬ ŷŮίѷĞϖՔ‫ޗ‬$ėюɍÈǆӊȣ҅Υ۸ ͦҩӕǞ Apple ҅‫׫ױ‬ØÔ̯ϣӍ‫̩(ق‬íٚɋ҅‫ޗק״‬ȵ˫ȍً‫ڂ‬ă҅ ƻ؈ÚB‫׫ױۓ͐ͯק‬ØÔ̯̩íٚɋ‫^ޗ‬Уͦҩӕܽғ҅u٨‫֯ޗ‬ ѭ˟ӕ‫ڏ‬Քۭ҅ŘͲր,ã‫ޗ‬ćˣԸ¼ Apple Я‫ٯ҅ۓ‬Ȭͦҩӕ҅Ĳܽ͝ «͝§u‫ޗ‬Ƣ‫ޙ‬ Apple ҅͐‫ͅۓ‬ĥͅŘcѫ‫׫ױ‬ØÔ̯Bċ̩íűŘʞծ‫ڟ‬ʒ‫ޜ‬ *̩íűŘͅĥܵԝ‫ڝ‬ãʀ҅ŷŮӣд‫֯ޗ‬ѭԍӒ‫ج‬ɕ‫ͦػ‬ʞėюɍίѷɧ‫ޜ‬ ͦҩӕ‫ ױ‬Apple ҅͐‫ۓ‬ٚɋɏ‫ݐ‬Ȓ̩í¾ͯȑր‫ۄ׼‬Ք̩í;Ք҅, ãԣԗٍƩ‫ޗ‬ɏÔ‫̩¼ړ‬íűŘ‫ޗ‬Bΰȵǣ¼ѩϡ݆ͽր̩íْè‫ޗ‬Řΰͦҩ ӕ‫؂‬У Apple ‫׫ױ‬ØÔ̯ϣӍcѫ̩҅ͅíٚɋ——ɏ̩íűŘ¼҂Ǘٝ‫׫ױ‬ ØÔ̯ӭѳ‫ڏ‬kͦͅҩӕ҅ӨuĲܽ‫ۋޙ‬Ǣ Apple ҅Я‫ޗۓ‬ѫЕ‫ږ‬ȴÔ̯ĳ ̩íűŘć‫̩ۄק‬íűŘɏ\Օѩ‫ޜ‬Apple ̩҅íűŘͅĥր>5͝\ğ ֹ‫ڏޜ‬ÌͅӨ*uҩӕĲܽ҅‫̩ޙݳۆ‬íűŘ҅Ⱥȸ®Ǘ@‫҅׌‬ĶкΐɡրӾҽ ҅Ø‫ۈ‬ƈǖ‫םܟͅޗ‬ԝ‫ڝ‬ãʀŷŮ҅ӣдďɍίѷɧ‫ޗ‬ʞծ҂˪ɁܰØ‫®ڏޗ‬ рϩÇ'‫ج‬ɕ‫҅ͦػ‬ԍӒր‫ج‬ɕΥØ҅‫ڛ‬ѫ‫ڹޗ‬Ğ֢‫ݐ‬Ȓ̩í¾ͯȑ‫ۄ׼‬Ք. . .

(43) . ̩í;ՔՔȾʒ҅ԣԗÚB‫ڣ‬ Apple ̩҅íűŘ݄Чͅԝ‫҅ڔڝ‬Ӿɘ‫׫ױ‬ʟ‫ړ‬ՕʒЧՕͅʛ͝ ̩íűŘ‫ڷ‬ծ٬̀‫ר‬҂̩íْèŹ‫ړ‬ѩϡ݆ͽ‫ޗ‬$ͅĕ͝ňI΍͛‫¼ړט‬ ̩íűŘɺ‫ם‬Я‫ۓ‬ǪəܵɏɃΰ҅ӣдղӓՕ¼‫̱ޗ‬ėʒУǋ҅ӊȣ‫ޗ‬Օ ‫ڏ‬u‫ڝ‬ӍǪͅ‫ج‬ɕ‫ݤ‬д‫ޗ‬$Ǫͅŷ̩íʖдɏҺ͛ƻ҅‫̩ޗۇס‬íűŘāͅ ‫ج‬ɕ‫ͦػ‬Apple ‫ڝڋ‬ԍӒ‫ج‬ɕ‫ͦػ‬ԝ‫جڝ‬ɕ‫ݤ‬д‫͚ޗ‬Ԓďɍ‫ج‬ɕΥØͦҩ ӕɺѭΰȺ؋‫̩ޗ‬íűŘ‫ئٳ‬ʒ̩íْèѩϡ݆ͽ‫ܧ‬ƢΰњʛѷЧɺюɍ ΥØəܵԝ‫ݤڝ‬д‫̱ޗ‬ėďɍίѷɧ ͦҩӕܽғ‫ޙ‬Apple ͐‫҅ۓ‬իɊ‫׫ױޙ‬Ô̯Ø̩҅íٚɋ¾ͯͅѭ͐‫ۓ‬ ‫׫ױ‬ØÔ̯̩íٚɋՔУ٨‫ޗ‬ćȱS¾ͯB҅Ƴΐɡ‫̙ޗ‬ŢΰǞՔĠ ‫׷‬ǆՌ϶Ό۲‫ڄ‬Քۭ҅۱՟ɧ ‫ۓ͐ޕޔ‬ У\͛͐‫ڏޜۓ‬u‫ܽآ‬ŢğܹŮ҆ͅЯۨ҅ҩӕғΘ‫ޗ‬Ǩ®ͅŀƻ۹ Ǣ̲>wՕ‫םޗש‬ɺ͐‫ײ͝ۓ‬ƈ‫ڍ‬ɋBċ̱ϖ‫̹ͦޙ‬ӯњƍȑƍÍҩ‫؂‬У‫͐ޗ‬ ‫ۓ‬ŀĶ‫ڐ‬ȕ¯͝ր®Ϩ‫ع‬Ք‫ץ‬ƖĞ̙҅)‫ޚ‬ԆԂ͆ŶǟΤ^ՔOͽ‫ޔ‬David Pogue‫ޕ‬11Ì‫ף‬ɍ͐‫ۓ‬ŀĶ҅‫؃‬ѩ‫҅םۆͅ׫ױޗ‬Ѥӱ‫ޚ‬ӯњƍȑ͊ķʸ‫ޔ‬C. K. Prahalad‫ޕ‬12ŢϨ‫ع‬Քђ͡‫׌‬ҹ‫܊ޗ‬ԣٚցٍ‫ޗ‬Ϩ‫ع‬ՔėB٬‫ݣ‬ţԕĞʒ. 11. David Pogue‫ͅޗ‬ĠՉŜ҅ӆʧ^Ǎĳӆʧ‫ˇڞܻסܞ‬5>ғÍͅ Yahoo ӆʧ҅Ԫٰ. >͘ͅԆԂ͆ŶӆʧǟΤ^Ǎ 12. C.K.Prahalad‫ޗ‬Ǒ‫ͼל‬ŀƻ۹҅I΍ӯњ̟˘‫ޗ‬ķ]ƍƻǈȧҩӕĸ‫ޗ‬άϟҤĠӯњƻ۹. INSEAD ċÿȦӯњƻ۹ǈȧ̟˘‫ؤבޗ‬У¦љ͚‫҅ږ‬ӭѳɦɺǍğ̟͆˘$Ģѯ ĝţƍI΍ˤgӯњؒ‫͞׹‬å . .

(44) . ܽȴϨ‫ع‬ҺՊ‫ޗ‬ďɍƍ‫>ޗ׬ػۈ‬Ţ͖ܷ‫̯ޗש‬Ķӏ C2B2C ҅I΍── ͼ̆ҺՊ҅ԝ‫ݛ‬ĒҮ‫۫ޗ‬҂Їٓ݃ǈu5í‫ܟ‬ϊѪĶ҅ԝЖŪʀǞ¼јŘΰ‫ޗ‬ ƻՍƢ\‫ي‬ɍҺՊ҅ЯФ̓ˇ‫ͅޗ‬:̹ӯњՔ‫̯҅םۆ‬ʧծ‫ޔ‬Prahalad 2004‫ޕ‬ 13. ѫҺՊ҅Ø‫ޗۈ‬ǪėBٌ¼΄͐‫ۓ‬ٚХ؏ͅȹÅѫ‫ڦ‬ѷ҅I΍ӯњ. Bċ։҅ѪĶʔͅӂ҅‫ۓׅ‬ӭѳ‫ͅڷޗ‬Ǣ̲͐‫ۄק҅ۓ‬ј:͕͝Ϣ ȹƍ̧̆‫ޗ‬ńѫȌŷ؋͹ɟ‫ۓ҅̚͝ڒ‬ļӾϽÇW҅ȮĮۧ͢Śǆ҅۫ ͛ӪӪ‫̧҅®׫‬Җ۱̱ϖkėB‫ڟ‬Ç͐‫ۓ‬ ğ̲‫ڄ‬ԙŀƻ۹҅ҩӕ̱ϖ‫ͦޗ‬ҩӕŏ‫׺‬ɏ̩íҺ͛ƻ҅ҩӕٚɋ¼ ҂‫ޗ‬ϱ¤¾ͯɁܰ͐‫ؔ҅ۓ‬ƈ۱ۛŘԋ‫ޗ‬УĘЛ҅Ķк҂Ƕˤg̯҅‫ݳץ‬րϖ ‫ݐڝ‬əܵȺ؋‫ͦޗ‬ҩӕ҅ӝɽ‫ܧ‬ҕˈŀƻܹŮʛӐ҆ͅ‫҅҅םۆ‬ҳ‫ޗ‬ ‫ڦ‬ѷ҅‫ۓׅ‬ӭѳėBșÜϨ‫ع‬Ք͕'‫׾ק‬I΍րŀĶ‫ޗ‬ˤg‫ۓ‬ļ‫`҅ۈ‬Գ‫ڝ‬ ͦҩӕ‫؂‬У‫ޗ‬Ǣ͐‫ۓ‬Օ‫ޗש‬Қί‫ͻ҅םۆ‬ɘͅ‫ڳ‬.ŀ΍‫ڛ‬Ӯ©ȴʔՔͅ‫ݯ‬ ‫ۊ‬əæϖÌ‫ޗ‬ՕͅŗεҺ͛ƻ͚Â‫҅׎‬ą‫ ޙݳ‬5 B5Уͦ҅Һ͛ƻ˾̲ۧ ‫ץ‬ǕǤսu5ƍսҺ͛҅,ãր‫׌‬ј‫ڏޗ‬$ȵ¼'ͦҩӕ‫؂‬УɁܰ͐‫͚ۓ‬ɘ҅ ΐɡ‫̩ޙ‬í ͦҩӕʛˈϩ҅͐‫̲ޗۓ‬ŀĶЯ‫ف‬ʔʒÙրĥ‫ޗ‬ՕͅծƊŢϨ‫̩ع‬í ȵǣ¼ْ̯҅è‫ޗ‬ā®ʛ}ǣ̩҅íűŘͅĥĐÇƍҜˠĐͦҩӕʛB‫ګ‬ ˿ Apple ^Уҩӕ҅Ǣ‫ޗج‬āŘУ®ӦĞ ȵْܹè ҅΄E֑؏Բ‫ۓ‬ļܾ Ȍ[ё‫ޗ‬ʔՔǟÅˇ̧͝‫ޗ‬Apple ͅʛ͝ˠ‫ܹ҅ר‬Ů͚ܲǦ҅Uͅ Apple ‫ڏ‬uĶкĂɏռ٣҅ѪĶmcϨ‫̩ع‬í҂Ƕ¼ْ̯è——ĕͅѪĶǆՌ. 13. ĈՓԝњ52011 Ȝ 8 ͜ 16 ̹¸՝ҺՊǣЯ̢̋Ø‫اޗۈ‬ӼԚ͙_Ô‫ۓ͐ړ‬ŀĶ. . .

(45) . ҅̕‫͝ڰܪ‬Ϩ‫ع‬ՔɘŽѩϡ҅̕‫ئ‬cѫ Apple ҅ѪĶ‫ا‬ӆʧ‫ئ‬ɍӶň‫ޗ‬ ğ͆Ź‫̯҅¼ړ‬Ķİĳѩϡ݆ͽ ̯ƛ֜Ķ ҅‫ק״‬Ǣ Apple d؈Ǫ͚ͅӾҳ ҅‫ܓޙۄק‬Чͅƍ‫ۈ‬ѩѪ‫ޗ‬Ă͝ǆ҅‫ݡ‬χϽ‫ݡܧ̸ۘޗططݡޚ‬ė̏$ ‫ܧ‬XȫkǇ‫҅®҅ͅםۆ͚ޚ‬ɶɿ‫׳‬ϊBċďĢApple ҅ѪĶǶјu5 ݆ͽ‫ޗ‬Ϛ‫ۆ‬¥ϫՕ‫ܧ‬Ƈ‫ޗ׌‬ğ͆cĶкĶ‫ك‬ĶİՔ±¯ uӂ҅͐‫ۓ‬Ķк‫ܹޗ‬ǣՔծĕ͝ԝб‫ۙޙ‬ϵ֐ȊԝʬYϨ‫ع‬Ք҅ ɘApple ҅ѪĶԧَ‫ ڝ‬10 u‫ ڝޗ‬Apple ĂծǞǥ‫҅ۈ‬ѪĶ̚ѫ҂˦ս͚ ƍ‫ޗ‬à̲Ô̯‫ޙ‬ϑۛ͝ґ҅ʝΟϑ͝ үΟ҅‫ܞ‬ճ‫܊‬Ο˹̗҅‫܊‬٣ դ——Apple њ‫ޗק‬ĕ͝ÙծͅƊ҅‫ޙ‬ՉÔ̯ʞͅѪĶ҅ϡϕʌɍʟҪ΀ ͳ‫ޗ‬ʞծƊ͕͝ƍ҅ƎӖėB҂˪‫ޚ‬٫Bɶɿ‫ޗ‬ʞծƊ‫ا‬ѪĶϱ¤5ɘ‫ق‬ (ɽՌ͐‫׷ۓ‬ѫ̲ Apple ‫ޗ‬ḝ͝Ƶ҅Ц‫͕ޗݳ‬۱ۛ҅ͅɁܰØրɽ Ռͦҩӕ‫؂‬У Apple ҅͐‫ۓ‬Ţ̲˙˨̩íűŘր‫׫ױ‬ØÔ̯‫ޗ‬Řΰܵ֯ѭҩӕ ‫׫ױ‬ØÔ̯ӭѳր̩íٚɋdÎͯ Apple ҅͐‫ۓ‬Ƣ\ʒУϨ‫̩ع‬íْ̯҅ è ‫׫ױޕ*ޔ‬ØÔ̯ ͦҩӕ‫؂‬У Apple ҅͐‫ۓ‬ր‫׫ױ‬ØÔ̯¯͝۱՟ɧ‫׫ױ‬ØÔ̯^Уӏӭ ѳ‫̻ޗ‬Ţ҂˛ʧ‫̯ܪׇ‬իɊ҅‫ݲܦ‬ɽՌ‫ޗ‬cɽՌј٣B‫ڟ‬ÇЕ‫ږ‬ȴ҅Ô̯cѫ ‫׫ױ‬ØÔ̯҅I΍³ɏȌŷ‫צ‬Ȧ¼҂ć‫נ‬Õ‫ޗ׫ױ‬Օͅҕˠˤg¦̯҅ɽՌ‫ޗ‬ Bˤ΁̱҅ȴĢҺ͛ƍҜˣԸȀ̯݀͋Apple ѫ‫׫ױ‬ØÔ̯͙ѪĶ۫҂¦̯ǆ Ռ‫ޗ‬cʧ‫ׇ‬իɊ҅‫ݲܦ‬ɽՌ҂‫ޗڽ‬³‫̩ڝڋ‬íٚɋ‫ا‬ɽՌրcѫՔ҅ѩϡձԗԕ Ğ‫ޗ‬Ⱦʒ̯҅Ϩ‫ع‬؅‫ש‬Ιȴ‫ڏ‬uΙȴ͛ɁܰϨ‫ع‬ՔŢϨ‫ׅع‬У҅ύǆѭΰ kė‫ڟ‬Ç͐‫҅ۓ‬ԕͲ . .

(46) . )Ǘ‫׫ױޗ‬ØÔ̯‫͙'ۻ‬I΍۫҂¼ְϦȌŷBċ¦̯ѪĶ‫ޗ‬ǢĶкԝб $͝șÜͦҩӕ‫؂‬УƢ:҅Ķкԝбΐɡ‫ܟ‬³Ȧ̾֜ј‫ׅ҅‬ΐɡ‫ܩ‬ǢјŢ҅ ѤŽȊٓƊ‫ޗ‬I΍ծĕɏռ٣б‫ړ‬ĶкӾҽրĶк̩íBĘЛҤĠI΍ HTC Уf‫ޗ‬Х؏ͅѪĶÇԝбՔ‫ޗ‬HTC ր®>Ŝ‫܇‬ĶкҖ٩Хֹ̲ȸè‫ޗ‬ ĂƩԒϑ͐͝‫ޗۓ‬ѧսŢ‫ٿ‬Ȝd҅‫׌‬јӱӱ̝‫ޗڈ‬Ţ 2015 ȜȌX̲ј‫ػۊ‬ Ѫ——˧‫ޗש‬Ţʭ‫ػ‬5қ HTC ҅ĶкȄȭċƍΗ‫ ͅޗ‬0 ‫ڏ‬$‫ײ‬ ͝‫ݳ‬Ā‫ש‬բդ‫ڝޗ‬ĂҚǗ݄҅ҹ' HTC ‫ܩ‬ջ҅řŽāk͝ǥĠϣcѫ HTC ҅ʝΟ‫ۊۆ‬՜‫؍‬ҤĠơ֝ż̿́Ǥçß‫ڞ‬ǭ‫ޔ‬Robert Downey Jr.‫̑ʺޕ‬ȮĮǉ ĘЛ‫ݡ‬5φΕŠ-͜ƎУ HTC ĝԀÁѪĶ@‫ޗש‬ĂŢŜ‫܇‬Ȍŷϑ͝Ə4 қ҅‫׌‬ј‫ڏ‬ĳ‫׫ױ‬ØÔ̯cѫ\ӏٚɋ͝۱ ‫׫ױ‬ØÔ̯͝ğٚɋėBǗٝ‫ޗ‬Apple hɒ̩҅ͅíٚɋApple ͛‫ڝڋ‬ ̩íąŪր‫ۄ׼‬ՔϿ‫̩ڝڋޚڐ‬í‫׳‬ϊրcѫՔ,ã——B̩íűŘУ̥‫ݠ‬ԣԗ ҅٨‫̩'ۻ‬íٚɋ‫ޗ‬ɏʧ‫ׇ‬ǹ‫ܩ‬ćǗٝ‫׫ױ‬ØÔ̯ͅ‫ײ‬ƈĶк͛cѫ̱҅ϖ ‫̰֢֯ޙ‬ҩ҂̯ʧ‫ׇ‬dȔãЕ‫ږ‬ȴ҅Ô̯BюɍȌŷӣдØ҅è‫اޗ‬Ѫ ĶǆW̲ʧ‫ׇܲ‬Ǧ҅WՅ‫¾ڶ‬I΍Ì͛cѫŀ΍ٚɋćǗ‫ޙׅ‬ɏ‫ۓׅ‬ʧȆրԙ ‫̧̆׫‬ԕĞ‫׫ױ‬րʧ‫ޗׇ‬hɒƙŚǆŔ‫҅؜‬ŀ΍Ιȴd‫ړ‬ǪЕ‫ږ‬ȴÔ̯Օ HTC ŢͦҩӕҙdǗ‫ڍׅ‬ɋУĠ͠րɶɿٚɋ‫ؙ‬ϊ ŢţĶк ҅ɶɿ‫׳‬ϊ‫ޗ‬ ‫ڹ‬ĞҺ͛‫܄‬ԉ¯͝Ġ̘҅͠ŀĠϣ‫ޗ‬ѭΰ‫ڟ‬ÇɽՌţɀ݄‫ږޗ‬ՕˢãЕ‫ږ‬ȴ Ô̯ėɷĕ‫¾ڶܨ‬Ġ5րň҅ɶɿ‫׳‬ϊХϖ‫ړ‬ʒ̩í҅Ѫѩ‫ޗ‬Řΰ‫ږ‬¤' cѫՔ҅ѩϡձԗ‫ޗ‬$Хϖ‫ڔړט‬ԕŘΰͦҩӕ҅Өu٨‫ޗ‬kͅQ‫֢܊‬ ‫׫ױ‬ØÔ̯ӭѳ̩҅íٚɋ. . .

(47) . ‫̩ޕޔ‬íٚɋ ̩í‫ͅޗ‬5ր5ՊۧBdԍӒd҅ӏѩϡՍʄ‫ޗ‬$͚ͅծł҂«‫҅ݪ‬ ‫ם‬ԋ‫ޗ‬ńѫ̩í҅ԋ‫ޗ‬Ǫծʟã5ɘ‫ޗ‬ԕĞ‫׫ױ‬ØÔ̯‫ޗ‬Е҂¼¦̯ɽՌј٣ ͦҩӕʛˈ̩҅íУчՌ̩íǆՌ‫ޙ‬āϨ‫̩ع‬íր®ʛҖ۱ѩϡձԗɶɿ ‫ש˧ޗ‬Ǫ̩ͅíűŘ̙̩ͦʛˤʛ͝۱̲̩í҅‫׷‬Ƚ҆ͅҕˈϨ‫̩ع‬íǹ ‫̩҅ܩ‬íűŘΐɡ‫ޗ‬ŢΰͳΔ‫ׅږ‬ɽϫЉԻͦҩӕ‫؂‬Уcѫ̩íٚɋǗ ٝ‫׫ױ‬ØÔ̯‫ޗ‬ėB‫®ا‬ʛȵǣ¼d҅‫ݲܦ‬ɽՌ͕‫ٿغ‬5ɘ‫ޗ‬ŘУ̩íրҺ͛ ҅u‫ͅݠ‬Ǒė¾̩҅í҅ձã͛ΔʒϨ‫ع‬Ք‫ץ‬րՍʄ҅ȈѶ̩íűŘ Ǣ̲ƍҜ‫ׅ‬Уր‫؂‬Ҥ҅Ɂܰǹ‫ܩ‬ϱɁܰӲŝȮ‫ޗ‬Řΰ ʪ̩íȔ‫ږ‬I΍ ͦͅ ҩӕ‫؂‬У Apple ʛBėB͐‫ͻ҅ۓ‬ɘ̩íǪͅB5Уͦ‫̩ޚ‬íűŘ͕ͅ ¦‫ݠ‬5݂҅«‫ڐ‬ѩϡ̱ȴÔ‫̩¼ړ‬íűŘ‫ޗ‬ǪėB‫ا‬cѫՔ҂ռ¥ɘ҅‫ٗ܊ڇ‬ ‫؂‬ğ. ş 1.12 Nike ҅ĶкΘ؅‫ޙ‬Just do it I΍‫ם‬ʒÙ̱ϖ-֐¨ۨ‫ޗ‬UͅŢĝuܹŮ҅͐‫ۓ‬I΍Ă[ǥ̧‫͝ޗ‬.ѧս ͒֐ј‫ޗ‬ϣ́ΚӎԱā‫ޗڑ‬ňԇ҅вԃ‫ޗ‬ЧɊǪκ֠ϨƑ'‫ۓ͐ם‬ԖǢ. . .

(48) . ծĕ͝ơ‫ڛ‬ՕȊ‫ޗ‬əܵ¯‫ͯק‬Ϩ‫̩ع‬í҅ծØ‫ץޗ‬Ǖْè‫ޗ‬ɏ‫¼ړט‬ʒÙ ̩҅íűŘmcƍҜ‫܊ڇ‬Ķк‫ڣ‬րɽՌւfd؈‫ޗ‬Nike ‫ڏ‬uĶк ĕͅˤg‫ڛ‬ãŒͪ҅©Ĝ‫ޗ‬ğ͆$ͅѩϡʀȦ Just do it 14‫ޔ‬ş 1.12‫҅ޕ‬Ô‫ړ‬ Ք‫׾‬ĶкӾҽĕͅuȮĮĘ‫׷‬ʔՔĶкΘ؅‫͕ͅޗ‬u̩íűŘ‫ޗ‬ėBȵ ҂Ϩ‫ع‬Քɘ҅‫؂‬ğɿۧ͢ր Nike Ğ^҅ȮĮ©Ĝ Wieden + Kennedy ʣЉ֢ ‫ݐ‬Ȓ̩í¾ͯȑ҅‫̩҅ے̛®ޗ֋צ‬í‫ץ‬ǕØΧĉΧţȵْܹè‫ اޗ‬Nike ³ĕͅu ‫ڛ‬ãĶк ‫ޗ‬Օͅu̩͝í̙҅) Apple ҅͐‫ۓ‬Ô‫ײ'ړ‬ƈBÍϑ̩҅͝í‫ޗ‬Ƽ‫̯ۆ‬ǆՌ®ʛϩٓ҅ӆʧѪĶ ͦ٣‫ޙ‬ѷʝΟ³ĕͅʝΟ‫ܞ‬ճ³ĕͅ‫ܞ‬ճ‫ޗ‬Ƽͅӏ uɧ ҅‫ج‬ɕ͆‫ޗ‬ ٍՕ̕‫҅ئ‬Ǫ͛ͅ5҅ѩϡՍʄ‫ږޗ‬ՕɁܰÇҺ͛۱l‫͚ޗ‬ɊȾʒ̯̩҅í ‫ڏ‬ίͦͅҩӕ͛Ǣ Apple ɿցֹّǍĶкƢ\‫ړ‬ʒ̯̩í҅¼ј‫ޜ‬Bċ Apple У\‫̩̯ا)ͦ͝ݮ‬í¼ј‫ޜ‬$‫ײ‬Ǫٗ>w҅‫ݦܤ‬5о‫ؼ‬O̮ʛ؈‫҅ڝ‬ Κ‫ ޙ‬ϡ֢҅ɽՌ‫ޗ‬Ǫͅʟã5ɘ۫Ô ‫ޗ‬Қί҅۱ۛ®ǗǪͅ 5ր̩ í ͦҩӕǞˈ¼‫ޗ‬ѭ‫׫ױ‬ʛ‫ݙ‬ã҅Ô̯Ø‫ ͅޗ‬Apple ɍBÔ‫ړ‬Ķк̩í ҅۱ۛŘԋͦҩӕǞ‫׺‬ş؏‫ޗ؝‬uɺ‫̚ם‬ϖ Apple ҅I΍‫ޗ‬əܵվØ̲۫҂ ®‫׫ױ‬ØÔ̯҅ծØ Apple ʌɍÔ‫̩ړ‬íűŘծƊ˙˨Ο ‫ޗ‬Bΰʪ˨ȵܹВϣ҅ǣΥ Ţͦҩӕҙd‫ޗ‬Apple ń̲cѫ‫׫ױ‬ØÔ̯Bċ̩íűŘӪԋ‫ޗ‬ğ͆ʌɍŰ‫ݍ‬ ͲӼʒУ̩í;Ք͙Ķк‫ۧ˾ޗڞ‬ѫȮĮĳǟ‫ف‬ŀȥdÚȺӂ̩íű Ř҅Ѫѩĳ̩í‫׳‬ϊ҅˹‫ޗ‬Bΰ‫ڟ‬ʒ͐‫ۓ‬ԕͲȺ؋̩í҅‫׫ױ‬ØÔ̯‫ͅޗ‬. 14. şи‫ޔ‬1.12‫ޙֹ¼ޕ‬http://ecis-design.blogspot.tw/2013/10/nike.html. . .

(49) . Apple ҖѷпÄ҅ţ̱Apple ‫̩˿ګ‬íٚɋdÚȺ‫(ق‬ɽՌ҅ʒ̚‫ޗ‬ĉɏ‫׫ױ‬ ØÔ̯ǞĶк҅̚Ҋˤö̋ȹ‫׫ױاޗ‬ĕͅѫd‫ק‬ύŁܽ‫ޗ׫ױڝڋ͕ޗ‬ˤ ¼ӏ݀͋‫ޗ‬Ԙ(ƍҜѩϡˤ΁Apple '‫ק‬Ç‫'ۻޗ‬I΍Ƈ‫ޗ‬ŀĶ͕ͅ‫םۆ‬ ҅ͭ‫ޗל‬Ƣ\‫ا‬ŀĶ̕ńϨ‫ع‬Ք҅ѩϡ‫ޗ‬ˤg>wΚ҅ͤd‫ڏޜ‬ίͅјŢ͚ ĩȵϨ‫ع‬Ք҅)ɶ'̩íٚɋɽİ֢cѫ̩íűŘ^Уԋdů‫׫ױׅ‬ØÔ̯ ҅ͻɘҕBd‫̩ޗ‬í‫ץ‬Ǖҕ‫ײב‬ƈŀ΍5ƅ‫؂‬УͅӨ‫ם‬å‫ޗ‬Uͅ Apple ҅ʒÙ݄јơ̩҅íűŘծƊ̰˟Ԍْè҅ΟУ\‫ޗ‬Bΰʪ˨Ô‫ړ‬В ϣ҅Ο͛Ϩ‫ع‬ր̩íҕ‫ͅڷ‬ɬɬҖ۱‫ޗ‬Ǒė¾‫ޗ‬Օ̩íր5Պĉ֢͝ͅÔ ‫ړ‬րˠĐ҅۱lŘΰ‫ޗ‬ʌɍ҂˛Һ͛Вϣ‫ޗ‬Ϛɽ̩í‫׬‬ɬ‫ޗ‬Ǣ̲ǍI΍d؈ ͅô¾‫҅םۆ‬ ΰƇ‫ ޗ‬Apple ҅I΍̩íǢ‫ڏ‬uϣӍ$͝۱՟ƢͲĕ͝ů‫ׅͦۧ‬5‫סۆ‬ ̩íͅХϖ‫̥ا‬uĶк¯̩íØApple Ǟ̩í̛‫ے‬Ȧϱ¤I΍‫ޗח‬ʪ̩íȔ ‫ږ‬I΍‫ޗ‬Ȕ‫ږ‬ŀĶ‫ڟޗ‬ʒˠd҅‫̚ڔ‬ʍͦҩӕ‫؂‬У‫ޗ‬Apple ¥‫ڶ‬Ǣ̲ ɿɧ¯͝«‫ޗ؞‬Х؏٣ֹ6‫ݮ‬գW‫ޗ‬Ǣ̲̩í҅‫סۆ‬ӍȦͅվ҅ğ͆‫ޗ‬٣У Apple ͚‫ܹݡ‬ǣՔ҅‫ؼ‬O̮ռ٣͕ͅӒΎˤ}̩í҅‫םۆ‬ɧ‫ޗ‬c>±¯ Apple ҅ ů‫ׅۧ‬ր‫ݐ‬Ȓ̩í¾ͯȑ‫ۆܔ‬٣¾‫ݐ‬Ȓ̩í¾ͯȑǢ̲I΍Օ‫ש‬ĳů‫ׅۧ‬Ӫğ ‫҆ͅޗםۆ‬Ķк҅ĲձʛŢ‫ޗ‬Ǩ®Ţј:ҕ‫ئ‬ã҅Ϩ‫ع‬Ȍŷ͕ʍ‫׾‬ĐÇ‫סۆ‬ ̅F̩í‫ݐ‬Ȓ¾ͯȑ҅ΘϽͅ‫ק'¯ ޙ‬Ϩ‫ع‬Ք҅Ҥ‫̰؞‬ƻՍծֹњƍ ‫̫͛ػۈ‬ɦՓĝӏėծɧˈ¼uАŢ‫ޔ‬ϣ‫݆ͤ҅͑ޕׅ‬d۱ۛ҂Ƕ‫ޗ‬Օ ͅ ʊҕ‫ڏޗף‬ʞͅ‫ݐ‬Ȓ̩í¾ͯȑ҅Ȅ^ ‫ޔ‬McCracken2010:24‫ݐ ޕ‬Ȓ ̩í¾ͯȑ҅Ȅ^̓ͅ˫ů‫ޗׅۧ‬Օů‫ׅۧ‬Ǫǅ̮Ǝҽ‫ͅޗ‬I΍֞҂҅ϼܺ ‫ݐ‬Ȓ̩í¾ͯȑ҅Ȅ^ͅʥ¼̱ϖ‫ޗ‬Ǟ̩íҤ‫؞‬АӋ‫ݲ‬íţ‫ٱ‬¤ů‫ׅ҅ۧ‬ճ‫ ׏‬ . .

(50) ‫ޔ‬McCracken 2010:144‫ޕ‬ŢǍI΍Ȅ^‫ޗ‬јŢ‫҅םۆ‬գӐʍ‫׾‬ɏů‫ڌׅۧ‬Ѝ ‫ٳ‬У‫ݐ‬Ȓ̩í¾ͯȑ Ţ Apple ҅‫ݠ‬Ԁ‫^ޗ‬У͚‫ܹݡ‬ǣՔ҅‫ؼ‬O̮ğ͆‫ڛ‬ѫ‫§ڏ‬ӏծØ‫ޗ‬Ǟ ®¥íս Apple ҅‫ݠ‬Ԁ‫ޗ‬ɏ>ʥ҅5‫҅׫ױ‬ŀĶ¾݂҅‫ڷޗۨڶ‬Ѫѩր‫ؼ‬ O̮Җğ҅ɺϖրɿɶ‫ޗ‬ʞծƊ‫ ا‬Apple Ô‫ړ‬։̩҅íűŘ‫ޗ‬ȵْܹè҂ѩ ākјŢѭȨ¡ˠї‫ޗ‬Apple ҅‫ݠ‬Ԁ<Ч¯͝‫ݐ‬Ȓ̩í¾ͯȑ҅Ȅ^‫ٳͅڝޗ‬ ‫ئ‬ʒ¾̢ɧ҅ѭBȨ¡У‫ ҅ݐ‬Apple ͻɘǤԓ‫®ޗضذ‬G‫ۈ‬٩‫҅ͅۆ‬Ȅ΍‫׫ױ‬ ‫֍҅ۨڶ‬Ɛ‫ޔ‬Jonathan Ive‫ޗޕ‬٣±‫ؼ‬O̮҅˴Čĳ Apple ©Ĝ҅‫׫ױ‬Ø‫ͅ>ޗ‬ ٫ZȨ¡҅‫ם‬ʖǞ‫ޗ‬ğ͆>$Ȕ֢ Apple ԼԾÔ‫͕ړ‬ƈ̯̩҅íĳŀĶ. ̩íٚɋ ‫׫ױ‬ØÔ̯. ͐‫ۓ‬. ş 1.13 ͦҩӕܽғՔŘͲ۱l Apple ʛÔ‫¼ړ‬d̯҅҅ͅԝбӯњΙȴ‫>ޗ‬w҅ѪĶ$ȔԘѯ ӏ̩í҅Ѫѩ‫ޙ‬Ķİ҅‫ج‬ɕѪĶɏcѫǣĢ‫ئ‬ʒǣĢɏʝλ‫ئ‬ʒғ҅‫ޗ‬ Apple Ƣ\‫ا‬ռȉ҅ѪĶʒУӏɶɿ‫ڔ‬ԕ‫ޜ‬Ƣ\‫ا‬I΍ɏԝбΙȴ‫ޜ̗ק‬Ԏ Ԏ‫®ͯק‬$‫ײ‬ǪծʥÇ‫ ا‬Apple ҂˦ ƍ҅ͻɘɏş 1.13 ėBҙÇͦҩӕ ҅uܽɃΰ҅ŘͲ۱lͦҩӕǞɏ‫ڏ‬u٨ЉԻ¼Δʒԋ. .

(51) . Ө ӱ. ҩӕғ҅րғΘ. ҕBd‫ײޗ‬ƈ۱̲͐‫҅ۓ‬ҩӕ‫ڷ‬ʪ‫̍ݳۆ‬Ţ‫ۓׅ‬ʧȆBċŀ΍ΙȴӪӪ‫ޗ‬ Ăɢѳ'Ϩ‫ع‬əܵB 5 Уͦ҅‫ͦݳۆ‬ҩӕŏ‫׺‬Ǟ͐‫ۓ‬ҩӕԕĞҺ͛ƻ‫ޗ‬ ‫̯ۆ‬њ‫ۓ͐ק‬իɊ҅ձԗͦҩӕ‫؂‬У‫ڟޗ‬Ç͐‫҅ۓ‬ǆՌĕͅŀĶ‫ۓ‬ļ‫ۈ‬ ҅‫ݜݪ‬5ՕȊŢͦҩӕ҅ǆՌ‫ۓ͐ޗ‬āУѪĶͅ‫ܹ׾‬Ů҅@‫ש‬5‫®ޗ‬Ķк ʒУ55҆Ҥ҅I΍ǆ‫ۓͅם‬ļӨ‫ޗ‬ĕ‫ם‬ϱɍ5ɘ‫ޗ‬ākͅȌŷ҅‫ݻ‬ ܺ‫ޗ‬$ėBŢʖŷٌɍۧ‫ڏޗ‬kͦͅҩӕ҅ǆW‫҅םۆ͚ޗ‬ĕͅI΍‫ޗ‬Օ ͅրӾҽ )Ǘ‫ޗ‬۱̲ĶкԝбBċ‫׫ױ‬Ôɽ͖҅Ӻ̧ғԴƈ‫ޗ‬BΰУҩӕܽ$ ̯‫ͦޗڝݩ‬ҩӕËɽcѫ ͐‫צ҅ ۓ‬Ȧć¿¤‫ޗ‬Ǟ®ó¾У̩íْè ր‫׫ױ‬ØÔ̯§ƍ٨‫ޗ‬Ǫͅ‫ם‬ɏ‫ڏ‬.̩Ӡ۫۳̯҅‫ڞ‬ٚјŢ҅Ϩ‫ع‬Ք̕‫ئ‬ '‫ޗ‬ՕҕŢ̕‫ޗئ‬ ĕ͝Ƣ\‫ا‬I΍‫ڏۘم‬ӏɡܺȊԝХϖۧѩƶŢ‫ڏ‬u ι‫҅ھ‬Ȍŷ‫ޗ‬Ƣ\˙˨Ο‫ޗ‬Ô‫̯҅¼ړ‬ǆWʞͦͅҩӕʛ‫ם‬ˤ}҅ǪƢğ ̩í¾ͯ҅Ȅ^Κ‫ۓ͐ޗ‬ʛ@‫҅׌‬ĕͅѪĶĐթǆ‫ޗ‬ğ͆$ɽİ֢Ƽ҅Ô̯ ր¹ ‫׫ױ‬ØÔ̯ր̩íٚɋ‫§ڏޗ‬u‫ם‬ԋǢј:I΍Օ‫ޗש‬ô¾‫̩םۆ‬íٚɋ ìħ'̩í‫ݐ‬Ȓ¾ͯȑր̩íűŘӪҖ۱ԋ‫§ڏޗ‬u҆ۧ͢ͅBd‫ב‬ŀ΍Ԙɢ ѳ҅۱ۛ‫̩ޙ‬íʛԓʒ‫ײ‬ƈI΍‫ͤ͘ڷ‬ŢԓԶͳΔ̗Յu۱̲¾̩ͯíր ْè҅‫֋צ‬ʔգå‫ޗ‬ė‫ڏ‬Ǣ̲ј:³̕‫҅ئ‬Ϩ‫ع‬ѤŽd؈‫ͅޗ‬ΎУə‫҅ם‬Ȅ^ )ܳւ¹ŜƇ֢Ġ͐‫ۓ‬I΍‫ܙޗ‬҂јŢ®I΍¥‫ޗڶ‬Ť͝u݂TʔՔҕˠǪ ͅ‫ݐ‬Ȓ̩í¾ͯȑ҅‫ޗ֋צ‬B Apple Уf‫ؼޗ‬O̮Ǫͅuʯʡ҅‫ݐ‬Ȓ̩í. . .

(52) . ¾ͯȑ‫>ޗ‬Ǣ̩í̛҅‫ے‬șÜ' Apple ۫ł'͐‫ڞۓ‬ٚ‫ޚ‬Nike ҅ů‫ׅۧ‬ğΚ$ ͝ҖğծØ‫ޗ‬ʞծșÜ Nike Ţ‫ڛ‬ãѯʥÇռȉ҅ǆW҂ ͦҩӕŏ‫׺‬ɏ͐‫צ҅ۓ‬ȦćÎͯÔ‫̩ړ‬íBċ‫׫ױ‬ØÔ̯‫ޗ‬$ͅȏ͠ėBր և‫؏׭‬Ķкԝбĳ‫ۓׅ‬ӭѳ̩҅Ӡ͝ʛğͦҩӕ‫ͻ҅ͅסۆ‬ɘ҅Ӿҽրΐ ɡ‫ޗ‬Օͅ֐ṉ҅ϖրʧȆ‫ޗ‬Җq B5Уͦ‫ޗ‬B̩íУ ҅ȹėBԘI ΍ğ҅ɦՓ¿¤‫ݳ‬ρǍI΍‫ڷ‬ȏ͠ռȉ҅ŀĶ͐ͅ‫ۓ‬ĶρuĶк‫ڷ‬ȏ ͠ռȉ҅ĠաͅȮĐɾʘͦҩӕ͢‫ײ‬ҩӕԕͲ‫ا‬I΍̯҅͝ɦԡ‫ޗ‬Ǩ®ͅĘЛ ҅‫ڏ‬.Ķк‫>اޗ‬wί‫ס‬ռȉ҅Łܽ‫ޗ‬ÚB̕ń‫ٌޗ‬Ŝ‫ڟޗ܇‬Ç͐‫ޗۓ‬Օĕ ͅƍĶк҅@Ȅ‫ޗ‬ʔՔϰУȌŷ҅Ө* ĘЛI΍ր5ʞ͊‫͝ͅڜ‬ծØրǗØ҅‫ޗ‬Uʌɍ˙˨̩íْèĳʍѫ‫׫ױ‬ ØÔ̯‫ޗ‬c®ХϖÇ Apple ҅ŽѯākͅјŢĘЛ͚Мԃ҅ HTC‫ޗ‬ŢŜ ƇʔՔ/ϟ҅υҜɘ‫ٓڷޗ‬BӐ^ ͐‫҅ۓ‬I΍ ƍI΍‫ڷ‬Ƣΰ‫<>®ޗ‬ փŢʟ˅҅ĘЛ̩Ô3C ӆʧȮĮ‫׫ױ‬ӪӪI΍͕ͅ֊‫ٶ‬ĕ‫ם‬ѫǢ̱ϖ‫ޗ‬ ͐‫)ܙܧۓ‬ ʛ͝I΍‫ͅڷ‬B͐‫ۓ‬УғΘ‫ޗ‬Օͦҩӕғ҅ǪŢ̲¾ͯƢ\͐‫˨˙םܟޙۓ‬ 6‫ޜݮ‬əܵ¯6‫ͦޜݮ‬ҩӕҖq‫ͅڷڏ‬ô¾Ǘѫր‫)҅םۆ‬ɶ‫ޚ‬Օͦҩӕ҅э пֹ$ͅɏ͐‫¼ۓ‬҂‫ޗ‬ٛ‫ڝ‬џҭʧ‫ׇ‬ӭѳ‫ޗ‬ҕˠˈǣͻɘ‫ޗ‬Øϊ‫ا‬ƍǍҙ ÇΚ҅Һ͛ƻɺͦҩӕ͢ɆŢҺ͛ƻܹŮ͝ƊƈҖ۱ҩӕ‫ޗ‬ғÍ‫ޔ‬2016 Ȝ‫ޕ‬ŢҺ͛ƻܹŮ،؏ΰ‫҅ܽآ‬ҩӕ؏̩ĳ͢Àͅ 0 ӳ‫ޗ‬ՕŢ‫׫ױ‬ƻ۹ĳŀƻ ۹ʔՔͅӆʧƻ۹BΰУܽ҅ҩӕ؏̩ƍԂ͝ 3337 G‫͢ޗ‬ÀÌ͝ 779 G‫ޗ‬Uͅ ɏ̩íУ¿¤‫҅ݳ‬Ăƈͦҩӕȏ͠ńѫҺ͛ƻǢ̲̩í҅‫̛ܤ‬ĳ‫ے‬Å‫ޗ‬ʟ. . .

(53) . ҪևǢ̲͐‫׫ױۓ‬րÔɽ҅‫چ‬ɦ‫ޗ‬ˢȮ B5Уͦ ҅ÔɽI΍ӯњĳB ̩ íУٚɋ ҅‫׫ױ‬ØÔ̯҅ΐɡ. . .

(54) Ө Ŗӱ ҩӕͳΔ . ‫ۄ׼‬Ք. ‫ݐ‬Ȓ̩í¾ͯȑ. Cultural Intermediaries ̩í;Ք. ̩íűŘ !

(55)

(56) ‫ج‬ɕ‫ͦػ‬. ̩íْè ! ѩϡ݆ͽ.

(57)

(58)

(59) Е‫ږ‬ȴÔ̯. ş 1.14 ҩӕͳΔ‫׫ױޙ‬ØÔ̯̩҅íٚɋ ͦҩӕǞ¾ʒͳΔ¾У‫ٱ‬¤ĳѪ¼d˟‫ٱ׭‬¤҅‫¾ڶ‬ɏ‫ݐ‬Ȓ̩í¾ͯȑĳ ‫ۄ׼‬Ք҅,ã،ٍ‫ݐޙ‬Ȓ̩í¾ͯȑ^УI΍¥‫҅ڶ‬գå‫ܹޗ‬ǣI΍¥‫҅ڶ‬5‫ڋ‬ ‫ڝ‬ȮĮŀĶŀȥӪǗ‫܇‬ѪĶʔֺ̉‫ڐ‬ٚ‫ޗ‬ćб‫̩¼ړ‬íűŘ‫ۄ׼ޙ‬Քր̩í ;ՔÌͅI΍¥‫ڶ‬ʔƇ‫҅ڶ‬5ĸԓʒ‫®ޗ‬ìħ'Ķк҅‫܊ڇ‬ՔBċ̩íѪ‫ט‬ ѯʔʧ‫ׇ‬ѯ҅ǟǍƻՔwͼ̆>wǢĶк̢҂¼҅ʛ͝ŘƳ‫ޗ‬ռ‫(قׅ‬ɽՌ ‫ۄ׼‬ΐɡ‫ޗ‬ѭΰ$Ѫ¼'̩íűŘѷ:Ǝ‫̱§ڏ‬ȲӝΜΖ‫¼ޗ‬ј‫ڔ‬ԕր,ã‫ޗ‬. .

(60) . ®ğ‫ړ‬ʒ̩҅íűŘ‫ئޗ‬ʒ'ȺՕ͝Øْ҅èȵƳ ‫ͅޗڝ‬ĕ͝ǍI΍͛‫̩¼ړט‬íűŘ‫̩ޗ‬íűŘ$‫ܧ‬ծƢΰ٬̀ Ǫł҂̩íْè‫ݐ‬Ȓ̩í¾ͯȑր‫ۄ׼‬Ք̩í;Քĳ̩íűŘ‫ڏ‬uԣԗ‫ޗ‬ ğ͆$ͅȍً‫ڂ‬ăʛˣԸ҅‫ج‬ɕ‫ݤ‬д҅ŷŮ‫ج‬ɕΥØ҅ǈ‫ݠ‬Ǫͅ‫֯ޗۄ׼‬ѭ ‫ݙ׫ױ‬ãίѷɧԝѭ‫ج‬ɕ‫ݤ‬д‫ޗ‬юæ҅Ķкďɍ'‫ج‬ɕΥØ‫ޗ‬$͙‫׾‬Ķкʛ@ ‫̩҅׌‬íűŘюďȺè҅ţWѷĶкʛ@‫҅׌‬ĶİʒУ'ίԙ‫>®ޗ‬ğ̲ΰ ҅Ǫʒ'ѶӢʒУίԙ҅ĶİkȾʒӊȣ‫ޗ‬ɍBǋÈĳ‫נ‬Ӳ‫ڏ‬uŷŮ؉ʞͅ ҚίĞϖ҅@‫׌‬ѭΰ‫ݐޗ‬Ȓ̩í¾ͯȑր‫ۄ׼‬Ք̩í;Ք$ɏ‫̩ړט‬íű Ř҅‫ڝ‬ӍǞ®‫˧ئ‬ʒ‫ج‬ɕ‫ج֢֯ޗͦػ‬ɕΥØŢŷŮ҅‫ئޗ^ڛ‬У̩íْè ĳѩϡ݆ͽ. ̺̩íűŘȵв'̩íْèĳѩϡ݆ͽ‫ޗ‬kėB‫ړ‬ʒѪ¼——Е‫ږ‬ȴÔ̯‫ޗ‬ ɏΰѪѩ̯҅ɽՌ‫ئ̕ޗ‬ѯѷЕ‫ږ‬ȴÔ̯¼јɊ‫ޗ‬ĉɒѤŗćЕ҂‫ݐ‬Ȓ̩ í¾ͯȑր‫ۄ׼‬Ք̩í;Քſϵ͕ƈ̩íűŘ‫ޗ‬ѭΰϼϼԖ‫ޗ‬Љ‫ئ‬ʒu ͐‫҅ۓ‬ٚɋAppleB‫ؼ‬O̮Ȩ¡Bċ֍ƐӪ5ԓʒ'‫ݐ‬Ȓ̩í¾ͯȑУܹǣ ҅I΍̩í‫ޗ‬ɏԝб҅ŀȥĳɁиȮĮѧս̲ѪĶͦ٣‫ޗ‬ć‫ר‬҂I΍Ƈ‫ۄ׼҅ڶ‬ Ք̩í;ՔĳӼԚ‫(ق‬ɽՌ. ͦҩӕǞ͛ŢɊø‫ۋڶ‬Ǣ‫ڏ‬ՔʛȾʒԣԗ؈̿‫ڹޗ‬Ğȍً‫ڂ‬ăƻ؈ ŷŮ‫ݤ‬дĳ‫ͦػ‬ΥØ҅ΐɡć۲‫̩^ڛ҅®ڄ‬íűŘ‫ئם‬ʒ̩íْè‫ܧ‬ ٬Օ̀ւ‫ޗ‬əܵԝ‫جڝ‬ɕ‫ݤ‬дր‫ج‬ɕΥØ҅‫ڛ‬ãɊ‫ޗ‬ʞ͛‫ئ‬Уѩϡ݆ͽĳ̩í ْèѷ̩íűŘĳ‫ج‬ɕ‫ͦػ‬ԍӒÇǆ҅ӍȦ͆‫ޗ‬āėȵǣ¼̩íْè‫ړޗ‬Ǫ ѩϡ݆ͽ‫͚ޗ‬ԒǣվЕ‫ږ‬ȴÔ̯҅Ѫ¼ͦҩӕ҅ͻɘ‫ޗݳۆ‬k֢ͅ‫ۆ‬Ţ̩íű . .

(61) . Řňԇĕͅӏ‫ڣ‬ňW‫ޗ‬ƼիɊğ͆@‫ج׌‬ɕ‫҅ͦػ‬ʍѫͦҩӕ֯ΰ ҩӕٚɋ‫ޗ‬ØϊǶј¼‫׫ױ‬ØÔ̯̩҅íٚɋǁ̥҅Κ‫˟ޗخ‬ӕ®ʛ‫܌‬ħ҅ Һ͛ƻ‫^ڛ‬. . .

(62) . Ө -ӱ. Ǥԕ. 2011 Ȝ‫ؼ‬O̮‫ޗٹ‬Apple ‫پ‬d̯҅@ŢȨ¡҅ˠʝȔܹ‫ޗ‬2014 Ȝ ˢ¼҅ iPhone ̯ΟŪ 6 ĳ 6 Plus ̲۫‫ ف‬3 ƎǪļ¼ 1000 ֟̓B——‫ͅڏ‬U ͅ iPhone ‫ۓ‬ļĚ͚‫ ׌@͕ޗۖׯݡ‬Apple ϣ҅ţWɏ‫ؼ‬O̮ÇȨ¡‫ޗ‬Apple ԝδܹǣՔ҅‫ئ‬ãĳƍѤŽ҅̕‫ޗئ‬hփծԡˇВϣȵܹՔ҅‫ޗ֋צ‬ąŘ¼ռ Apple ‫ܧ‬ĕ‫ܨ‬ňɺϖʔпǆ5ƅվc͐‫ޗۓ‬ՕͅŢ̲ Apple ʌɍ˙˨̩í҅ Һ͛Ø ‫ݬ‬Ɣթ̲ʓծщÇ6‫͛ݮ‬вԃˈ¼‫ޗ‬Ǣ̩í҅٬ɢͅևI΍͚ȕт ҅ۚ؇‫ޗ‬ɅɅŘՕƑćĶк҅ӣдØ֑Хϖ‫̩סۆ‬í‫ޗ‬kǎ̀ۚ‫ܹڝ‬ǣВϣ҅ Ο̩íրϨ‫֢͝ع‬ԥǑ҅۱՟‫ͅޗ‬ԓʒϨ‫ع‬Քѩϡʛ͝)о҅ԋ۱̲ Ϩ‫ع‬Ք҅ɶɿɺϖΐɡϡãӪ‫ڷ‬ĐÇ̩íϱϱ҅Ɂܰ‫ޗ‬Օ‫ڏ‬.$¦͐ͅ‫ۓ‬ րĥ҅‫םۆ‬۱ۛ Apple ʛB͝‫ݡ‬ȦӣдØ‫ޗ‬ϼռ̲‫ؼ‬O̮ͅW‫ݐ‬Ȓ̩í¾ͯȑ‫ק'>ޙ‬ ̩íǢĶк҅‫ޗֹםۆ‬Ǟ®ʍѫŢ‫ڔ‬ԕϨ‫ع‬Ք̩í‫֯ޗ‬ΰրϨ‫ع‬ՔѪѩǑ ¿۱՟‫ޗ‬ɏďɍǁ¦̓‫҅ڹ‬Žѯ‫ؼ‬O̮ĢʓwǶҹր̩íј‫ج‬ԥǑԕĞ‫ޗ‬Ǫ ծ‫ا‬Ϩ‫ع‬ՔʒУӼԚ‫ޗ‬ɞɘٗ‫ͦ܊‬ӠӱÁւ‫ܞ‬ճ‫׫ױ‬ѪĶ҂‫͛׌‬ΙH݆ ВӪu΁f݄ҹ Apple Ƣ\̂^ΰӏΙȴ ‫ܞ‬ճͅ‫҅ܖי‬ΟŒ‫ޗ‬ևI΍ɅɅХϖ̍ղ‫ܙݡ‬Ȧ҅̂^րԴџ҅ϣӍU Ǣ̲‫ؼ‬O̮d؈‫؂>ޗ‬У‫ܞ‬ճʍ‫ם׾‬Ӷňǎ̀‫اޗ‬5ծƊ٬‫ݣ‬cѫ‫ڏޗ‬ծ‫ڟ‬Ç̱ kșɝ҅ғ҅ākѷ͆҅ϣХɽ̕‫ئ‬ƍҜǢ‫ܞ‬ճ҅‫ڛ‬ѫĳÿ‫ޗج‬Apple Ăà ̲ʟҪ΀ͳ‫ޗ‬ʪ‫ܞ‬ճɏ‫҅ܖי‬ΟŒ‫ئ‬ʒӶň҅Ȅ¯Apple ҅ѪĶ҂‫͛׌‬$ր®. . .

Apple暢銷的背後： 設計創新力的文化路徑分析

Apple暢銷的背後：設計創新力的文化路徑分析