Вы находитесь на странице: 1из 223

,

Inw
it.R
u


Apple

,
, 2011

658.5(082.2)
65.290-2
15
M cG raw -H ill

, .
15 . Apple /
; . . . .: ,
, 2011. 240 .
ISBN 978-5-91657-162-2
,
.
.
.
, ,
. ,
,
. , , .
, ,
Apple.

658.5(082.2)
65.290-2

.


.

-

VEGAS LEX

ISBN 978-5-91657-162-2

C arm ine Gallo, 2011


, ,
. , , 2011

. ,
....................................................................................................... 6
1. ?................................................................................ 14
1. , ...................................................................27
2. ............................................................. 28
3. ............................................................. 38
2. .........................................................55
4. ...............................................................56
5. .................................................................... 72
3. ...........................................................89
6. .................................................................................. 90
7. , .................................................101
4. , ........................................... 111
8. ..........................................112
9. ..........................................................133
5. ................................................... 141
10. ........................................................... 142
11. .................................................................... 160
6. ............................................. 177
12. , ...................................................178
13. ................189
7. ...................................................................201
14. .....................202
15. ..........................................................211
. ................................. 219
....................................................................................................... 223


,



New York Times
:
, ,
*.
, ,
, .
, , CEO
Apple .
iPhone
Apple 2010
M icrosoft,
. ,
, .
,
. ,
.
* , () , , , , New York
Times, 24 2010, nytimes.com/2010/01/24/opinion/24friedman.html7page wanted=print
( 25 2010).
, ,
: XXI .

. ,

,
, ,
.
11
, , ,
,
.
, Time : ,
, , *.
,
,
,
.
, . ,
, Microsoft .

, .
,
, ,
**.
.
,
.
,
. CEO IBM
, ,
, ,

, , , .
.
, ***.
,
. Booz & Com pany

* , 2000-: (), (The 00s: Goodbye (at Last)


to the Decade from Hell), Time, 24 2009, time.corn/time/printout/0,8816,1942834,00.
html ( 30 2010).
, , Financial Times, 29 2010,
ft.com/cms/s/2/a4810bb2-0c75-l ldf-a941-00144feabdc0.html?catid=ll&SID=google (
29 2010).
*** , Profits Down; Spending Steady ( ;
. . .), Strategy + Business, 2009, 46.

2009 , , , ,
FM-
. , DuPont, 1937
40 ,
1930 , ,
,
*. Booz &
Com pany ,
.

, - .
, ,
: .
-,
,
. ? .
, ,
, Zinfandel.
,
, .
, ,
, .
, : ,
,
. ,

- .
Wall Street Journal ,
, ,

. , 2000-,
, ,
-**
. , ,

* , Innovating Through the Downturn: A Memo to the


Chief Innovation Officer ( :
. . .), Booz & Company, Inc., 2009, booz.
com/media/uploads/lnnovating_th rough_the_Downturn.pdf ( 22 2010).
** , - ( . start-up - ),
. , ,
. . .

. ,

,
, , .
, ,
, ,
, ,
.
,
USA Today. ,
,
, .
1957 , 1975-
1980-, ,
... ,
, .
, .
*.
, , ,
,
,
. ,
,
Fortune, ?
2009 M cGraw-Hill 1. Apple **.
.
.

,
.
,
. Java W orld
, , ,
, 1-

. . , ,
, ,

* , , , USA Today,
1, 5 2010.
** ,
2011 . . .

. .
( ,
),
,
, ,
.
,
,
, ,
. ,
,
. .
,
,
.
,
, ,
. ,
. .
, , ,
*. ,
.
, .
.
, ,
.
,
, ,
**.
.
,
Innovation.
,
; . ,

,

* , , , What Makes Silicon Valley Tick? (


?. . .), , 5 2010.
** ,-!
.

. ,

. *. ,
,
,
, .
,
.
. ,
, , .

. :
,
. , ,
, ,
. ,
, :
,
, ,

. ,
:
? , **.

, ,
.
, Apple
. ,
, .
, ,
. 2000-, ,
.
, ,
, .
,
***.
, ,
. .

* , Innovation (. . .), -:
Crown Business, 2006,17.
** , .
*** . , . , , 2009.

,
. :
, ...
, *.

,
.
,
, .
.
, .
.
.
,
, .
, , ,
:
, , ,
, , , ,
, , , , !
, ,
.
.
, . ,
.
,
, , .
, .
, ? .
, ? .
,
? . ,
, ? .
, ,
.
,
, ,
.
* , , USA Today,
, 1, 2010.

. ,

.
, ,
.
,
. ,
,
. ,
,

.
,
: , , ,
, ,
*, **.
,
-,
.

, . ,
. 2004 ,
,
, ,
. , ,
, - .
, ***.
, ,
, , , ,
. ,
.
, , .

* . . .
** , Return to the Little Kingdom ( . . .),
-: The Overlook Press, 2009, 106.
*** , , ", ,
Stanford Report, 14 2005, http://news.stanford.edu/news/2005/junel5/jobs06150.
html?view=print ( 22 2010).

1
?
.

Apple, CEO* .
Apple ,
. LEGO,
Apple ,
, **,

. .
! ,
!
New York Times.
,
. , ,
. , -
. .
***, . .. .****
17 2011 .
. . .
,
. . .
*** Dell. . .
**** , , New York Times Magazine, 30 2003, nytimes.
com/2003/11/30/magazine/30IPOD.html?pagewanted=all ( 23 2010).

1. ?

.
, , ,
.
,
, ,
, ,
.
-
, ,
, , - *.
,


, , ;
.
, (,
), , ,
. ,

,
, ,
.
,
. , ,
, (, M P3-
) ,
.
,
,
, - .


, ? ,
.
, Apple
,
* , Innovation (. . .), -:
Crown Business, 2006, 13.

- Apple,
,
.
,
. (
, Apple , ,
, , .)

, , Apple
. , . Google
+ 2 700
. 1,5
, .
, , ,
, , .
.
,
, ,
, ,
.
.
,
, Apple, ,
, , ,
, ,
: ?


New York Times,
,
, , *. -
.
. Fortune ,
, .
, ,
, , ,
. Apple
* , , New York Times, 27 2009, nytimes.com/2009/12/28/
opinion/28krugman.html ( 23 2010).

1. ?

( , 1996 )
, ,
.
, , Fortune,
. Fortune ,
:
- , ,
: ?.*
2000- .
Apple ,
, iPod iPhone
. 2010 Apple 250
iPod, 70 -
.
10 ,

. Apple 280
50 . -
AppStore** ( 10 2008 )

iPhone iPod Touch. Apple, 1 1976 ,
50- .
, Apple ,
27 2010 . .
Apple 1996 150
,
, , , ,
. - ,
: ?
- Apple
. 2010 H arvard Business Review
CEO 3,188
(34 ), , Apple***.
Apple

* , ?, Fortune, 23 2009, 90.


** AppStore - ( -) Apple,
iTunes Store,
iPhone iPod Touch . . .
*** , , CEO , Harvard Business
Review, - 2010, http://hbr.org/2010/01/the-best-performing-ceos-in-the-world/
/1 ( 23 2010).

, Dell HP, . TechCrunch*


, , ,
Apple -. , ,
, .


, ,
: iMac, ,
iPhone, iPod, iPad.
,
Apple , .
, -
, . ,
, , CEO
M P3- iPod. ,
- iPhone iPad.
, , ,
-, : , ,
. ,
. , ,
, Pandora
Skype, .
,
. ,

iMac.
.
**.
Apple

2010 , Apple . ,
Samsung, Nokia, LG Research in Motion***,
,
iPhone.
* , .
TechCrunch Network. . .
** , Apple 1997 ?, TechCrunch,
26 2009, http://techcrunch.cOm/2009/l l/26/steve-jobs-apple-1997 ( 23
2010).
*** Blackberry. . .

1. ?

Apple . ,
,
Windows 7. Microsoft
, ,
Windows 7 Apple Mac
OS X. Microsoft ,
, ,
Apple. , Microsoft ,
,
.
, Apple .
,
. ,
iPod.
,
,
. ,
, . , , , ,
, ,
.
, , , NBA
. ,
,
, , -
.

?
- ,
. .
,
. , ,
, ,
, ,
.
,
. 2009 Junior Achievement*
* Junior Achievement - .

. . .

,

, .
, 35 .
, , * Facebook
. ,
, (61 )
,
**.

. ,
, . , , ,
.
, ,
,
,
, , ,
***. 28 1997 ,

. Apple ,
Apple.
.
, ,
.
: ,

.
,
- ,
. ,
: , ,
Apple, ,
:
... ... .
. . . . .
* - , -.
. .
Junior Achievement, !, 13 2009,
ja.org/files/polls/Teens-Entrepreneurship-Part-2.pdf ( 23 2010).
*** , Apple, BusinessWeek, 12 2004, businessweek.com/
bwdaily/dnflash/oct2004/nf20041012_4018_db083.htm ( 23 2010).

1. ?

*.
, ,
, .

,
, ,
, , .
: ,
.
,
,
, . ,
XVIII , ,
,
.
1870- 1880-,

**. ,
. ,
, ,
.


1776 ,

,
,
.
. ,

, ,
.
, ,

, ,
,
* YouTube, Apple , youtube.com/watch?v=XUfH-BEBMoY (
23 2010).
** , , Fortune, 23 2009, 110.

.
, .
,
. Apple,
,
, .
,
Apple II.
: ,
, *.
Altair 8800,
Time Apple II .
, ,
. 1970-
,
, ,
. ,

. ,
, ,
. ,
, ,
,
, .
, : ,
.

,

, ,
, , .

. ,
-
,
.
* , Return to the Little Kingdom ( . . .),
-: The Overlook Press, 2009, 293.

1. ?

, ,
. ,
,
,
. -,
,
, ,
Apple,
, ,
.
- , ,
. -,

, .
.
.
, , , ,
, Apple
. ,
,
Apple*. , -
Apple , ,
, . ,
Apple
.
: ?
,
.
, ,
, , .
.
1: , .
, , ,
.
2: .
,
, .
* , Money Talks, Meaning Whispers ( ,
. . .), Motivated, 2010, 65.

Apple,
.
3: .
,
. ,
.
4: , .
, Apple, .
, . ,
.
5: . ,
. iPod
iPhone,
Apple Apple,
,
.
6: .
Apple Store
. Apple Store
,
,
,
.
7: .
,
.
,
, .
, .
,
,

.

:
( 1: , );
( 2: );

1. ?

( 3: );
( 4: , );
( 5: );
( 6: );
( 7: ).

, ,
, .
, ,
,
, ,
,
,
, .
, , , .
, ,
,
.
CEO : Apple Pixar.
.
. 1976-,
. ,
,
, ,
. ,
-*. -,
, ,
,
. ,
, **.
,
,
* - .
;
. .
. .
** , Return to the Little Kingdom ( . . .),
-: The Overlook Press, 2009, 153.

,

.
- ,
.

2

,
, .
,

1972 , -
.
. 1970- -
, .
,
.
, ,
.
, ,
, . ,
, .

, , .
, .
, , ,
. ,
.
, *.
* , , , ,
Stanford Report, 14 2005, http://news.stanford.edu/news/2005/junel5/jobs-061505.
html?view=print ( 22 2010).

2.


100 . 1984

. ,
Disney, ,
Fortune, ,
, ,
. , .


- ,
, .
, (
, Microsoft), ,
. , . ,
,
, ,
*.
, ,
- -, ,
.
, ,
. , ,
,
. ,
:
. - ,
.
- ,
,
: , ,
.
- [
] , . ,
M acintosh,
. .
.
,
rpi

1. ,

. W indows
Mac OS, ,
. ,
,
, *.
:
. , ,
. , ,
. , .
, , ,
.
, ,
. Macintosh
.
.
, . Macintosh
,
.
, , Macintosh, Apple
, 1996 ,
, iPod, iPhone, iMac, Apple Store iPad.
,
, :
, , .

2005 .
, ,
:
. - ,
. , .
? - , Apple
. ,
, , .


-,
Baron Capital Group. 700
16 .
-

1 .

2.

. ( ,
100 ),

, . -,
-
*: .
,
, .
, ,
. ,
2005 ,
,
23 2009 .
,
, **. ,
, Apple
, .
, ,
, , .
, ***.
: , ...
, ... .

,
.
.
,
,
. .


,
. - , , ,
, -
. , ,

* . . .
** , :
, Baron Funds Quarterly Report, 30 2009 .
*** .

1. ,

. .
. 1995
Sm ithsonian ,
:
. ... [] ,
.
H eathkit
, ,
.
. ,
- . , ,
... , ,
, , ,
, .
. , , ,
: , .
*.
,
, , ,
, .
, . **
,
Homestead , -
.
. ,
. , ,
,
, ... , ,
. ,
, ***.

* , , Smithsonian
Institution ( ), 20 1995, http://americanhistory.si.edu/collections/
comphist/sj 1.html ( 23 2010).
** , Wonderful Wizard of Woz (
) iWoz ( iBook
Apple). WoZ Wheels of Zeus
( ), , . . .
, iWoz (-: W. W. Norton & Company, 2006), 150.

2.

, , .
. . , ,
.
, , ,
. *.
, Apple

,
.
, . :
- . ,
.
, : .
, ,
. , , ,
".



, ,
, , ,
? . 1995
Sm ithsonian :
,
** - , ,
, . ,
,
, .
. .
,
. . - ,
.

* , Return to the Little Kingdom ( . . .),


-: The Overlook Press, 2009, 106.
** Leadership, Apple: Apple Computer, Inc., London Business Review, 1 2008, londonbusinessforum.com/
events/apple_innovation ( 5 2010 ).
** . . .

1. ,

, ,
. , , .

- . ,
. . , ,
, ,
. ,
*.
, ,
, .
. CEO Apple
Pepsi
, ,
?
1985 . ,
, , , **.
. . : . , ,
, . ,
,
, ,
, ,
, Pixar.

2005 :
: ,
, , .
, . ,
.
, -
, , - ,
.
, . ,
. .

* , .
** , , , .

2.

, , ,
. , ,
. , .
*.

, .
, ,
, ,
, .

. MBA**,

Excel.
: , .
, , ,
;
10 100 ,
. ,
.
. , , ***. ?
, , , .
, ,
. , Apple.
,
.
;
.
,

* .
** MBA ,

(, , MBA : Master of Business Administration).
MBA
. , MBA
. . .
Wikipedia, , Wikiquote, http://en.wikiquote.org/wiki/Steve_Jobs (
23 2010).

1. ,

.
.
. -
, , .
. , ,
, Apple.
. , Apple*.
, Apple

,
, .
?
. ,
, ,
. ,
, , .
, - ,
,
, ,
,
,
, .
, ,
.
,
.
,
. ,
,
. , .
.
. ,
- ,
.
.
,
,
* , Founders at Work: Stories of StartupsEarly Days (
: . . .), : Apress, 2008, 57.

2.

, ,
Apple. . ,
.
13
1. , ? .
?
,
, ? . ,
, , ,
.
2. ? ,
. , ,
.
3. - . ,
,
.

3

.
, ,
,
. , ,
, ,

,
.
,
Make the Impossible Possible**

,
, ,
. ,
, . 1965
,
. , .
- .
,
, ,
.
: , ?
, ,
.
* , CEO Manchester Bidwell Corporation, ,
16 2010.
** . . .

3.

,
. ,
. ,
. , . ,
, ,
. [ ],
,
. ,
*.


.

, 1968 .
,
,
,
.
,
, .
Braniff Airlines.
, .
( , .)
Braniff (
1982-), .

,
, , ,
. .
,

.
, , , , ,
. .
, , ,
Apple , .
, ,
, .
^

1. ,

,
. ,
, ,
.
,

, , ,
;
, ,
,
- ;
, ;
,
YouTube.
,
,
. , ,
, .

? .
, , ,
. , ,
,
. , ,
.
,
, .
M anchester Bidwell .
.
,
,
*.
. M anchester Bidwell

, ,
(Frank Lloyd Wright, 8 1867 9 1959)
-,
XX .
. . .

3.

, 350 ,
, ,
.
.
, ,
, , . ,
,
,
. . ,
. ,
.
.
,
, , .
M anchester Bidwell
, , , M anchester Bidwell.
, , - ,
, .
, ,
, ,
.
, :
80 ,
, ,
,
, .
.



. ,

, .
.
,
, ,

1. ,

, :
, , ,
, .
,
.
.

5126
.
, .
, . ,
( ). 1978
,
, . :
, . ,
, ,
, 5127-
.
, .

.
- , - .
, , ,
.
.
-
. , . ,
, ,
*.
,
. ,
, : , ,
. .
- , - ,
. .
,
* , , Forbes, , 1 2006, forbes.
com/2006/08/01 /leadership-facetime-dyson-cx_hc_0801dyson_print.html ( 19
2010).

3.

, . ,

, , ,
*.
5126 ,
,
, ,
. ,
.
, Hoover,

. Hoover
, , .
,
.
,
, , .
.
,
.

,
, - . Hoover
: ,
,
. Hoover
. ,
,
.
Forbes ,
, ,
,
,
. :
,
, ,
, , .
* , , Fast Company, 19 2007, fastcompany.com/
node/59549/print ( 19 2010).

1. ,

,
, .
.
.
,
,
. ,
, , .
*.


, Apple
. Apple 1983 1996 ,
.
:
,
. ,
( , ,
), ,
,
, , .

. ,
.
, ,
.
, .
, ,
;
, . :
**.
,
,
, .
** , Beyond Ideas, , 13 2010.

3.

: .
. , .
, ,
, .
* ,
, .
- ,
,
. ,
,
.

-!
Food Network
,
. ,
.
-. 1995
-.
, , ,
, . ,
,
.

;
, .
, .
,
. :
? ?
: ,
**.

* ,
,

. . .
** RachaelRayShow.com, [], 28 , 2008,
rachaelrayshow.com/show/segments/view/rachael-maria-shrivers-womens-conference (
23 2010).

1. ,


30 . ,
, ,
.
. -
.
.
,
, ,
. . ,
, ,
.
, .

,
.
NBC. Food Network,

. ,
, -,
.
, , ,
.
2008 -.
, * ,
.
, .
,
.
: , , , ,
. , ,
. ,
.
**.
.
, ,
* . . .
F-J-1
.

3.

, .
, ,
.
- , - ,
, ,
, , .
, , ,
.
*


:
. .
: ?
. , ?
,
,
.

.
Dean
W itter Reynolds 1981 ,
. ( Bloomberg BusinessWeek
,
, ,
.)**
.
.
. Bear Stearns***,
, .
1987- G ardner Rich.
, ,
, ,
.
* , II .. . .
** , , Bloomberg BusinessWeek, 23 2007 ,
businessweek.com/smallbiz/content/jul2007/sb20070723_608918.htm ( 22
2010).

*** Bear Stearns


. -. .

1. ,

. ,
,
*.
?
, BusinessWeek.
, . .
, .
, :
, .
, .
, , .
, ? .
, ,
, , **.
. -,
, , ?
, ? :
, .
.
, , .
, , , ,
, ,
, . , ;
, .
,
, , .
, , , .


***
,
: ,
.
1930- . ,

.
-4"

.
** .
*** ., , , 2010.

3.

. ,
.
, .
, .
.
.
, . , .
: , ,
. . .

. .
,

,
. .
. ,
, .
, ,
, ,
, .
, , -
, .
, , ,
. , , , ,
- , ,
.

, ? ,
,
,
.
, -.
,
(
). , ,
, ,
.
, SanDisk .
SanDisk ,
.

1. ,

-, ,
.
-.
,
.
. ,
,
, , .
,
... . . ,
, .
, ,
. , , .
,
. :
, ,
? .
, , .
?
.
, . SanDisk
,
; -,
, .
,
.
;
, .

,
,
.

. .
, 1976 ,
.
, ,
- . ,
,
,

3.

,
. New York Times Magazine ,

,
- .
,
. ,
, , ,
*.


,
.
, ,
- ,

.
,
1969 .
,
, . ,
. ,
, , **.
,
, .
: . , ***.
,
. ,
. , ,
Apple I Apple II, . (

.)**** , , .
* , : , Apple, theapplemuseum.com/index.
php?id=49 ( 23 2010).
, :
), New York Times Magazine, 24 2010.
.
, Return to the Little Kingdom ( ), -, The
Overlook Press, 2009, 72.

1. ,

. , ,
.



,
Apple ( Atari, Hewlett-Packard).

.
.

, ,
. ,
,
, .

. , ,
, , ,
. ,
- ,
. , .

,
.
.
1985 . Newsweek :
M acintosh ,
, ,
, , , *.
Google , .
20
,
. Google ,
.

, ,
. Google, Gmail, Google News,
Google Suggest, AdSense Orkut,
* Wikipedia, ,
en.wikipedia.org/wiki/lntrapreneurship ( 23 2010).

http://

3.

,
. Google, 50
20 .

,
.
- Ketchum
,
,
, .
.
,
, Ketchum,
.
Ketchum,
.
, , ,
,
, .
.

,
- 2009
,
-. ,

,
.
, Mercedes SL500
, *.
.
? .
,
, 2005 .
, ,
,
. , .
* , CEO Show America, , 14 2010.

1. ,

. Apple, ,
, , ,
, ,
, .
, . ,
.
: ,
. ,
, ,
. ,
, , , . ,
, Apple. ,
, NeXT Pixar.
:
,
, , -.
. ,
, :
, ,
, , ,
, .
, , - ,
. . .
{
1. , . ,
. .
2. , ,
, ,
,
.
, .
3. ,
*, , ,
, , ,
.
* ,
. . .

2


,
, .

4

.
, ; ,
; , , , .

Apple
Apple I I 1977 . Apple I I ,
, ,
, , .
Apple I I

. Apple
Apple 1980
M acintosh 1984-.
Apple I I
The Good E arth .
, The Good Earth*

,
, ,

. The Good E arth
Apple, .
, a Apple - One
* The Good Earth (.) . . .

4.

Infinite Loop, ,

, Voalte ,
.
1977 ( PowerPoint)

.
Apple II.

, .

.
, ,
-. 1977
, ,
,
, Apple Tandy Com m odore.
Tandy.
?
Tandy.
,
! CB-radio*! **.
Tandy Radio Shack,
1963 .
Radio Shack, .
Radio
Shack, - . Tandy

. Tandy
.
TRS-80. Radio Shack
600 (2000 )
, , , .
CB-radio .
,
( , -***)

* CB-radio (citizens band radio)


.
** , CEO Voalte, , 5 2010.
*** Gumball rally, .

2.

(, . W. McCall). CB-radio
, Tandy ,
. ,
.
Tandy
C om modore. C om m odore ,
1977 ,
. Personal
Electronic Transactor* ( , Com m odore
, -
).
Commodore. Com m odore
.
?
Com modore.
,
! .
,
.
,
.
,
, Intel. 250 Apple,

.
Apple II.
,
, Apple II
. ,
.
?
Apple.
,
, .
.
,
,
. .
* Pet (.) ; Personal Electronic Transactor (.)
. . .

4.

Apple.
?
.
, .
*.


,
-, ,
iPod. ,
,
, iPhone iPad.
,
, ,
Pixar
Apple Store. Apple, ,
,
. , .
,
.
Apple
.
, ,
.

, .
, Apple , ,
, ,
. M acintosh
Apple. ,
, , ,
- . :
,
, .
,

. ,
.

2.

, , ;
, .

, - Apple
, .
-,
. *.
,
, ,
.


** Apple
, Apple 1977
,
.
Apple
Apple II . ,

, , ,
,
***. ,
, Apple
.
, Apple . ,
Apple, :
;
;
;
;
;
.
** ,
( ). . .
*** ,
Apple , -, 2 2009, computerhistory.org/
press/Apple-IPO-and-Macintosh-Plans.html ( 22 2010).

4.

;
, ;
;
;
*.
,

-,
.
,
,
.

.
,
. , 1985 ,
, **.
,
.

,
, , ,
, iWoz***.


1975 . , ,
...
, Apple I.
!
:
-1

.
1
1 .
*** iBo3, . Steve Wozniak, Gena Smith. iWoz: From Computer Geek
to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It.
W. W. Norton & Company, Inc., 2006 . . .

2.

, ,
*.
.
. :
Apple
. , . 1984
Apple
M acintosh .
.
, , .
.
, , .
, Apple .
,
, .
,
. **.


Apple ,
. ,
, ,
.
Apple II ***.
, ,
Macintosh, ,
(
PC), .
:
****.

. , ,
* , iWoz (iBo3. . .), -: W. W. Norton &
Company, 2006, 150.
** , : , Bloomberg BusinessWeek, 11 2004,
businessweek.com/print/magazine/content/04_41/ b3903408.htm?chan=gl (
15 2010).
*** , Inside Steves Brain ( . . .), -: Portfolio,
2008, 7.
**** .

4.

-
,
. (, )
, Apple. ,
.
,
Apple. 2004
The G uardian : Apple
,
*.
,
.

, IBM Digital Equipm ent,


, .
, .
**.

Xerox -
1979 , ,
,
. Xerox PARC. ,
. ,
. , -
, .
,
. .
, ,
, , , ,
, ***.
* , , The Guardian, 22 2005, guardian.
co.uk/technology/2005/sep/22/stevejobs.guardianweekly technologysection (
22 2010).
** , iWoz (iBo3. . .), -: W. W. Norton &
Company, 2006, 151.
*** Alltop, Rolling Stone 1994 , Alltop, 5
2010, http://holykaw.alltop.com/1994-rolling-stone-interview-of-steve-jobs (
23 2010).

2.

Apple, .
,
PARC. -, PARC
Xerox.
PARC , Ethernet
, ,
. 1970- PARC
(GUI),

. ,
.
PARC, ,
Xerox, - ,
.
.
(
Apple).
PARC. , ,
- , ,
. PARC
: [ Apple] ,
,
, . ,
Xerox *. ,
, Apple.
,
, , .
- .
Xerox **. Xerox
,
, .
. .
M acintosh
, ,
. ,
.
, Macintosh, :

* , ,
, -, 1996.
1 .

4.

,
, [
Apple], : , ?
! , .
. .
, .
,
*.

,

Apple ,
, .
, , .
, .
, Apple

. Apple ,
.
- ,
, .
, , , ,
.
Harvard Business Review


, . M acintosh ,
M acintosh, ,
,
. ,
, 90 .
Kool-Aid** ***. (
Apple .) ,
.
* .
** Kool-Aid . . .
*** The Macintosh Way ( Macintosh. . .), : Scott,
Foresman and Company, 1990, 18.

2.

, ,
,
* , .
,
, , ,
.
,
, Apple .
, .
, .
,
. , .
,
, **.

,
1986 5 ,
Graphics Group LucasFilm ,
.
, Pixar,
.
, : ,
, , -, . 2010 Pixar

5,5 . Walt Disney, ,
, Pixar
2006 , .
, PARC,
, , ,
. ,
. LucasFilm , .

.
. ,
,
LucasFilm. 50
* .
** , Beyond Ideas, , 13 2010.

4.

( ) ,

. Pixar
300
, .

, Pixar:
, Pixar ,
, Disney, *.
.

.
,
. Pixar ,
.
, . (
,
Disney .)
, .
, . ,
. **.


9 2001 - Macworld Expo

Apple ( ) .
, .
.
,
,
: ,
, , -, D V D - .
,
. .
.

The Pixar Touch, Steve jobs Thinks Different, 1997 ( , 1997. .


.), The Pixar Touch History of Pixar, 8 2009, http://thepixartouch.typepad.com/
main/2009/ll/steve-jobs-shareholder-letter-1997.html ( 3 2010).
^^ r
n
.

2.

, . ,
. ? ,
, 1975
. .
1980 1994
,
.
1990-, ,
. ,
. ,
,
,
*.

. Apple
(iMovie),
(iPhoto)
(iTunes, iPod). Apple
,
.

Microsoft
Apple, iPad, 2010 .
, (
!).
,
. , ,
:
.
, ;
.
, , , ,
,
**.
* YouTube, Macworld 2001,
youtube.com/watch?v=9046oXrm7f8 ( 22 2010).
** Microsoft, ,
COMDEX, , ,
, -, 11 2001, microsoft.com/presspass/press/2001/
Nov01/ll-llComdex2001KeynotePR.mspx ( 23 2010).

4.

,
2010 , 11 2001 ! ?
Microsoft ,
- Microsoft .
New York Times Apple iPad,
, Microsoft :

, ,
,
*. ,
ClearType (
) ,
Windows. , Microsoft
.
2001 , -, Office ,
, .
Office,
, , . Microsoft,
, . .
,
Microsoft
.
,
. Apple ,
IBM -
. . , ,
, , .

, , Apple.
, Apple ,
. ,
, . Microsoft
, ,
. , .
.
* , Microsoft, New York Times, 4 2010, nytimes.
com/2010/02/04/opinion/04brass.html ( 22 2010).

2.

, ,
. M icrosoft

( Zune, W indows Mobile,
).
W indows
*.
iPad :
,
,
. , ,
, ,

.



- ,
, Apple
. :
. , ,
, **.
:
, (,
, ,
)? ,
, ,
, .
, ,
, -,

***.
- Macworld Expo
2007 :
: ,

* , Creative Strategies, , 4 2010.


** , Steve Jobs: The Journey Is the Reward ( :
. . .), : Scott, Foresman and Company, 1988, 187.
*** , 121.

4.

, , .
Apple, . *.
, ,
.
. ?

1.
.
2. , ,
,
? , .
3. -, ,
?
, .

* Apple.com, Macworld San Francisco 2007: -, apple.com/quicktime/qtv/


mwsf07 ( 23 2010).

5

; ,
.
,

,
,
.
.
, .

,
.
,
, ,
.

NASA . , ,
, 20 1969 .
.
, -11,
,
, , ,
, , ,
, ,
.

, ( ,

5.

1960- ), ,
. 1961

: ,

.

*. ,
.
.
, ,
, .
, ,
. , ,
,
.
. ,
, ,
,
. 1967
-1, ,
. -1 , .
NASA .
.
,
, .

, ,
. .
, ,
.
, ,
.
,
,
. NASA ,
, ,
, . ,
* YouTube, 25 1961 , youtube.
com/watch?v=Kza-iTe2100 ( 23 2010).

2.

. ,
.



.
,
.
1961 ,
,
. .
,
?
.
,
, ,


, 1957 ...
,
, , ,
.
, ;
, ,
.
, .
,
,
*.

.
1983
IBM .
Apple,
.
^ 11 .

5.

M acintosh
M acintosh 1984 .

. Macintosh
, .
,
Macintosh:
1958 . IBM
,
. Xerox, IBM
. , .
Digital Equipm ent (DEC) -.
IBM ,

. DEC
, IBM
. , .
1977 Apple,
, Apple II
. IBM ,

. , 1981 . Apple II
, Apple
300 ,
.
IBM
1981 IBM
PC. 1984 . , IBM . [
, .] Apple
,
IBM. , IBM
, ,
. Apple
,
. [.] IBM

Apple. *
* IBM.
. . .

2.

? [ ! .]
? [ ! .]
1984* ? [
, ! .]**
,
, , .
. , ,
. , ,
Apple ,
IBM. ,
.
,
,
. .
.
, ***

Macintosh
, Apple
****. , M acintosh
.
, IBM PC.

. 1983 1984 M acintosh
- ,
: Apple,
Apple IBM, renyTbMacintosh*****. , ,
, ,
* - 1984, 1949 .
,
,
, .
. . .
** YouTube, 1983,1: 1984, ,youtube.com/watch?v=ISiQA6KKyJo
( 22 2010).
*** ., , 2008.
**** The Macintosh Way ( Macintosh. . .), : Scott,
Foresman and Company, 1990, 100.
***** 1 .

5.

. ,
. , .
, . ,
, ,
. ,
*. M acintosh
. .


- . .
- , , .
,
**. ,
,
.
. ,
, , .
, ,
. ,
***.

,
.
,
. ,
. 1983

, M acintosh
, Apple
. ,
, , . ,
.
, 16 , ,
. ,
* .
** , : , Entrepreneur,
26 2010, entrepreneur.com/humanresources/managingemployees/article206318.html (
23 2010).
*** , . . .

2.


. ,
: . ,
. ,
Apple .
, .
-
. ,
.
, *.
Macintosh
15 , , 16 ,
. ,
, . .
,
.
: , ,
. .


Apple
: ,
, .
. ,
, ,
.
**.
2005
, , . Entergy,
, ,
.
, Entergy
. , CEO Entergy,
.
, , ,

* , Steve Jobs: The Journey Is the Reward ( :


. . .), : Scott, Foresman and Company, 1988, 328.
** , , Wall Street Journal, 13 2010, http://blogs.wsj.com/
management/2010/01/13/the-hole-in-the-soul-of-business ( 23 2010).

5.

. , , .
. , ,
. , .
, Entergy
.
.
. :
,
. ,
? ! !
- ! ,
. , : ,
. . .
, : .
*.


Entergy
.
. . ,
,
, .
, Entergy ,
. :
, , ,
. .
.
, **.
Entergy ,
, ,
.
, -
, :
* , How Apple Does It, ( Apple . . .), Time, 16
2005, time.com/time/printout/0,8816,1118384,00.html ( 15 2010).
** , Fire Them Up! 7 Simple Secrets to: Inspire Colleagues, Customers, and Clients;
Sell Yourself, Your Vision, and Your Values; Communicate with Charisma and Confidence (
! 7 , : , ;
, ; . .
.), , -: John Wiley & Sons, Inc., 2007, 41.

2.


. ,

, ,
, .
, .
,
. ,
. , ,
*.
Entergy ,
.
Apple ,

.
,
, .
, .
, .
, , , , , ,
, ,
, . , ,
, - , , ,
.


,
. Cold Stone Creamery. ,

. ,
,
, ,
,
.
. Cold Stone Creamery
.
*

1 .

5.

1999 Cold Stone Cream ery


, . CEO

.
. Cold Stone Cream ery
, Baskin-Robbins Dairy
Queen.
,
.
, .
:
-
. 1999

.
Cold Stone Cream ery , .
, , Cold Stone C ream ery

31 2004 .

, ,
Cold Stone Cream ery . ,
,
,
, -:
, Cold Stone C ream ery
, . ,
, :
,
*. , ,
.
, .
,
Cold Stone
Creamery .

2005 . Cold Stone
Creamery
.
.
* , !, 193.

2.



- .

.
, . ,
,
. , ,
.
,
, .
,
.
. (
,
) ,
; , .

, *.
2003
, :
, ? ,

. , .
, .
, .
,
.
-,
. ,

. The Gap
: ,
, **.
. ,
, ,

* , , How to Walk to School (


. . .), , 22 2010.
^
1 .

5.

, .
Fortune
500*, ,
. ,
. , Twinkies,

, .
-:
, ,
.

,
.
.
.
,
. ,
,
.
- .

. ,
.
. ,
,
,
.
, ,
.
, ,
, , .
, .
, .
,
. ,
**.

* 500 .
Fortune. . .
**
1 .

2.


.
, .

,

. .

, - .
, - !
.
, ? .
.
.
,
.
, ; , ,
.
. ,
.
.
, .
, -
,
... - ?
. CEO Starbucks
, Starbucks,
.
! .
.
. Google
Sequoia Capital,
, . :
.
,
,
, ,
.
Sequoia : ,

5.

, , ,
, . .
. ,
, , . , CEO Salesforce.com,
, ,

,
. ,
, .
:
, , .
Apple
. :
, ,
Twitter. :
. :
, .
, .
.
- .
. :

. , .
Cold Stone Cream ery ,
.
, ,
, .
,
, - ,
.
, ,
, .
. , ,
, ,
. ,
. ,
*, ,
* . . .

2.

. ,
*.
. ,
.
,
, ?
,
, ? ,
? , !
, .
, ,
. .
.



. , .
.
, ,
.
.
2003
.

.

.
,
, . ,
,
,
.

,
,
( ), ,
.

, Playboy, Playboy, 1985, 58.

5.

.
. ,
,
, ,
.
.
,
, .
.
. ,
, ,
.
,
, ,
.
, , ,
, 188 ,
-. .
, -
, .
.
,
!
, - ,
. :
,
, .

. ,

.
,
, , ,
.
: ,
, ;
, , .
, , .
.
,
. : , .

2.

,
, *.
, ,
, ,
.
. ?
, , .
. ,
,
. .
Apple. Apple,
**. ,
, . ,
, .
!3
1. .
, .
, .
, .
2. . ,
, . ,
140
Twitter.
3. , ,
, .
, ,
.

, , Harvard Business Review, 1 2010,


http://blogs.hbr.org/cs/2010/03/havingjdeas_versus_having_a_vision.html (
23 2010).
** , Steve Jobs speaks out [Strategy] (
[]. . .), Fortune, 7 2008, http://money.
cnn.com/galleries/2008/fortune/0803/gallery.jobsqna.fortune/3.html ( 23
2 0 1 0).

6

Macintosh ,
, ,
, ,
,
.


Apple* ,
, , .
,
,

-. - ,
,
,
- , ,
. ,
, , ,
. ,
, , . ,
, . ,
,
.

, .
.

(,
).
HP 65 500 ,
.
.
. :
, 85.
, ,
. - .
Apple C om puter... -
, ,
. Apple
, .
Apple. Apple*.

, . ,
,
. ,
.
, ,
. ? ?


, ,
.

. ,
,
. ,
, ,

, .
,
. ;
**.
* , iWoz (iBo3. . .), -: W. W. Norton &
Company, 2006, 173.
** , , The Innovators DNA (
. . .), Harvard Business Review, (
R0912E), 2009, 3.

3.

,
:
. .
, -
, ,
.
.

. ,
, ,
, .
, .
,
.
,
. -
, *.
, , - ,
, , , ,

, , ,
: ,
, **.
,
, 2009 H arvard
Business Review, . -,
, . ,

. .
,
. , : 1)
, , , ,
; 2)
, , ; 3)
; 4)
* .

**

6.

; 5) : ?.. , -,
( ) ?*
.
, , ,
,
. , ,
. , ,
, .

,

C uisinart .
, . ,
.
, ,
Macys.
Apple I Apple II, ,
. ,
. 1976 ,
,
. Apple I
, ,
.
. Apple Apple II
, ,
,
. Apple II
: , ,
,
.
: ,
.
,
Apple II, ,
, ,
, .
,
.
-f

1 .

3.

, ,
. , Apple II

, - , .
.
, ,
, ,
,
... , .
Apple II
... ,
, *.
-, ,
,
, M acys.
M acys,
C uisinart, , Inside Steves Brain.
, Apple II,
**.
, Apple II ,
- .
. Apple ,
,
.

, ***.
,
. ,
, ,
,
.
:
, .
. : ,
* , Inside Steves Brain ( . . .), -: Portfolio,
2008, 73.
** , 74.
*** YouTube, : , ,
youtube.com/watch?v=CW0DUg63lqU ( 22 2010).

6.

.
. M acintosh ,
, , ,
, ,
. ,
, ,
, ,
.
, Apple
,
. , Apple
, MagSafe; ,
.
,
,
. MagSafe

. Apple . :
, ,
.

, Apple , iPad, ,

, .


- : .
,
; ,
, .
MagSafe 2006 Apple
MacBooks,
, , ,
, .
,
W al-M art, .
. , Apple
,
.

3.


,
, ,
,
.
, , ,
. , , ,
.
.

, :
, ,
,
.
*.
, ,
,
.
, , .
, . .
, ;
. ,

. ,
, ,
**.
Xerox PARC
-, .
, .
, .
.
,
,
. ,
,
! ,
, . ,
* , , : Harvard Business Press, 2008, 8.
.

* * r-p

6.

. , , ,
. ,
,
. ?
,
, .
, -
, .
*.
, , ,
, .
, ,
. ,
.
, .
;
, .
, ,
**. ,

, .
, , , , :
.
,
. , ,
, , ,
***.
,
, .
, , - ,
. 1970-,
.
, , ,

.

, .

* , 33.
** Repetition suppression (.) . . .
*** 1 , 54.
.

3.

[ ] ,

. ,
Microsoft . ,
, *.


.
, ,
,
.
,
.
.

, .
-, ,
, .
,
. , ,
. -
.
.
IBM 1981 .

, M acintosh.
, M acintosh
, , IBM. -,
, ,
.
Macintosh.
1979 Apple

, ...
Macintosh :
- ,
, ,
* Wikipedia, , , http://en.wikiquote.org/wiki/
Steve_Jobs ( 23 2010).

6.

. Macintosh

. M acintosh Apple
, *.
Apple
1980-. ,
, ,

.




. , .
, .
Macintosh. **.
M acintosh,
1844 , , ,
.
, ,
.
. ,
, . Macintosh
,
.
, Macintosh
. ,
. :
,
.
. , :
; ,
, .
, .
, .
* , Steve Jobs: The Journey Is the Reward ( :
. . .), : Scott, Foresman and Company, 1988, 236-237.
, Playboy, Playboy, 1985, 58.

3.

, M acintosh
. ,
, ,
, . !
,
. ,
, ,
. ,
, ,
. ,
,

, .
, .
, . ,
,
*.
? .
? . ,
, .

, ,
. ,
,
,
,
.
, .
13
1. , .
,
.
2. .
.
3. . .
.

* , 227.

7
,

, .


(). XIV
.

, , .
, ,
,
.
,
. ,
:
, .
.
, ,
,
.
,
,
: , , ,
.
. , , ,

3.

, , , .

. , ,
: ,
,
.
? . ,
.
, ,
,
, ,
.
, .
:
,
, *.
,
, ;
, .
- , , ,
, , ,
**.
,

,
Apple , ,
, : ,
. ,
,
-,
, ***.

* , , The Innovators DNA (


. . .), Harvard Business Review, (
R0912E), 2009, 3.
** , ,
BYU, INSEAD , , 19 2010, http://news.byu.edu/archive09-Dec-dyerinnovation.aspx (
21 2010).
***

7. ,


. ,
, ,
- ,
. - , - -
, - , -
, *.
.
,
, ,
.
.



,
. , .
,
.


,
. ,
, ,
. , - ,
, : , ?

, ,
. , ,
Dell C om puter ,
: ,
?
,
, ,
. ,
,
. , ,

* ., , 4.

3.

.
.
iPad Apple ,
. :
iPhone?
.
:
?
? :
, ,
, ,
, .
Apple
iPhone, ,
,
.
1996 W ired :
, . ,
*. , -
. ,
. - ,
,
, , ,
. ,
.
, .

,
,
. ,
. ,
, , .
, .
. , , -.
, , ,
. : ,
, : , Wired, wired.com/wired/
archive/4.02/jobs_pr.html ( 23 2010).

7. ,

, , , .
, -
, , *.
- -, ,
, .
, **.

,
Apple. ,
, Apple II
. ,
.
, ,
,
***.
, ,
. ,
Apple, ,
, ,
. . ,
,
. ,
,
Apple II !
.



. ,
, .
,
. , ,

* , Return to the Little Kingdom ( . . .),


-, The Overlook Press, 2009, 98.
** , iWoz, (iBo3. . .), -: W. W. Norton &
Company, 2006, 290.
*** , Return to the Little Kingdom ( . . .),
-, The Overlook Press, 2009, 118.

3.

Research in M otion, ,
BlackBerry .
JetBlue
. , ,
, ,
.
. ,

, . , ,
Apple Store, ,
,

.
,
.
, ,
.
, .
, , .
,
- *.
,


, ,
. , ,
Salesforce.com
- Hamm er.
-
,
.
,
, Salesforce.com,
,
.
, (
-),
, .

* , , : Harvard Business Press, 2008, 21.

7. ,

,
. ,
.
Intuit ,
Quicken, ,
,
, eBay 1996 ,
:
...
Pez *.
, Intel,
. Intel
, , ,
GPS- ,
. .
,
:
,
, .
, , Intel
.
, , ,
, , ,
. ,

, Intel
.
,
, Intel
,

. ,
,
,
.
Intel Wireless Display,

* ., , 3,

3.

. , Intel ,
. ,
.
, .
Intel ,
, .
.
. ,

. , ,
.
. ,
, . ,
, ...
*.
,

ERA Com m unications


,
-.
-
,
.
.
.
, ERA
: , ( ,
, - ).
,
, .
, , ,
, **.
-
.
-,
* , . , , , .,
, , 2010.
** , ERA Communications, , 11
2010.

7. ,

, ,
, . ,
- .
,
(Salesforce.com),
(Intel),
(ERA Com m unications)
, (Apple), ,
, , .
, ,
, .

. ,

, , -.
, ,
.
. -

, .
,
,
, ,
.

.
, .
, ;
, ,
.
, - .
- : , , ,
. , .
13
1. , ,
. ,
, ,
.

3.

2. .
, .
,
,
.
.
, .
.
, ,
,
, .
3. , . ,
,
Macintosh. ,
, , .
-
,
, ,
, .

4
,


,
. ,
,
.

8


, , ,
, .
Apple

- M acworld Expo 7 1997


Apple.
,
, Apple
CEO. :
,
, . ,
:
Apple. Apple 11
1995 7 1997-.
. Apple
.
1996 . Apple . ,
,
.
M acworld Expo
Apple
, ,
.
Pixar,

8.

Apple CEO.
, ,
, ,
. 150
Apple M icrosoft.
.
.
,
Apple.
,
. , ,
Microsoft.
, ,
, Apple
: , - .
, . ,
.



Apple :
? : Apple.
, ,
. Apple 65
, . , ,
,
, , ,
, .
Apple
. , ,
Apple 7 , Apple
80 ,
, ,
. -
.
Apple, ,
. ,
Apple
. , 10-15
, Adobe Photoshop

4. ,

, .
, Adobe Apple Photoshop?
Apple Adobe :
, Photoshop ?
*.

W ired Apple .
: . :
Apple **. ,
, , ,
, Apple
. , Apple .
,
.
,

Apple.
, .
Apple ,
:
, Apple ,
... ,
, Apple. ,
, , .
.
. ,
,
. .
,
, ,
,
.
, ,
, ***.

* YouTube, Macworld Boston 1997: , youtube.com/watch?v=PEHNrqPkefl (


23 2010).
Wired, Wired Apple, Wired, 30 2003, wired .com/gadgets/
mac/news/2006/03/70538 ( 23 2010).
*** YouTube, Macworld Boston 1997: .

8.

Macworld Expo Apple


,
Apple
. , TBWA\Chiat\Day,
1997 . ,

Apple 2002
.
.
, .
, Apple,
, ,
, .
,
, .
. -
, , :
, , ,
, , ,
, ,
.
, ,
, :
. , , .
. , .
. -.
, ,
. .
.
. ,
. , ,
, , *.
,
, ,
* YouTube, Apple , youtube.com/watch?v=XUfH-BEBMoY (
23 2010).

1 16

4. ,

---------------------------------------------------------------------------------------

YouTube. ,
. ,
Apple, .
, ,
. ,
.
, , Apple,
, .
, . Apple
.
,
, Apple, .
, -, , ,
, - ,
: ? , ,
. : , , *.

,
,
:
;
.


1995 2000 , **,
, .
. ,
, ,
,
. , . ,
, ;
.
, TechTV, G4
* , The Perfect Thing: How the iPod Shuffles Commerce, Culture, and Coolness
( : iPod , . . .),
-: Simon & Schuster, 2006, 118.
** (dotcom, dot-com, dot.com) ,
- . . .

8.

( ,
PC -
Digg ).
.
. -,
.
TheGlobe.com.
1998
.
, TheGlobe.com -
. ,
. - ,
-
. .
,
, TheGlobe.com . 97
. , ,
. C N N
- , . . .
, *. -
, ,
, .
Apple, -,
. , ,
, :
. Apple
, .
, ,
, , .
,
. -
, , : ,
. -,
,
. . , .
* Wikipedia, TheGlobe.com, , http://en.wikipedia.org/
wiki/TheGlobe.com#cite_note-5 ( 23 2010).

4. ,

, .
, .
,
, - . Apple,
.
, .
, * , , .

,
,
-. .

. ,
, ,
Gateway, [
Apple]
. .
, **.
, Apple ; ,
, ,
. ,
. ***,
-, Apple,
, , : ? ,
Apple -
. , Apple -, :
-,
, -,
. , . , ,
, ,
*
. . .
** , Steve Jobs Speaks Out [Strategy] (
[]. . .), Fortune, 7 2008, http://money.cnn.
com/gaHeries/2008/fortune/0803/gallery.jobsqna.fortune/3.html ( 2
2 0 1 0 ).

*** : I - , Innovation () I. .
.

8.

. .
, ,
.
: ,
, : *.
-, ,
.
, , .
, Apple -
iPad, Microsoft
. ,
. Apple ,
, .
, Apple ,
, ,
. ,
-, ,
,
. Apple, ,
, **.
, -, , , ,
. , Apple ,
, , ? .
-,
, . , . Apple
, ,
. -
, , , Apple,
.



, ,
* , [iPhone].
* , , ITBusinessEdge, 9 2010,
itbiisinessedge.com/cm/blogs/enderle/when-you-shoiild-never-listen-to-your-ciistomers/?cs=40585
( 23 2010).

4. ,

*.
,

.
,
. ,
.
. - ,
, Apple .
Apple .
Apple, ,
, , ,

. , , Apple
-.
. ,
, -. , ,
, , , .
,
, , ,
, , ,
. Apple, .
Apple Apple,
**.
,
, . ,
Apple, ,
, ,
. Apple .
, Apple
, -
.
, ,
, .
* , 2006
Wired.
. . .
** , :
, Design-Driven Innovation (,
. . .), 26 2010, thecreativeleadershipforum.com/creativity-matters-blog/
2010/3/26/the-cultural-importance-of-the-leader-around-innovation-robe.html (
14 2010).

8.


, ,
, *. Apple
,
.

Apple II ,
, .


Apple iPod 2001 ,
; iPod,
.

, C D -.
2,5- Fujitsu
,
;
. Apple FireWire**.
2001
iPod: .
,
.
FireWire, , iPod
. Apple FireWire
1990-
.
, Apple ,
. :
Apple FireWire, FireWire
, . iPod.
FireWire. ?
. CD- iPod
- . USB. -
, CD- FireWire.
*
4
"

1 .
** IEEE 1394 (FireWire, i-Link) ,

. . .

4. ,

USB- .
. iPod FireWire
, USB- .
? ,
. iPod.
, M P3-*.
, iPod :
, ,
( )
Apple . , iPod
.
.
iTunes Music Store**.
2003
, .
,
, -:
-
. ,
, .
. ,
. , 1999
Napster***. 2001 , ,
.
Napster Kazaa .
. ,
,
. ,
. .
****.

* YouTube, Apple Music Event 2001: iPod, youtube.com/


watch?v=kNOSVBCJqLs ( 23 2010).
** iTunes Store ---
-, - . . .
*** Napster , 1999
2001 .
,
. . .
**** YouTube, Apple Music Event 2003: iTunes Music Store, youtube.com/
watch?v=B2n86TROxzY ( 22 2010).

8.

:
,
;
C D -;
-;
.
? .
, :
;
(
,
);
(
,
, );
;
*.
,
. .
? ,
. iTunes
Music Store: .
, Apple
. iTunes Store

iPod. ,

,
. :
?
Starbucks? .
. ,
.
^

1 .

4. ,

.
? .
Kazaa - .
,
. ,
. .
, .
.
,
, -
, -,
, . ,

. ,
, ,
Apple . ,
.
*!
iTunes Music Store . iPod
. ,
Apple: iPod, iTunes, iTunes Store, -
... , iPod
,
, ,
.
,
iPod, **.
Apple iTunes
Music Store, iPod. iPod
, .
. , Apple iPod
2001 , a iTunes Store 2003-; iTunes
W indows . , iPod
2004 , ,
. iTunes Store
70 -

1 .
** , Design-Driven Innovation (, .
. .), : Harvard Business Press, 2009, 76.

8.

, Apple
.
. iTunes
,
.
Apple ?
? . ?
. Apple ,
? . Apple
, :
.
iPod ,
( , ),
iTunes Store , ,
, *.
Apple :
,
, , ,
!

Apple
iPod Apple . 2007
iPhone Apple
. Time iPhone
2007 .
. ( , ,
.)
. Apple
M acintosh, ,
,
.
.
. ,
,
**.
* , 51.
** , : iPhone [ 2007], Time, 1
2007, time.eom/time/specials/2007/article/0,28804,1677329_1678542,00.html (
23 2010).

4. ,

, ,
Time, -,
Apple , . ,
, Apple -
. ?
? ? ? !
, ,
. .
Apple ,
.
2007 :

, .
,
. ,
...
... ,
, -
, , , .
iPhone*.
iPhone .
.
.
. .
.
, . ,
,
Fortune. :
.
, ! .
iPod.
. ,
, OS X,
, .
Apple.com, Macworld San Francisco 2007: , apple.com/quicktime/qtv/
mwsf07 ( 23 2010).

8.

, . ,
, : .
, ,
. *.
,
, ,
,
( 140
).
Alltop,
, ,
; .
, ,
, (,
, ,
), , -
.
-.

,
, 3 2010 ,
Apple .
, iPad.
Apple ,
Segway -.
. , . (
Apple
Store - .)
iPad
. ,
PCWorld. . iPad
. . , .
**.

* , Steve Jobs Speaks Out [iPhone] (


[iPhone]. . .) [iPhone], Fortune, 4 2008, http://
money.cnn.com/galleries/2008/fortune/0803/gallery.jobsqna.fortune/index.html (
2 2010).
** , Apple: iPad , , PCWorld, 3
2010, pcworld.com/article/193329/apples_woz_ipad_great_for_students_grandparents.html (
23 2010).

4. ,

PCW orld ,
.
, iPad ,
. .
iPad. ,
iPad , ,
, ,
.
, iPad
-. ,
:
, , ,
.

. , ,
, ;
. Apple iPad,
; , ,
.
, ,
.
, D:AII Things Digital

Newsweek iPad ,
. ,
iPod Touch Apple ,
iPhone, .
iPad, : .
. , .
,
. The New York Times .
,
, . , ,
? ! . *.
Gizm odo , iPad
,

* , , Newsweek, 26 2010, newsweek.com/


id/235565 ( 23 2010).

8.

, .
, . ,
...
iPhone , ,
- , Apple
,
*.
iPad ,
. ,
:
.
:
? -
? .
.
: ,
, , . ? ,
. .
. ,
. .
. .
. ,
,
;
**.
,
, :
, -;
;
;

;

* , iPad , Gizmodo, 2 2010, http://gizmodo.com/5506692/


ipad-is-the-future ( 23 2010).
** YouTube, Apple iPad: 27 2010, 1, youtube.com/
watch?v=OBhYxj2SvRI ( 23 2010).

4. ,

;
, *.
Apple ;
Apple ,
.


,
, Apple.
, ,
, ,
. Apple
,
.
, ,
BusinessW eek 1988 .
, ,
.
.
, **.
, ,
,
.
.
, .
, , .
,
Apple .
. -, , .
, -. ,
,
* .
** , : ?,
BusinessWeek, 27 1988, businessweek.com/1989-94/pre88/b3076l.htm (
23 2010).

8.

. ,
,
. ,
, ,
.
, , .
*.
-. ,
.
, - Apple

,
Apple? :

. , ,
Apple
Wired**. .
M ac OS X 2000 , ,
, .
Mac OS,
,
, ( ,
, ).
, , .
, , ,
.
-,
. ,
, .
- ,
... ,
Apple***.
* , Beyond Ideas, , 13 2010.
, Apple ,
, Wired, 18 2008, wired.com/techbiz/it/magazine/ 16-04/bz_apple?currentPage=2
( 30 2010).
*** , Inside Steves Brain ( . . .), -: Portfolio,
2008, 63.

4. ,

,
,
! . .
, . ,
, .
{
1. .
2. .
3. :
.

9


, .
,

,
.

, Apple, ,
, . , DNA 11,
. .
,
-. ,
,
.
2005 -
,
.
. ,
, *.
- ,
-, .
,
, . ,

. , DNA 11
Apple: , ,
* , DNA 11, , 7 2010.

4. ,

.
,
.
,
.
-.
, .
*, ,
, .
, [] [ Apple]
, ,
. ,
, , , ,
. , **.
, , Nielsen Company

, 2
,
. Apple.

, .
Apple , , , : ? ,
.
: Apple ?
Apple? Apple ?
DNA 11
Apple. ,
1 .
-,
DNA 11.
-,
DNA 11 . .
,
, :
,
* ,
; , . . .
** , You C ant Innovate like Apple ( Apple.
. .), Pragmatic Marketing 6, 4, pragmaticmarketing.com/publications/
magazine/6/4/you_cant_innovate_like_apple ( 23 2010).

9.

. , , ,
, . DNA 11
.
. iTunes Store,
. iPhone,
. iPad,
, .
, ,
-, ,
, . DNA 11
.
, ,

. , DNA 11,
.
,
,
. DNA 11

. , 1200
-
, : ?
: , iPod
Shuffle, . DNA 11
, -.
DNA 11 -
-. ,
(
, ). ?
, .


,
Subway .
. ,
, .
,
. ,
, .

4. ,

5 .
.
,
, .
.
.
Subway , 3,8
. Subway
,
. .


Subway
, BusinessWeek*. ,
,
,
. ,
?
, Apple.
Subway (
-). , ,
, -
? ,
Subway. Subway,
.
23 2008 .
25- .
. Boston Market, Dominos, KFC, T.G.I. Fridays
5 . .
- . ,
,
, .
. Subway.
, ,
. , .
, ,
, .
, , .
* , , Bloomberg BusinessWeek, 5 2009, businessweek.
com/magazine/content/09_46/b4155058815908.htm ( 23 2010).

9.

,

Pictionary .
. .
Scrabble.
Scrabble ,
, .
, .
:
, ,
,
? ,
, ,
. -
.
Cranium. , Microsoft,
. :
? , CNBC,
: , ;
. Cranium
,
- Hasbro
80 ,
. Cranium
,
; . ,
, ,
. ,
. Cranium ,
, , :
. , , .
, Hasbro . Cranium
,
. ,
. ,
.
. , ,
, .
Cranium , , .
, .

4. ,

?

, : ?
, , , .
Starbucks
10 ,
, .
. , ,
, , *. Starbucks
, . ,
.
, , .
Starbucks , .
Cranium
. Apple
.

, .


. , .
. .
, , . ,
, ;
, , ,
.
:
.

, ,
.


**. ,
.
, 10 ,
: Sourcebooks, 2005, 19.
** , Worldwide Rave ( . . .), ,
-: John Wiley & Sons, Inc., 2009, 24.

9.

,
,
. -
, ,
,
, ,
, ,
,
, *.
?
,
. ,
, Apple.


1997 ,
,
. .
Cranium ,

.
,
. : , 11:30 ,
.
, ,
,
,
. 11:30 ,
.
, ? , ,
.
,
.
, , **.
^

.
** , Fire Them Up! 7 Simple Secrets to: Inspire Colleagues, Customers, and Clients;
Sell Yourself, Your Vision, and Your Values; Communicate with Charisma and Confidence (
! 7 , : , ;
, ; . .
.) , -: John Wiley & Sons, Inc., 2007, 23.

4. ,

.
. ,

: , .
C ranium ,
.
, ,
, .
- .
,
. ,
, ,
, .
. .
, , ,
.
, . ,
, , , ,
.
, , ,
. ,
.

(
1. ,
. ,
. :
?
, .
2. -.
-
.
3. , .

.

10

.
,
.
, Apple

,
, ,
. 1998 - Macworld -
, Apple
.
.
:
,

. [
1400, 2400 3400.] .
: -
, ,
? 101
: ? :
.
.
, , .
, ,
.

10.

,
.
,
, .

*.
10.1 ,
.
, Power Mac G3 (
), PowerBook G3 ( )
iMac ( ).
: ,
(Apple iBook
1999 ). 1998
350 10
.
Apple

, .
, Apple
, ,

.
10.1. Macworld 1998:
**

,
Apple, . 2004
BusinessWeek
Apple.
* YouTube, <<\1998:2,1.1?=1^8811^
( 23 2010).
1 .

5.

?
.
, . ,
. Apple
, .
, .
,
, ,
.
.
,
10:30 ,
-
. ,
-, ,
, , .
, ,
,
. ,
, ,
, *.
,
. 2010
Apple,
Flash iPod, iPhone iPad. ,

,
.
, , , .
.


, Apple ,
, ,

, Apple, BusinessWeek, 12 2004, businessweek.com/


bwdaily/dnflash/oct2004/nf20041012_4018_db083.htm ( 23 2010).

10.

, ,
- Apple
1996 .
Apple
- .
Apple,
Apple,
. ,
Apple .
.
Apple 1990-
, .
,
. , :
, (
).
Apple ,
. , ,
, ,
, . ,
Apple. . ,
,
, *.
, !,
. ,
Apple ,
.
, .
, iMac 2002
.
, ,
: .
, ,

. , ,
- , . ,
, , - ,
.
YouTube, : , youtube.com/
watch?v=t0fe800C2CU

5.


2008 Apple
Air.
,
, , Apple
. , ,
Apple .
, Apple
60
, , , . ,
,
.
, , *.
2008 .
, Apple
,
.
.
,
, , ,
,
, , .
1,13
. ,
. **.


Apple
. -
, . ,
, iPhone, .
,
. , .
?***
* YouTube, 14 Apple 2008
2/6, youtube.com/watch?v=7JLjldgjuKl ( 23 2010).
* *
1 .
*** YouTube, : ( 23
2010).

10.

MacBook Air,
:
, , , .
, , - ,
, . [
MacBook , .]
,
... , ?* ,
, -
, . ,
, Apple ,
.
The Observer
, ,
, iPod.
,
, iPod
. Apple ,
, ,
, ,
**.
, iPod
, .
,
, ,

, , . iPod, ,
, ;


. ,
, ,
. ***.
, iPod
New York Times Magazine,
iPod. .
-4* 1

.
* , : , The Observer, 29
2009, guardian.co.uk/music/2009/nov/29/ipod-jonathan-ive-designer/print (
4 2010).
*** 1 .

5.

: ,
*.
,
. ,
: , .
,
, , ,
. ,
. ,
.

**. Apple
.
, ,
, ,
.
. . .
iPod

iPod
, :
. , ,
. ,
, .
iPod ,
, . ,

.
2006 The Perfect Thing: How the iPod Shuffles
Commerce, Culture, and Coolness*** ,
, .
, .
.
, .
, .
* , , New York Times, 30 2003, nytimes.
com/2003/ll/30/magazine/30IPOD.html?pagewanted=all ( 23 2010).

" -
.
*** : iPod , . . .

10.

, , ,
. :
.
. .
,
!
.
,
. .
,
, .
*.

,
iPod**. ,
.
. :


, .
, .
,
. . ;
, , , .

, . ,
, ***.
,
. .
,
, , .
* , Perfect Thing: How the iPod Shuffles Commerce, Culture, and Coolness
( : iPod , . . .),
-: Simon & Schuster, 2006, 77-78.
** , 74.
***
1 .

5.


9 2007
iPhone.
, .
.

, Apple ,
, ,
, .
.
iPhone , :
.
,

. , ,
,
iPhone.
, , Apple
. Apple,
.
; , .
, . ,
, ,
, . ,
, Apple.
(, . .) ,
, *.
iPhone ,
, , Apple
Apple
, ,
. ,
Apple
:

. ? ,
* , , New York Times, 30 2003, nytimes.
/2003/ll/30/magazine/30IPOD.html?pagewanted=all ( 23 2010).

10.

. [ M otorola
Q, BlackBerry, Palm Nokia E62.]
?
. , .
,
, .

, .

*.
, In Pursuit of Elegance**, ,
- , , ,
. , ,
, . iPhone .
, iPhone , ,
, .
iPhone, , ,
... ,
, . ,
, ,
.
Apple,
, iPhone ***.

2010 Apple , iPhone 5,5
. !
iPhone, 2007 ,
. .
Apple
Apple , ,
Apple: iMac, MacBook, iPod, iPhone, iPad
. . ,

, .

* .
** , In Pursuit of Elegance ( . . .).
*** , In Pursuit of Elegance ( . . .), : Broadway Books, 2009, 79.

5.

Apple

28 2009 Mac OS X Snow Leopard*
Unix
Apple. New York Times
.
,
. :
,
;
. , ,
-

. ,

. Snow Leopard ,
. :
. Snow Leopard
,
Apple , Mac OS X Leopard (10.5)**.

, .
, . ,
Mac OS X Snow Leopard
. Apple ,
.

,

,
, ,
, , . Apple
* Snow Leopard (.) , . . .
** , , , New York Times, 17 2010,
nytimes.com/2010/02/18/technology/personaltech/18pogue.html?pagewanted=all (
23 2010).

10.

, , .
iPad 2010
,
, , , YouTube.
,
.
, .

,
,
. ,
iPhone,
, , ,
, .
, , ...
, ,
,
, .
*.
,

iPad ,
, , .
,
, ,
, . Apple
,
,
. Apple iPod,
iPhone ,
**.

, iPad, 180 .
.

* , User Experience Matters ( . . .).


** ,
2,5- iPad, bNet, 7 2010, http://industry.bnet.com/lochnology/10006827/
what-my-25-year-olds-first-encounter-with-an-ipad-can-teach-the-tech-industry (
23 2010).

5.

Chicago Sun-Times ,
iPad
. .
, ,
, . Apple
, ,
. ,
,
, ? iPad,
*.
! Apple
iPad. ,
,
.


Apple ,
Apple , :
, , - .
iPod .
iMac . iPhone ,
,
, **.
, Apple
. , -,
, . Apple

.
, -,
.
Apple
Apple,
, .
* , : iPad -
, Chicago Sun-Times, 31 2010, suntimes.com/technology/
ihnatko/2!34139,ihnatko-ipad-apple-review-033110.article ( 5
2010 ).

** , Apple: , MarketingApple.com, 23 2010,


marketingapple.com/marketing_apple/20 /02/apple-do-one-thing-better.html (
23 2010).

10.

G oldm an Sachs
2010 Apple:

, ,
, -.
.
, ,
, ,
, . ,
, , , ,
Apple; Apple
40 . ,
, ,
.
; ,
, , *.
. ,
,
. , Apple
. , .

,

Apple . iPad
, ,
Apple.
: iPad . Apple
: ,
. . Apple.com
, Apple ; ,
, .
,
. , Apple ,
.
* , Apple: -",
Business Insider, 23 2010, businessinsider.com/live-apple-coo-tim-cook-at-thegold man-lech-conference-2010-2 ( 23 2010).

5.
, .
, ,
. ,
, .
, , .

2010 ,
Apple, . Apple
,
:

.
Apple 1997 , ,
,
Apple
...
, , Apple,
, .
,
, . -,
. -,
. Apple
, .
. -
:
, .
, Apple
.


2010 Fast C om pany
.
CEO Nike .
, , ,
, .
- ? .
, . Nike
, . ,
. , .

10.

.
.
, :
, , , , ,
*.
CEO Apple

: .
. .
**.
,
. .
. ,

, .
Apple, , . ,
.
Apple 30- , 30
. , - - ,
Fortune 2008 . :
, -
.
. ,
, .
.
. .
, , ,
. .
PDA***, , 90
, PDA, .

* , Inside Steves Brain ( . . .), -: Portfolio,


2008, 61.
** , Nike: [
], Fast Company, 26 2010, fastcompany.com/video/mark-parker-nike-and-steve-jobsapple ( 23 2010).
*** PDA ( ,
). . .

5.

. PDA
,
, , .
. ,
iPod. , , .
Apple
Apple ,
. .
: ...
, ,
, **.
-
. , ,
,
, ,
***. -
Apple, : , ,
, .
, :
- , Apple?
. ,
Apple, ,
. , ,
, 350 10, 1998 .
,
, iPhone.
, ,
, Apple Snow Leopard.
, PowerPoint,
. ,
.
* , Steve Jobs Speaks Out [on Apples focus] (
[ Apple]. . .), Fortune, 7 2008,
http://money.cnn.eom/galleries/2008/fortune/0803/gallery.jobsqna.fortune/6.html (
23 2010).
** , Steve Jobs: The Journey Is the Reward ( :
. . .), : Scott, Foresman and Company, 1988, 153.
*** , In Pursuit of Elegance ( . . .),
-: Broadway Books, 2009, 23.

10.

, ,
. ,
, , , Adobe Flash
,
2010 . , ,
.
? ,
.

1. ? ,
. .
2. . 186 .
,
,
.
3. .
!

11


, , ,
, , .

, ,
, ,
. 2007 Pure Digital
, ,
.
. Flip
Amazon.com.
.
Flip
(
, ).
Flip
, -
, 36
*!
, Flip .
, . Flip .
* , Flip, Bloomberg BusinessWeek, 17 2010,
businessweek.com/smallbiz/content/feb2010/sb20100217_244373.htm ( 23
2 0 1 0 ).

11.

Apple
Apple .
Flip - .
,
Flip.
. Flip . 2008 2009
35 , Flip 90 !
Flip ? ,
.

Flip
2009 Cisco Systems Flip,
Pure Digital. BusinessWeek.com,
. ,
.

,
- . Flip
. Flip ,
, : ,
, .
,
Apple, Flip
.


Flip : ,
-,
. ,
Flip, ,
.

.

, Flip.
,
Flip : ./., ,
.
( USB-

5.

).
. -,
Cisco, :
.
, .
, ,
, .
, ,
Flip*.


Flip , .
Flip .
,
, -. ,
, Flip
.
, ,

. Flip

.

,
,
.
, Flip
Apple. Apple
: .
MacBook Pro .
, ;

( ) : M acBook Pro. ,

Apple. ( .

: ,
.
1990-, Apple
* .

11.

.)
.
,
. :
. Apple
. iPhone, ,
, .
.
, , USB-
.
. ,
Apple ,
. 2010
,
.
,
. , Apple
. ,
,
Apple. ,
, ,
.
Apple ,

YouTube.
, ,
, iPod, iPhone iPad.
. , ,
,
.


Flip
: U ltra M ino.
: , , ,
. Flip
, ,
,
.
Flip, , Apple.
Apple

5.


. 2010 Apple
iPhone iPhone 4. Apple
: iPhone 4.
. . Apple .
,
. , iPhone,
.
, ,
: , ,
H D -.
, .
- , ,
. ,
.
, .
. Apple
.


-
2007 , 50
.
: Flip.
: ,
Flip .
Flip .
Flip, , ,
,
. ,
,
.

.
.
,
Apple, ,
;
. Flip
, . Flip
, .

11.

,
. ,
.
.

.

,
,
, The Gap, Zappos Staples,


.
.
, , ,
.
,
, -,
, ,
.
, CEO Kiva Systems,
Apple,
.
,
,
.
, -,
. ,
, . .
- Webvan,
, .
, ,
, ,
, .
.
.
,
. . ,
, ,
.

5.

: ,
? ,
. Kiva.
Apple? .
Apple ,
. Kiva,
.
, , ,
.

.
, Staples, Walgreens, The Gap Zappos.
- .

*.
Kiva .
- Apple,
. iPod, ,
, .
-
. , .
Kiva.
:
?
, ,
. Kiva
Staples. Staples
. ,
. Kiva Staples
: -
,
. Apple
, .
, .
, ,
.
Apple: ,
, , . Kiva
, .
, CEO Kiva Systems, , 21 2010.

11.


, . Kiva
.
,
. , , ,
, , .

: .
, , ,
.
, .
!
, ,
,
. .
.
. Kiva
. ,
,
-.

,
, ,
, ,
.
, ,

, .
,
,
, *.
, ,
.

4 , ,
, Design-Driven Innovation (, .
. .), 26 2010, thecreativeleadershipforum.com/creativity-matters-blog/2010/3/26/
the-cultural-importance-of-the-leader-around-innovation-robe .html ( 14
2010).

5.

2009 Sonos,
,
. ,
, :
.
Sonos ZonePlayer S5 2009
.
,
iPhone.
.
, .

. :
.
. *. ,
, .
Sonos ,
,
Apple : .
. ,
, .
, Sonos
;
: ?

, :
: ,
.
.
, ,
. :
.


-, , -
, .
, , Bloomberg BusinessWeek,
3 2010, 78.

11.

- ,
-,
.
.
, -,
-.

-.
.
; (
) (). ,

, .
, iPod
. ,
. ,
,
. . , ,
, , .
: , .
,
, , -,
, .
, ,

. , ,
. ,
,
, :
-.
.
. ,
,
.
,
. , ( )
. . ,
, .
.
, .

5.

- .
.
. : ?


, Ford ^ .
Apple ,

. , ,
.
,
.
, ,
. : .
.
CEO Ford 5
2006 . Ford ,
Boeing,
, . Apple
1996 ,
Ford . 2006
12,6 ,
2
.
, , ,
Apple:
, .
. Jaguar
. Land Rover, Aston M artin Volvo.
.
Ford
.
, Ford
, .


. ,
Ford. . Ford
,
. 2009 2,7

11.

. Ford , 87
, .
, Ford .


.
,

. ,
500 , ,
. . Google,
. .
,
, .
,
. , ,
. ,
. ,
, . ,
, ,
. ,
,
,
.
,
.
.
Florida,
. ,
- .
.
, , Apple
.
, ,
,
. ,
-,

. ,
, .

5.

- . ,
, , ,
, .
,
, .

, -
. ,
( ,
). - , . ,
, .
.
, , ,
. . .
, .
, .
. , ,
, .
.

, .

.
,
. ,
, .
.
, ,
,
. . 3 ,
, , ,
, 30 !
, ,
.
,
.
, , , ,
, .
. !
Apple.
, , iPad.

11.

,
: Mac, iPod, iPhone iTunes. .
,
-, - -.

.

-
,
,
,
, . , 27 2010 ,
New York Tim es

PowerPoint.
: , PowerPoint*.
,
.
PowerPoint .
, , ,
. , ,
, . ,
PowerPoint.
PowerPoint, ,

.
PowerPoint . ,
, ,
. ,
:
. ,
( Apple; )
, .
, . ,
, .
- ,
, .
* , , PowerPoint, New York Times, 27
2010, nytimes.com/2010/04/27/world/27powerpoint.html ( 23 2010).

5.


Apple ?
. 2006

iPod. , ,
iPod ,
.
. .
, iPod
, . , ,
. ,
,
.
, ,
, Apple,
. ,
,
-.
, ,
.
.
,
, .
, ,
*.
.
, 20 ,
. ?
: ?
,
. ,
H ew lett-Packard. , ,
.
.
,
,

* , ? , ,
USA Today, 29 2003, usatoday.com/news/opinion/editorials/2003- 12-30-collins_x.
htm?loc=interstitialskip ( 23 2010).

11.


*. ,
, ,

.
,
. :
1. ?
2. , , ?
3.
**?

. 50
, , .
,
USA Today.
, , , ,
, .
: , , -
, , , ,
, , .***
Apple .
.
:
, , ,
. ,
, , . ,
?

(
1. : ,
?
. , , .

, .
.
*** 1 .

5.

2.
. :
, ?
,
. : , , ,
, . .
?
3.
, .
, ,

.




. ,
, ,
.

12
,

Apple,
, -
Apple. .
. . , Apple
.
, - Apple,

Apple Store . ,
, . Apple Store
. , ,
* . Apple
,
,
. Apple
-
, Saks Tiffany,
. Apple 4 32
. 2 600 Tiffany
930 Best Buy. Apple
, .

,
* , . . .

12. ,

2007 Fortune. ,
. . , -
-*.
Apple 2001
Tysons C orner C enter .
1 ,
, -
. 280
Apple Store 1 .
, Apple ,
,
, , Apple
. ,
,
**. ,
!
Apple Store,
.
, Apple
.
Apple
, Gateway.

, Apple
12 .
Gateway,
8 .
.
,
, ,
,
.
, .
Apple Store, , ,
.
* , Apple: , Fortune, 8 2007,
http://money.cnn.com/magazines/fortune/fortune_archive/2007/03/19/8402321/index.htm (
23 2010).
** , : , : Apple Store
, BusinessWeek, 21 2001, businessweek.com/magazine/content/01_21/b3733059.
htm ( 23 2010).

6.


Apple . 2000
,
Apple - .
, Sears CompUSA,
Apple , .
,
. ,
,
( Apple
3 ). , - ,
,
.
. *.
, .
CEO The Gap
Apple Target ,
,
. , , ,
, .
,
-
2006 . ,
. , .
, .
Gateway ,
. .
, Apple
,
,
, .
Apple ,
. , Apple Store,
:
. , ,
, **.

* , Apple: .
** YouTube, Apple: Apple

Store, 2001 , youtube.com/watch?v=OJtQeMHGrgc ( 23 2010).

12. ,

: ,
? :
.
, The Four Seasons,
,
Apple Store.
.
, ,
: ,
. , Target
, W illiam s-Sonom a,
, .
Apple ,
.
. , iPod
, Apple (
, ),
. ,
. ,
. Apple
.
, .
Apple
,
.
, . ,
20 .
, 20 *.
.

. Apple Store,
, .
.
iPad, iPod Touch
iPod Nano.
.
,
* ifoAppleStore.com, Think Equity 2006.

6.

- .
, The Four Seasons.
,
,
. Apple
Store, ,
,
. ,
: :
?
. -,
. [
],
- Apple ,
-, *.
. Apple Store
, ,
.
EasyPay,
.
. Apple
.
250 ,
,
. ,

Apple .
. ,
Apple,
,
,
. , ,
, ,
Pages, Keynote,
iPhoto GarageBand.
Apple
, , .

* YouTube, Apple: Apple


Store, 2001 .

12. ,

Apple ,
, .


- , Target Apple
, .
,
Apple, . ,
, - . ,
-
, . ,
,
, , ,
*.
, , , .
, - ,
, . ,
, .
. ,
, , , , , , **.

, Target. ,
, , W al-M art.
-
. ,
. (
Target.) Target
, 20
40. , , Target
,
.
Target, .
Apple, ,
,
* ifoAppleStore.com, Think Equity 2006.
** YouTube, Autodesk, , youtube.com/ watch?v=Hz8
WfBW3qU ( 23 2010).

,
.
, . ,
, , ,
*. ,
ge t- - 1 , ,
. Target W al-M art
,
. Apple Gateway,
.

,
: Target ,
,
, Apple The
Four Seasons ,
Apple
Store.

,
2010 Apple Store,
MacBook Pro ,
. , Gallo
Com m unications Group .
M icrosoft (PC), Mac. ,
. , ,
,
, , Apple
.
, , MacBook
, , Apple.
,
, .
Nordstrom , Apple
,
. Apple Store,
Apple
.
* ifoAppleStore.com, Think Equity 2006.

12. ,


, ,
Apple.
, .
, , .
, , .
, ,
Apple
.
, ; Apple ,
. .
, ,
PC. ? . (
, , .)
, , .
,
.
Unix; ,
.
?
.
, , .
iLife*,
. ,
. iLife ,
, ,
.
, .
. , PC, .
.
, , .
Apple .
,
, .
, ,
.
, , ,
.
* iLife Apple . .
.

6.

, . ,
,
-.
, ,
.
, .
, , ,
, . Apple
. ,
Apple Store,
. Apple Store ,
. ,
, . ,
.
, .
,
, : Apple
. ,
,
, 99
,
.
, , .
,
. ?
,
, , .
,
. .
Apple . ,
- ,
Apple . ,

. :
, ();
, () ,
( !);
. ,

12. ,

. ,
, .
Apple . ,
, Apple
.
. .
, , ,
Gateway,
.
*.

, ,
,
. 2010

.
.
Apple Store - .
, :
, .
iPhone, YouTube ( ,
) .
, ,
. ,
, !
Disney
, .
, Disney,
, : .
.

* , Steve Jobs Speaks Out [Strategy] (


[]. . .), Fortune, 7 2008, http://money.
cnn.com/galleries/2008/fortune/0803/gallery.jobsqna.fortune/3.html ( 23
2010 ).

** UPI.com, Apple, 20 2010, upi.com/Odd_


News/2010/02/20/Couple-enjoys-wedding-with-apple-theme/UPI-44951266688299 (
23 2010).

6.

{
1. .
.
2.
.
,
.
3. Apple Store, Apple .
,
. - ,
?

13


,
,
.
, Zappos.com


200 ,
.
, .
. (
) ( ). 1994
,
,
. U nited Parcel Service*
, ,
.
, :
,
, ,
, .
* United Parcel Service ( )
.
. , . .
.

6.

, -

. ,
,
.
, , ,
Geek Squad
, Best Buy 2002 .
Geek Squad
3 1
. Geek Squad
1143 Best Buy,
, .
Geek Squad
, ,
.
Geek Squad Best Buy,
- Best Buy .
,
,
,
. Geek Squad
, ,
Best Buy.
-
. ,
. Geek Squad
,
, . .

.


- Zappos.
com * Apple .
* Zappos
. .
. ., , , 2010.

13.

,
, ,
.
, Zappos
( 2009 A m azon 1,2 )
Fortune
.
BusinessWeek,
- Zappos . (Zappos ,
- -.)
2009 . Zappos
,
. ,
(75 Zappos.com
). Zappos.com
, .
,
, .

Zappos
. , ,
, , Zappos*. ,
, -,
-
, ,
Zappos.com. Zappos
. . CEO
.
, Zappos
.
1.

Zappos,
.
* , Zappos, , 11
2010, http://carminegallo.com/talking-leadership/an-inside-look-at-the-zappos-experience (
23 2010 ).

6.

. , ,
BusinessWeek. , .
Zappos , ,
.
,
? .
.
? ,
,
!
, !
. Apple Store,
, . Zappos.

, Zappos .
2. ,

, Zappos, .
.
, Zappos.
, ,
. ( ,
,
,
.) ,
, . ,

. :
1 10? 1 , , ,
Zappos, 10 , ,
. , ,
. Zappos , .
, ^
. , ,
,
. ,
, .
.

13.

3.

. Zappos
,

, ; ,
.
.
.

. ,
, . ,
. Zappos
!
,
. ,
.
: ?
: ?
?
. ,
,
.
4.


: ,
, . Zappos
,
, .
.
, :
, .
: ,
. Zappos .
1
. ,

.

6.

5. !

,
.
.
, .
Zappos - , .
. ,
Zappos .

.
,
Zappos: ,
, ,
,
. ? .
, Zappos

.
Zappos Apple ,
, .
,
, :
? , Apple
Apple , Zappos
Zappos .
?


,
, ,
, M P3-,
Abt Electronics.
, Best Buys. Geek Squad
,
Abt.
, , ,
, Abt Electronics ,

13.

, *.
,
.
Apple The Four
Seasons
,
-.
Abt ,
Bellagio -. Abt ,
( , ,
) .
Abt
. , .
, , Bellagio
.
:
, Best Buy, W al-M art Sears,
, ,
- . Abt,
.
, ,
.
.

M irage, -.

.
,
, , .
Abt,
.
Apple, Geek Squad Abt
:

.
,
* , Abt Electronics, , 7 2010.

6.

. . .
, ,
, .

, ,

.
, 30
, ,
Little Caesars, D om inos, Pizza Hut Papa Johns.
? -,
, .

, , ,
, : Toppers. , Toppers Pizza ,
,
. ^
, ,
. Toppers ,
.
, .
,
, ,
Toppers '.
. Toppers
, ,
. Toppers
.
, Toppers ,
,
, ,
. Apple .
Apple ,
. Toppers :
* , Toppers, , 6 2010.

13.

?
.
, .

. Toppers .
,

.
. Toppers
.
,
.
Toppers Mac N Cheese Hangover Helper (,
).
.
. , ,
Mac N Cheese,
17 . Toppers , MyZa
7 . Toppers ,
,
ToppersStix ,
10 .
. Toppers
. Facebook
Twitter. ,
Facebook. Toppers
YouTube,
, .
. Toppers
, ,
, . , -:
. ?
. ? . .
! Toppers
.
, .
Zappos Apple, Toppers

6.

.
, ,
. ,
, Toppers.
Apple, , .
Toppers
, .
,
.
,
; ,
,
, ,
. ,
. Toppers , .
, .
, (
2009-
). Toppers
.

,
,
. - ,
- -
( ).
, ,
. ,
, .
( )
,
Fast Company, Everything W ine.

, Costco BevMo.
,
. .
Everything W ine
. Apple ,

13.

.
, .
, .
, : .
. , , Everything
W ine
. ,
,
: - ,
,
.
,
.
,
W estin, .
. , ?
.
, , ,
.
W estin, (

-).
2008 W estin Hotel and Resorts
, ,
.
. ,
: ___________________ .
W estin ,
;
,
,
.
, . ,
,
, ,
.
, . -
, ,
, , ,
.

6.

,
.
Apple, Geek Squad, Abt Electronics, Toppers, Everything W ine Westin,
:
.

{
1. ,
.
2. , ,
.
3. . .
, .

7

,
.

14


,
, .
,

27 2010 Apple
, , :

.
:
, , ,
, . ,
,
, Twitter,
, Apple , .
, . Apple
-
. - : Apple
iPad
. -,
Apple, iPad :
iPad.
. - , , Apple
Apple Store.

14.

iPad. :
.
Apple .
- iPad +
, !
Apple. CNN :
Apple iPad. ZDNet
: : iPad .
: , iPad
. Apple ,
,
, , ,
.

,

iPad ,
.
.
,
. ,
.
2009 McGraw-Hill . Apple ,
,
. iPad ,
, , ,
, .
:
, ,
, ,
. , ,
: , iPad. .
, -
, , . ,
, ,
.
:

,

7.

, *.
.
, , ,
.
,
Apple.
Apple, .
, .
, ,
, ,
. ,
, ,
.
( ,
),
. Apple
, 1981 ,
.
1981 Apple.
10 -
Apple. Apple
80 . Apple ,
IBM,
. ,
Apple ,
.
Apple Wall Street
Journal New York Times, IBM
IBM ( ), Apple :
, IBM.
.

, 35
. .
,
, , , ,
* , , ,
, -, 25 2008, http://whsc.emory.edu/
press_releases2.cfm?announcernentjd_seq= 15766 ( 23 2010).

14.

...

.
. , ,

. *.
M acintosh Apple,
,
,
,
Apple 1981 , Apple
IBM ,
. (
Apple , IBM, Apple
Intel Hewlett-Packard, .)

:
, .

Apple. .
- -
IBM , ,
20 ,
Playboy. IBM
,
- .**
... Apple ***.

-,

IBM 1981
- Apple, .
M acintosh (
6). , ,
*

, Steve Jobs: The Journey Is the Reward ( :


. . .), : Scott, Foresman and Company, 1988, 237.
http://fima-psuchopadt.livejournal.com/3460961.html
*** , Playboy, Playboy, 1985, 70.

7.

;
:
,
, ,
...
,
.
.
,
, .

, ,
.
, , ,
.
*.

.
,
,
Apple. , ,

. :
,
, ?
, , ,
.

... iPad
Yerba Buena Events
Center -,
Fox Business News.
,
( ),
, ,
* Steve Jobs: The Journey Is the Reward ( :
. . .), : Scott, Foresman and Company, 1988, 236.

14.

. ,
, ,
.
, .
, ,
iPad. , ,
,
Apple. , ,
.
T w itter

, iPad
,
. . , ,
, , .
.
, ,
. ,
, 140 Twitter.
iPod? . MacBook Air?
. .

,
. iPad . IBM
1980-,
. .
, . ,
Apple .
iPad
. :
iPhone .
. :
,
.
, . ? ,
. .
. .
. .
, ,
. .

7.

, , . ,
-. ,

. .
, . , , ,
. iPad*.

,
. ,
,
? ,
.
iPad, 14.1.
14.1. iPad,
**

iPad

Apple

:

iPhone

iPod

Mac

Apple

:

Nokia

Sam sung

Sony

iPad
:

iTunes

AppStore

iBookStore

iPad


:

16 GB
(499 )

32 GB
(599 )

64 GB
(699 )

,
, ,
* Apple.com, Apple, 2010, apple.com/quicktime/qtv/specialevent0110
( 23 2010).
*
*

1
1 .

14.

. ,
iPad.
, . 14.2.
,
iPad. ,
.
14.2.
iPad*

iPad - .
1,3

iPad :
1,3

IPS-
22,86 .

iPad :
22,86- IPS-
iPad :
Apple 4 1

10
, ,
-



: 10

Apple
,
. ,
,
, , ,
, . ,
,
, .
, . ,
Apple OS X,
: ,
.
iPad:
;
, ;
* .

7.

;
;
;
, - *.
,
, ,
, .
. iPad,
, .
,
. , iPad,
, .
. iPad ,
,
.
,

,
. ,
, Apple iPad .
. ,

. ,
,

.
{
1. . YouTube
+ .
2. . Apple

.
3. , PowerPoint
Keynote.

1 .

15

- ,
.
, Slide.vlogy*

CEO General Electric ,


,
. ,
, .
, .
: ,
!** ,
.
, ,
,
. ,
, , - .
,
, ,
, .
. ,
, ,
. ,
. . .
, . GE, -: Warner Business Books,

7.

,
. ,
- : , ,
,
*.
,
Fortune 500.
, ,
.
? .
, .
, , ,
!
,
. . ,
, , ,
, ,
. ,

.


Salesforce.com

. BusinessWeek
: , ,
**.
Salesforce.com - ,

1 .
: ,
,
.
,
.
* , Innovation (. . .), -:
Crown Business, 2006, 129.
** , Salesforce , Bloomberg BusinessWeek, 3 2009, businessweek.com/smallbiz/content/nov2009/
sb2009112_279472.htm ( 23 2010).

15.

. PR-,
. ( ,
, -,
, , .)
,
.
.
, ,

, *.
,
. ,
. ,

: , , , .

. **.


,
. ,
, ,
, .


, - ,
.
.
- . .
.
.
. - ,
. ***.
? . ,
!

X"
1 .

.
.

7.

,
. Salesforce.com
, ,
.
. Salesforce.
com ,
.
Salesforce.com :
.

Salesforce.com?
.
,
. ,
. .
, .
,
,
. ,
, ,
, *.
, , ,

. ,
.



.
Apple
, ,
, .
, , , ,
" m
1 .

15.

, ,
!. ,
,
,
. ,
, .
1. ! !

,
, !.
, ,
Apple, - . , 2008
MacBook Air , ,
. , ,
,
.
2009 !
. ,

. , ,

, .
, , .
! ,
(, Microsoft PowerPoint
Apple Keynote). ,
. ,

,
,
. ( ,
,
.)
, ,
.
PowerPoint, ,

.
, ,

. , : ?

7.

. : ,
( )?
,
.
2 .

,
. .
. ,
,
, .
. 2009
: iPhone,
iTunes iPod. . M acworld 2007
: -, - .
, :
iPhone.
!.
: ?
, .
(, ),
.
3.

.
.
iPad 2010 .
,
Apple ,
, - Apple
iPhone, , -
Apple . Apple
, .

.
( ) . , ,
,
.

15.

4.

.
, .
1984 , Apple Macintosh.
, IBM
, . Apple, ,
, .
.
,
.
,
. .
5.

Apple .
,
. ,
: ,
, .
.
,
. , ,
. , ,
.
, . ,
,
i. Apple ,
,
.
6. Tw itter

Apple
, .
MacBook Air? .
, , ,
Twitter, .
, .
7. ,

,
.

7.

, ,
. 2001
iPod, ,
Apple - . ,
,
.
:
.

, . -
- , ,
, . ,
, . ,
, , , .
, .
,
, , ,
.
.
.
.
. .

[
1. .
.
2.
: , , , ,
.
3. .
,
, ,
PowerPoint. ,
,
.





. ,
- , .
. .

,
,
,
.
,
, . ,
,

.
1977 , Apple
Apple II, , Digital Equipm ent, :
, -
. ,
.

. , , ,
:
. .

. .
. ,
-?
, , -
,
.
,
.
,
, , :
,
. . 2005
:
.
iWoz.
: ? :
. .

, , -
, - ... ,
, ,
, , - ,
,
. . ,
,
,
. , .
,
*.
,
,
.
, Apple
, - ,
.
, .
* , iWoz (iBo3. . .), -: W. W. Norton &
Company, 2006, 289.

, ,
*.
, ,

, ,
,
. ,

,
.
, - ,
Microsoft
. 2007
D: All Things Digital.
, Apple .
:
, , .
1977 Apple II.
Apple . Apple
,
. , Apple,
M acintosh. .
, Apple .
,
, : ,
.
,
**.
, ,
, .
,
.
,
, ***.
* , Creative Strategies, , 2010.
YouTube,

1, youtube.com/
watch?v=_5Z7eal4uXI&feature=fvw ( 23 2010).
*** , .

1997 , Apple , ,
,
, ,
Apple. : , , ,
*. ,
, , .
.
,
: ,
, ?**
, , - .
? , , ,
? , ,
, .
New York Times ,
1980-2005
, . ,
,
-.
, General M otors,
.
...
.
. ?
, , ,
***.
, , ,
: ,
. .
.
,
.

* YouTube, , youtube.com/watch?v=c2cDQw-Cmd4 (
23 2010).
** , , , ,
Stanford Report, 14 2005, http://news.stanford.edu/news/2005/junel5/jobs06150.
html?view=print ( 25 2010).
** , () , , , , New York
Times, 24 2010, nytimes.com/2010/01/24/opinion/24friedman.htm (
25 2010).

,
^ . Apple
.
. , .
. ,
Twitter.
M cGraw-Hill
. 2010 ,
, . , .
McGraw-Hill . -
, .
! : ,
, , , , ,
, ,
, . .
, ,

.
BrightSight

.
Bloomberg
BusinessWeek. .
.

, FSB Associates

.
, - !

, .
. ,
: , , , ,
, , , ,
. , .

, Apple, .
, .
A pp le , ,
,
. iMac, iPod, iPhone, iP a d .. .
?
, , ,
.
.
, .
, .
.


,
.

, CEO Zappos,
.
,
. ,
- .

, Allianz ,

, ,

. - ,
: , , .

, ,

www.facebook.com/mifbooks
ISBN 978-5-91657-162-2

[ ,
9 785916 571622 >

m ann-ivanov-ferber.ru