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你以为苹果拒绝FBI的要求仅仅是因为“隐私”吗?态度背后隐藏的是核心的公司价值
时间:2016-02-20 10:26:11
文章发布:
原创作者:未知
来源:互联网

本周,苹果首席执行官蒂姆·库克厉声拒绝了FBI要求破解美国圣贝纳迪诺恐怖分子iPhone密码的要求。

库克的公开信让他赢得了苹果用户和硅谷高管的支持,他们对库克保护用户隐私的态度非常感激。几个小时之后,谷歌首席执行官桑德尔·皮蔡在Twitter上做出了回应,不过他对库克的支持,以及苹果的立场似乎显得过于“温和”。

库克认为,FBI“令人恐惧的”要求“会让政府用出于保护的理由破坏自由”。

对于这点,皮蔡非常认同,

他觉得这可能会导致开了一个“非常麻烦的先例”。

这里乐观的看法是,皮蔡和库克深入关心了这个问题,谷歌(关于这点还有微软,并没有发布任何直接声明)似乎只是尝试想尽量避免遇到这种复杂的法律和伦理问题。

但是,如果你关注了商业力量,就会发现世界上这两家有价值的公司核心,其实是不一样的。

苹果的隐私品牌

在过去的两年时间里,库克花了大量时间将“隐私”融入到了苹果品牌的核心部分。

典型的例子发生在去年六月,当时库克在美国电子隐私资讯中心的“自由斗士”活动期间发表了一次演说。其中他这样说道:

我们的隐私在很多方面受到了侵害。我说的就是那些来自硅谷的人,在硅谷,有些业绩不错,也很成功的公司通过拿到他们客户的个人信息来经营业务。

他们贪婪地抓住一切,想知道用户的所有信息,然后靠这个来赚钱。我们觉得这完全不对,苹果也不想变成这样的公司。

也正是因为如此,人们在购买苹果产品的时候才会感觉很好,同时,一些人也在抨击那些依靠广告驱动的公司,比如谷歌和Facebook。这样来看,库克也是一箭双雕了。

不过对于这个问题,似乎这里还有一个持相反意见的态度,在涉及到纯技术时,谷歌是苹果的大竞争对手。

我们知道,苹果专注于用户设计和体验,也正因为如此,让他们成为了世界顶级的智能手机制造商。

Tim Cook

苹果首席执行官蒂姆·库克

但是,当涉及到面部识别,虚拟现实,无人驾驶汽车,甚至是其他一些不那么高深的东西(比如地图和导航),苹果似乎并不是那么有实力啦。

但是,谷歌之所以在这些领域如此出色,主要得益于他们的“机器学习”技术,这个技术随着使用时间越久,就会变得越智能。为了让机器学习的车轮有效运转起来,你需要大量数据,在系统性地应用到一个复杂的数学模型里。

没错,谷歌收集了大量用户数据,利用这些数据,他们才能在各个方面为用户和广告商提供更好的产品。广告会带来收益。所有你从谷歌享受到的免费服务,不管是搜索,谷歌照片,还是YouTube,都是依靠他们收集到的数据,并应用到了各个功能上。

谷歌是不同的

这里有一个思想实验:假设有个巫师明天从山上下来,然后念了一段咒语说,没人能再买智能手机啦!那么谁的业务先受到打击呢?苹果?还是谷歌?

有文件披露,安卓系统至今给谷歌奉献的直接受益只有310亿美元。这一数字貌似没有算上像Google Play应用商店里App应用的销售额,但就算都算上,也无法和苹果iPhone手机的收益相媲美。如今,苹果超过一半的收入来自于iPhone手机销售。事实上,苹果单单从iPhone手机上获得的收入,就比其他科技公司的总收入还要多!

所以,“自私自利”的苹果会尤为关注隐私:但它有一个弱点——事实上,在收集数据构建优质服务这方面,苹果无法超越谷歌——

不过,只要强调“隐私”就能帮助巩固其竞争优势,并刺激卖出更多苹果产品。

Sundar Pichai

上图:谷歌首席执行官桑德尔·皮蔡

正如每个硬币都有两面,

如果FBI强迫苹果解锁iPhone,不仅会引发皮蔡所说的“可怕先例”,更重要的是,这将大大减弱苹果在隐私方面的声望。

与此同时,谷歌在这场竞争中似乎也没有太多优势,因为绝大多数安卓手机的加密技术根本比不上苹果的iPhone手机,也就是说,只要执法机构愿意,他们就能轻松破解掉安卓手机。

不过,谷歌的业务主线取决于个人信息的自由流动,而不是依赖硬件,因此在“隐私”这个特定问题上,谷歌基本上是绝缘的。

谷歌的商业模式,只是为用户提供他们所需的隐私服务,以及相关法律法规保护。

毕竟,谷歌需要数据,而苹果是将隐私作为其品牌建设中核心的部分之一。

总结下来,虽然谷歌和苹果在某些领域里存在激烈竞争,但实际上,他们打的却是不同的战役。

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