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你以為蘋(píng)果拒絕FBI的要求僅僅是因?yàn)椤半[私”嗎？態(tài)度背后隱藏的是核心的公司價(jià)值
時(shí)間：2016-02-20 10:26:11
文章發(fā)布：
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

本周，蘋(píng)果首席執(zhí)行官蒂姆·庫(kù)克厲聲拒絕了FBI要求破解美國(guó)圣貝納迪諾恐怖分子iPhone密碼的要求。

庫(kù)克的公開(kāi)信讓他贏得了蘋(píng)果用戶(hù)和硅谷高管的支持，他們對(duì)庫(kù)克保護(hù)用戶(hù)隱私的態(tài)度非常感激。幾個(gè)小時(shí)之后，谷歌首席執(zhí)行官桑德?tīng)?amp;middot;皮蔡在Twitter上做出了回應(yīng)，不過(guò)他對(duì)庫(kù)克的支持，以及蘋(píng)果的立場(chǎng)似乎顯得過(guò)于“溫和”。

庫(kù)克認(rèn)為，F(xiàn)BI“令人恐懼的”要求“會(huì)讓政府用出于保護(hù)的理由破壞自由”。

對(duì)于這點(diǎn)，皮蔡非常認(rèn)同，

他覺(jué)得這可能會(huì)導(dǎo)致開(kāi)了一個(gè)“非常麻煩的先例”。

這里樂(lè)觀的看法是，皮蔡和庫(kù)克深入關(guān)心了這個(gè)問(wèn)題，谷歌（關(guān)于這點(diǎn)還有微軟，并沒(méi)有發(fā)布任何直接聲明）似乎只是嘗試想盡量避免遇到這種復(fù)雜的法律和倫理問(wèn)題。

但是，如果你關(guān)注了商業(yè)力量，就會(huì)發(fā)現(xiàn)世界上這兩家有價(jià)值的公司核心，其實(shí)是不一樣的。

蘋(píng)果的隱私品牌

在過(guò)去的兩年時(shí)間里，庫(kù)克花了大量時(shí)間將“隱私”融入到了蘋(píng)果品牌的核心部分。

典型的例子發(fā)生在去年六月，當(dāng)時(shí)庫(kù)克在美國(guó)電子隱私資訊中心的“自由斗士”活動(dòng)期間發(fā)表了一次演說(shuō)。其中他這樣說(shuō)道：

我們的隱私在很多方面受到了侵害。我說(shuō)的就是那些來(lái)自硅谷的人，在硅谷，有些業(yè)績(jī)不錯(cuò)，也很成功的公司通過(guò)拿到他們客戶(hù)的個(gè)人信息來(lái)經(jīng)營(yíng)業(yè)務(wù)。

他們貪婪地抓住一切，想知道用戶(hù)的所有信息，然后靠這個(gè)來(lái)賺錢(qián)。我們覺(jué)得這完全不對(duì)，蘋(píng)果也不想變成這樣的公司。

也正是因?yàn)槿绱?，人們?cè)谫?gòu)買(mǎi)蘋(píng)果產(chǎn)品的時(shí)候才會(huì)感覺(jué)很好，同時(shí)，一些人也在抨擊那些依靠廣告驅(qū)動(dòng)的公司，比如谷歌和Facebook。這樣來(lái)看，庫(kù)克也是一箭雙雕了。

不過(guò)對(duì)于這個(gè)問(wèn)題，似乎這里還有一個(gè)持相反意見(jiàn)的態(tài)度，在涉及到純技術(shù)時(shí)，谷歌是蘋(píng)果的大競(jìng)爭(zhēng)對(duì)手。

我們知道，蘋(píng)果專(zhuān)注于用戶(hù)設(shè)計(jì)和體驗(yàn)，也正因?yàn)槿绱?，讓他們成為了世界頂?jí)的智能手機(jī)制造商。

Tim Cook

蘋(píng)果首席執(zhí)行官蒂姆·庫(kù)克

但是，當(dāng)涉及到面部識(shí)別，虛擬現(xiàn)實(shí)，無(wú)人駕駛汽車(chē)，甚至是其他一些不那么高深的東西（比如地圖和導(dǎo)航），蘋(píng)果似乎并不是那么有實(shí)力啦。

但是，谷歌之所以在這些領(lǐng)域如此出色，主要得益于他們的“機(jī)器學(xué)習(xí)”技術(shù)，這個(gè)技術(shù)隨著使用時(shí)間越久，就會(huì)變得越智能。為了讓機(jī)器學(xué)習(xí)的車(chē)輪有效運(yùn)轉(zhuǎn)起來(lái)，你需要大量數(shù)據(jù)，在系統(tǒng)性地應(yīng)用到一個(gè)復(fù)雜的數(shù)學(xué)模型里。

沒(méi)錯(cuò)，谷歌收集了大量用戶(hù)數(shù)據(jù)，利用這些數(shù)據(jù)，他們才能在各個(gè)方面為用戶(hù)和廣告商提供更好的產(chǎn)品。廣告會(huì)帶來(lái)收益。所有你從谷歌享受到的免費(fèi)服務(wù)，不管是搜索，谷歌照片，還是YouTube，都是依靠他們收集到的數(shù)據(jù)，并應(yīng)用到了各個(gè)功能上。

谷歌是不同的

這里有一個(gè)思想實(shí)驗(yàn)：假設(shè)有個(gè)巫師明天從山上下來(lái)，然后念了一段咒語(yǔ)說(shuō)，沒(méi)人能再買(mǎi)智能手機(jī)啦！那么誰(shuí)的業(yè)務(wù)先受到打擊呢？蘋(píng)果？還是谷歌？

有文件披露，安卓系統(tǒng)至今給谷歌奉獻(xiàn)的直接受益只有310億美元。這一數(shù)字貌似沒(méi)有算上像Google Play應(yīng)用商店里App應(yīng)用的銷(xiāo)售額，但就算都算上，也無(wú)法和蘋(píng)果iPhone手機(jī)的收益相媲美。如今，蘋(píng)果超過(guò)一半的收入來(lái)自于iPhone手機(jī)銷(xiāo)售。事實(shí)上，蘋(píng)果單單從iPhone手機(jī)上獲得的收入，就比其他科技公司的總收入還要多！

所以，“自私自利”的蘋(píng)果會(huì)尤為關(guān)注隱私：但它有一個(gè)弱點(diǎn)——事實(shí)上，在收集數(shù)據(jù)構(gòu)建優(yōu)質(zhì)服務(wù)這方面，蘋(píng)果無(wú)法超越谷歌——

不過(guò)，只要強(qiáng)調(diào)“隱私”就能幫助鞏固其競(jìng)爭(zhēng)優(yōu)勢(shì)，并刺激賣(mài)出更多蘋(píng)果產(chǎn)品。

Sundar Pichai

上圖：谷歌首席執(zhí)行官桑德?tīng)?amp;middot;皮蔡

正如每個(gè)硬幣都有兩面，

如果FBI強(qiáng)迫蘋(píng)果解鎖iPhone，不僅會(huì)引發(fā)皮蔡所說(shuō)的“可怕先例”，更重要的是，這將大大減弱蘋(píng)果在隱私方面的聲望。

與此同時(shí)，谷歌在這場(chǎng)競(jìng)爭(zhēng)中似乎也沒(méi)有太多優(yōu)勢(shì)，因?yàn)榻^大多數(shù)安卓手機(jī)的加密技術(shù)根本比不上蘋(píng)果的iPhone手機(jī)，也就是說(shuō)，只要執(zhí)法機(jī)構(gòu)愿意，他們就能輕松破解掉安卓手機(jī)。

不過(guò)，谷歌的業(yè)務(wù)主線(xiàn)取決于個(gè)人信息的自由流動(dòng)，而不是依賴(lài)硬件，因此在“隱私”這個(gè)特定問(wèn)題上，谷歌基本上是絕緣的。

谷歌的商業(yè)模式，只是為用戶(hù)提供他們所需的隱私服務(wù)，以及相關(guān)法律法規(guī)保護(hù)。

畢竟，谷歌需要數(shù)據(jù)，而蘋(píng)果是將隱私作為其品牌建設(shè)中核心的部分之一。

總結(jié)下來(lái)，雖然谷歌和蘋(píng)果在某些領(lǐng)域里存在激烈競(jìng)爭(zhēng)，但實(shí)際上，他們打的卻是不同的戰(zhàn)役。

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