As head of Apple’s retail division, Deirdre O’Brien recognized the severity of the new crown earlier than most. As early as the beginning of the year, she had an in-depth understanding of the new outbreak. “It’s amazing to see companies rapidly move into crisis management,” she said < p > < p > she described Apple bringing together the company’s safety and health departments as well as epidemiological experts outside the company to discuss countermeasures. “We quickly found that we were not fully prepared to continue operating our stores in the outbreak, so we decided to close our stores and offices.” < p > < p > Apple announced on February 1 that it would close its business in China – a decision made by CEO Tim Cook. The experience of this shutdown provides a valuable reference for Apple’s sales strategy throughout the crisis. “We applied what we learned in China to our stores and organizations around the world,” O’Brien said. We were one of the first companies to close down in the US, Europe and the rest of Asia, and it was very timely to do so at the time Many of the responsibilities of the new crown fall on O’Brien. She has worked for apple for 30 years and is now Apple’s most powerful woman, managing the company’s 150000 employees. In February 2019, as senior vice president of the company, she added the supervision of physical stores and online stores to her post responsibilities. O’Brien is optimistic by nature, and she explained in an interview how the company coped with the new crown crisis. On March 13, apple closed its stores in the United States and Europe and asked employees to stay at home indefinitely. But cook also sent another key message to employees and customers that day: Apple has reopened all its stores in China. < p > < p > according to the company’s new epidemic response plan, Apple has established the operation mode of dynamic closing and reopening stores. “When we reopen a store, we look at the infection rate in the local community and the local epidemic regulations,” O’Brien said “We’ve become so flexible in the choice of opening and closing stores” – that some observers even use the switching status of Apple’s stores in a certain place as an indicator of the rise and fall of the epidemic. < / P > < p > Apple also decided to make its own masks. In the early days of the outbreak, the company donated millions of N95 masks in stock for fire prevention to medical institutions. In order not to burden the medical system, apple first asked its industrial design team to design a face mask, and then developed a three-layer mask (a surgical style adjustable shoulder belt mask). This mask is for internal use only, not for sale. People can’t buy it from Apple’s online store, so you can’t give it as a gift in your socks for Christmas. In response to the epidemic crisis, Apple stores around the world are also adjusting their business models. Some stores have set up a quick window similar to the Hawking window of fast food restaurants. Customers can get Apple products through this window without entering the store. Another thing that O’Brien is proud of is that the one-on-one interaction that usually happens in stores has now been successfully virtualized. Apple’s product sales experts can now serve customers at home. Recently, O’Brien said, the company has even moved some of its in store activities, such as “today at Apple,” to online. “All the products that used to be available in physical stores are now available online.” < / P > < p > then, will the operation mode of Apple’s more than 500 stores change permanently because of the epidemic, even if the epidemic situation has not recovered in the past? O’Brien’s predecessor, Angela arentz (a Burberry Executive), is both a master of the company’s operations and a fashion leader. Her legacy at Apple is to turn Apple stores into “city squares.”. In this “city square”, people can stroll around, listen to music, and feel the atmosphere of fashion. Finally, they will pay for Apple’s new products in a pleasant atmosphere. Angela arentz leaves on April 16, 2019, when Apple successfully dumped the price hike on her iPhone. In terms of working mode, O’Brien is more like her boss, Tim Cook. She believes that after the outbreak, Apple stores will still be popular places for leisure. “People still like our store very much,” she said. < / P > < p > in fact, at present, most Apple stores in China are becoming more and more lively. But in the coming weeks, as the number of new crown infections increases, apple customers in the United States and Europe are likely to see more store quick windows and more store closures. < / P > < p > a few weeks ago, Apple stores opened again in Soho, Manhattan. It was one of Apple’s first retail stores, and Steve Jobs himself attended the opening ceremony of the store. But the security measures for the reopening are more stringent than those for the opening ceremony. The security guard points a temperature gun at the customer’s head, checks whether the appointment is valid, and then sends the customer to the store where he can communicate with a sales person. Both parties are wearing masks to chat, and salespeople invite customers to try out the new iPhone on the table, and customers may be reluctant to try it out because they don’t have gloves on. In short, Apple will be open to business whether or not the new crown epidemic is over. < p > < p > a few days ago, the company reported on an online meeting of Apple employees. Among them, Tim Cook, chief operating officer Jeff Williams, chief software engineer Eddie Kui and Hardware Director Dan Riccio briefed employees on the company’s future plans and how Apple has responded to the epidemic so far. At the meeting, Dan Riccio, Apple’s head of hardware, told employees at the meeting that the new crown epidemic had brought “great challenges” to Apple’s product design process and led to major adjustments in the production process. Apple’s product design is usually carried out on site in the company’s laboratory. Apple usually starts the production of new products in the autumn of each year in March. However, in March this year, the new crown attacked the United States, seriously affecting Apple’s R & D and production progress. In the grim situation, Apple has taken a series of tough measures to ensure that the production process goes smoothly: engineers remotely control robots at home, use augmented reality technology on iPads, and work with employees still struggling in the factory. These efforts paid off: Apple successfully launched a series of new products this fall, including four new iPhones, a new Apple watch, a homepod mini and several new Mac PCs. Also in this online meeting, cook told employees that most teams “don’t seem” to be back in the office before June 2021. In addition, another important trend of apple this year is chip manufacturing. This fall, apple replaced Intel processors in the MAC family with arm chips, overturning the perception of laptop chips overnight. < p > < p > at present, the latest progress of Apple’s chip plan is: mobile phone chip research and development has been officially on the road. This means that Apple’s demand for Qualcomm chips will be greatly reduced in the future. “This year, we launched the development of the first mobile modem chip, which is a key strategic transformation for us,” said Johnny sluggy, senior vice president of hardware at Apple The news of < / P > < p > is no surprise. Last July, Apple bought Intel’s smartphone modem chip business. Apple sent a strong signal through the acquisition that it would develop its own mobile chip, sooner or later. < / P > < p > prior to the acquisition of Intel’s modem business, Apple also reached a settlement with Qualcomm over patent infringement and a multi-year agreement on Wireless IP issues – Apple paid $4.5 billion to Qualcomm and obtained the chips needed to make 5giphones from Qualcomm. < / P > < p > if Apple has its own mobile chip, apple can reduce its dependence on Qualcomm, and may even produce better mobile chip with better battery life. On computer chips, Apple’s own arm chip is better than Intel’s. < / P > < p > Google pays Apple billions of dollars a year to ensure that its search engine dominates the iPhone platform, but antitrust authorities in the United States are investigating this. Affected by this, apple began to speed up the development of its own search technology. < p > < p > Apple recently made a small change to the latest version of the iPhone operating system (IOS 14): when users type directly from the home screen for queries, it will display Apple’s own search results and link directly to relevant websites. This network search ability marks an important direction of Apple’s future development. At the same time, it may also be the starting point for all-round competition between apple and Google’s search business. Two and a half years ago, apple poached Google’s search executive. On the surface, the purpose of digging people is to improve the computing power of artificial intelligence and improve the ability of virtual assistant Siri, but the real purpose is to search the field. < / P > < p > “they (Apple) have a trustworthy team, and if they want, they have enough experience to build a more general search engine,” said Bill kauflan, a former engineering director at Google and now a partner of Sequoia Capital. < / P > < p > it may take years to build a comparable search engine to Google. However, Apple’s profit is expected to exceed $55 billion this year, with a net cash reserve of $81 billion, so it has the ability to make long-term investments in search. < p > < p > Apple has always tried to own and control all the important parts in its product ecology, from the iPhone chip to the tight integration of software and hardware. For more than a decade, however, Apple has insisted on Google search as the default search engine on its iPhone platform. However, the U.S. Department of justice has made the annual payment of $8-12 billion from Google to Apple as the central issue of its antitrust litigation. With the increasing pressure of antitrust investigation, Apple’s motivation to change the status quo is becoming stronger and stronger. < / P > < p > but some observers don’t believe Apple has a chance to become a strong competitor to Google. They think it will be a very difficult task for apple to catch up with Google in search. “Google’s strength comes from its scale, and endless user feedback can help Google adjust and improve its search results.” “Google receives hundreds of millions of requests from users around the world every minute – a huge advantage in terms of data.”

, on the other hand, Apple has led the autopilot to John Janandaria, the senior executive officer of artificial intelligence. Jia Nan Delia will oversee Apple’s ongoing work in the field of autopilot systems, which could eventually be used in the Apple Car developed by Apple itself. This autopilot development project was built inside apple.