![]()
——做专业的科技财经媒体！![]()
如果不看背板上的印字，加上边框上多了个坑，您几乎分不清苹果是不是发布了新的iPhone 16。苹果这个坑，实在是太“键”了。
![]()
撰文：李星
与行业往年叫的欢的“挤牙膏”相比，这次的苹果发布会真的可以称之为“不要脸”了，脸上连牙膏沫都没有粘上一点。如果不看背板上的印字，加上边框上多了个坑，您几乎分不清苹果是不是发布了新的iPhone16。苹果这个坑，实在是太“键”了。再加上所谓的AI功能加持，不但要明年才会有，而且同样也没有任何的标识性区隔。而Apple Intelligence的几乎所有功能，其实与业界十多年前就有了的一键修图、语音唤醒、自动翻译等功能，并没有实质性的改变。而其所谓的AI生成功能，包括生成图像、文稿（邮件）、顺序执行的导航日程表（时间线）等，同样跳不出AI幻觉陷阱，并没有与历史事件经验与更新事件的意图进行深度融合，除了仅限提醒外，用处极小。不过苹果自己可能不认为自己没有重大更新，对于苹果的开发团队来讲，反而应该是痛苦的尝试。首先，苹果为了能够不“犯错”，或者降低AI不成熟时行业前期的成本，A18发布了两颗芯片，一颗偏推理执行的A18普通芯片，一颗是更偏向AI训练的A18Pro芯片。两者的区别是，A18是上一代3纳米制程，是2大CPU4小CPU+5GPU的传统布局。A18Pro是这一代3纳米制程，是2大CPU4小CPU+6GPU的传统布局，由于CPU和GPU数量相等，所以可以进行有限的大模型训练。与只能实现端侧AI自动生成的简单推理A18芯片相比，A18Pro实现端侧AI自动生成与自动优化两步AI功能。苹果也表示，这款CPU还内置有新一代机器学习加速器，能帮助驱动Apple Intelligence，可直接通过编程控制来实现高能效、高吞吐率、低延迟的运算。而在极简模型的普通特征码机器学习上，两款芯片都有16核神经网络引擎，速度比上一代芯片最高提升至2倍，对于图片、音频、视频等的识别功能，得到了进一步提升，在生物识别安全、密码安全、事件安全上表现更出色。与行业希望的极简设计进化不同，苹果这一次不但没有让整机的设计更简洁，反而是增加了一个“键”，苹果称之一拍照键，也是全程与过往发布会不同的新增内容项。在苹果有理由相信自己提供了一块更出色的触控显示屏情况下，苹果这种无厘头的做法，实在让人哭笑不得。苹果为这颗多出来的固体按键，描述成了相机控制全在握，一触、一滑、一按，一气呵成。看来苹果对自己的触控显示屏要实现这么简单的一个功能，信心并不足。更奇葩的是，苹果把原来的拔动静音键已经升级成了多功能按键，完全可以把固体相机按键的功能与整合在其中，但苹果也没有这样做。或许苹果只是想更方便的进行空间视频创作，所以单独给了一颗“空间运算平台快捷键”！而这一次的发布会，也就是为了发布这颗按键而已。至于为了配合这颗按键的摄像头硬件空间视频升级，多麦克风阵列的可编辑空间音频升级等，对于普通用户来讲，可玩性其实也不高。智能终端硬件从手表、手机到电视，几乎都进化成了一块屏，要在硬件上进行创新或区隔，确实难度越来越高。除了材料硬度提升、屏占比空间变大、厚度变薄、表面装饰花样翻新外，几乎没有给品牌们多大的发挥空间。只不过随着AI的增强，人们下意识的会认为按键的操作要越来越少，才符合现实的潮流。苹果不管是自己懒也好，还是为了政治正确迎合某些生理功能障碍人士需求也罢，重新发布一颗按键，确实让行业看不太懂。更先进的玻璃、更大的屏占比、更硬的钛合金、更强的主控芯片、更智能的AI功能……堆起来，仍是更平庸的iPhone16。Shameless Apple, just released a "key"Compared with the "squeezing toothpaste" called by the industry in previous years, this Apple conference can really be called "shameless", and there is not even a little toothpaste foam on the face. If you don't look at the lettering on the back panel, plus the extra pit in the bezel, you can hardly tell if Apple has released the new iPhone 16 or not. Apple's pit is too "key".![]()
Coupled with the so-called AI function blessing, not only will it not be available until next year, but there is also no identification distinction. In fact, almost all the functions of Apple Intelligence have not changed substantially from the functions such as one-click retouching, voice wake-up, and automatic translation that were available in the industry more than ten years ago. Its so-called AI-generated functions, including the generation of images, documents (emails), and sequentially executed navigation schedules (timelines), also do not jump out of the AI illusion trap, and are not deeply integrated with the experience of historical events and the intention of updating events, and are of minimal use except for reminders.However, Apple itself may not think that it has no major updates, and it should be a painful attempt for Apple's development team.First of all, in order not to "make mistakes", or to reduce the cost of the early stage of the industry when AI is not mature, A18 has released two chips, one is the A18 ordinary chip for partial inference execution, and the other is the A18Pro chip that is more biased towards AI training. The difference between the two is that A18 is a previous generation of 3nm process, which is the traditional layout of 2 large CPUs, 4 small CPUs + 5 GPUs.A18Pro is a generation of 3nm process, which is a traditional layout of 2 large CPUs and 4 small CPUs + 6GPUs, and because the number of CPUs and GPUs is equal, it can be used for limited large model training. Compared with the simple inference A18 chip, which can only realize the automatic generation of device-side AI, the A18Pro implements the two-step AI function of device-side AI automatic generation and automatic optimization.Apple also said that the CPU also has a built-in next-generation machine learning accelerator to help drive Apple Intelligence, which can be directly programmed to achieve energy-efficient, high-throughput, and low-latency computing.In terms of the machine learning of ordinary feature codes of the minimalist model, both chips have a 16-core neural network engine, which is up to 2 times faster than the previous generation of chips, and the recognition function of pictures, audio, video, etc. has been further improved, and the performance is better in biometric security, password security, and event security.Different from the minimalist design evolution that the industry wants, Apple not only does not make the design of the whole machine more concise this time, but adds a "key", which Apple calls one of the photo buttons, which is also a new content item that is different from previous press conferences. In the case that Apple has reason to believe that it has provided a better touch screen, Apple's nonsensical approach is really laughable.Apple's description of this extra solid button as a camera control is all in hand, one touch, one swipe, one press, all in one go. It seems that Applego is not confident that its touch screen will achieve such a simple function.What's even more bizarre is that Apple has upgraded the original pull mute button to a multi-function button, which can completely integrate the functions of the solid camera button, but Apple has not done so.Maybe Apple just wants to make it more convenient to create spatial videos, so it gives a separate "spatial computing platform fast"! And this press conference is just to release this button.As for the camera hardware spatial video upgrade to match this button, the editable spatial audio upgrade of the multi-microphone array, etc., for ordinary users, the playability is actually not high.The hardware of smart terminals has evolved from watches, mobile phones to TVs, almost all of them have evolved into a screen, and it is indeed becoming more and more difficult to innovate or differentiate in hardware. In addition to the increase in material hardness, the increase in screen-to-body space, the thinning of the thickness, and the renovation of surface decoration patterns, there is almost no room for brands to play.It's just that with the enhancement of AI, people will subconsciously think that the operation of the keys should be less and less, which is in line with the trend of reality.Whether Apple is lazy or lazy, or in order to be politically correct to cater to the needs of some people with physiological disabilities, releasing a button really makes the industry unable to understand it.More advanced glass, larger screen-to-body ratio, harder titanium alloy, stronger main control chip, and more intelligent AI functions...... Stacked up, it's still the more mediocre iPhone 16.Apple has no choice, will smartphones be better tomorrow?And AI mobile phones, even Apple can't talk about it!![]()
![]()
![]()
旭日大数据团队长期服务超过全球10000家高新科技电子行业企业客户，在长期建设中国制造业供应链服务体系过程中积累了大量的行业资源，不仅对电子制造业企业的采购需求有着深刻理解，还与全球大量企业建立了系统对接，能够帮助供应商快速适应企业的服务要求，切入企业供应链。
![]()
![]()
