Apple’s Next Unveiling Could Make or Break a Business - NYTimes.pdfVIP

13-9- 16 Apple’s Next Unveiling Could Make or Break a Business - 纽约时报中文网 国际纵览 September 10, 2013 Apple’s Next Unveiling Could Make or Break a Business By NICK BILTON SA N FRA NCISCO — On Tuesday morning, about 200 people — most of them from the news media — will gather in a Cupertino, Calif., auditorium to watch Timothy D. Cook, A pple’s chief executive, unveil new iPhones. The people who make it their business to know these things say they ex pect A pple to reveal a long-awaited, less-ex pensive iPhone to woo buyers in emerging markets; a few brightly colored alternatives — yellow, blue and even pink — to entice teenagers; and a higher-end, gold-and-graphite model to draw those who enj oy spending lots of money. Of course, the news coverage will be comprehensive. A nd you will be able to split the followers of the reporters’ blogs from the event into three categories A pple fans; entrepreneurs who hope they can take advantage of new phone features; and rival technology executives worried that A pple could render their businesses irrelevant in one move. These annual iPhone unveilings have become a sort of Creative Destruction Day in Silicon Valley. Remember all those companies that were making nifty little digital video recorders? There aren’t many of them left, after A pple added video recording to the iPhone in 2008. A nd with every even slightly improved iPhone that adds features or services offered by others, A pple has tightened the screws on a long list of companies, including other smartphone makers like Nokia and BlackBerry and gaming companies like Nintendo.The economist Joseph Schumpeter coined the phrase “creative destruction” in 1942 to describe the less-than-tidy way free markets lead to progress the telephone rep