The document discusses Apple surpassing Exxon Mobil to become the world's most valuable publicly traded company. It attributes Apple's success to growing consumer demand for its products and strong financial performance, while Exxon's stock price has fallen due to declining oil prices. While concern remains over Steve Jobs' health, many investors believe Apple will continue its profitable growth even if Jobs steps down. The document warns that Exxon has been put on notice by Apple's achievements.

1. Big Apple v Big Oil 苹果美孚，谁与争锋

2. What is "Big Oil"? Petroleum supermajors are sometimes collectively referred to as "Big Oil", a term used to describe the individual and collective economic power of the largest oil and gas producers, and their perceived influence on politics, particularly in the United States. Big Oil is often associated with the Energy Lobby. For example ： BP p.l.c. (United Kingdom) Chevron Corporation (United States) ExxonMobil Corporation (United States) Royal Dutch Shell plc (Netherlands & United Kingdom) Total S.A. (France) Background Information

3. Background Information

4. Exxon Mobil Corporation （埃克森美孚） American multinational oil and gas corporation which was formed on November 30, 1999, by the merger of Exxon and Mobil. Its headquarters are in Irving, Texas. One of the largest publicly traded companies by market capitalization in the world Exxon Mobil's reserves were 72 billion oil-equivalent barrels at the end of 2007 and, at then (2007) rates of production, are expected to last over 14 years. The largest refiner in the world: with 37 oil refineries in 21 countries constituting a combined daily refining capacity of 6.3 million barrels (1,000,000 m3). The largest non-government owned company in the energy industry and produces about 3 percent of the world's oil and about 2 percent of the world's energy. Background Information

5. Chart of the major energy companies dubbed "Big Oil", sorted by latest published revenue

6. 8 月 10 日凌晨消息，因股市的崩盘，大幅度的暴跌与反弹，直接影响到苹果与 Exxon 市值的排名，苹果曾短暂超越 Exxon ，成为全球市值最高的公司。 三星期前， Exxon 公司市值达到 4100 亿美元，而今日下降到 3400 亿美元，股价从 85 美元跌到 70 美元。一天内，市值下跌了近 250 亿美元。 苹果与 Exxon 市值相差近 600 亿美元，短短三星期的时间竟然反超过 Exxon ，由此可见，苹果的实力是多么的强大。 苹果在此次的股市动荡中也受到的不小的牵连，但并没有 Exxon 那么糟糕。今天的 Exxon 股价仍然在下降，而苹果股价继续上升。 Background Information

7. Background Information 图表1：苹果曾超Exxon市值10亿美元。 图表2：两家公司股票受到股市崩盘的波及，苹果市值依然继续上升，超Exxon35亿美元。

8. 图表 3 ：直到股市收盘，苹果已超 50 亿美元。 图表 4 ： 30 分钟前， Exxon 股价一直跌落后，开始回升，反超苹果。 图表 5 ： Exxon 股价大幅度上涨，市值反超苹果。

9. Apple Inc. Product show 史蒂夫 · 乔布斯 2005 年 1 月 11 日在旧金山 Macworld Conference & Expo 的讲台上

10. Structure analysis 引出话题 提出对象 宏观分析 提出个人见解 微观分析

11. I t has been able to do so thanks to a new, global breed of consumer who loves to snap up the latest gizmos displayed in the firm’s alluring stores . Every few months, Apple stages the technology equivalent of a fashion show, where Steve Jobs, its iconic boss , teasingly unveils the latest collection of iPhones and iPads. (The next version of the iPhone is eagerly expected in the autumn.) True, Apple’s relative success is partly due to a dip in the oil price, which has pummeled Exxon’s shares, and to the volatility that swept through stockmarkets this week. But it is also due to investors’ confidence in Apple’s business model: last month the firm revealed that in its latest quarter its profit more than doubled, to $7.3 billion, while its revenues rose 82%, to $28.6 billion. 能取得此番成功，不得不言谢于 这群遍布全球新一代的消费者，他们 疯狂抢购 展现在 令人流连忘返 的苹果商店里的最新设备。几乎每隔几个月，苹果公司都要上演一场类似于时装秀的科技展，史蒂夫 . 乔布斯，苹果 偶像级的老大 ，会在发布会上耐人寻味地拉开最新的 iPhone 和 iPad 系列产品的上演序幕。（期待许久的下一版 iPhone 预计于今秋上市。）事实上，苹果的成功，相对而言，部分取决于美孚股价受油价大幅度下滑影响而重挫，以及使这周大盘动荡不定的因素。同时这成功归功于投资者对苹果经营情况信心大增：公司在上个月披露的报告显示，上一季度利润实现翻倍增长，达到 73 亿美元，同季营业额则上升上涨 82% ，至 286 亿美元。

12. The only big cloud on the horizon concerns the health of Mr Jobs, who has been on a medical leave of absence since January—though he has retained his chief-executive responsibilities and has appeared at several official events. Many investors are betting the firm will continue to pump out fat profits even if the creative genius behind many of its biggest successes ultimately has to hand over the helm . Exxon has been warned. 对于苹果，前程似锦的道路上 唯一令人焦虑的是 乔布斯的身体状况，尽管他现在仍然担任着公司首席执行官的职责，并且多次出席正式公开场合，但是从今年一月起，他就一直因病休假。许多投资者 孤投一注 ，坚信着苹果公司将 继续创造巨额的财富 ，即使乔“船长”，这位成就苹果多次胜利的创新天才，最终不得不移交 “掌舵权” 。美孚已经警惕起来了。

13. Thank you for your attention