Apple Inc. AAPL -2.28% introduced two newiPhones on Tuesday in an effort to expand the company's reach into new marketswhile solidifying its foothold in high-end smartphones。
蘋果公司周二發(fā)布兩款新iPhone手機(jī)，試圖將影響力擴(kuò)大到新的市場，同時(shí)鞏固其在高端智能手機(jī)市場的地位。
Apple's handset lineup will include aless-expensive model, called the iPhone 5C, at $99 for 16 gigabytes with atwo-year wireless-service contract, as well as with a new high-end phone calledthe iPhone 5S, at $199 for 16 GB with a contract. Both phones can be purchasedSept. 20 in the U.S. and other countries, including China. Customers can orderthe 5C starting Friday。
蘋果的手機(jī)系列將包括一個(gè)較便宜的機(jī)型，即iPhone 5C，16G版售價(jià)99美元，需簽訂兩年無線服務(wù)合同，此外還將包括一款新高端手機(jī)iPhone5S，16G內(nèi)存帶合同售價(jià)199美元。這兩款手機(jī)將于9月20日在美國和包括中國在內(nèi)的其他國家上市銷售。消費(fèi)者可以從本周五開始預(yù)訂iPhone 5C。
The iPhone 5S-in luxury-styled gold, silverand dark gray-will include a fingerprint scanner called Touch ID that allowsusers to unlock their phones or make purchases from Apple's iTunes store bytouching the home button。
iPhone 5S有華麗的金色、銀色和深灰色可以選擇，這款手機(jī)將包括一個(gè)名為Touch ID的指紋識別器，用戶可以通過觸摸主頁按鈕來解鎖手機(jī)或者在蘋果的iTunes商店購物。
'This is our most-forward thinking phoneyet,' said Phil Schiller, Apple's head of world-wide marketing at aninvitation-only event at the company's Cupertino, Calif., headquarters。
蘋果全球營銷部門負(fù)責(zé)人席勒(PhilSchiller)在發(fā)布會上說，這是迄今為止我們最超前的產(chǎn)品。此次發(fā)布會在位于加州庫比蒂諾的蘋果總部召開，僅限受邀請的人參加。
The new smartphone lineup, while largelyexpected, is one of Apple's most important product refreshes in years. Thoughthe smartphone industry is booming, Apple has continued to lose market share torivals such as Samsung Electronics Co. 005930.SE +1.16% and Lenovo Group Ltd.,0992.HK +3.88% each of which have released myriad products to attract an arrayof customers。
這兩款新產(chǎn)品雖然已在外界普遍預(yù)料之中，但是蘋果多年來最重要的升級產(chǎn)品。盡管智能手機(jī)市場正在繁榮發(fā)展，蘋果的市場份額卻持續(xù)流向包括三星電子(Samsung Electronics Co。)和聯(lián)想集團(tuán)有限公司(Lenovo Group Ltd., 簡稱：聯(lián)想集團(tuán))等競爭對手，這兩家公司都已發(fā)布了眾多吸引大量消費(fèi)者的產(chǎn)品。
The less-expensive iPhone 5C, whichfeatures a new polycarbonate casing but few other improvements over Apple'sprevious iPhone 5 model, is 'made with all the incredible technology thatcustomers love,' said Mr. Schiller. The 5C will come in five colors-green,white, blue, red and yellow-and have a 4-inch retina display and A6 chip。
席勒說，較便宜的iPhone 5C是由消費(fèi)者喜愛的所有令人驚嘆的技術(shù)制造而成。這款手機(jī)采用了新的聚碳酸酯外殼，但與蘋果此前的iPhone 5相比改進(jìn)不多。iPhone 5C將有綠色、白色、藍(lán)色、紅色和黃色五種顏色可以選擇，這款手機(jī)配備了一個(gè)4英寸視網(wǎng)膜顯示屏和A6芯片。
Apple has traditionally discountedprevious-generation phones to $99 with new releases, but this time is droppingthe older iPhone 5 from the lineup。
蘋果通常在發(fā)布新產(chǎn)品時(shí)都會將前一代的手機(jī)降價(jià)至99美元，但此次該公司選擇讓舊版iPhone5下線。
Apple's newest phones will ship with a new operating system, dubbed iOS 7. The company said it would be releasing the software as a free upgrade to customers with some older-model iPhones and iPads on Sept.18.
蘋果的新款手機(jī)都將使用新操作系統(tǒng)iOS 7。該公司說，一些舊版iPhone和iPad的用戶將可以從9月18日開始免費(fèi)升級至新操作系統(tǒng)。
The question for Apple now is whether a one-two punch of the new software and hardware can help it regain market share. Apple sold more than 380 million iPhones, but it has slipped from the world's most popular smartphone to second place behind devices made by Samsung, which represented more nearly 32% of world-wide sales in the second quarter, up from about 30% a year earlier, according to industry researcher Gartner. Apple, meanwhile, represented about 14%， down from nearly 19% a year prior。
蘋果現(xiàn)在面臨的問題是，發(fā)布新軟件和硬件的組合拳是否能夠幫助其收復(fù)市場份額。蘋果雖然出售了逾3.8億部iPhone，但已將全球最受歡迎智能手機(jī)地位拱手讓給三星制造的手機(jī)，退居其次。據(jù)行業(yè)研究公司Gartner稱，第二季度三星智能手機(jī)銷量占全球智能手機(jī)總銷量的比例接近32%，高于上年同期的30%左右。與此同時(shí)，蘋果的這一比例從上年同期的接近19%下滑至14%左右。
After the announcement, Apple shares traded down about 2%， at $496.09.
發(fā)布會后，蘋果股價(jià)下跌約2%，至496.09美元。
On stage, Mr. Schiller joked about the product leaks that meant there were few surprises during his presentation. 'Some of you may have seen some shots on the Web, and that is cool, because people are excited,' he said。
席勒在臺上開玩笑說，產(chǎn)品信息的泄露意味著他演示的時(shí)候沒什么驚喜了。他說，你們中的一些人可能已經(jīng)在網(wǎng)上看到過某些鏡頭，那很好，因?yàn)槿藗兎浅Ｅd奮。
Among the technology improvements in the iPhone 5S are Apple's new 64-bit A7 processor, which the company says has up to twice the performance of previous models。
iPhone 5S的技術(shù)升級包括蘋果新的64位A7處理器。蘋果說，該處理器的性能可達(dá)此前機(jī)型的兩倍。
It also features an 8-megapixel camera that can take 10 frames a second in 'burst' mode, and a new chip to capture movements as customers carry the phone around to help with fitness tracking, among other things。
這款手機(jī)還有一個(gè)800萬像素的攝像頭，在連拍模式下每秒可拍攝10張照片，還有一個(gè)新的芯片，可以感知運(yùn)動(dòng)，在顧客隨身帶著手機(jī)時(shí)幫助記錄健身情況等。
Brian Marshall, an analyst an ISI group, said he believes the iPhone 5C is impressive, but he questions whether the new device will have the total cost, and gross margins necessary, to help it hit mass market。
一家ISI組織的分析師馬歇爾(Brian Marshall)說，他認(rèn)為iPhone 5C令人印象深刻，但質(zhì)疑這款新設(shè)備能否具備必要的總體成本和毛利潤率，從而幫助它打入大眾市場。
'I don't think it's a lowbrow phone,' said Mr. Marshall. 'People were worried Apple would bring in a clunky product. That doesn't look to be the case.' However, he added, 'the key question is what the carrier subsidy is.'
馬歇爾說，我并不覺得它是一款淺薄的手機(jī)。人們擔(dān)心蘋果會推出一款笨拙的產(chǎn)品�？瓷先ゲ⒎侨绱�。但他補(bǔ)充說，關(guān)鍵問題是運(yùn)營商補(bǔ)貼如何。
At the launch event, Apple CEO Tim Cook positioned Apple's software as a major advantage. Its new iOS7 software, which includes a new look and features to deter thieves and more easily share files between devices, was first shown off in the summer。
在發(fā)布會上，蘋果首席執(zhí)行長庫克(Tim Cook)將蘋果的軟件視為重大優(yōu)勢。蘋果新的iOS7軟件今年夏天首次亮相，該軟件包括新的外觀，還有阻止竊賊以及實(shí)現(xiàn)設(shè)備之間更簡便的文件分享等功能。
App developers have said iOS 7 is one of Apple's most important software releases, and it will likely define the company's success with customers for the foreseeable future。
應(yīng)用開發(fā)人員說，iOS 7是蘋果最重要的軟件發(fā)布之一，它可能將決定該公司在可見的未來能否成功贏得客戶。
When Apple released its first iPhone, the device's software was lauded for its ease of use. Over time, however, the iPhone's user interface has begun to look stale next to competitors such as Google Inc.'s GOOG +0.07% Android operating system, which powers the majority of the world's phones, and Microsoft Corp.'s MSFT +2.32% Windows Phone software。
蘋果發(fā)布第一代iPhone時(shí)，其軟件就因便于使用而備受贊譽(yù)。然而隨著時(shí)間的推移，在谷歌的安卓(Android)操作系統(tǒng)和微軟的Windows Phone軟件等競爭對手面前，iPhone的用戶界面開始顯得陳舊。全世界智能手機(jī)大多數(shù)采用安卓操作系統(tǒng)。
Apple did have one software surprise up its sleeve: It is making its iWork, iPhoto and iMovie mobile productivity apps free. The move ratchets up competition with Microsoft, maker of the Surface tablets, in the lucrative business market。
蘋果的錦囊中確實(shí)有軟件方面的驚喜：該公司將免費(fèi)提供iWork、iPhoto和iMovie等工作類應(yīng)用。此舉加大了與微軟在利潤豐厚的商務(wù)市場的競爭。微軟生產(chǎn)Surface平板電腦。
