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蘋果發布多款新品,iPhone 11意外降價

更新時間:2019/9/11 21:02:11 來源:紐約時報中文網 作者:佚名

Apple’s iPhone 11 Has a New Feature: A Lower Price
蘋果發布多款新品,iPhone 11意外降價

CUPERTINO, Calif. — Apple’s product launches have long been full of surprises, but rarely has a price cut been among them.

加州庫比蒂諾——多年來,蘋果產品發布會一直是充滿驚喜的,但其中很少包括降價。

On Tuesday, in a sign that Apple is paying attention to consumers who aren’t racing to buy more expensive phones, the company said the iPhone 11, its entry-level phone, would start at $700, compared with $750 for the comparable model last year.

周二,蘋果表示新發布的入門級手機iPhone 11起售價為700美元,低于去年同類機型的750美元,表明蘋果正在關注那些不會搶著購買更昂貴手機的消費者。

Apple kept the starting prices of its more advanced models, the iPhone 11 Pro and iPhone 11 Pro Max, at $1,000 and $1,100. The company unveiled the new phones at a 90-minute press event at its Silicon Valley campus.

蘋果兩款高端機型iPhone 11 Pro和iPhone 11 Pro Max起價維持在1000美元和1100美元。公司在其硅谷園區的一場90分鐘的發布會上揭曉了新款手機。

The cost cut on the iPhone 11 was unexpected because Apple had been raising prices each year as a way to keep revenues afloat while iPhone sales fell. But Apple might have hit the ceiling this past year. Sales of the two models that began at $1,000 or more lagged expectations, causing the company to cut revenue estimates and eventually slash prices in China to increase demand.

IPhone 11降價出乎人們意料,因為在iPhone銷量下滑之際,蘋果每年都在以提價的方式維持收入。但去年蘋果可能觸到了天花板。起價在1000美元或更高的兩款機型銷量低于預期,導致公司削減營收預期,最終降低了中國的售價以增加需求。

At the same time, Apple’s entry-level phone last year — the iPhone XR, at $750 — became the company’s bestselling device.

與此同時,蘋果去年的入門級手機——售價在750美元的iPhone XR——成為蘋果最暢銷的機型。

Analysts say that one issue with the rising prices has been that new iPhone features haven’t kept up. As a result, many people are holding onto their phones longer. The falling price suggests Apple sees that trend and is trying to entice more people to upgrade.

分析人士表示,提價的一個問題在于,iPhone的新功能沒有跟上。結果導致很多人打算繼續用舊款。降價表明蘋果看到了這一趨勢,并正設法吸引更多人進行升級。

Apple said it would also still sell older models for even less. The iPhone 8 now costs $450 and the iPhone XR now costs $600.

蘋果表示舊機型售價還將更低。IPhone 8現售價450美元,iPhone XR現為600美元。

Apple rebrands its priciest iPhones as “Pro” models

蘋果將最昂貴的iPhone重新命名為“Pro”款

Apple has rebranded its iPhone line to make the iPhone 11 its entry-level option, while adding a “Pro” label to its more expensive models.

蘋果重新命名了iPhone產品線,將iPhone 11作為入門級選擇,同時給相應的更昂貴機型打上“Pro”的標簽。

The move is a departure from Apple’s previous marketing strategy, which gave the cheapest phone a different label that branded it as the discounted model. (It still started at $750.) The iPhone XR became Apple’s bestselling iPhone, while its more expensive models struggled in some markets. Those lagging sales caused Apple to cut revenue estimates earlier this year.

此舉告別了蘋果先前的營銷策略,即給最便宜的手機打上不同標簽,作為優惠機型來推銷。(起價仍為750美元。)IPhone XR固然成為蘋果最暢銷的iPhone,但同一市場上它的昂貴機型則遇到阻力。這些機型滯銷導致蘋果在今年早些時候調降了營收預期。

The iPhone XR also likely outperformed its costlier cousins in part because tech reviewers considered it to be about as good as the flagship iPhone — for 25% less. Apple has long been in a bind on pricing and developing its line of iPhones, aiming to make the least expensive devices still worth paying hundreds of dollars for without undercutting the pricier models.

IPhone XR的表現可能也勝過了更昂貴的機型,部分是因為科技評論人士認為,它幾乎和旗艦iPhone一樣好——售價還低25%。長期以來,蘋果在iPhone系列產品的定價和開發上一直處于困境,其目標是在不影響昂貴機型銷售的情況下,讓最便宜的設備仍然能賣出幾百美元。

The rebranding suggests Apple is embracing the lowest-priced iPhone as the device most people will use, while marketing the “Pro” devices for the higher end of the market. The company has done the same with its iPads, also labeling its most advanced tablets the iPad Pro.

這種品牌重塑表明,蘋果將最便宜的iPhone作為大多數人將使用的設備,同時向高端市場推廣Pro設備。蘋果對iPad也采取了同樣做法,將其最高端的平板電腦命名為iPad Pro。

Apple introduces a trio of new iPhones

蘋果推出了三款新iPhone

The company introduced three new phones: the iPhone 11, iPhone 11 Pro and the iPhone 11 Pro Max. The main difference? Each of the three iPhones gained a new camera lens.

蘋果推出了三款新iPhone:iPhone 11、iPhone 11 Pro和iPhone 11 Pro Max。主要區別?三款iPhone每款都多了一個鏡頭。

The new high-end Pro models include a triple-lens main camera, up from two lenses in last year’s models, and the entry-level iPhone now has a dual-lens camera, up from a single lens in last year’s iPhone XR. All the iPhones include a so-called ultrawide angle lens.

新款高端Pro機型設有3個主鏡頭,多于去年機型的2個鏡頭,入門級iPhone現在有了雙鏡頭,多于去年iPhone XR的的單鏡頭。所有iPhone都有所謂的超廣角鏡頭。

Here’s what that means: The new ultrawide lens take photos with a wider field of view than traditional phone cameras, which makes it handy for shooting landscapes or large group gatherings. Samsung’s Galaxy S10, which was released this year, also includes an ultrawide angle lens.

下面說說這意味著什么:較之傳統手機相機,這款新的超廣角鏡頭拍攝視野更廣,便于拍攝風景或大型聚會。今年發布的三星Galaxy S10也設有一個超廣角鏡頭。

The second lens on the entry-level iPhone will also make the camera more capable of shooting photos in portrait mode, which puts the picture’s main subject in sharp focus while softly blurring the background.

入門級iPhone的第二個鏡頭還將增強相機的人像模式,也就是讓照片的主要對象清晰聚焦,同時柔和地模糊背景。

Last year’s iPhone XR had a single lens and was capable of shooting portrait photos of only human subjects. The second lens in the new entry-level iPhone will let you take portrait shots of nonhuman subjects like food, animals and plants.

去年的iPhone XR只有一個鏡頭,只能拍攝人像照片。新款入門級iPhone的第二個鏡頭可拍攝食物、動物和植物等非人像照片。

On the high-end iPhones, the triple-lens system lets users zoom in closer on their subjects. Apple also said it had added a night mode for shooting photos in low light. By default, when users shoot photos in the dark, the camera will automatically make photos look better lit.

在高端iPhone上,三鏡頭系統可以讓用戶拉近拍攝對象的距離。蘋果還表示,它增加了夜間模式,可以在陰暗環境中拍照。默認情況下,當用戶在黑暗中拍照時,相機會自動讓照片看起來更亮。

With its focus on camera tech, Apple is playing catch-up with Google. Google’s Pixel smartphones focus on camera innovations including Night Sight, a popular feature for shooting photos in low light, which led critics to conclude that the search giant had used its prowess in artificial intelligence to surpass Apple in camera tech.

通過這種對相機技術的側重,蘋果在追趕谷歌。谷歌的Pixel智能手機專注相機創新,在低光下拍攝照片的“夜視”就是其中的一項流行功能。評論人士由此得出結論,這家搜索巨頭利用其在人工智能方面的實力,在相機技術上超越了蘋果。

Here’s a new version of the Apple Watch

蘋果手表的新版本

Apple detailed the Apple Watch Series 5. The watch’s most noteworthy new feature is its so-called always-on display. In previous models, the screen would turn on when you tilted your wrist to check the time.

蘋果介紹了Apple Watch Series 5的細節。這款手表最引人注目的新功能是所謂的永久顯示。在之前的機型中,只有傾斜手腕查看時間時,屏幕才會打開。

The new watch uses a display technology (previously seen in Samsung phones) to keep some pixels activated just to show the time, consuming little power. The screen becomes fully illuminated when you tilt your wrist. Other updates to the watch, including a built-in compass, were minor. The watch starts at $400, the same price as the last model. It will be available on Sept. 20.

新手表使用了一種顯示技術(以前在三星手機上出現過)來保持一些像素處于激活狀態,以便顯示時間,耗電量很少。當你傾斜手腕時,屏幕就會完全亮起來。與其相比,內置指南針等其他更新都是次要的。這款手表起價400美元,與上一款價格相同。它將于9月20日上市。

Apple introduces a new iPad

蘋果公司推出新款iPad

The company introduced a new version of its entry-level iPad, which costs $330. The new model includes a 10.2-inch screen, up from 9.7 inches. Unlike the previous model, the new tablet is compatible with Apple’s Smart Keyboard. (Previous iPads worked only with third-party keyboards.)

該公司推出了新款入門級iPad,售價330美元。新機型的屏幕從9.7英寸增加到10.2英寸。與前一款不同,這款新的平板電腦兼容蘋果的智能鍵盤。(之前的iPad只能使用第三方鍵盤。)

The updated iPad is unremarkable compared with Apple’s high-end iPad Pros, which include sharper screens and infrared face recognition and work with a more advanced Apple stylus. However, the entry-level iPad is Apple’s bestselling tablet, and its investment in the entry-level model shows the company’s commitment to the category even though its sales have slowed down.

與蘋果的高端iPad Pro相比,新款iPad并不出眾。IPad Pro擁有更清晰的屏幕和紅外人臉識別功能,并配有更先進的蘋果觸控筆。然而,入門級iPad是蘋果最暢銷的平板電腦,它對入門級機型的投入表明,盡管銷量有所放緩,但蘋果仍致力于這一領域。

The streaming service starts Nov. 1

流媒體服務將于11月1日開始

At last, Apple’s original television shows have a premiere date and price point. The company’s chief executive, Tim Cook, announced that Apple would begin rolling out original shows and movies on Nov. 1 for $5 per month.

最后公布的是蘋果原創電視節目的首播日期和價格。公司首席執行官蒂姆·庫克(Tim Cook)宣布,蘋果將從11月1日開始推出原創節目和電影,每月收費5美元。

Apple TV Plus, which will be the home of all of Apple’s original content, will be free for a year to users who buy a company product like a new iPhone or a laptop.

Apple TV Plus將是蘋果所有原創內容的大本營,它將向購買蘋果新款iPhone或筆記本電腦等產品的用戶免費開放一年。

Apple announced that on Nov. 1, it would feature a lineup of adult dramas, comedies, children’s programs and documentaries. Those series include four shows the company has released trailers for, including “The Morning Show,” starring Jennifer Aniston, Reese Witherspoon and Steve Carrell; “Dickinson,” a comedy starring Hailee Steinfeld and Jane Krakowski; “See,” an epic drama starring Jason Momoa; and “For All Mankind,” a space drama. The launch will also feature other programs, including Oprah Winfrey’s new book club, a Peanuts series called “Snoopy in Space” and a documentary that Apple bought the rights to last year called “The Elephant Queen.”

蘋果公司宣布,將于11月1日推出一系列面向成人觀眾的電影、喜劇、兒童節目和紀錄片。公司已經發布了四個節目的預告片,包括詹妮弗·安妮斯頓(Jennifer Aniston)、瑞茜·威瑟斯彭(Reese Witherspoon)和史蒂夫·卡瑞爾(Steve Carrell)主演的《早間新聞》(The Morning Show);由海莉·斯坦菲爾德(Hailee Steinfeld)和簡·克拉科夫斯基(Jane Krakowski)主演的喜劇《狄金森》(Dickinson);杰森·馬莫阿(Jason Momoa)主演的史詩劇《看見》(See);還有太空劇《為了全人類》(For All Mankind)。蘋果還將推出其他節目,包括奧普拉·溫弗瑞(Oprah Winfrey)的新讀書俱樂部、花生(Peanuts)系列節目《太空史努比》(Snoopy in Space),以及蘋果去年購買版權的紀錄片《大象女王》(The Elephant Queen)。

By year’s end, Apple will have six subscription services, from news to TV to music. Customers who wanted all of them would pay up to $55 a month.

到今年年底,蘋果將擁有從新聞到電視再到音樂的6項訂閱服務。想要全部購買的顧客每月最高支付55美元。

The launch date puts Apple in the thick of the so-called streaming wars, which have consumed Hollywood. Disney is rolling out its new streaming service, Disney Plus, on Nov. 12. AT&T’s Warner Media, the home of HBO, Warner Bros. and the DC comic universe, will introduce its own streaming service next year, and will announce new details for it on Oct. 29.

這一發布日期將蘋果置于一場所謂的流媒體戰爭中,這場戰爭已經吞噬了好萊塢。迪士尼將于11月12日推出其新的流媒體服務Disney Plus。AT&T旗下的華納傳媒(Warner Media),也就是HBO、華納兄弟(Warner Bros.)和DC漫畫宇宙的母公司,將于明年推出自己的流媒體服務,并將于10月29日公布新的細節。

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