苹果新款iPhone目标远大

2020-10-14 08:04

Apple’s New iPhones Aim High and Wide veC世界播

苹果新款iPhone目标远大veC世界播


暂无veC世界播

Kaiann Drance of Apple unveiled the iPhone 12 at an event Tuesday in Cupertino, Calif. veC世界播

周二,苹果公司(Apple)的凯安·德朗斯(Kaiann Drance)在加利福尼亚州库比蒂诺的一次活动中发布了iPhone12veC世界播


At Apple Inc., simplicity no longer sells. veC世界播

在苹果公司(Apple Inc.),简单已不再畅销。veC世界播


The tech company may be most famous for its easy-to-use devices, but it once took a very streamlined approach to its product lineup as well. Each year brought one new iPhone model, while the previous year’s version was demoted in price and the others were dropped. But it has been edging away from that practice over the past few years, and Tuesday’s iPhone unveil represents the biggest shift yet. Four new designs under the iPhone 12 moniker were unveiled at different prices, compared with three new iPhone 11 variants introduced last year. veC世界播

这家科技公司可能最出名的可能是其易于使用的设备,但它也曾对其产品阵容采取了非常精简的方式。每年都会推出一款新的iPhone,而前一年的版本价格会下降,其他的也会被丢弃。但在过去的几年里,它一直在逐渐背离这一做法,周二的iPhone发布代表着迄今最大的转变。IPhone12绰号下的四个新设计以不同的价格发布,而去年推出的三个新iPhone11变种。veC世界播


That complexity actually makes sense in a mature smartphone market where one size no longer fits all. Not every buyer wants a massive screen or a professional-level camera. Nor does every buyer want to shell out $1,000 or more for a device that has become a near necessity. And most certainly, not every buyer this year will want to pay up to connect to a 5G network that is still hard to find outside a handful of cities. veC世界播

在一个成熟的智能手机市场,这种复杂性实际上是有意义的,因为在这个市场上,一刀切不再是万能的。并不是每个买家都想要大屏幕或专业级的相机。也不是每个买家都想为一款几乎成为必需品的设备支付1000美元或更多。最可以肯定的是,今年并不是每个买家都想花高价连接5G网络,而在少数城市以外,5G网络仍然很难找到。veC世界播


Apple’s wide product shot Tuesday reflects an aggressive bet on 5G technology. Every iPhone 12 model announced Tuesday will work on 5G networks —including the hardest-to-find millimeter-wave format operated by Verizon. And even though 5G chips are more expensive, Apple doesn’t seem to be passing the cost on to customers. In fact, the four phones and their various memory configurations announced Tuesday average a price tag 6% lower than last year’s new iPhone models. The most expensive phone in the lineup costs $50 less at $1,399. veC世界播

苹果周二发布的宽幅产品反映了对5G技术的积极押注。周二宣布的每款iPhone 12都将在5G网络上运行-包括Verizon运营的最难找到的毫米波格式。尽管5G芯片更贵,但苹果似乎并没有将成本转嫁给客户。事实上,周二发布的这四款手机及其各种内存配置的平均价格比去年的新款iPhone低了6%。阵容中最昂贵的手机价格便宜50美元,为1399美元。veC世界播


That could give a twist to investors’ hopes for a “supercycle” set off by the 5G phones. Lower prices will certainly help sales, especially given other improvements, including wireless charging and a new cover glass called “Ceramic Shield,” designed to reduce breakage. veC世界播

这可能会让投资者对5G手机掀起的“超级周期”的希望出现转折。较低的价格肯定会有助于销售,特别是考虑到其他改进,包括无线充电和一种名为“陶瓷盾牌”的新盖子玻璃,旨在减少破损。veC世界播


But Apple’s investors also care deeply about a bottom line that is the envy of the consumer-electronics space. The stock has taken hits before when gross margins fall, and Wall Street hasn’t baked that into the current plan. This helps explain why Apple shares fell more than 2% on Tuesday. veC世界播

但苹果的投资者也非常关心一个令消费电子领域羡慕的底线。以前当毛利率下降时,该股也曾遭受过打击,而华尔街并没有将此纳入目前的计划。这有助于解释苹果股价周二下跌逾2%的原因。veC世界播


Apple’s gross margins are currently projected to stay flat in the current fiscal year ending next September. Tricks such as no longer including a charger with the new iPhones will likely help Apple offset some of the latest cost pressure. The company just better hope enough iPhone 12 buyers are already set to plug in. veC世界播

苹果的毛利率目前预计在截至明年9月的当前财年将持平。新款iPhone不再附带充电器等技巧可能会帮助苹果抵消一些最新的成本压力。该公司最好是希望有足够多的iPhone12购买者已经准备好插电。veC世界播

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