新款 iPhone 13 亮相 | 华尔街日报

外刊看世界 2021-09-15 21:57

现代快报讯(记者 潘荣)北京时间 9 月 15 日凌晨 1 点,2021 年苹果新品发布会在美国加州举行,今年依旧延续线上录播的方式。会上发布了 iPhone 13、iPhone 13 Pro、Apple Watch Series 7、iPad 和 iPad min 等新产品。其中,消费者们期待已久的 iPhone 13 将在 9 月 17 日晚 8 点开启预售,9 月 24 日正式发售。发布会后,苹果股价下跌 0.96%;当天,苹果概念指数下跌 0.15%,立讯精密(002475)、歌尔股份(002241)、闻泰科技(600745)等相关概念股的股价也集体下挫。
iPhone13 价格更低了,真的是 " 十三香 "?
虽然发布会之前曾被 " 剧透 ",但在当天的社交媒体上,"iPhone13 价格 ""iPhone13 粉色 ""iPhone13 包装盒不再包覆塑料膜 " 多个话题登上热搜。与往年新品发布会最大的不同是,今年 iPhone13 的价格降低了。网友们也讨论得热火朝天,有的网友表示 " 看来真的是十三香啊,价格都降了!" 当然也有网友认为," 在不缺电子产品的时代,我觉得国产手机就挺香的。"
记者查询苹果官网看到,iPhone13 起售价为 5999 元、iPhone 13 mini 起售价为 5199 元、iPhone 13 Pro 起售价为 7999 元,iPhone 13 Pro Max 起售价为 8999 元,相比上一代,iPhone13 全系最高降价达 800 元。业内人士认为,往年苹果产品全球定价统一,此轮降价或与人民币升值有关。当然,也有观点认为,近年来,国产手机逐渐进军高端市场,苹果打起 " 价格战 " 也是为了吸引用户。随着 iPhone13 的亮相,iPhone 12 的两款机型下架,iPhone 12、11 和 SE 也下调了起售价,最高降幅在千元左右。
发布会结束后,苹果股价下跌 0.96%,收盘报 148.12 美元;苹果概念指数下跌 0.15%;立讯精密、歌尔股份、闻泰科技等相关概念股的股价也集体下挫。值得注意的是,虽然苹果概念指数当天股价下跌,但在前 5 个交易日却有不同程度的涨幅。记者注意到,自 2019 年开始,苹果概念指数在发布会之前都有上涨的情况。
此前,苹果发布的 2021 年第三季度财报显示,报告期内,营收为 814.34 亿美元,同比增长 36.44%,净利润为 217.44 亿美元,同比增长 93.23%。从地区营收分布来看,大中华区的 " 成绩单 " 十分亮眼,营收达 147.62 亿美元,与去年同期的 93.29 亿美元相比,同比增长 58%。
小米销量超越苹果,机构认为苹果新品可提振市场热度
今年新品发布会,除了价格降低这一亮点外,iPhone13 在芯片、内存容量、电池等方面也做了改进。需要注意的是,今年二季度苹果手机全球的市场占有率排名,被小米超越,退居第三位。
根据调研机构 Canalys 发布的 2021 年第二季度全球智能手机市占率排名,三星以 19%的出货量市占率位居榜首,小米全球智能手机市占率达到 17%,超越苹果的 14%,位居第二位,vivo 和 OPPO 则以 10%并列第四位。
2021 年全球 5G 用户将突破 5.8 亿人次,同比增长 163.6%。国泰君安国际分析师李恒钊认为,目前全球 5G 渗透率仍处于低位,旧系列 iPhone 换新的需求仍处于高位,换机周期仍将持续,公司有望把握此轮业绩快速增长机会。苹果已经连续三个季度实现全线产品保持双位数同比增长,新系列产品发布将进一步助力苹果营收增长。除 iPhone 系列预计营收稳定增长外,可穿戴业务或将保持高速增长,为苹果带来可观收入。苹果新系列产品发布将提振市场关注度以及投资热度。
中信证券研报指出,苹果持续引领智能手机等设备创新,新机带动下三季度产业链公司业绩成长具有较高确定性,建议投资者关注行业平台型公司及细分创新点龙头公司。
《华尔街日报》对此做了报道,我们一起来了解一下:

After weeks of turbulent headlines, Tim Cook took the virtual stage in an attempt to return attention to the key driver of Apple Inc.’s success: the iPhone.

经历了几周的媒体风暴之后,库克(Tim Cook)走上了虚拟舞台,试图让人们重新关注苹果公司(Apple Inc., AAPL)成功的关键驱动因素:iPhone

The Cupertino, Calif., tech giant revealed the iPhone 13 and a smartwatch with a new look during its annual September event, which the company streamed live on its website rather than holding in person because of Covid-19 precautions.

苹果公司在9月的年度发布会上揭晓了iPhone 13和一款具有新外型的智能手表。由于采取了新冠防疫措施,该公司在其网站上进行了直播,没有举行现场活动。

The event caps a year in which Apple has seen record profit, largely thanks to last fall’s iPhone 12, while battling opponents unhappy at the power it holds over third-party software on its mobile devices.

在最近的这一年里,苹果公司取得了创纪录利润,这主要归功于去年秋季推出的iPhone 12;与此同时,苹果公司与一些对手展开争斗;苹果公司对其移动设备上的第三方软件拥有一定的控制权,这引发了对手的不满。

The iPhone 13 looks similar to the previous model, and a key challenge for Mr. Cook, Apple’s chief executive, is to avoid the kinds of sale drop-offs that have greeted other off-year iPhones following big hits. Some investors are worried the company’s stock is overvalued, that Apple faces greater costs and that the newer phones with less dramatic changes—compared with last year’s highly anticipated debut—won’t fuel the same level of growth.

iPhone 13看起来与上一款机型类似,苹果公司首席执行官库克面临的一个关键挑战是,如何避免紧接iPhone爆款推出的新机型的销量下滑。一些投资者担心,该公司的股价被高估了,与去年备受期待的新款iPhone相比,这次新款手机的变化不那么显著,可能不会带来同样水平的增长。

第一,学习precaution的用法。这个词作可数名词,表示something you do in order to prevent something dangerous or unpleasant from happening预防措施,例:Fire precautions were neglected. 防火措施被忽视了。

第二,我们一起来分析一个长难句:The event caps a year in which Apple has seen record profit, largely thanks to last fall’s iPhone 12, while battling opponents unhappy at the power it holds over third-party software on its mobile devices.

本句是主谓宾结构The event caps a year),in which Apple has seen record profit定语从句thanks to last fall’s iPhone 12复合介宾短语作原因状语largely副词作程度状语while battling opponentswhile+现在分词作时间状语或者理解为时间状语从句的省略unhappy at the power形容词短语作定语it holds over third-party software on its mobile devices省略that的定语从句

这里的cap表示If someone says that a good or bad event caps a series of events, they mean it is the final event in the series, and the other events were also good or bad. 成为的结尾,例:The unrest capped a weekend of right-wing attacks on foreigners. 整个周末右翼分子对外国人的袭击最终发展成为骚乱。

第三,学习drop off的用法。这个动词短语表示to fall to a lower level or amount〔水平〕下降,〔数量〕减少,例:The number of graduates going into teaching has dropped off sharply. 从事教育行业的大学毕业生人数急剧减少了。这里的drop-off是其派生的名词。


Last year’s phone marked the arrival of ultra-fast, 5G-cellular-data-capable iPhones and a new look. Apple said the iPhone 13 has a more vibrant screen, improved cameras, faster microprocessor and larger battery.

去年推出的这款手机标志着超高速、支持5G移动数据、拥有新外型的iPhone的面世。苹果公司表示,iPhone 13的屏幕色彩更鲜明,摄像头更先进,微处理器更快,电池更大。

The company said the regular version of its iPhone 13 will get 2.5 hours more battery life compared with the previous model. New features include a “cinematic mode” that allows users to capture movie-style video using their iPhone cameras.

该公司表示,与之前的版本相比,普通版iPhone 13的电池续航时间将延长2.5小时。新功能包括电影效果模式,让用户能用iPhone相机拍摄出电影效果的视频。

Analysts surveyed by FactSet on average expect unit sales to fall off slightly in the next fiscal year beginning in October, while revenue is set to grow slightly—generating optimism among some that the second year of Apple offering 5G has legs. Apple said it is expanding its 5G phones to 60 countries.

接受FactSet调查的分析师平均预计,在始于10月份的下一个财年,苹果公司的设备销量将略微下降,同时预计营收将稍稍增长——一些分析师乐观地认为,苹果推出5G手机的第二个年头将有良好表现。苹果公司表示,正在将其5G手机的销售范围扩大到60个国家。

Similar to its iPhone 12 lineup, Apple is offering four new models ranging from the $699 iPhone 13 Mini, with a 5.4-inch screen, to the $1,099 Pro Max with a 6.7-inch screen. Starting prices didn’t change from a year ago.

苹果公司将采用与其iPhone 12系列类似的策略,提供四种新机型,从699美元、5.4英寸屏幕的iPhone 13 Mini,到1,099美元、6.7英寸屏幕的Pro Max。起售价与一年前相同。

第一,学习fall off的用法。if the amount, rate, or quality of something falls off, it decreases,〔数量、比率或质量〕下降,减少,例:Audience figures fell off during the second series of the programme. 这个节目的第二期播出时,收看人数有所减少。

第二,学习have legs的用法。这个词组表示if a piece of news has legs, people continue to be interested in it and talk about it,〔消息〕受到持续关注。

第三,学习line-up的用法。这个词作可数名词,本义表示the players in a sports team who play in a particular game,〔出赛的〕运动员阵容,例:This was his first match in the starting line-up (= the players who begin the game). 这是他进入首发阵容的第一场比赛。此外,这可以a number of events or programmes arranged to follow each other,〔安排好顺序的〕一系列项目[节目],例:a wonderful line-up of programmes for Christmas and the New Year 圣诞节和新年的一系列精彩节目。这里引申表示系列产品。


The Pro, with a 6.1-inch screen, and larger Pro Max versions both come with higher-end camera and video systems and have optional memory upgrades to one terabyte, about twice as much as last year’s biggest capacity—a feature that now adds $500. That means the most expensive version of the iPhone 13, the Pro Max, will sell for $1,599, or about $200 more than last year’s $1,399 version.

iPhone 13 Pro配备6.1英寸屏幕,更大的Pro Max则配备高端摄像头和视频系统,并可选择将储存空间升级到1TB,约为去年最大储存空间的两倍。这意味着顶配iPhone 13 Pro Max售价将为1,599美元,约比去年顶配版本的1,399美元高出200美元。

Wringing more money out of each sale will be important for Apple if analysts are correct and unit sales fall during the next year. While the tech giant hasn’t seen the incredible growth rates of iPhone devices in recent years, Mr. Cook has been able to fuel revenue growth with more expensive phones.

如果分析师的看法是正确的,下一财年的设备销量出现下降,那么每卖出一部设备赚取更多的利润对苹果公司来说将至关重要。尽管最近几年iPhone销量并未实现惊人的增长,但通过把iPhone售价定在更昂贵的水平,库克做到了促进收入增长。

Apple begins taking orders Friday for the four models, which will be available Sept. 24.

苹果公司将从周五起接受这四款新机型的预订,新机型将在924日上市。

第一,学习wring的用法。这个词作及物动词,表示to succeed in getting something from someone, but only after a lot of effort〔从某人处〕费力弄到〔某物〕,常用搭配为wring sth from/out of sb,例:They are always trying to wring additional funds from the government. 他们总想从政府手中搞到更多的资金。

第二,学习fuel的用法。这个词作及物动词,可表示to make something, especially something bad, increase or become stronger使恶化;使更强烈,例:His words fuelled her anger still more. 他的话火上浇油,使她更愤怒了。这里突出的是increase的含义。

第三,分析文中的take orders的用法。文中根据上下文,容易得出这里是表示接受订单。但我们还可以积累一个短语,take orders from sb,表示be given orders by them and obey them受某人指挥,例:I don’t take orders from you! 我不受你指挥!

外刊文章来源,2021年9月14日,华尔街日报,New iPhone 13 Pro and Watch Series 7 Unveiled at Apple Event




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