蘋果新品發佈會亮點多 iPhone仍是明星
SAN FRANCISCO — On a day when Apple showed off lots of new devices, the iPhone was still the star of the show.
舊金山— 蘋果公司(Apple)在發佈會上展示了大量的新設備，但iPhone仍是其中的明星。
Timothy D. Cook, Apple’s chief executive, presented the latest version of the company’s iPhone on Wednesday, along with several revamped devices in an event in the spacious Bill Graham Civic Auditorium.
本週三，在比爾·格雷厄姆市政禮堂寬敞的大廳裏，蘋果首席執行官蒂莫西· D·庫克(Timothy D. Cook)展示了最新版iPhone，以及其他幾款升級設備。
Mr. Cook called the new phones, “the most advanced smartphones in the world.”
庫克稱新iPhone是“世界上最先進的智能手機”。
Apple executives demonstrated most of the anticipated new features of the iPhone 6S and 6S Plus, including an upgraded, 12-megapixel camera and a new capability called 3D Touch. It can sense how hard a user is pressing a button, allowing for easier access to different menus and information. It also gives users “tactile feedback” when they touch their screens. Pressure-sensitive touch screens are already available on the Apple Watch and the new MacBook.
蘋果高管演示了iPhone 6S及6S Plus的新功能，其中大多在外界的預期之中，包括升級的1200萬像素攝像頭，以及名爲3D Touch的三維觸控新功能。它能感知用戶按下按鈕的力度有多大，可以更方便地打開各種菜單，獲得不同信息。當用戶觸碰屏幕時，它還可以提供“觸覺反饋”。Apple Watch和新的MacBook已經在使用對壓力敏感的觸摸屏。
The new iPhones will also come in a new rose gold finish, with a new glass that company describes as the strongest in the industry.
新 iPhone會推出一款新的玫瑰金配色，還配備了新的玻璃屏。蘋果稱之爲業內最堅固的玻璃屏。
The touch ID sensor has been upgraded and the phone will feature iOS 9, the newest version of Apple’s mobile operating system.
新iPhone還升級了Touch ID傳感器，並將搭載蘋果移動操作系統的最新版本iOS9。
The new iPhone 6S will cost $199 and the iPhone 6S Plus will cost $299 with a phone contract. Prices for previous versions of the iPhone will drop by $100.
新iPhone 6S合約價爲199美元（約合人民幣1300元），iPhone 6S Plus合約價299美元。老款 iPhone將降價100美元。
Apple introduced its own payment plan called Apple Care Plus. Starting at $32 a month, customers can upgrade their phones every year if they buy them through Apple. The new phones will be available in 12 countries, including the United States, on Sept. 25. They will be available for pre-order starting Sept. 12.
蘋果還推出了公司自己的付款方案Apple Care Plus。用戶如果通過蘋果購買iPhone，每年可以獲得升級，而此項服務的起步價是每月32美元。新iPhone將於9月25日在包括美國在內的12個國家推出。預購時間將從9月12日開始。
When Apple unveils its latest iPhones each September, investors closely watch changes to the device in the hope they will be enough to draw in new or repeat buyers. The iPhone, which was first sold in 2007, accounted for 56 percent of the company’s sales in fiscal 2014, making it far and away Apple’s most important product.
每年9月蘋果推出最新款iPhone時，投資者都會密切關注升級狀況，希望它們足以吸引新老買家。iPhone最初上市是在2007年，到了2014財政年度，它對蘋果總銷售額的貢獻達56%，無疑是公司最重要的產品。
Thanks to the first iteration of the larger-screen iPhone 6 that hit shelves last year, Apple’s fourth quarter of fiscal 2014, when the company had an $18 billion profit, was the most profitable quarter ever for a publicly traded company.
去年推出的第一代大屏iPhone 6，幫助蘋果在2014財年第四季度賺取了180億美元的利潤，創下了上市公司歷史上最高單季盈利的記錄。
“Investors have been rewarded by assuming Apple can continually push the envelope on what a phone and the company can do,” said Michael A. Sansoterra, the chief investment officer at Silvant Capital Management, which owns Apple stock.
“一些投資者覺得蘋果可以不斷推進iPhone和公司的境界，他們也一直在獲得回報，”Silvant資本管理公司首席投資官邁克爾·A·桑索特拉(Michael A. Sansoterra)說。這家公司持有蘋果股份。
But meeting those expectations is becoming a bigger challenge. In its most recent quarter, Apple posted quarterly revenue of $49.6 billion and a $10.7 billion profit; iPhone revenue was up 59 percent from the previous year. But those results still fell short of Wall Street estimates, and Apple’s share price tumbled 4 percent in the following day of trading.
但是，達到這些期望的難度也在與日俱增。上個季度，蘋果公司的營收爲496億美元，利潤爲107億美元，iPhone帶來的營收同比增長了59%。但這樣的業績仍低於華爾街預期，蘋果公司的股價在接下來的那個交易日下跌了4%。
Mr. Cook also presented a new, beefed-up Apple TV, which represents the company’s most ambitious effort yet to become the focal point of home entertainment systems. Apple TV already streams videos and music. Now it is set to offer up video games, shopping and travel tools, and user-generated content like live streaming through an expanded array of apps.
庫克還在發佈會上展示了加強版的新款Apple TV。這款產品代表着蘋果公司爲成爲家庭娛樂系統的中心而進行的最爲進取的努力。Apple TV已具備播放視頻和音樂流媒體的功能，現在將通過擴容的應用來提供視頻遊戲、購物和旅遊工具，以及用戶生成的實時流媒體等內容。
“Our vision for TV is simple,” Mr. Cook said. “We believe the future of television is apps.
“我們對TV的設想很簡單，”庫克說。“我們相信電視的未來就是應用。”
The new version of Apple TV also includes a remote control that could be used as a video game controller. The product now comes with a higher price tag that starts at $149, up from $69, indicating that the company is betting that consumers will think all of the new bells and whistles are worth the higher price.
新款Apple TV還包括一個遙控器，可以用來操控視頻遊戲。新產品的起售價從之前的69美元提至149美元。這表明蘋果確信，消費者會認爲所有這些新功能對得起更高的價錢。
Apple also introduced a new iPad Pro tablet device, which Mr. Cook called “the most capable” tablet the company has ever created. With a larger screen and optional keyboard (a feature already found in other tablet devices, like the Microsoft Surface), it becomes a device that’s more useful for the creation of content rather than simply the consumption of content.
蘋果還推出了新款平板設備iPad Pro。它被庫克稱爲公司開發的“功能最強大的”平板。這款設備屏幕變大了，並配備了可選鍵盤（其他一些平板設備，如微軟的Surface已具備這一功能），變得更有利於內容生成，而不是單一的內容消費。
“It makes sense for Apple to reveal a new keyboard along with new, larger-screen iPads with faster processors,” said Toni Sacconaghi, an analyst at Sanford C. Bernstein & Company. “The message being that Apple is trying to push the iPad to be more of a PC replacement, a converged device of a tablet notebook that has broader computing powers.”
“蘋果推出新鍵盤和處理器更快的新款大屏iPad是情理之中的事，”桑福德·C·伯恩斯坦公司(Sanford C. Bernstein & Company)的分析師託尼·薩克納吉(Toni Sacconaghi)說。“它傳達的訊息是，蘋果正在嘗試推動iPad成爲更像替代個人電腦的產品，一款平板筆記本的聚合體，擁有更強大的計算能力。
Mr. Sacconaghi added that Apple had long rejected the idea that it would create such a device, but that some of the pieces were already in place. The iPad now runs Microsoft Office software and has a faster processor so it can handle more complex computing tasks.
薩克納吉還表示，長期以來，蘋果一直沒有采納推出這樣一款設備的主意，但實際上，其中的一些元素已經有了。iPad現在可以運行微軟(Microsoft)的Office軟件，處理器也更快，能處理更復雜的計算任務。
Apple’s senior vice president of operations, Jeff Williams, also talked about improvements to the Apple Watch, including a spate of new apps including Facebook Messenger and Airstrip, a health care app that lets doctors coordinate patient care and monitor health data.
蘋果負責運營的高級副總裁傑夫·威廉斯(Jeff Williams)還宣講了對Apple Watch的改進，包括新涌現出的Facebook Messenger和Airstrip等應用。Airstrip是一款健康應用，可以讓醫生協調對病人的照護，並監測健康數據。
Drawing all of these devices together is Apple’s voice assistant technology, called Siri, with improved search capabilities that were prominently displayed throughout the event, especially on the new Apple TV.
把所有這些設備聯繫在一起的是蘋果的語音助手技術Siri。蘋果對其搜索功能進行了改進，並在整場發佈會上進行了突出的展示，特別是在新款Apple TV上。
Befitting the Graham auditorium’s history as a music venue, the Apple event also featured a performance from the pop band OneRepublic.
蘋果的此次發佈活動還有流行樂隊OneRepublic的表演，呼應了格雷厄姆禮堂作爲音樂廳的歷史。
