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定价上千美元,新款iPhone成奢侈品?

更新时间:2017-9-12 19:25:47 来源:纽约时报中文网 作者:佚名

With a $1,000 Price Tag, Apple’s iPhone Crosses a Threshold
定价上千美元,新款iPhone成奢侈品?

SAN FRANCISCO — When Apple unveils its new top-of-the-line iPhone on Tuesday, it isn’t just expected to offer features like infrared facial recognition and wireless charging for the first time.

旧金山——当苹果公司(Apple)在周二发布自己的新款顶级iPhone时,人们应该不只是会看到它首次提供红外线面部识别和无线充电等功能。

The company will also enter new territory on price: The latest phone will start at about $1,000, compared with the $769 minimum for its current top phone, the iPhone 7 Plus.

该公司还将进入一个新的价格领域:它新款手机的起价约为1000美元,而目前它的最高配置手机iPhone 7Plus的最低售价为769美元。

“It’s a whole new threshold,” said Debby Ruth, a senior vice president at the tech consulting firm Frank N. Magid Associates. I really do think it’s going to make people pause.”

“这是一个全新的门槛,”技术咨询公司弗兰克·N·马吉德公司(Frank N. Magid Associates)的高级副总裁黛比·鲁斯(Debby Ruth)说。“我真的认为,它会让人们犹豫。”

From the iPhone’s introduction a decade ago, Apple has always priced it as a premium product — a more refined and polished alternative to the legions of cheaper smartphones available in the market.

从10年前推出iPhone起,苹果一直把它作为高档产品来定价,与市面上更便宜的智能手机大军相比,它是更高级、更精致之选。

But this time, the company is pushing into luxury territory. The new phone will cost as much as the company’s entry-level MacBook Air laptop. “They’re doubling down on their strategy: They are going much more to the high end,” Ruth said.

但这一次,该公司正在走向奢侈品领域。这款新手机的售价将与该公司的入门级MacBook Air一样昂贵。“他们的战略更加坚定:走向更高端,”鲁斯说。

Apple declined to comment before the product announcements scheduled for Tuesday. (On Saturday, Steven Troughton-Smith, a developer who combed through the iOS 11 software, found references indicating that the new high-end phone will be called the iPhone X.)

在周二发布产品之前,苹果拒绝评论(周六,参与开发iOS 11软件的工程师斯蒂芬·特劳顿-史密斯[Steven Troughton-Smith]找到一些资料表明,这款新高端手机将被称为iPhone X)。

Investors are betting that Apple’s move up the price ladder will pay off with much higher profits, especially in mature markets like the United States and Western Europe, where many of the buyers will be people upgrading from older iPhones. The company’s stock has risen nearly 50 percent over the past year as anticipation has built about the 2017 models.

投资者们认为,苹果上调价格将获得更高的利润,尤其是在美国和西欧等成熟市场上,那里的很多买家将是升级旧iPhone的人士。因为人们在期望2017年的新款,该公司的库存在过去一年里已上升了近50%。

Apple’s strategy carries risks, however, especially in developing countries where smartphone sales are growing briskly but its market share is a blip compared to devices running Google’s Android software.

不过,苹果的策略也有风险,尤其是在发展中国家,那里的智能手机销售在快速增长,而与运行谷歌的安卓软件的手机相比,苹果在那里的市场份额目前有所降低。

In Brazil, for example, Apple devices will account for just 8 percent of the 125 million active smartphone subscriptions this year, according to Forrester, a research firm.

比如,据研究机构弗雷斯特(Forrester)称,巴西今年1.25亿活跃的智能手机用户中,苹果手机将只占8%。

Steep taxes, higher retail profit margins, and added costs from a botched attempt at building iPhones in Brazil have pushed the price of an iPhone 6s, a 2-year-old model, to more than $1,000 at Casa Bahia, a store in the Copacabana neighborhood of Rio de Janeiro. In late August, the retailer was selling Apple’s most basic smartphone, the iPhone SE, for more than $600, while a Samsung Galaxy J1 Mini, which runs Android, was just $136.

由于关税高昂,零售商追求更高的利润空间,再加上在巴西设厂生产iPhone失败所致成本增加,在里约热内卢科帕卡巴纳区的一个店铺里,两年前的iPhone 6s的价格已经推升至1000多美元。8月底,在这家零售店里,苹果最基础的智能手机iPhone SE的售价也超过600美元,而运行安卓系统的三星Galaxy J1 Mini的售价仅为136美元。

At another Rio store recently, Vanessa Perreira, 25, a university student, was browsing the 65 models on display, looking at the offerings from Samsung and LG but ignoring the six from Apple. She once owned an iPhone, she lamented, but could not afford to continue buying them. “Price is the most important factor for me,” she said.

前不久,在里约热内卢的另一个店铺里,25岁的大学生瓦妮莎·佩雷拉(Vanessa Perreira)在浏览店里展示的65款手机,她在看三星和LG的手机,但没看苹果的六款手机。她叹息道,自己曾买过一部iPhone,但是承受不起继续买它。“对我来说,价格是最重要的因素,”她说。

Still, the iPhone is coveted by wealthier Brazilians, many of whom buy the phone while traveling abroad to avoid their country’s high costs. “There will always be users in Brazil that will be interested in buying it,” said Tina Lu, a senior analyst with Counterpoint Research.

更富有的巴西人依然渴望得到iPhone,他们中的很多人为了避开国内的高价,在出国旅行时购买iPhone。“在巴西,总会有人有兴趣买它,”Counterpoint研究公司的高级分析师蒂娜·卢(Tina Lu)说。

China’s reception to the $1,000 iPhone will be even more crucial to Apple. The Greater China region, which includes Hong Kong and Taiwan, contributed $8 billion to Apple’s revenue last quarter, but sales have been sluggish.

对苹果来说,中国对1000美元的iPhone的接受情况将更为关键。包括香港和台湾在内的大中华区在上季度为苹果贡献了80亿美元的收入,不过销量在过去一段时间不算强劲。

Apple’s market share has declined slightly in China over the past year, according to Counterpoint. High-end phones from Chinese brands like Huawei and Oppo have gained ground, in part by undercutting Apple on price.

根据Counterpoint的数据,苹果过去一年在中国市场上的份额略有下降。华为和Oppo等中国品牌的高端手机开始流行,一个原因是,它们在价格上比苹果有优势。

The new iPhone has the potential to reverse that trend. More than any other tech product, the iPhone has long denoted status in China. If a new iPhone looks the same as the previous one — and won’t be recognized by others as new — it often doesn’t sell well.

新iPhone有可能扭转这种趋势。长期以来,iPhone在中国比其他任何科技产品都更能代表地位。如果一部新iPhone的外观和之前的一样——其他人看不出来是新的——通常销售情况都不好。

“If the phone’s appearance changes, I think people are going to be crazy about it, because we’ve seen the iPhone with a similar look for such a long time now,” said He Peihuan, a Shanghai-based financial analyst.

“如果新一代的外观有变化的话,我觉得很多人都会跟风买的,因为确实iPhone几代都是类似的外观,差别不大,已经太久了,”上海金融分析师何沛桓说。

For all that, Zhang Xiang, a phone reseller and repairman in Shanghai, said he still expected strong demand for the new iPhone. “I think when people can afford it and want a high-end phone with good features, they’ll still choose to buy an iPhone,” he said.

尽管如此,上海的手机转销商和维修员张翔(音)表示,他估计新iPhone依然会有很大的需求。“我觉得如果想买一个高端的、性能比较强的手机,而且经济上能负担的话,我觉得大多数人还是会选择买iPhone的,”他说。

One important factor offsetting the next iPhone’s expected high price is the increasing prevalence of financing options for buyers around the globe. In the United States, most phone carriers allow customers to spread the cost of a new phone over two years, and the new phone would add less than $10 a month to the payments a customer would make on an iPhone 7 Plus.

有一个重要因素能抵消新款iPhone预期中的高价的影响,那就是,全球各地为消费者提供的支付方案越来越普及。在美国,大部分手机运营商允许顾客在两年内分期支付新手机的费用,与购买iPhone 7 Plus的费用相比,购买新手机每个月将增加不到10美元的费用。

“There’s not that much difference in the monthly fee you have to pay,” said Brian Blau, a technology analyst at Gartner, a research firm.

“每个月必须支付的费用没太大差别,”研究公司高德纳(Gartner)的技术分析师布赖恩·布劳(Brian Blau)说。

Similar installment purchase plans are emerging in China, Brazil and other countries, making Apple’s products more affordable there.

类似的分期付款计划也出现在中国和巴西等国,因此那里的人们更能买得起苹果产品。

“I’ve seen some banks providing installment plans for the iPhone with very low, or even no interest, so ordinary people could get an iPhone that way,” Zhang said.

“我看到有些银行为iPhone提供利息极低、甚至零利息的分期付款计划,所以普通人可以通过那种方式买iPhone,”张翔说。

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