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苹果能否靠服务挽回颓势
添加时间:2016-10-31 19:34:48 浏览次数: 作者:未知
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  • Fifteen years ago this week, Apple launched the iPod, unleashing1 a wave of disruption over the music industry and reviving the fortunes of what was then a struggling computer company.

    15年前的这一周,苹果公司(Apple)发布了iPod,在音乐行业掀起波澜,重新振兴了这家当时正身处困境的计算机公司。

    Thanks in part to growth spurred by the iPod, Apple has never since posted a decline in annual revenues — until this week, when it revealed an 8 per cent drop in sales for 2016.

    部分得益于iPod所带来的增长势头,此后苹果从未出现年收入下滑的情况——直到本周,苹果公布其2016财年销售额下降了8%。

    Now, it is looking to another digital media revolution to galvanise its business.

    现在,苹果正寻求用另外一场数字媒体革命来提振业务。

    With sales of its iPhone, iPad, Macs and even the Apple Watch in decline during its fiscal2 fourth quarter,

    在第四财季,苹果iPhone、iPad、Macs甚至Apple Watch的销售都出现下滑。

    the company sought to focus investors3’ attention on the one bright spot in Tuesday’s earnings4 report: its services business.

    在这种情况下,苹果寻求将投资者的注意力吸引到其周二盈利报告的一个亮点上:服务业务。

    These days, that means much more than just the iTunes store that powered the iPod.

    如今这方面业务不仅仅指为iPod提供支持的iTunes商店。

    Revenues from online services such as the App Store, iCloud and Apple Music rose 24 per cent to a record $6.3bn, making it the company’s second largest source of income after the iPhone.

    第四季度来自苹果应用商店(App Store)、iCloud和Apple Music等在线服务的收入增长了24%,达到创纪录的63亿美元,使在线服务成为该公司仅次于iPhone的第二大收入来源。

    That was faster than the 18 per cent growth that analysts6 at Piper Jaffray had predicted.

    这一增长快于Piper Jaffray的分析师预测的18%。

    Luca Maestri, Apple’s finance chief, described services as the highlight of the quarter,

    苹果主管财务的卢卡.马埃斯特里(Luca Maestri)称,服务业务是本季度的亮点。

    saying in an interview: Momentum7 is very good.

    他在一次访谈中表示:增长势头非常好。

    Mr Maestri repeated a prediction first made earlier this year that, if it were a standalone entity8, Apple’s services unit would be a large enough business to reach the Fortune 100 rankings of the top US companies by next year.

    马埃斯特里重提了今年早些时候首次做出的一个预测,如果苹果的服务业务部门是一家独立公司,其规模将足以使其在明年跻身美国企业财富100强排行榜。

    Already, its most recent quarterly sales outstripped9 Facebook’s second-quarter advertising10 revenues of $6.2bn.

    苹果服务业务最近季度的销售额已经超过了Facebook第二季度62亿美元的广告收入。

    Apple first put the spotlight11 on services in January, at the same time as it said that iPhone revenues would go into decline for the first time.

    苹果最初是在今年1月把外界的眼光吸引到其服务上的,当时苹果表示来自iPhone的收入将首次下降。

    It said then that more than 1bn Apple devices had been in use over the past 90 days.

    苹果还表示,在过去90天内,有超过10亿部苹果设备在使用之中。

    They certainly want a narrative12 that not all of Apple’s future is tied to the iPhone, says Ben Bajarin, analyst5 at Creative Strategies.

    它们无疑希望营造一种论调,即苹果的未来并非全部系于iPhone,Creative Strategies分析师本.巴加林(Ben Bajarin)说,

    The underlying13 tone there is they are emphasising the consistency14.

    潜台词是它们重视持续性。

    However, investors have been slow to shift their view of Apple as a volatile15 hardware maker16, vulnerable to the fluctuations17 of the consumer electronics market, rather than a software company with stable recurring18 revenues.

    然而,投资者对苹果的看法迟迟难以转变,他们依然把苹果视作一家不稳定的硬件制造商,容易受到消费电子市场波动的影响,而不是一家有稳定的经常性收入的软件公司。

    After all, the iPhone still makes up almost two-thirds of Apple’s revenues, a ratio that is changing only slowly.

    毕竟,iPhone依然占苹果收入的几近三分之二,而且这个比例变化得非常缓慢。

    Investors we talk to are largely dismissive of the long-term impact that services can have on the Apple model, Piper Jaffray said in a recent note.

    与我们交谈过的投资者大多不认为服务业务对苹果商业模式会有什么长期影响,Piper Jaffray在最近的一份报告中表示。

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    1 unleashing [ˌʌnˈli:ʃɪŋ] 8742c1b567c83ec8d9e14c8aeacbc729   第7级
    v.把(感情、力量等)释放出来,发泄( unleash的现在分词 )
    参考例句:
    • Company logos: making people's life better by unleashing Cummins power. 公司理念:以康明斯动力建设更美好的生活! 来自互联网
    • Sooner or later the dam will burst, unleashing catastrophic destruction. 否则堤坝将崩溃,酿成灾难。 来自互联网
    2 fiscal [ˈfɪskl] agbzf   第8级
    adj.财政的,会计的,国库的,国库岁入的
    参考例句:
    • The increase of taxation is an important fiscal policy. 增税是一项重要的财政政策。
    • The government has two basic strategies of fiscal policy available. 政府有两个可行的财政政策基本战略。
    3 investors [ɪn'vestəz] dffc64354445b947454450e472276b99   第8级
    n.投资者,出资者( investor的名词复数 )
    参考例句:
    • a con man who bilked investors out of millions of dollars 诈取投资者几百万元的骗子
    • a cash bonanza for investors 投资者的赚钱机会
    4 earnings [ˈɜ:nɪŋz] rrWxJ   第7级
    n.工资收人;利润,利益,所得
    参考例句:
    • That old man lives on the earnings of his daughter. 那个老人靠他女儿的收入维持生活。
    • Last year there was a 20% decrease in his earnings. 去年他的收入减少了20%。
    5 analyst [ˈænəlɪst] gw7zn   第9级
    n.分析家,化验员;心理分析学家
    参考例句:
    • What can you contribute to the position of a market analyst? 你有什么技能可有助于市场分析员的职务?
    • The analyst is required to interpolate values between standards. 分析人员需要在这些标准中插入一些值。
    6 analysts ['ænəlɪsts] 167ff30c5034ca70abe2d60a6e760448   第9级
    分析家,化验员( analyst的名词复数 )
    参考例句:
    • City analysts forecast huge profits this year. 伦敦金融分析家预测今年的利润非常丰厚。
    • I was impressed by the high calibre of the researchers and analysts. 研究人员和分析人员的高素质给我留下了深刻印象。
    7 momentum [məˈmentəm] DjZy8   第7级
    n.动力,冲力,势头;动量
    参考例句:
    • We exploit the energy and momentum conservation laws in this way. 我们就是这样利用能量和动量守恒定律的。
    • The law of momentum conservation could supplant Newton's third law. 动量守恒定律可以取代牛顿第三定律。
    8 entity [ˈentəti] vo8xl   第7级
    n.实体,独立存在体,实际存在物
    参考例句:
    • The country is no longer one political entity. 这个国家不再是一个统一的政治实体了。
    • As a separate legal entity, the corporation must pay taxes. 作为一个独立的法律实体,公司必须纳税。
    9 outstripped [aʊtˈstrɪpt] a0f484b2f20edcad2242f1d8b1f23c25   第12级
    v.做得比…更好,(在赛跑等中)超过( outstrip的过去式和过去分词 )
    参考例句:
    • That manufacturer outstripped all his competitors in sales last year. 那个制造商家去年的销售量超过了所有竞争对手。 来自《简明英汉词典》
    • The imagination of her mother and herself had outstripped the truth. 母亲和她自己的想象力远远超过了事实。 来自辞典例句
    10 advertising [ˈædvətaɪzɪŋ] 1zjzi3   第7级
    n.广告业;广告活动 adj.广告的;广告业务的
    参考例句:
    • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
    • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
    11 spotlight [ˈspɒtlaɪt] 6hBzmk   第8级
    n.公众注意的中心,聚光灯,探照灯,视听,注意,醒目
    参考例句:
    • This week the spotlight is on the world of fashion. 本周引人瞩目的是时装界。
    • The spotlight followed her round the stage. 聚光灯的光圈随着她在舞台上转。
    12 narrative [ˈnærətɪv] CFmxS   第7级
    n.叙述,故事;adj.叙事的,故事体的
    参考例句:
    • He was a writer of great narrative power. 他是一位颇有记述能力的作家。
    • Neither author was very strong on narrative. 两个作者都不是很善于讲故事。
    13 underlying [ˌʌndəˈlaɪɪŋ] 5fyz8c   第7级
    adj.在下面的,含蓄的,潜在的
    参考例句:
    • The underlying theme of the novel is very serious. 小说隐含的主题是十分严肃的。
    • This word has its underlying meaning. 这个单词有它潜在的含义。
    14 consistency [kənˈsɪstənsi] IY2yT   第9级
    n.一贯性,前后一致,稳定性;(液体的)浓度
    参考例句:
    • Your behaviour lacks consistency. 你的行为缺乏一贯性。
    • We appreciate the consistency and stability in China and in Chinese politics. 我们赞赏中国及其政策的连续性和稳定性。
    15 volatile [ˈvɒlətaɪl] tLQzQ   第9级
    adj.反复无常的,挥发性的,稍纵即逝的,脾气火爆的;n.挥发性物质
    参考例句:
    • With the markets being so volatile, investments are at great risk. 由于市场那么变化不定,投资冒着很大的风险。
    • His character was weak and volatile. 他这个人意志薄弱,喜怒无常。
    16 maker [ˈmeɪkə(r)] DALxN   第8级
    n.制造者,制造商
    参考例句:
    • He is a trouble maker. You must be distant with him. 他是个捣蛋鬼,你不要跟他在一起。
    • A cabinet maker must be a master craftsman. 家具木工必须是技艺高超的手艺人。
    17 fluctuations [ˌflʌktjʊ'eɪʃəns] 5ffd9bfff797526ec241b97cfb872d61   第9级
    波动,涨落,起伏( fluctuation的名词复数 )
    参考例句:
    • He showed the price fluctuations in a statistical table. 他用统计表显示价格的波动。
    • There were so many unpredictable fluctuations on the Stock Exchange. 股票市场瞬息万变。
    18 recurring [ri'kə:riŋ] 8kLzK8   第7级
    adj.往复的,再次发生的
    参考例句:
    • This kind of problem is recurring often. 这类问题经常发生。
    • For our own country, it has been a time for recurring trial. 就我们国家而言,它经过了一个反复考验的时期。

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