评论
打印
Appleis making radical changes to its Apple TV and iPad, two product lines that have underperformed its iPhone in recent years, as it also made its annual update to its flagship smartphones.
苹果(Apple)在对其旗舰智能手机产品进行年度升级之际，也对Apple TV和iPad产品作出了重大设计改动，近年后两款产品的表现不如iPhone。
A supersized, 12.9-inch iPad including a keyboard case and a $99 stylus and a new Apple TV set-top box featuring a motion-sensitive controller, Siri voice control and App Store accompanied the iPhone 6S launch.
伴随着iPhone 6S的推出，苹果推出了一款12.9英寸屏幕的超大尺寸iPad，以及一款新的Apple TV电视机顶盒。新款iPad包括了一个键盘外壳，以及一款99美元的触碰笔，而Apple TV配备了运动感知控制器、Siri声控功能以及App Store。
Billed as the “next generation of multitouch”, a new “3D Touch” interface detects the degree of pressure applied to the iPhone’s screen to create new shortcuts, such as “peeking” into emails and jumping straight to a selfie camera.
号称“下一代多触碰技术”的新型“3D触碰”(3D Touch)界面会检测施加在iPhone屏幕上的压力大小，据此创建新的快捷方式——比如“瞅一眼”电子邮件和直接跳转至自拍相机。
While the iPhone’s external casing did not see any changes, internal updates include a new camera, faster fingerprint reader and accelerated A9 processor.
尽管该款iPhone外形看不出多大变化，但其内部升级包括一款新的摄像头、更快的指纹识别器以及速度更快的A9处理器。
Apple chief executive Tim Cook sought to dispense doubts that there is more momentum left in iPhone after a rapid 35 per cent growth rate in the number sold over the past year.
苹果首席执行官蒂姆錠克(Tim Cook)试图打消人们的怀疑：在过去一年销量快速增长35%之后，iPhone是否还能保持增长势头。
“How do you follow a success like this? I’ve got that question a few times,” Mr Cook said. “No product is more about innovation than the iPhone.”
“你如何延续这样的成功？我有好几次都被问到这个问题。”库克表示。“没有一款产品与创新的关系比iPhone更密切。”
Sales of the iPhone in China rose by 75 per cent in the past year, he said, as concern mounts among investors about its prospects in its most vital growth market.
库克表示，过去一年里iPhone在华销量增长了75%。目前，投资者日益担忧苹果在其最重要的成长型市场的前景。
Geoff Blaber, analyst at CCS Insight, said that despite only offering “incremental improvements” Apple had “proven many times over that iteration wins when underpinned by the Apple brand and ecosystem”.
CCS Insight分析师杰夫布拉波(Geoff Blaber)表示，尽管只提供了“渐进式的改进”，但苹果已“多次证明，在苹果品牌和生态系统的支撑下，这种产品升级循环是成功的”。
While less significant than the iPhone to its financial performance, Apple’s biggest moves into new product territory were reserved for the iPad — which has seen sales decline in the past two years — and the Apple TV.
苹果对新产品领域发起的最大冲锋，则留给了iPad和Apple TV——尽管两者的财务表现没有iPhone那么突出。过去两年，iPad的销量出现了下滑。
Priced at $150, the new TV operating system, tvOS, is based on iOS and will see apps as varied as Netflixand HBOon-demand TV, Star Wars and Guitar Hero games and even ecommerce from the likes of Airbnband Gilt.
新的Apple TV电视机顶盒定价150美元，其所用的新电视操作系统tvOS基于iOS。在这一操作系统上，人们将看到多样性不亚于Netflix和HBO点播电视的各种应用、包括《星球大战》(Star Wars)和《吉他英雄》(Guitar Hero)在内的各种游戏、甚至还有来自空中食宿(Airbnb)和Gilt这类网站的电子商务服务。
Apple has also revamped its vision of how tablet computers should fit into working life, edging close to ideas pioneered by arch-rival Microsoftas it struggles to revive flagging sales of its once groundbreaking iPad.
对于一度革命性的iPad，在苹果难以提振其不断萎靡的销量之际，该公司已改变了对平板电脑应如何适应职场生活的看法，接近了由其死对头微软(Microsoft)开创的思路。
Company executives showed off a new iPad Pro with a larger screen at an event at the Billy Graham Civic Auditorium on Wednesday, including a stylus to write on the screen and detachable keyboard — accessories that the company once ridiculed when it first introduced the iPad as a simple, stripped-down touchscreen device.
周三，在比尔格雷厄姆市政礼堂(Bill Graham Civic Auditorium)里，苹果高管们炫耀拥有更大屏幕的新款iPad Pro，包括触控笔和可拆卸键盘——最初以简约纯粹的触屏设备为卖点推出iPad时，该公司一度对这类配件不屑一顾。
Steve Jobs, whose purist vision was instrumental in the original iPad, launched in 2010, once said of other companies’ devices: “If you see a stylus, they blew it.”
史蒂夫吠布斯(Steve Jobs)的纯粹美学曾对2010年问世的初代iPad起到重要作用。他在谈及其他公司的设备时曾说：“如果你看到一支触控笔，那就说明他们搞砸了。”
The iPad Pro, which is due to go on sale in November, has a 12.9 inch screen compared to the previous 11 inches, making it easier for workers to multitask by running two “windows” next to each other — something Microsoft had already done.
预计11月上架销售的iPad Pro拥有比之前的11寸屏幕更大的12.9英寸屏幕，能够并列运行两个“窗口”，便于职业人士进行多任务处理——微软(Microsoft)已经提供这一功能。
