1000美元iPhone將考驗(yàn)“果粉”忠誠(chéng)度

Apple will this week test its customers’ loyalty, buying power and enthusiasm for innovation when it unveils the first iPhone to cost as much as $1,000.

蘋果(Apple)本周將考驗(yàn)客戶的忠誠(chéng)度、購(gòu)買力以及對(duì)創(chuàng)新的熱情，發(fā)布第一款售價(jià)高達(dá)1000美元的iPhone。

Tuesday’s event at Apple’s new Cupertino headquarters is expected to reveal its much-anticipated 10th-anniversary iPhone, offering significant upgrades to the smartphone’s display, camera and overall design.

9月12日，蘋果將在位于庫(kù)比蒂諾(Cupertino)的新總部舉行產(chǎn)品發(fā)布會(huì)，屆時(shí)備受期待的10周年紀(jì)念版iPhone預(yù)計(jì)將會(huì)亮相，這款智能手機(jī)的顯示屏、攝像頭和總體設(shè)計(jì)都會(huì)有重大升級(jí)。

The high-end model is an addition to Apple’s line-up, alongside more incremental updates to the iPhone 7 and 7 Plus released last year.

這款高端機(jī)型將成為蘋果產(chǎn)品陣容的一名新成員，加入去年發(fā)布的、升級(jí)步伐較小的iPhone 7和iPhone 7 Plus的行列。

Analysts believe the launch will help Apple to overcome its growth problem of the last two years. In markets such as America and Europe, where smartphone ownership is close to saturation and many customers are holding on to their existing handsets for longer, the best way to drive faster revenue growth is by charging more for each device, rather than simply relying on unit growth.

分析師們認(rèn)為，這次新機(jī)發(fā)布將有助于蘋果克服過(guò)去兩年的增長(zhǎng)問(wèn)題。在像美國(guó)和歐洲這樣的市場(chǎng)上，智能手機(jī)的擁有量已趨近飽和，很多客戶不再頻繁更換現(xiàn)有手機(jī)，推動(dòng)更快收入增長(zhǎng)的最佳途徑就是提高單位價(jià)格，而不是單純地依靠出貨量。

At the same time, Apple is bringing in costly new components. These include an OLED display that makes the front of the phone into one continuous screen. Depth-sensing cameras will offer new “augmented reality” features and allow the device to be unlocked by face recognition, instead of fingerprint.

與此同時(shí)，蘋果正在引入昂貴的新組件，包括OLED顯示屏，使手機(jī)正面成為一個(gè)連續(xù)屏幕。深度感應(yīng)攝像頭將提供“增強(qiáng)現(xiàn)實(shí)”新功能，并允許手機(jī)通過(guò)人臉識(shí)別(而不是指紋)解鎖。

At least one model of the next iPhone is expected to feature image-capture technology that can sense depth, and track faces and expressions. A range of new emojis include monkeys and robots, whose animated expressions can mirror the iPhone user’s face as Apple battles for users’ attention with the likes of Facebook and Snapchat.

預(yù)計(jì)新一代iPhone中，將至少有一款采用人臉識(shí)別技術(shù)，這種圖像捕捉技術(shù)能夠感知深度，并追蹤人臉及表情。隨著蘋果與Facebook和Snapchat等公司爭(zhēng)奪用戶的關(guān)注度，新一代iPhone將增加一系列包括猴子和機(jī)器人的新表情符號(hào)，其動(dòng)畫(huà)表情能夠反映iPhone用戶的臉。

More advanced components are in short supply, however, which could leave many customers waiting long after September to get hold of the new iPhone. That presents an opportunity for rivals such as Samsung’s new Note 8 or Essential, the smartphone maker led by Android co-founder Andy Rubin, which is targeting premium customers such as Apple’s with its slick $699 device. Google is also said to be preparing a new version of its Pixel smartphone, which has proved popular with early adopters.

然而，由于這些先進(jìn)的新組件供應(yīng)緊張，可能會(huì)讓許多客戶在9月之后才能等到新款iPhone。這給Essential或三星(Samsung) Note 8等競(jìng)爭(zhēng)對(duì)手帶來(lái)了機(jī)會(huì);Essential是由安卓(Android)操作系統(tǒng)的聯(lián)合創(chuàng)始人安迪•魯賓(Andy Rubin)領(lǐng)導(dǎo)的智能手機(jī)制造商，該公司正以其售價(jià)699美元的時(shí)尚新機(jī)型瞄準(zhǔn)蘋果等競(jìng)爭(zhēng)對(duì)手的高端客戶。據(jù)信谷歌(Google)也在籌備新版Pixel智能手機(jī)，這款手機(jī)很受早期試用者歡迎。