2024年2月6日发(作者：果郎)
[2012.07.28]Apple in China 苹果在中国
本帖最后由 幸福、_找不到 于 2012-7-30 00:21 编辑
Apple in China
苹果在中国
iPhones make Chinese eyes light up
苹果让中国人眼前一亮
Apple doesn’t just make stuff in China; its sales there are
booming, too
苹果不仅在中国生产，其在中国的销量也蒸蒸日上
Jul 28th 2012 | HONG KONG | from the print edition
060 Business - Apple in 3 (2.58 MB, 下载次数:
332)
第 1 页
SAY the words “Apple” and “China” to Westerners, and many
will think of sweatshops. Campaigners have accused Foxconn, which
makes most of Apple’s gizmos in mainland China, of overworking
and underpaying its staff. Apple has promised to insist on better
working conditions.
很多西方人一听到“中国”和“苹果”，都会想到血汗工厂。苹果大多数零部件便由富士康在中国内地装备生产，其超工时、低薪水的做法遭到了活动者们的谴责。苹果承诺将坚持为员工创造更舒适的工作环境。
Ask about Apple inside China, however, and you hear little but
praise. It is one of the most admired brands in the Middle Kingdom.
A survey last year by researchers at Stanford University found
第 2 页
that iPad penetration was greater at an elite high school in
Beijing than at one in Palo Alto, California. In the first quarter
of this year Apple earned $7.9 billion in greater China, making
it the firm’s second-biggest market (see chart). The latest iPad
was launched on the mainland on July 20th.
然而，苹果在中国口碑极佳，听到的几乎只有称赞。苹果是中国最备受赞誉的品牌。去年，斯坦佛大学的研究者们发现，iPad在北京]一所重点高中的普及率高于加利福尼亚州帕洛阿尔托市的同类高中。本年第一季度，苹果在大中华区盈利79亿美元，其也因此而成为苹果第二大市场（见图表）。最新款iPad于7月20日在中国内地发售。
Apple’s latest results, announced on July 24th, were excellent
by normal standards: global revenues for the most recent quarter
were $35 billion, with a gross margin of nearly 43%. Amazingly,
this was worse than investors expected, so Apple’s shares slipped
第 3 页
by 4.3%. Analysts blamed weak demand in Europe, as well as
purchases deferred because of rumours of a new iPhone launch.
7月24日，苹果公布了最新财务报告，从通常标准来看，结果十分可观。最近季度全球收入达到350亿美元，毛利润近43%。但令人惊讶的是，这个数字居然低于投资者们的预期，因此苹果的股价下跌4.3%。分析家们将其归咎于欧洲的市场需求疲软，以及有关新iPhone推出的谣传使许多人延迟了购买计划。
Sales in greater China fell to $5.7 billion, a plunge of 28% from
the spectacular first quarter (when Apple launched the much-awaited iPhone 4S in the country). That was expected, however.
More telling is that revenues rose by 48% year-on-year.
大中华区的销售额降至57亿美元，相比第一季度（即苹果在该国发行期待已久的iPhone4S时）的骄人成绩剧减了28%。但是这个结果是意料之中的。更有说服力的数据是苹果利润比上年同期增长48%。
Sales of smartphones (of all brands) in China are soaring: they
rose by 288% in April, year-on-year, and for the first time
outpaced the sales of dumbphones. Sanford C. Bernstein, an
investment bank, estimates that 270m people in China can already
第 4 页
afford Apple’s products, and that each year another 57m will be
able to. Many Chinese are desperate for its gadgets. This year a
boy from Anhui, one of China’s poorest provinces, reportedly
sold one of his kidneys to buy an iPhone and iPad.
在中国，智能机（所有品牌）的销量都在迅猛增长：4月份相比同期增长288%，并且首次超过了非智能手机的销量。据一家名为斯坦佛•C•伯恩斯坦的投行估计，2亿7千万人买得起苹果产品，并且每年这个数目将增加5千7百万。许多中国人急不可耐地想买苹果产品。今年据报道，一位来自安徽（中国最贫困的省之一）的男孩是为了买iPhone和iPad卖肾。
Apple’s sales could also get a boost from another quarter. China
Mobile, which counts two-thirds of China’s 1 billion mobile
subscribers as customers, does not yet officially offer Apple
products. “To go big in China, Apple must get a deal with China
Mobile,” says C.K. Lu of Gartner, a market-research firm. Rumours
suggest such a deal may be in the offing.
下季度，苹果的销量有望再创新高。中国共有十亿手机用户，中国移动便占有三分之二的客户，但它还未正式推出苹果相应的产品。“苹果要想在中国做大做强，必须与中国移动达成协议。”来自一家叫Gartner的市场调查公司的C•K•Lu如是说。有传言道该协议即将达成。
第 5 页
In short, Apple’s products are selling fast and likely to sell
even faster. Some predict that China will overtake America to
become Apple’s largest market within a few years.
总之，苹果产品销得快而且可能更快。有人预计，几年后，中国将超过美国成为苹果最大市场。
Hang on a minute, though. The Chinese market is strewn with
landmines, such as an unpredictable intellectual-property system.
Apple’s recent tablet launch was held up for ages because of a
lawsuit filed by Proview, a bankrupt Chinese firm that claimed
to own the mainland rights to the iPad name.
但是，先不要操之过急。中国市场也暗含着许多不稳定因素，比如扑朔迷离的知识产权系统。苹果最新款平板电脑最近的发行就被延迟许久，因为一家破产的中国公司唯冠控诉其在内地使用iPad侵犯了它在内地对iPad商标的使用权。
Of trolls and leopards
钓饵和雪豹
第 6 页
Partly because it bungled its handling of the case, Apple was
forced to pay $60m to settle. This has emboldened other patent
trolls, which claim to own the Chinese rights to the name Snow
Leopard (an operating system for Apple’s computers) and part of
the technology behind Siri (a voice-recognition system on its
phones).
苹果最终被迫支付6千万美元和解，部分原因是其处理案件不当。这使其他“专利钓饵”行为更为猖獗，有人声称自己拥有雪豹（苹果电脑操作系统的名称）在中国的使用权，也有人称自己拥有Siri（苹果手机上的语音识别系统）的部分技术。
Meanwhile, Chinese pirates are poking Apple with cutlasses. Cheap
shanzhai (knockoff) handsets with fruity branding are rife. So
are “GooApple” devices that look like iPhones but run on
Google’s Android operating system. Nearly two dozen fake Apple
stores were found in Kunming, the capital of Yunnan province,
last year. Some fakes fool no one (see picture). Still, Apple
could do more to prevent piracy. For example, it has failed to
expand its retail network fast enough, leaving the field open for
fakers. It vowed to have 25 shops in mainland China by this time,
第 7 页
yet there are only six.
同时，中国盗版商也在苹果背后捅刀子。市场上泛滥着贴有苹果商标的便宜山寨手机。也有一些“GooApple”设备，有着苹果的外观但是用安卓操作系统。在云南省会昆明，去年发现了约24家仿苹果店。还有的假冒产品荒诞至极（见图片）。尽管如此，苹果要预防盗版本是大有可为的。比如，苹果的零售网络扩展过于缓慢，给假冒商留下充足空间。苹果曾承诺到目前为止在内地成立25家直营店，但目前还仅有6家。
Another problem for Apple is that smartphone sales in China are
driven mostly by cheap handsets. Sanford C. Bernstein estimates
that two-thirds of smartphones sold last year in the country cost
less than $300; the latest iPhone costs $800. Baidu, Alibaba and
第 8 页
other local internet firms have introduced cheap cloud-connected
handsets. Price competition at the bottom end of the market is
so fierce that ZTE, a local handset maker, is thought to be losing
money.
苹果的另一个问题是，中国的智能机销量大多依靠低廉的售价。斯坦佛•C•伯恩斯坦估计中国去年销售的智能机中三分之二的售价都低于300美元，而最新的苹果手机售价为800美元。诸如百度、阿里巴巴之类的国内互联网公司已经推出了便宜的云接入智能机。低端市场的价格竞争极其激烈，以至于一家当地的手机市场商—中兴被认为已经陷入亏损。
Apple could try to compete by offering a cheaper model with fewer
features, something it has resisted in other markets. But that
risks tarnishing its brand. Duncan Clark of BDA China, a
consultancy, points out that Microsoft dumbed down its computers
for the Chinese market in the 1990s—and flopped as a result.
苹果可以通过提供功能较少、价格较低的手机款式来进行竞争，这是它在其他市场坚决抵制的做法。但是此举有可能威胁到苹果的品牌。BDA中国（一家咨询公司）的Duncan Clark指出，上世纪九十年代，微软向中国市场推出简化版操作系统，结果以失败告终。
第 9 页
A yuaning gap
并非人民币的问题
The secret of Apple’s wild profitability in other countries is
not just its elegant devices but the apps, music and films that
customers download onto them. Its phones and tablets lure
consumers into its lucrative iTunes ecosystem. At first glance,
China is a promising market: last year app downloads shot up by
300%, rising to 18% of the global total. And Chinese sales at
iTunes have gone up since it started accepting payments in yuan.
苹果之所以在其他国家盈利率极高，不仅归功于其雅致的产品，还在于消费者下载的应用、音乐、电影。苹果手机和掌上设备吸引消费者们使用大有利可图的iTunes系统。乍一看，中国市场前途一片大好：去年，应用下载次数增长了3倍，达到了全球总数的18%。自从支持人民币付款后，iTunes应用在中国的营业额也有所增长。
However, Chinese consumers are not parting with many of those
yuan. They expect apps to be free, or at least to be offered on
the “freemium”【注1】 model. App Annie, a technology consultancy,
estimates that payments made per Apple game app average $1.90 in
Japan and $0.67 in America, but just $0.07 in China. This makes
第 10 页
it hard for Apple’s business model to work there.
然而，中国消费者却不愿多花人民币在iTunes上。他们认为应用就应该是免费的，或至少提供“免费增值”模式版本“。一家科技咨询公司App
Annie估计，每个苹果的游戏应用在日本平均价格为1.9美元，在美国是0.67美元，但在中国则仅为0.07美元。因此，苹果的商业模式很难在中国适用。
Some say Apple should copy an idea from Henry Ford. The great
American carmaker paid his employees enough to afford a Model T.
Will the workers who assemble iPads one day be able to own one?
With wages soaring in China, that may not be a pipe dream. Given
that wages account for only 2% of the retail price, bumping them
up would hardly cripple Apple’s margins. And removing the
“sweatshop” stigma might help its global reputation.
有人说苹果可以借鉴亨利•福特的创意。这位伟大的美国汽车制造商创始人给公司员工发放高工资，使得他们每人都能买得起一辆T模型的汽车。装配iPad的工人有朝一日也能买得起iPad吗？随着中国工资飞速上涨，这也许不再是遥不可及的梦。考虑到薪水只占苹果产品零售价的2%，涨薪对苹果的利润造成的影响微乎其微。此外，摆脱“血汗工厂”的标签也会使其国际声誉受益匪浅。
第 11 页
Apple has arguably helped to modernise Chinese attitudes towards
enterprise and design. Chinese shoppers are eager not only to own
its products but also to learn about the man behind the company;
sales of a biography of Steve Jobs have been huge. Apple may even
have helped nudge the Chinese government towards stricter
protection of intellectual property—though pirated copies of the
Jobs biography were available within days of the original, and
at a fraction of the price.
可以说，苹果使中国人以一种更现代化眼光来看待的企业和设计。中国消费者们不仅迫切地想拥有其产品，也对公司的创始人兴趣浓厚；史蒂芬•乔布斯自传销量庞大。苹果甚至可能推动了中国政府更严格保护知识产权的步伐—尽管在乔布斯传出版几天内，人们只需花费原价的一小部分便可以买到盗版书。
【注1】Freemium is a business model by which a product or service
(typically a digital offering such as software, media, games or
web services) is provided free of charge, but a premium is charged
for advanced features, functionality, or virtual goods.[1][2] The
word "freemium" is a portmanteau combining the two aspects of the
第 12 页
business model: "free" and "premium".（from Wikipedia) 所谓免费增值模式（Freemium Model），是指提供免费服务的同时，附带升级选项
希望以上资料对你有所帮助，附励志名言3条：
1、要接受自己行动所带来的责任而非自己成就所带来的荣耀。
2、每个人都必须发展两种重要的能力适应改变与动荡的能力以及为长期目标延缓享乐的能力。
3、将一付好牌打好没有什么了不起能将一付坏牌打好的人才值得钦佩。
第 13 页
2024年2月6日发(作者：果郎)
[2012.07.28]Apple in China 苹果在中国
本帖最后由 幸福、_找不到 于 2012-7-30 00:21 编辑
Apple in China
苹果在中国
iPhones make Chinese eyes light up
苹果让中国人眼前一亮
Apple doesn’t just make stuff in China; its sales there are
booming, too
苹果不仅在中国生产，其在中国的销量也蒸蒸日上
Jul 28th 2012 | HONG KONG | from the print edition
060 Business - Apple in 3 (2.58 MB, 下载次数:
332)
第 1 页
SAY the words “Apple” and “China” to Westerners, and many
will think of sweatshops. Campaigners have accused Foxconn, which
makes most of Apple’s gizmos in mainland China, of overworking
and underpaying its staff. Apple has promised to insist on better
working conditions.
很多西方人一听到“中国”和“苹果”，都会想到血汗工厂。苹果大多数零部件便由富士康在中国内地装备生产，其超工时、低薪水的做法遭到了活动者们的谴责。苹果承诺将坚持为员工创造更舒适的工作环境。
Ask about Apple inside China, however, and you hear little but
praise. It is one of the most admired brands in the Middle Kingdom.
A survey last year by researchers at Stanford University found
第 2 页
that iPad penetration was greater at an elite high school in
Beijing than at one in Palo Alto, California. In the first quarter
of this year Apple earned $7.9 billion in greater China, making
it the firm’s second-biggest market (see chart). The latest iPad
was launched on the mainland on July 20th.
然而，苹果在中国口碑极佳，听到的几乎只有称赞。苹果是中国最备受赞誉的品牌。去年，斯坦佛大学的研究者们发现，iPad在北京]一所重点高中的普及率高于加利福尼亚州帕洛阿尔托市的同类高中。本年第一季度，苹果在大中华区盈利79亿美元，其也因此而成为苹果第二大市场（见图表）。最新款iPad于7月20日在中国内地发售。
Apple’s latest results, announced on July 24th, were excellent
by normal standards: global revenues for the most recent quarter
were $35 billion, with a gross margin of nearly 43%. Amazingly,
this was worse than investors expected, so Apple’s shares slipped
第 3 页
by 4.3%. Analysts blamed weak demand in Europe, as well as
purchases deferred because of rumours of a new iPhone launch.
7月24日，苹果公布了最新财务报告，从通常标准来看，结果十分可观。最近季度全球收入达到350亿美元，毛利润近43%。但令人惊讶的是，这个数字居然低于投资者们的预期，因此苹果的股价下跌4.3%。分析家们将其归咎于欧洲的市场需求疲软，以及有关新iPhone推出的谣传使许多人延迟了购买计划。
Sales in greater China fell to $5.7 billion, a plunge of 28% from
the spectacular first quarter (when Apple launched the much-awaited iPhone 4S in the country). That was expected, however.
More telling is that revenues rose by 48% year-on-year.
大中华区的销售额降至57亿美元，相比第一季度（即苹果在该国发行期待已久的iPhone4S时）的骄人成绩剧减了28%。但是这个结果是意料之中的。更有说服力的数据是苹果利润比上年同期增长48%。
Sales of smartphones (of all brands) in China are soaring: they
rose by 288% in April, year-on-year, and for the first time
outpaced the sales of dumbphones. Sanford C. Bernstein, an
investment bank, estimates that 270m people in China can already
第 4 页
afford Apple’s products, and that each year another 57m will be
able to. Many Chinese are desperate for its gadgets. This year a
boy from Anhui, one of China’s poorest provinces, reportedly
sold one of his kidneys to buy an iPhone and iPad.
在中国，智能机（所有品牌）的销量都在迅猛增长：4月份相比同期增长288%，并且首次超过了非智能手机的销量。据一家名为斯坦佛•C•伯恩斯坦的投行估计，2亿7千万人买得起苹果产品，并且每年这个数目将增加5千7百万。许多中国人急不可耐地想买苹果产品。今年据报道，一位来自安徽（中国最贫困的省之一）的男孩是为了买iPhone和iPad卖肾。
Apple’s sales could also get a boost from another quarter. China
Mobile, which counts two-thirds of China’s 1 billion mobile
subscribers as customers, does not yet officially offer Apple
products. “To go big in China, Apple must get a deal with China
Mobile,” says C.K. Lu of Gartner, a market-research firm. Rumours
suggest such a deal may be in the offing.
下季度，苹果的销量有望再创新高。中国共有十亿手机用户，中国移动便占有三分之二的客户，但它还未正式推出苹果相应的产品。“苹果要想在中国做大做强，必须与中国移动达成协议。”来自一家叫Gartner的市场调查公司的C•K•Lu如是说。有传言道该协议即将达成。
第 5 页
In short, Apple’s products are selling fast and likely to sell
even faster. Some predict that China will overtake America to
become Apple’s largest market within a few years.
总之，苹果产品销得快而且可能更快。有人预计，几年后，中国将超过美国成为苹果最大市场。
Hang on a minute, though. The Chinese market is strewn with
landmines, such as an unpredictable intellectual-property system.
Apple’s recent tablet launch was held up for ages because of a
lawsuit filed by Proview, a bankrupt Chinese firm that claimed
to own the mainland rights to the iPad name.
但是，先不要操之过急。中国市场也暗含着许多不稳定因素，比如扑朔迷离的知识产权系统。苹果最新款平板电脑最近的发行就被延迟许久，因为一家破产的中国公司唯冠控诉其在内地使用iPad侵犯了它在内地对iPad商标的使用权。
Of trolls and leopards
钓饵和雪豹
第 6 页
Partly because it bungled its handling of the case, Apple was
forced to pay $60m to settle. This has emboldened other patent
trolls, which claim to own the Chinese rights to the name Snow
Leopard (an operating system for Apple’s computers) and part of
the technology behind Siri (a voice-recognition system on its
phones).
苹果最终被迫支付6千万美元和解，部分原因是其处理案件不当。这使其他“专利钓饵”行为更为猖獗，有人声称自己拥有雪豹（苹果电脑操作系统的名称）在中国的使用权，也有人称自己拥有Siri（苹果手机上的语音识别系统）的部分技术。
Meanwhile, Chinese pirates are poking Apple with cutlasses. Cheap
shanzhai (knockoff) handsets with fruity branding are rife. So
are “GooApple” devices that look like iPhones but run on
Google’s Android operating system. Nearly two dozen fake Apple
stores were found in Kunming, the capital of Yunnan province,
last year. Some fakes fool no one (see picture). Still, Apple
could do more to prevent piracy. For example, it has failed to
expand its retail network fast enough, leaving the field open for
fakers. It vowed to have 25 shops in mainland China by this time,
第 7 页
yet there are only six.
同时，中国盗版商也在苹果背后捅刀子。市场上泛滥着贴有苹果商标的便宜山寨手机。也有一些“GooApple”设备，有着苹果的外观但是用安卓操作系统。在云南省会昆明，去年发现了约24家仿苹果店。还有的假冒产品荒诞至极（见图片）。尽管如此，苹果要预防盗版本是大有可为的。比如，苹果的零售网络扩展过于缓慢，给假冒商留下充足空间。苹果曾承诺到目前为止在内地成立25家直营店，但目前还仅有6家。
Another problem for Apple is that smartphone sales in China are
driven mostly by cheap handsets. Sanford C. Bernstein estimates
that two-thirds of smartphones sold last year in the country cost
less than $300; the latest iPhone costs $800. Baidu, Alibaba and
第 8 页
other local internet firms have introduced cheap cloud-connected
handsets. Price competition at the bottom end of the market is
so fierce that ZTE, a local handset maker, is thought to be losing
money.
苹果的另一个问题是，中国的智能机销量大多依靠低廉的售价。斯坦佛•C•伯恩斯坦估计中国去年销售的智能机中三分之二的售价都低于300美元，而最新的苹果手机售价为800美元。诸如百度、阿里巴巴之类的国内互联网公司已经推出了便宜的云接入智能机。低端市场的价格竞争极其激烈，以至于一家当地的手机市场商—中兴被认为已经陷入亏损。
Apple could try to compete by offering a cheaper model with fewer
features, something it has resisted in other markets. But that
risks tarnishing its brand. Duncan Clark of BDA China, a
consultancy, points out that Microsoft dumbed down its computers
for the Chinese market in the 1990s—and flopped as a result.
苹果可以通过提供功能较少、价格较低的手机款式来进行竞争，这是它在其他市场坚决抵制的做法。但是此举有可能威胁到苹果的品牌。BDA中国（一家咨询公司）的Duncan Clark指出，上世纪九十年代，微软向中国市场推出简化版操作系统，结果以失败告终。
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A yuaning gap
并非人民币的问题
The secret of Apple’s wild profitability in other countries is
not just its elegant devices but the apps, music and films that
customers download onto them. Its phones and tablets lure
consumers into its lucrative iTunes ecosystem. At first glance,
China is a promising market: last year app downloads shot up by
300%, rising to 18% of the global total. And Chinese sales at
iTunes have gone up since it started accepting payments in yuan.
苹果之所以在其他国家盈利率极高，不仅归功于其雅致的产品，还在于消费者下载的应用、音乐、电影。苹果手机和掌上设备吸引消费者们使用大有利可图的iTunes系统。乍一看，中国市场前途一片大好：去年，应用下载次数增长了3倍，达到了全球总数的18%。自从支持人民币付款后，iTunes应用在中国的营业额也有所增长。
However, Chinese consumers are not parting with many of those
yuan. They expect apps to be free, or at least to be offered on
the “freemium”【注1】 model. App Annie, a technology consultancy,
estimates that payments made per Apple game app average $1.90 in
Japan and $0.67 in America, but just $0.07 in China. This makes
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it hard for Apple’s business model to work there.
然而，中国消费者却不愿多花人民币在iTunes上。他们认为应用就应该是免费的，或至少提供“免费增值”模式版本“。一家科技咨询公司App
Annie估计，每个苹果的游戏应用在日本平均价格为1.9美元，在美国是0.67美元，但在中国则仅为0.07美元。因此，苹果的商业模式很难在中国适用。
Some say Apple should copy an idea from Henry Ford. The great
American carmaker paid his employees enough to afford a Model T.
Will the workers who assemble iPads one day be able to own one?
With wages soaring in China, that may not be a pipe dream. Given
that wages account for only 2% of the retail price, bumping them
up would hardly cripple Apple’s margins. And removing the
“sweatshop” stigma might help its global reputation.
有人说苹果可以借鉴亨利•福特的创意。这位伟大的美国汽车制造商创始人给公司员工发放高工资，使得他们每人都能买得起一辆T模型的汽车。装配iPad的工人有朝一日也能买得起iPad吗？随着中国工资飞速上涨，这也许不再是遥不可及的梦。考虑到薪水只占苹果产品零售价的2%，涨薪对苹果的利润造成的影响微乎其微。此外，摆脱“血汗工厂”的标签也会使其国际声誉受益匪浅。
第 11 页
Apple has arguably helped to modernise Chinese attitudes towards
enterprise and design. Chinese shoppers are eager not only to own
its products but also to learn about the man behind the company;
sales of a biography of Steve Jobs have been huge. Apple may even
have helped nudge the Chinese government towards stricter
protection of intellectual property—though pirated copies of the
Jobs biography were available within days of the original, and
at a fraction of the price.
可以说，苹果使中国人以一种更现代化眼光来看待的企业和设计。中国消费者们不仅迫切地想拥有其产品，也对公司的创始人兴趣浓厚；史蒂芬•乔布斯自传销量庞大。苹果甚至可能推动了中国政府更严格保护知识产权的步伐—尽管在乔布斯传出版几天内，人们只需花费原价的一小部分便可以买到盗版书。
【注1】Freemium is a business model by which a product or service
(typically a digital offering such as software, media, games or
web services) is provided free of charge, but a premium is charged
for advanced features, functionality, or virtual goods.[1][2] The
word "freemium" is a portmanteau combining the two aspects of the
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business model: "free" and "premium".（from Wikipedia) 所谓免费增值模式（Freemium Model），是指提供免费服务的同时，附带升级选项
希望以上资料对你有所帮助，附励志名言3条：
1、要接受自己行动所带来的责任而非自己成就所带来的荣耀。
2、每个人都必须发展两种重要的能力适应改变与动荡的能力以及为长期目标延缓享乐的能力。
3、将一付好牌打好没有什么了不起能将一付坏牌打好的人才值得钦佩。
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