中國市場放緩 蘋果旗艦轉向印度

As the smartphone market in China slows, Apple has taken a big step towards expanding its presence in India by applying for official government permission to launch its first flagship retail store in the country.

隨着中國智能手機市場放緩，蘋果(Apple)向拓展印度市場邁出了一大步。蘋果已向印度政府提出申請，希望在該國開設首家旗艦零售店。

The move underlines a broader search for new growth markets for Apple, at a time when some Wall Street analysts predict iPhone sales might fall this year, for the first time in its history.

在部分華爾街分析師預測今年iPhone銷量將出現自問世以來的首次下滑之際，此舉突顯蘋果正在廣泛地尋找新的增長市場。

The world’s most valuable business by market capitalisation has steadily increased its operations in India over recent years but the long-awaited decision to open a shop is likely to be viewed as a clear statement that Apple plans to expand more aggressively in the fast-growing Asian market.

以市值計，蘋果是全球最有價值的公司。蘋果近年來已在穩步擴大在印度的業務，但在印度開店這個迎合外界長久期待的決定，很可能會被視作一個明確表態，表明蘋果計劃更加積極地在快速增長的亞洲市場上拓展。

Apple confirmed it had filed an application to India’s department of industrial policy and promotion, which, if accepted, would allow it to open its first solo branded retail outlet.

蘋果證實已向印度工業政策和促進部提交申請，如果獲批，將可以在印度開設首家品牌專賣店。

Until recently, Apple’s relatively expensive iPhones have struggled to compete in India’s cost-conscious electronics market, winning a reputation as a prized status symbol among affluent buyers but at prices beyond the reach of ordinary consumers.

直到最近，蘋果相對較貴的iPhone在印度注重價格的電子產品市場上還難以與其他產品抗衡。它在富裕買家中被視作重要的地位象徵，但其價格超出普通消費者的承受能力。

In the longer term, however, Apple views India as the most likely replacement for the booming sales in China that have powered its rise over recent years. Analysts say smartphone sales in China are levelling off, as are those in industrial economies.

但從較長期來看，蘋果將印度視作中國市場最可能的替代者，正是蓬勃發展的中國市場爲蘋果近幾年來的上升提供了動力。分析師表示，與在工業化經濟體一樣，智能手機在中國的銷量也趨於穩定。

India’s smartphone sector boomed during 2015, becoming the world’s fastest growing market for the devices. Roughly 250m Indians own smartphones, a level expected to double by 2018, according to industry estimates.

2015年印度智能手機行業發展興旺，成爲全球增長最快的智能手機市場。約有2.5億印度人擁有智能手機，據業內人士估計至2018年這一數字將增加一倍。

Apple responded by bolstering its marketing and shaking up its distribution network. It also launched a big advertising campaign for its iPhone 6S, which it sold mostly via online retailers and high-street phone shops.

針對印度市場狀況，蘋果加強了市場營銷力度，重組了分銷網絡，並舉辦了一場iPhone 6S大型推廣活動。目前蘋果主要通過在線零售商和手機店銷售iPhone 6S。

The company has viewed India’s market as too small and complex to sustain its high-end shops but has experimented with “store-in-store” mini-shops, in partnership with retailers.

過去蘋果認爲印度市場規模過小也太複雜，不適合自己開設高端商店，因此一直與零售商合作，採取“店中店”的迷你店鋪形式。

The application is also likely to raise speculation that Apple may soon begin to manufacture in India. Foxconn, the Taiwanese contract manufacturer that makes most iPhones, announced plans to set up factories in India last year.

蘋果此番申請開設門店還可能引起猜測，蘋果可能很快會開始在印度生產。爲蘋果製造大部分iPhone的臺灣合同製造商富士康(Foxconn)去年宣佈計劃在印度建廠。