蘋果發佈新款iPhone和超大屏幕iPad
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.
蘋果(Apple)在對其旗艦智能手機產品進行年度升級之際，也對Apple TV和iPad產品作出了重大設計改動，近年後兩款產品的表現不如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.
伴隨着iPhone 6S的推出，蘋果推出了一款12.9英寸屏幕的超大尺寸iPad，以及一款新的Apple TV電視機頂盒。新款iPad包括了一個鍵盤外殼，以及一款99美元的觸碰筆，而Apple TV配備了運動感知控制器、Siri聲控功能以及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.
號稱“下一代多觸碰技術”的新型“3D觸碰”(3D Touch)界面會檢測施加在iPhone屏幕上的壓力大小，據此創建新的快捷方式——比如“瞅一眼”電子郵件和直接跳轉至自拍相機。
While the iPhone’s external casing did not see any changes, internal updates include a new camera, faster fingerprint reader and accelerated A9 processor.
儘管該款iPhone外形看不出多大變化，但其內部升級包括一款新的攝像頭、更快的指紋識別器以及速度更快的A9處理器。
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.
蘋果首席執行官蒂姆錠克(Tim Cook)試圖打消人們的懷疑：在過去一年銷量快速增長35%之後，iPhone是否還能保持增長勢頭。
“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.”
“你如何延續這樣的成功？我有好幾次都被問到這個問題。”庫克表示。“沒有一款產品與創新的關係比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.
庫克表示，過去一年裏iPhone在華銷量增長了75%。目前，投資者日益擔憂蘋果在其最重要的成長型市場的前景。
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分析師傑夫布拉波(Geoff Blaber)表示，儘管只提供了“漸進式的改進”，但蘋果已“多次證明，在蘋果品牌和生態系統的支撐下，這種產品升級循環是成功的”。
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.
蘋果對新產品領域發起的最大沖鋒，則留給了iPad和Apple TV——儘管兩者的財務表現沒有iPhone那麼突出。過去兩年，iPad的銷量出現了下滑。
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電視機頂盒定價150美元，其所用的新電視操作系統tvOS基於iOS。在這一操作系統上，人們將看到多樣性不亞於Netflix和HBO點播電視的各種應用、包括《星球大戰》(Star Wars)和《吉他英雄》(Guitar Hero)在內的各種遊戲、甚至還有來自空中食宿(Airbnb)和Gilt這類網站的電子商務服務。
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.
對於一度革命性的iPad，在蘋果難以提振其不斷萎靡的銷量之際，該公司已改變了對平板電腦應如何適應職場生活的看法，接近了由其死對頭微軟(Microsoft)開創的思路。
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.
週三，在比爾格雷厄姆市政禮堂(Bill Graham Civic Auditorium)裏，蘋果高管們炫耀擁有更大屏幕的新款iPad Pro，包括觸控筆和可拆卸鍵盤——最初以簡約純粹的觸屏設備爲賣點推出iPad時，該公司一度對這類配件不屑一顧。
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)的純粹美學曾對2010年問世的初代iPad起到重要作用。他在談及其他公司的設備時曾說：“如果你看到一支觸控筆，那就說明他們搞砸了。”
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.
預計11月上架銷售的iPad Pro擁有比之前的11寸屏幕更大的12.9英寸屏幕，能夠並列運行兩個“窗口”，便於職業人士進行多任務處理——微軟(Microsoft)已經提供這一功能。
