iPhone5s發佈 新款創銷售紀錄
Apple sold 9m of its latest iPhones over the launch weekend, up from 5m last year and a higher number than analysts had expected.
蘋果(Apple)在新款iPhone發佈後的首個週末共售出900萬部這種智能手機，高於去年的500萬部，也高於分析師早前的預期。The figures, boosted by the inclusion of China in the launch, may ease investors’ concerns over the pricing of the cheaper iPhone and customer response to iOS 7, the most radical makeover of Apple’s mobile operating system in years.
這一數據受中國被納入首發市場推動，它可能有助於緩解投資者對於廉價版iPhone定價策略以及顧客對iOS 7（蘋果移動操作系統多年來最重大的一次改變）反應的擔憂。The figures came as Microsoft prepared to launch its latest iPad rival, the Surface 2, and UK retailer Tesco announced its own tablet, the Hudl. Apple is rumoured to be releasing a new iPad next month.
這些數據公佈之際，正值微軟(Microsoft)準備推出與iPad競爭的最新產品Surface 2，英國零售商特易購(Tesco)也宣佈了自己的平板電腦Hudl。有傳言稱，蘋果將於下月發佈新一代iPad產品。
Strong smartphone sales prompted Apple to upgrade its financial guidance for the fourth quarter. It said sales would be “near the high end” of its guidance range of $34bn-$37bn, compared with consensus estimates of $36.1bn, with gross margin at the upper end of its 36 per cent to 37 per cent forecast, which analysts said implied higher than consensus earnings.
智能手機的強勁銷售數據促使蘋果上調了第四季度的財務預期。該公司表示，銷售額將接近其340億至370億美元預測區間的“高端”，而市場的共識預測值爲361億美元；毛利率也將處於該公司給出的36%至37%預測區間的高端，分析師表示這意味着蘋果的利潤將高於市場共識預期。More than 200m people had upgraded their existing iPhones to iOS 7, Apple said. That is twice as many as downloaded its predecessor in its first few days a year ago, when Apple suffered a backlash against its new Maps app.
蘋果表示，超過2億人將自己現有的iPhone升級到了iOS 7操作系統。這相當於一年前iOS 6新推出後幾天內下載量的兩倍，當時蘋果的新地圖應用大受批評。Tim Cook, Apple chief executive, hailed the company’s “best iPhone launch yet” with “a new record for first weekend sales”.
蘋果首席執行官蒂姆•庫克(Tim Cook)歡呼稱，這是該公司“迄今最棒的iPhone新品發佈”，並刷新了“發佈後首個週末的銷售紀錄”。Analysts at Barclays said that Apple rarely, if ever, updated its sales guidance before the end of a quarter, sending a confident signal and implying that its forecast of 29m iPhone sales for the period may be conservative.
巴克萊(Barclays)的分析師表示，蘋果很少在季末之前上調銷售指引，因此此舉發出一個充滿信心的信號，並表明該公司給出的第四季度銷售2900萬臺iPhone的預測或許過於保守。Barclays said in a note to clients yesterday: “We had thought the iPhone number would be smaller given the breadth of the rollout to new geographies and the limited supply stemming from difficulty in assembling the phone with the fingerprint sensor – but this doesn’t seem to be the case.”
巴克萊在昨日發給客戶的一份備忘錄中寫道：“我們曾認爲，iPhone的銷售數據將低於當前水平，因爲納入首發的新市場數量較少，而組裝帶有指紋識別器的手機難度較大，進而導致供應受限——但實際情況似乎並非如此。”The iPhone 5s, which includes a fingerprint reader and new gold colour, has been in short supply since Friday’s launch, while the plastic 5c is still available for a cheaper $99, with a contract in the US.
iPhone 5s內含指紋識別裝置，並有一款金色的新機型。金色款自上週五首發以來一直缺貨。而塑料機身的5c仍然有貨，其在美國的合約價相對較低，爲99美元。Analysts had been concerned after the 5c’s unveiling this month that its unsubsidised price of $550 in the US, and $700 in China, would be too expensive to win over new customers in emerging markets. Apple sold 2m iPhone 5 units in China on the first day there.
分析師們在5c本月面世之後一直擔心，其無合約版在美國高達550美元、在中國高達700美元的定價，對於在新興市場爭取新顧客來說或許過於昂貴。蘋果的iPhone 5在中國上市首日共售出了200萬臺。Apple shares were 3.8 per cent higher at $485.06 in afternoon New York trading.
蘋果股價在紐約股市午盤交易時段上漲了3.8%，至485.06美元。
