多姿多彩的iWatch是否誘惑到你
As a technology firm, Apple spends much of its time reimagining the future, but it also likes to pay tribute to its past. Back in 1984 Steve Jobs, with a luminous mane of black hair, double-breasted suit and green bowtie, commanded the stage at Flint Performing Arts Centre near Apple’s headquarters in Cupertino to show off the new Macintosh computer. On September 9th Mr Jobs’ successor, Tim Cook, balding and in blue jeans, held his own performance in the same location. It was the most significant showcase of Apple’s determination to wow the world since 1984. To thunderous applause, Mr Cook showed off two new iPhones, one of them is a wearable device, which it calls the Apple Watch.
作爲一個科技型公司，蘋果花費了太多的時間來重新設計未來，但對過去的產品，他們依舊充滿萬分的敬意。回想起1984年的史蒂芬•喬布斯，一頭烏黑而又明亮的頭髮，穿着綠色鈕釦、雙排扣西裝的他，在庫比蒂諾市，位於蘋果總部附近的弗林特表演藝術中心的舞臺上向世界展示了麥金塔電腦。在今年九月九日，喬布斯的繼承者，“聰明絕頂”的蒂姆•庫克，穿着一身藍色的牛仔褲，還是在這個地方，完成了屬於他的表演。這對蘋果的命運而言，意義重大的展示，在1984年之後，又一次震驚了世界。在雷鳴般的掌聲下，庫克像我們展示了兩款全新的蘋果設備，其中一款便是可穿戴的蘋果手錶。
It has been four years since Apple introduced a breakthrough product, the iPad. Consumers, analysts and investors have been howling to see proof that Apple can still do the magic tricks of the Jobs era. iPad sales have weakened in recent quarters and the firm has become increasingly reliant on the iPhone, which was launched in 2007. Last year, Apple's smartphones were responsible for more than half of the firm’s revenues.
However, while Apple is the dominant smartphone company in America, some analysts worry that it is losing market share elsewhere. Companies like Samsung, Huawei, Lenovo and LG, which make cheaper phones, and Google’s Android operating system, which runs on 71% of the world’s smartphones, have been luring consumers away from Apple's more-expensive products. The average cost of a new iPhone is $609, compared with $249 for smartphones globally, according to IDC, a market-research firm. That is good for profits, but it places Apple’s future in a luxury niche, traditionally occupied by companies such as Hermès.
但是，當蘋果在美國依舊是智能手機的主宰者的同時，一些令人堪憂的分析卻顯示他們在其他的地方正逐步丟失着市場份額，諸如三星、華爲、聯想和LG等公司正製造着更加廉價的手機，谷歌的開放式安卓系統，以其能在全世界71%的智能手機上完美運行的優勢，正吸引這越來越多的手機消費者開始放棄價格相對較高的蘋果產品。現今，一臺新iPhone的平均售價是609美刀，而根據一個名爲IDC的市場研究公司統計數據顯示，一臺智能手機全球平均價格僅僅只有249美刀。蘋果的定價固然對公司利潤有益，但是這卻將蘋果的未來侷限在了諸如愛馬仕等傳統名牌混跡的奢侈品領域。
The Apple Watch will cater mostly to high-end consumers as well. With a starting price of $349, and only usable alongside an iPhone, it is unlikely to be a product with mass appeal. It is certainly a triumph of design: the tiny device contains sensors that measure the user’s pulse to help in fitness activities, and people can communicate by sending their heartbeat as a new sort of expressive message to other watch-wearers. But another world-beating product it probably is not.
蘋果手錶誕生的目的就是爲了能夠同時迎合普通消費羣體和高端消費羣體。349美刀的起價，並且需要與iPhone連接使用的它，可能不具備太多的大衆吸引力。但是它依舊不失爲一次成功的設計創新：小巧的設備裝有一個可以測量使用者脈搏的傳感器，可以幫助使用者完成健身活動，並且人們可以通過發送他們的心跳頻率作爲一種全新的情感表達方式，與另一位蘋果手錶的穿戴者進行交流與溝通。對於其他世界一流的產品而言，這一點在目前還是無法做到的。
High-quality watches have long been defined by their ability to keep unfailingly accurate time, and Apple Watch is no exception. It uses multiple technologies in conjunction with your iPhone to keep time within 50 milliseconds of the definitive global time standard. And it can automatically adjust to the local time when you travel. Apple Watch also presents time in a more meaningful, personal context by sending you notifications and alerts relevant to your life and schedule.
高級手錶向來以計時精準爲本，Apple Watch 更是如此。它採用多種技術，配合你的 iPhone，與全球標準時間的誤差不超過 50 毫秒。當你跨時區旅行的時候，它會自動調整到當地時間。Apple Watch 還會根據你的日常生活和日程，向你發送相關通知和提醒，更貼近你的需要。
Apple Watch is right there on your wrist, so it makes all the ways you’re used to communicating more convenient. And because it touches your skin, we were able to add a physical dimension to alerts and notifications — you’ll feel a gentle tap when you receive an incoming message. Apple Watch also allows you to connect with your favorite people in some new, spontaneous ways not possible with any other device.
Apple Watch 就在你的手邊，它讓溝通變得更簡單、更方便。我們根據它緊貼你肌膚的特點，特意爲提醒和通知加入了觸覺層面的溝通，例如，在收到信息的時候，你會感覺到來自表背的輕微觸動，就像手錶輕輕 "戳" 了你一下。另外，爲了你和親朋好友之間的緊密溝通，Apple Watch 還開創了多種新奇、自然的全新溝通方式，有別於其它個人設備。
Apple Watch gives you a more complete picture of your all-day physical Activity because it measures more than just the quantity of your movement, such as the number of steps you take. It measures the quality and frequency as well. The three rings of the Activity app show your progress at a glance, and provide all the motivation you need to sit less, move more, and get some exercise. There’s also a separate Workout app for dedicated cardio sessions. Over time, Apple Watch can use what it learns about the way you move to suggest personalized daily fitness goals and encourage you to achieve them. So you can live a better day and a healthier life.
Apple Watch 讓你更全面掌握自己的身體在一天之中的活動情況，它不僅測量行走步數之類的運動數據，還能測量你的運動質量和頻率。活動 app 用三道圓環顯示你的身體活動情況，一目瞭然，最大程度激勵你少坐、多動、常鍛鍊。此外，更有一款體育鍛煉 app 專門用於有氧鍛鍊時使用。Apple Watch 還會自己日積月累，根據你的身體活動情況，爲你量身打造每日健身目標，並全力助你達成，讓你每天都更好、更健康。
When Mr Cook unveiled Apple’s new products, he said they represented the “next chapter in Apple’s story”. But many people still doubt the future of e, under new leadership, may be at the cusp of its own Reformation.
當庫克爲蘋果新的產品揭開面紗的時候，他指出，此次蘋果產品的革新，昭示着蘋果的傳奇進入了新的篇章。但是依舊還是有很多人質疑着蘋果的未來。蘋果，在新的領導團隊之下，可能還在自身改革的風口浪尖之上。
