蘋果財報慘淡 新iPhone能否力挽狂瀾

SAN FRANCISCO — Have consumers lost their affection for Apple gadgets, or are they just waiting for the new iPhones to come out in September?

舊金山——消費者對蘋果(Apple)設備失去熱情了嗎，還是說他們只是在等新iPhone在9月上市？

Every one of Apple’s major hardware businesses posted declines in the three months that ended in June, the company reported Tuesday.

蘋果公司週二發佈的財報顯示，在截至6月底的三個月裏，公司所有重要硬件業務的成績均出現了下滑。

The number of iPhones sold dropped 15 percent, compared to the same quarter a year ago, and revenue plunged 23 percent as customers switched to cheaper iPhone SEs. The number of Macs sold fell 11 percent, and the number of iPads fell 9 percent. And sales of the Watch, Apple’s newest product, plunged 55 percent compared to the previous year, according to the research firm IDC, which published its own assessment on Friday since Apple does not break out its smartwatch sales.

隨着消費者轉向價格更便宜的iPhone SE，iPhone的總體銷量比去年同期減少15%，營收暴跌23%。Mac電腦的銷量減少11%，iPad銷量減少9%。研究公司IDC的數據還顯示，蘋果最新的產品Apple Watch的銷售額同比大跌55%。蘋果公司不單獨發佈智能手錶的銷售狀況，IDC在週五發佈了自己的評估數字。

Just about the only bright spot for the company in its fiscal third quarter was its services business, which includes its iCloud storage business, Apple Music and Apple Pay. Revenue in the segment rose 19 percent to $6 billion, and Apple predicted strong future growth as it markets services to the owners of the more than 1 billion Apple devices in use.

包括iCloud存儲、Apple Music和Apple Pay在內的服務業務，大概算是蘋果公司第三財季報告中唯一的亮點。這部分業務的營收增長了19%，達到60億美元。蘋果預測，隨着公司向超過10億的蘋果設備使用者宣傳這些服務，這項業務未來還會有勢頭強勁的增長。

Overall, the company posted revenue of $42.4 billion, down 15 percent compared to the same quarter last year. Net income was $7.8 billion, or $1.42 a share, down 27 percent. That was less weakness than Wall Street had expected after Apple’s dismal performance last quarter, and the company’s stock rose 7 percent in after-hours trading.

蘋果公司發佈的第三財季總營收爲424億美元，相比去年同期減少15%。淨收入爲78億美元，即每股1.42美元，下跌了27%。這樣的業績並沒有華爾街在蘋果上季度表現低迷之後做出的預測那麼疲軟。公司股價在盤後交易中上漲了7%。

Apple’s chief financial officer, Luca Maestri, said the numbers were not as bleak as they looked, as Apple held back on shipments to retailers, particularly in China, so that the stores could clear out their existing inventory of Apple gear. On that basis, iPhone sales were down only 8 percent, Maestri said.

蘋果首席財務官盧卡•馬埃斯特里(Luca Maestri)表示，這些數字不像看起來那麼慘淡，因爲蘋果放慢了向零售商發貨的節奏，尤其是在中國，目的是讓這些商店清掉目前的蘋果設備庫存。馬埃斯特里稱，將這一因素計算在內的話，iPhone的銷售量僅下降了8%。

Apple’s dismal results, which mirror its performance last quarter, were partly a result of the company’s position at the end of its product cycle. In September, it is expected to announce major upgrades to its iPhone hardware and software, something that happens every two years. Many Apple customers hold off buying a new phone in the months before a big release so that they can get the newest model.

蘋果之所以出現與上季度類似的慘淡業績，部分原因在於公司正處在產品週期的末段。預計蘋果將在9月份宣佈iPhone硬件和軟件的重大升級。這樣的升級基本上兩年進行一次。在進行重大發布之前的這幾個月裏，許多蘋果產品消費者會推遲購買新手機的時間，以便購得最新型號的產品。

But Apple is also wrestling with longer-term issues. The smartphone market in developed countries like the United States is saturated, newer markets like India buy hardly any iPhones, and China, long a source of growth for Apple, is itself slowing down.

不過，蘋果也在努力應對一些更長期的問題。在美國等發達國家，智能手機市場趨向飽和，而印度等更新的市場的消費者則很少購買iPhone。作爲蘋果長期增長源頭的中國，本身經濟也在放緩。

The iPad is in long-term decline as consumers switch away from tablet computers to bigger smartphones instead. Personal computers of all makes and models have also been struggling for years.

隨着消費者放棄購買平板電腦而選擇尺寸更大的智能手機，iPad的銷售呈現長期縮水的趨勢。各品類與型號的個人電腦的銷售也陷入了困境。

Apple has been cutting prices of important products in an effort to bolster sales, but that has done little to reverse the tide.

蘋果一直在降低重要產品的售價，以便拉動銷售，然而這對於扭轉趨勢幾乎沒什麼幫助。