蘋果惹了大麻煩，致歉信的套路可以學一下
後來，有蘋果用戶推測：蘋果此舉是爲了讓消費者購買新款iPhone，而故意降低舊款iPhone性能。
Some customers are unhappy the company has been less than transparent about the performance throttling feature, which they see as a ploy to drive sales of new handsets.
而蘋果方面則稱：這樣做爲了保護手機的電子元器件，通過降低系統能耗，來改善手機電池續航能力，避免意外關機。 但是，蘋果用戶對這樣的說法，並不認可。 根據《洛杉磯時報》的報道，在全球各地，已經有多起針對蘋果的集體訴訟（class-action lawsuits）了。Iphone owners from several states have filed at least nine class-action lawsuits against Apple Inc. for not disclosing sooner that its software updates deliberately slowed down older-model phones so batteries would last longer.
美國數個州的蘋果手機用戶已經發起了9起集體訴訟，控告蘋果公司沒有及早披露蘋果軟件更新會故意放慢舊款手機的速度，以讓電池續航時間更長。
The lawsuits — filed in U.S. district courts in California, New York and Illinois — allege that Apple’s silence led the iPhone owners to wrongly conclude that they had to buy newer, pricier iPhones instead of simply replacing the battery.
在美國加州、紐約州和伊利諾伊州地方法庭的這幾起訴訟控訴：蘋果公司之前的這種沉默操作讓手機用戶誤認爲他們必須買新款、售價更高的蘋果手機，而非更換電池就能解決問題。
Three of the lawsuits were filed by Los Angeles-area residents. One accuses Apple of fraud through concealment and unfair business practices.
其中三起訴訟是由洛杉磯地區的居民發起的。其中一起訴訟蘋果隱瞞事實，且商業操作不公正，因此犯有欺詐罪。
Another accuses Apple of breaching an implied contract — that is, it argues that when people buy iPhones, they do so with the assumption that Apple won't “purposefully interfere with” the phones’ “usage or value.” The lawsuit says Apple did not get iPhone owners’ consent before meddling with the phones’ speed.
另外一起指控蘋果違反了默認契約，即：人們購買蘋果手機時，他們內心是覺得蘋果公司不會“故意干擾手機的用途或價值”。這起訴訟指控蘋果公司沒有得到用戶許可，就干擾了手機使用速度。
The third alleges a slew of misdeeds, including fraud, false advertising and unjust enrichment.
另一起訴訟指控蘋果犯有幾起不正當操作，包括欺詐，虛假營銷，非正當獲利。
眼看用戶的反感不斷髮酵，昨天，蘋果公司緊急在官網上發了封道歉信，聲稱“讓消費者失望了”，並提出針對受影響機型，可以便宜更換電池的補救措施。 一起來看看蘋果完整的道歉信。你的手機是否在受影響之列，補救措施你會接受嗎？2017/8/28 A Message to Our Customers about iPhone Batteries and Performance
關於蘋果電池和性能，致蘋果用戶的一封信
We’ve been hearing feedback from our customers about the way we handle performance for iPhones with older batteries and how we have communicated that process. We know that some of you feel Apple has let you down. We apologize. There’s been a lot of misunderstanding about this issue, so we would like to clarify and let you know about some changes we’re making.
最近，一些用戶就我們對電池老化的手機性能處理方式，以及我們的溝通方式，提出了反饋意見，這些意見我們都聽到了。我們知道，你們當中的有些人覺得蘋果讓你們失望了，我們對此表示抱歉。關於這一問題有許多誤解，因此我們願意澄清，讓你們知道我們正在作出的某些改變。
First and foremost, we have never — and would never — do anything to intentionally shorten the life of any Apple product, or degrade the user experience to drive customer upgrades. Our goal has always been to create products that our customers love, and making iPhones last as long as possible is an important part of that.
首先，我們從未--未來也不會--做任何故意縮短任意一款蘋果產品壽命的事情，或是降低用戶體驗來推動產品的升級換代。我們的目標一直都是創造出顧客喜愛的產品。儘可能提高iPhone的耐用性是這個目標的重要內容。
01 How batteries age
電池是如何老化的？
All rechargeable batteries are consumable components that become less effective as they chemically age and their ability to hold a charge diminishes. Time and the number of times a battery has been charged are not the only factors in this chemical aging process.
所有充電電池都是消耗部件，會隨着化學老化，變得不那麼有效，而且充電續航能力也會慢慢降低。在這個化學老化過程中，電池充電的時間和次數並不是唯一的影響因素。
Device use also affects the performance of a battery over its lifespan. For example, leaving or charging a battery in a hot environment can cause a battery to age faster. These are characteristics of battery chemistry, common to lithium-ion batteries across the industry.
設備使用也會影響電池壽命週期內的性能。例如， 在高溫環境中充電，導致電池老化得更快。這些都是電池化學特性，是整個行業中鋰離子電池的共有特徵。
A chemically aged battery also becomes less capable of delivering peak energy loads, especially in a low state of charge, which may result in a device unexpectedly shutting itself down in some situations.
化學老化的電池不太能夠提供峯值能量負載，特別是在低電量狀態下，會導致手機突然關機。
It should go without saying that we think sudden, unexpected shutdowns are unacceptable. We don’t want any of our users to lose a call, miss taking a picture or have any other part of their iPhone experience interrupted if we can avoid it.
不用說, 我們認爲突然的、意外關機對消費者是不可接受的。我們不希望任何蘋果用戶因爲這些干擾，錯失電話，錯過拍照或任何其他任何瞬間， 所以我們竭力去避免意外關機狀況。
02 Prevent shutdowns避免意外關機
About a year ago in iOS 10.2.1, we delivered a software update that improves power management during peak workloads to avoid unexpected shutdowns on iPhone 6, iPhone 6 Plus, iPhone 6s, iPhone 6s Plus, and iPhone SE. With the update, iOS dynamically manages the maximum performance of some system components when needed to prevent a shutdown. While these changes may go unnoticed, in some cases users may experience longer launch times for apps and other reductions in performance.
大約一年前，在 iOS 10.2.1系統中， 我們發佈了一款新軟件，用來改善峯值時的電源管理能力， 以避免iphone 6, iphone 6 plus, iphone 6s, iphone 6s plus, 和 iphone SE意外關閉。這樣，IOS 就能動態管理某些系統組件的最大性能，以防止關機。雖然這些變化不易察覺，但在一些情況下，用戶需要更長的時間才能打開某項應用，或發現某些性能被降低了。
Customer response to iOS 10.2.1 was positive, as it successfully reduced the occurrence of unexpected shutdowns. We recently extended the same support for iPhone 7 and iPhone 7 Plus in iOS 11.2.
用戶對於 iOS 10.2.1 系統的反應是積極的， 因爲它成功地減少了意外停機的發生。我們最近在 iOS 11.2系統上，對 iphone 7 和 iphone 7 Plus 也加上了相同的支持舉措。
Of course, when a chemically aged battery is replaced with a new one, iPhone performance returns to normal when operated in standard conditions.
當然，把化學性能老化的電池更換成新的，會讓蘋果手機性能恢復到正常狀態。
03 Address concerns
致用戶關切
We’ve always wanted our customers to be able to use their iPhones as long as possible. We’re proud that Apple products are known for their durability, and for holding their value longer than our competitors’ devices.
我們一直希望用戶儘可能長地使用蘋果手機，我們也一直因爲蘋果產品的持久性，比競爭對手更保值而深感驕傲。
To address our customers’ concerns, to recognize their loyalty and to regain the trust of anyone who may have doubted Apple’s intentions, we’ve decided to take the following steps:
針對蘋果用戶的關切，同時感謝消費者對我們一貫的忠誠，重新贏得大家信任，我們決定：
--Apple is reducing the price of an out-of-warranty iPhone battery replacement by $50 — from $79 to $29 — for anyone with an iPhone 6 or later whose battery needs to be replaced, starting in late January and available worldwide through December 2018. Details will be provided soon on apple.com.
蘋果將會讓保固過期的iPhone電池更換價格從79美元降至29美元，持續時間爲1月下旬到2018年12月，並會在明年釋出軟件更新改善這次的錯誤。詳細信息，請見蘋果官網。
--Early in 2018, we will issue an iOS software update with new features that give users more visibility into the health of their iPhone’s battery, so they can see for themselves if its condition is affecting performance.
2018年年初，蘋果將發佈新的軟件更新，增加一些新功能，讓用戶可以看到手機電池的狀況，並能親自看到電池狀況是否會影響手機性能。
--As always, our team is working on ways to make the user experience even better, including improving how we manage performance and avoid unexpected shutdowns as batteries age.
我們團隊也將一如既往地提高用戶使用感受，包括提高手機性能，避免因電池老化而導致的手機意外關機。
At Apple, our customers’ trust means everything to us. We will never stop working to earn and maintain it. We are able to do the work we love only because of your faith and support — and we will never forget that or take it for granted.
用戶的信任對我們來說就是一切。我們也將竭盡努力獲得大家的信任，並勉勵不辜負大家的信任。正是因爲大家的信任和支持，我們才能繼續做着熱愛的事情，對此，我們不會忘記，也不會把這一切視作理所當然。
鑑於，我們是個嚴肅的學習號，我們來看下蘋果這篇公關文有哪些值得學習的地方？ 下面是商英君從這篇公關文中，給大家總結的致歉信金典句式，一起學起來！ 乾貨學起來 致歉信經典句型 We’ve been hearing feedback from our customers about最近，我們聽到顧客對於……的反饋意見 There’s been a lot of misunderstanding about this issue, so we would like to clarify and let you know about
關於這一問題有許多誤解，因此我們願意澄清 It should go without saying that we think…are unacceptable
不用說, 我們認爲……對消費者來說，是不可接受的。 We’re proud that our products are known for their durability, and for…
我們也一直因爲我們產品的持久性和……而深感驕傲。 To address our customers’ concerns, to recognize their loyalty and to regain the trust of anyone who may have doubted our intentions, we’ve decided to take the following steps.
針對用戶的關切，同時感謝消費者對我們一貫的忠誠，重新贏得大家信任，我們決定： At…, our customers’ trust means everything to us.
用戶的信任對我們來說就是一切。 We will never stop working to earn and maintain it. We are able to do the work we love only because of your faith and support — and we will never forget that or take it for granted.
我們也將竭盡努力獲得大家的信任，並勉勵不辜負大家的信任。正是因爲大家的信任和支持，我們才能繼續做着熱愛的事情，對此，我們不會忘記，也不會把這一切視作理所當然。 （本文首發於滬江商務英語公衆號，掃碼關注，即可獲取更多商務英語資訊。轉載請“滬江商務英語”後臺聯繫！）
