苹果预计：iPhone销量将首次下滑

 　　Apple has reported the slowest growth in iPhone sales since the product’s 2007 launch and warned sales will fall for the first time later this year.

　　苹果公司近日发布财务报告，称iPhone手机销量增长率达到自2007年该产品发布以来的最低值，还将史无前例地陷入销量下滑的境地。
　　The US tech giant sold 74.8 million iPhones in its fiscal 1 first quarter, compared with 74.5 million a year ago.
　　苹果这一美国科技巨头在第一财政季度卖出了7480万部iPhone手机，上一年卖出了7450万部。
　　Apple said revenue for the next quarter would be between 50bn dollars and 53bn dollars, below the 58bn dollars it reported for the same period a year ago.
　　苹果公司称下个季度的收入将会在500亿到530亿美元之间，低于去年同期的580亿美元。
　　This would mark Apple’s first fall in revenues since it launched the iPhone.
　　这或许是苹果手机自推出以来首次收益下降。
　　Despite first-quarter iPhone sales being below the 75 million expected by analysts 3, it was still a record quarter for the company.
　　尽管第一季度iPhone销量低于分析师预期的7500万部，但仍然创造了本季度的记录。
　　Apple revenue in the three months to 26 December was 75.9bn dollars and net profit was 18.4bn dollars, both of which are the highest ever recorded by the company.
　　截止到12月26日前的第一季度，苹果的收入为759亿美元，净收益为184亿美元，这两项都达到了公司有史以来的最高记录。
　　Sales of iPhones accounted for 68% of the company’s revenue in the period.
　　在此期间，iphone的销量占公司收入的68%。
　　Apple boss Tim Cook credited "all-time record sales of iPhone, Apple Watch and Apple TV" for the performance.
　　苹果首席执行官蒂姆·库克表示自己相信“苹果手机、智能手表和苹果电视在销量上一直以来的”表现。
　　But the firm’s chief financial officer, Luca Maestri, said the company was operating in "a very difficult macroeconomic environment".
　　然而苹果首席财务总监卢卡·马斯特里表示“公司在不景气的宏观经济环境下举步维艰。”
　　He added that "iPhone units will decline in the quarter" and that the company was not projecting beyond those three months.
　　他还补充道“第一季度，iPhone的销量将出现下滑”，直言公司尚未拟定后三个季度的销售计划。
　　Mr Maestri partly blamed the strong US dollar for Apple’s flat sales, estimating it had knocked 5bn dollars off the company’s revenues.
　　马斯特里还将iPhone销售业绩如此平庸的部分原因归咎于美元的强势，据其估计，由此导致苹果公司损失了50亿美元。
　　Analysis by BBC technology correspondent Rory Cellan-Jones:
　　以下是BBC科技新闻记者罗里·卡兰·琼斯对此事的分析：
　　Any other company announcing record profits and revenues might expect a warm welcome from investors 4. But now that Apple has scaled so many peaks the worry is that the only way is down - and there’s evidence in these figures to back up those concerns.
　　世上任何一家公司取得营收和利润记录都会受到投资者的热烈欢迎。然而对于已经创下诸多记录的苹果，人们自然担忧其除了业绩下滑已无路可走--苹果公布的各项数据也提供了有力的证据。
　　Sales of the iPhone, surely the single most profitable product any company has produced, were basically flat. What’s more, the revenue outlook for the next three months indicates we can expect the first fall in sales since the iPhone’s 2007 launch.
　　毫无疑问，iPhone是史上利润最高的智能手机，如今其销量的增长却变得非常平庸。雪上加霜的是，今后三个月的销量前景依旧不容乐观，业界预测iPhone手机今年第一季度的销量将下滑，这是自2007年iPhone发布以来绝无仅有的情况。
　　Then there’s China - still growing but far more slowly. The iPhone is still an object of desire there, but at a time when Apple says it’s seeing softness in the economy, the attractions of cheaper rivals from local firms like Xiaomi may grow.
　　于是话题又回到了中国身上--iPhone在中国的销量仍在上升，但上升得愈发缓慢。iPhone在中国仍然是抢手货，不过苹果公司表示中国经济不景气，本土价格更为低廉的手机，例如小米，变得越来越有吸引力。
　　Of course, the worries about "peak iPhone" have surfaced before and evaporated with the hugely successful iPhone 6. Last year’s upgrade to the 6S was a minor 5 one, and we can expect something more radical 6 in September.
　　当然业界也曾有过对“iPhone手机销量登峰造极”的担忧，iPhone6的大获成功令这些担忧纷纷销声匿迹。去年，iPhone6S推出后的反响不及iPhone6，人们纷纷期待今年九月苹果推出更具颠覆性的产品。
　　But the pressure is now mounting on Apple to deliver another blockbuster product to keep the profit engine running.
　　然而如今苹果公司却面临着推出新的王牌产品，保证营收利润的莫大压力。
　　The Apple watch will not fill that role - we’ve still not even heard any sales figures for the product.
　　目前Apple watch难当此任--该产品的销量数据甚至尚未面世。
　　Perhaps the 1,000 engineers rumoured 7 to be working on an Apple Car will come up with the exciting innovation which Apple’s fans and investors await with growing impatience 8.
　　正当苹果粉丝和投资者逐渐失去耐心之时，苹果召集1000名工程师研制Apple汽车的消息令人为之一振。
　　Chinese ’softness not seen before’
　　中国市场的疲软‘前所未见’。
　　Apple’s sales in Greater China - defined by the company as China, Hong Kong and Taiwan - rose 14%, but that was much slower than the 70% increase a year ago.
　　苹果在整个中国区(包括中国大陆，香港和台湾)的产品销量增长了14%，大大低于去年70%的增长。
　　Mr Maestri said the softness in China was "something that we have not seen before", Reuters reported.
　　据路透社报道，马斯特里表示中国业绩的疲软“出乎公司的意料”。
　　China accounts for almost a quarter of Apple’s sales, more than all of Europe combined.
　　苹果产品在中国的销量约占其全球总销量的四分之一，比整个欧洲加起来都要多。
　　’Mother of all balance sheets’
　　‘理想的资产负债表’
　　The profitability of Apple’s business improved, with gross margin 9 - or how much the company makes per product - increasing to 40.1%.
　　苹果的盈利仍呈上升趋势。苹果公司产品的毛利率，或者说每款产品赚的钱上涨了40.1%。
　　Geoff Blaber, an analyst 2 at CCS Insight, said Apple was "generating industry defying margins 10" and had cash of almost 216bn dollars.
　　来自CCS Insight的分析师杰奥夫·布拉伯尔称，苹果“的利润率对业界来说简直是天方夜谭”，户头现金达到了2160亿美元。
　　Speaking to analysts, Mr Cook said the company had "the mother of all balance sheets" and that its financial position had never been stronger.
　　库克和分析师聊天时说到苹果公司的资产负债表是“最理想的资产负债表”，其财务状况从未如此良好。
　　Apple’s shares were down 2.7% in after hours trading at 97.28dollars.
　　苹果公司的股价一度维持在97.28美元，后下降了2.7%。
　　Daniel Ives, an analyst at Capital Markets who owns shares in Apple, said given the "white knuckles 11 fears" ahead of the results, he would "characterise the overall headline performance as better than feared".
　　Capital Markets的分析师丹尼尔·艾维斯持有苹果公司的股份，称虽然白璧微瑕，自己更愿意将“苹果整体业绩评为良好，没有预计的那么差。”