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Adding to fears of economic slowdown, Apple warns sales will fall short and cites ‘deterioration’ in China

苹果以中国市场的“恶化”为例,警告称销量将达不到预期。



Apple on Wednesday lowered quarterly sales estimates for the first time in more than 15 years, blaming an unexpectedly deep slowdown in China and President Trump’s trade war for the shortfall

周三,苹果公司15年多来首次下调季度销售预期,苹果公司将原因归咎于苹果在中国销售幅度的大幅放缓,以及特朗普总统发起的贸易战。

The announcement suggested not just significant business challenges emerging for Apple, which briefly became the most valuable U.S. company in history last year, but deeper concern about how the trade war might be contributing to a global economic slowdown led by China.

这表明着,去年成为美国历史上市值最高公司的苹果公司正面临着重大的商业挑战,而更令人担忧的是,贸易战可能会导致由中国主导的全球经济放缓。

Apple chief executive Tim Cook said in a letter to investors that Apple “did not foresee the magnitude of the economic deterioration” in Greater China, an area that includes China, Hong Kong and Taiwan. Along with slowed growth there in the second half of last year, Cook said that the “economic environment in China has been further impacted by rising trade tensions with the United States.”

苹果首席执行官蒂姆·库克在致投资者的一封信中表示,苹果“没有预见到”大中华区(包括中国大陆、香港和台湾)“经济恶化的程度”。
库克说,随着去年下半年中国经济增长放缓,“中美贸易紧张局势加剧,进一步影响了中国的经济环境。”

The announcement seems likely to fuel further volatility in the U.S. stock market, where U.S. technology stocks have driven a major correction in recent months. The news Wednesday sent Apple’s stock — as well as the broader market — plunging in after-hours trading.

这一声明可能加剧了美国股市的进一步波动,近几个月来,美国科技股推动了股市的大幅回调。周三,这一消息导致苹果的股价-以及整个市场-在盘后交易中暴跌。

It also comes as the Trump administration and the Chinese are trying — without success — to resolve a simmering trade conflict that has already put nearly half of all Chinese exports to the United States under tariff.

与此同时,特朗普政府和中国正试图解决一场酝酿已久的贸易冲突,但没有成功。这场冲突已使中国对美出口的近一半产品处于关税之下。

Apple is perhaps the most prominent U.S. company to cite the trade war as a factor dragging down its business.

苹果是最著名的美国公司,它认为贸易战是拖累其业务的一个因素。

Greater China accounted for one-fifth of Apple’s roughly $265 billion in global sales in the last fiscal year. That makes Greater China the third-largest market for Apple, although Cook at one point in 2013 said he expected it to “become our first.”

苹果上一财年的全球销售额约为2,650亿美元,大中华区占五分之一。这使得大中华区成为苹果的第三大市场,尽管库克曾在2013年表示,他预计大中华区将“成为我们的第一个市场”。

“Apple is in a lot of trouble,” said Shaun Rein, managing director at the China Market Research Group in Shanghai.

“苹果遇到了很多麻烦,”上海中国市场研究集团董事总经理表示。

Many signs have been pointing to the slowing of China’s economy. The International Monetary Fund predicts China’s economy will grow at 6.2 percent this year, down from 6.9 percent in 2017, but some analysts say the decline will be even more dramatic.

许多迹象表明中国经济正在放缓。国际货币基金组织预测,中国经济今年将增长6.2%,低于2017年的6.9%,但一些分析师表示,降幅可能会更大。

Apple’s warning suggests one way that the slowdown could reach the United States. China has the second-largest economy in the world and is the third-largest buyer of U.S. exports after Mexico and Canada, meaning that what happens can quickly affect U.S. growth and employment.

苹果公司的警告表明,经济放缓可能会波及美国。中国是世界第二大经济体,也是美国出口的第三大买家,仅次于墨西哥和加拿大,这意味着任何出现的情况可能会迅速影响美国的增长和就业。

A number of other prominent companies, including Ford, Walmart, United Technologies and Honeywell, have cited the trade war as hitting their businesses. But while most of these companies have been hurt because they have to pay more to import products, Apple’s situation is more complex.

福特、沃尔玛、联合技术公司和霍尼韦尔等多家知名企业都表示,贸易战伤害了它们的业务。这些公司中的大多数不得不为进口产品支付更多的费用,但苹果的处境更为复杂。

Cook personally lobbied Trump for months to spare his company from tariffs targeting products imported from China and expressed optimism that the trade war’s impacts would prove temporary.

库克个人数月来游说特朗普,希望他的公司不受关税的影响,并表示贸易战争的影响将会是暂时的,他个人持乐观态度。

But Apple is feeling the effects now because the trade war has slowed China’s economy so much that Chinese consumers are buying fewer smartphones.

但苹果现在感受到了这种影响,因为贸易战严重拖累了中国经济,中国消费者购买的智能手机越来越少。

“Trump really does think tariffs are a good thing, and that’s scary for the economy,” said Phil Levy, who served as an economist in the George W. Bush administration. “Companies thought tariffs would just be temporary. Now it’s dawning on them that’s not the case and they have to react.”

“特朗普确实认为关税是一件好事,但这对经济来说是可怕的,”曾在小布什政府担任经济学家的菲尔利维说。美国公司认为关税只是暂时的,但现在他们明白了事实并非如此,他们必须做出行动。

Trump has previously threatened to place hefty tariffs on all Chinese products coming into the country — including iPhones — if Beijing doesn’t make a deal by early March.

特朗普此前曾威胁说,如果北京方面在3月初之前不达成协议,他将对所有进入美国的中国产品——包括iphone——征收高额关税。

With Apple’s stock falling more than 7 percent in after-hours trading, investors Thursday will likely be asking if this is a preview of what other technology, retail, auto and manufacturing companies are facing.

随着苹果股价在盘后交易中下跌逾7%,投资者周四可能会问,这是否预示着其他科技、零售、汽车和制造业企业将面临同样的困境。

Apple is no longer the most valuable company in the United States. It now trails Microsoft and Amazon. Some analysts say Apple is getting hurt in China as consumers there prefer to buy Huawei phones, a top Chinese brand.

苹果不再是美国最有价值的公司。现在它落后于微软和亚马逊。一些分析师表示,由于中国消费者更喜欢购买中国顶级品牌“华为”的手机,苹果在中国正在受到打击。

The company lowered its revenue guidance to $84 billion, compared with its previous revenue estimate of between $89 billion and $93 billion. The news halted trading of Apple’s stock late Wednesday and comes as Apple is set to unveil final earnings at the end of January.

该公司将收入预期下调至840亿美元,而此前的收入预估在890亿美元至930亿美元之间。苹果股票周三晚间暂停交易,苹果将于1月底公布最终收益。

Consumers aren’t springing to buy Apple’s newer, faster, pricier iPhones as soon as they hit the market, said Ben Bajarin, a tech analyst at Creative Strategies

新战略公司的科技分析师本·巴加林说;“消费者不会在产品一上市就急于购买最新的、速度更快的、价格更高的苹果手机”

“It’s happening in every major market, not just the U.S. They’re being hit by consumers holding on to these devices and not feeling the need to upgrade,” Bajarin said.

巴加林说:“这种情况发生在每个主要市场,不只是美国。消费者持有这些设备,却觉得没有必要升级,故而对手机制造商造成了冲击。”