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Apple Cuts Revenue Forecast Because of Slow iPhone Sales in China

由于iPhone在中国销售缓慢,苹果削减了营收预期

SAN FRANCISCO — Apple reduced its revenue expectations for the first time in 16 years on Wednesday because of poor iPhone sales in China, an unexpected development that underscored the slowing of China’s economy and raised fears of further turmoil in global markets.

由于iPhone在中国销量不佳,这星期三苹果十六年来第一次下调了营收预期,这个意外凸显了中国经济的放缓,引发了对全球市场动荡加剧的担忧。



It is not clear whether this is a problem particular to Apple or whether China’s slowing economy will affect other American companies, especially the tech giants and Detroit automakers. Either way, investors are bound to grow nervous, especially after the stock market’s recent gyrations. Tech stocks, which drove much of the bull market of the past few years, have become a drag on it.

不知道中国的经济放缓是只会影响到苹果,还是也会影响其他美国公司,尤其是科技巨头以及底特律汽车商们。反正投资者们是焦虑了,何况近期股市还发生了波动。科技股在过去的这些年主导了大部分牛市,不过现在已经成为了累赘。



With more than 40 stores and hundreds of millions of iPhones sold in the country, few American companies have been as successful as Apple in China — or have as much to lose. China is Apple’s third-largest market, with nearly $52 billion in sales in the company’s most recent fiscal year, mostly from iPhone sales.

在一个国家拥有超过40家商店,以及数亿手机销量,很少有美国公司能像苹果这样在中国大获成功——不过爬的越高摔得越惨。中国是苹果的第三大市场,苹果上个财年在中国营收接近520亿美元,主要就靠卖iPhone。

The company said it expected revenue of about $84 billion in the quarter that ended Saturday, down from a previous estimate of $89 billion to $93 billion. That would be a nearly 5 percent decline from the same quarter a year ago.

苹果公司言明,已于上周六结束的第四财季的营收,大概为840亿美元,少于此前预期的890亿到930亿。与前一年同比下降了5个百分点。



The iPhone was exempt from the first round of tariffs on products built in China. But Mr. Cook said Wednesday that trade tensions and accompanying volatility in global markets had weighed on Chinese consumers and Apple’s profits.

iPhone在针对中国制造的第一批关税名单中是被排除的,不过库克这周三说了,贸易压力和全球市场波动正在压榨中国消费者和苹果的利益。

The company’s other revenue sources, including iPad, Mac and software sales, together increased nearly 19 percent in the quarter. In the United States and other developed markets like Germany and South Korea, Apple said, it actually had record revenues. The company recently said it would end a longtime custom and no longer break out unit sales of iPhones, a change that rattled investors.

这家公司的其他营收来源,包括iPad,Mac,软件销售,在上个季度里一共增长了19%。苹果公司表示,这在美国和其他如德国、韩国这样的发达国家市场,创造了营收纪录。该公司近期表示将改变长期策略,不再深耕于手机产品,这在投资圈引起了震动。

While Apple posted roughly flat global sales growth of the iPhone in the third quarter, Chinese rival Huawei jumped 33 percent from the same period a year earlier, according to the market research firm Counterpoint. The figures helped Huawei maintain its status as the second-largest smartphone maker in the world behind Samsung, which posted a 13 percent fall in sales in the same quarter.

依据市场分析公司Counterpoint的数据,当苹果的iPhone全球销量在第三季同比持平时,来自中国的竞争对手华为却同比增长了33%。这数据帮华为奠定了其全球第二大手机制造商的地位,仅次于同季营收同比下降了13%的三星。

Huawei has grown despite the China slowdown, as the company has looked to other markets. In the third quarter, its sales rose 13 percent in China but 60 percent outside the country.

作为一家正放眼其他市场的公司,中国经济虽然放缓了,华为却还在增长。在第三季,它在中国的营收涨了13%,在其他国家却涨了60%。

Finding signs of nervousness about spending in China is not hard, especially among the high-end consumers who dominate the purchase of Apple’s costly phones and laptops, which are far more expensive than local brands.

在中国,消费降级的迹象并不难找,尤其是在那些消费苹果产品的高端消费者群体中,苹果的手机和笔记本电脑远比他们的本土品牌昂贵。

Many expensive restaurants in Beijing and Shanghai seemed almost empty in early December. Room rates at five-star hotels in both cities, which oscillate continuously in internet pricing these days based on demand, suddenly tumbled in early December, and executive lounges emptied.

很多北京、上海的高价饭店在12月初的时候看上去都空了。这两座城市的五星级宾馆,其价位也在这些天随着需求而不断波动,其入住率在12月初突然下跌,商务包间都没人住了。

Car sales fell in September, October and November by record percentages from a year earlier, with each month worse than the last. Car executives say early information shows December was a terrible month for sales as well. Automakers like General Motors, Ford and Volkswagen all rely heavily on the Chinese market and have reported nose-dives in their sales in recent months.

车辆销量在9月到11月期间同比下跌,一个月比一个月差。汽车高管预估,12月的情况会一样糟糕。像通用、福特、大众这种深度依赖中国市场的汽车制造商,在这几个月也都出现了销量下滑的情况。



The Trump administration has so far avoided imposing tariffs on smartphones from China. But if that happens, Apple, with its almost complete dependence on factories in mainland China, could find itself at a disadvantage to its global archrival, Samsung, which makes its phones in a wider variety of countries.

目前川普政府并没有对来自中国的智能手机征税。但一旦征了,那完全依赖于中国大陆工厂的苹果公司,可能会在与全球性对手三星的竞争中陷入劣势,因为三星在很多国家都生产手机。

“If people aren’t buying iPhones, they’re probably not buying everything else,” Mr. Zandi said. “It symbolizes how deep China’s economic problems are, and we can connect the dots right back to the trade war.”

“如果人们不买苹果手机了,他们可能并不是在买其他任何东西。”詹迪说道:“这显示出中国的经济问题到底有多严峻,我们可以把这些都关联到贸易战上。”