双语新闻：苹果30亿美元收购Beats是祸还是福

2014-06-04 17:59:07来源：可可英语

　　We heard the rumors three weeks ago, but now it's official: Apple is buying music headphone maker Beats for $3 billion.

　　三周前就有传言，现在终于得到了官方证实：苹果公司(Apple)以30亿美元收购音乐耳机制造商Beats。

　　"I've always known in my heart that Beats belonged with Apple," Beats co-founder Jimmy Iovinesaid in a statement on Wednesday.

　　Beats联合创始人吉米o艾欧文在周三发表的一份声明中表示：“我内心一直都认为，Beats应该属于苹果。”

　　Industry insiders seemed to agree that while Apple (AAPL) may have overpaid for Beats, buying the company was a savvy decision.

　　业内人士似乎也同意这种观点，尽管苹果对Beats的出价可能过高，但收购这家公司是一个聪明的决定。

　　"To a certain extent they're buying some brand equity, some positioning in the market with the younger generation, with the hip-hop generation," said Van Baker, a Gartner research analyst. It's a demographic that has proven to be a tougher sell for Apple than middle-aged customers.

　　高德纳(Gartner)分析师范o贝克称：“在某种程度上，他们购买的是品牌价值，是在年轻嘻哈一代中的市场地位。”事实证明，相比中年消费者，苹果产品更难打动嘻哈一代。

　　Dean Crutchfield, a branding specialist and founder of marketing firm DCA Growth Advisors, lauded Apple's acquisition simply because it was a bold move. After three years on the job, Tim Cook, Apple's CEO, has finally set himself apart from his from his predecessor, Steve Jobs. Cook, an understated business-type, had overseen Apple through a few upgrades to its iPhone, iPad and Mac computers. But he hadn't really left much of an imprint on the company aside from relatively minor tweaks.

　　市场营销公司DCA Growth Advisors创始人、品牌专家迪恩o克拉奇菲尔德赞赏苹果公司的这笔收购，因为它是一个大胆的举措。蒂姆o库克担任苹果CEO三年之后，终于走出了前任史蒂夫o乔布斯的光环。低调的库克带领苹果公司对iPhone、iPad和Mac电脑进行了多次升级。但除了相对较小的调整之外，他没有在苹果公司身上打上太多属于自己的烙印。

　　Buying Beats changes that equation. Until now, Apple has never made a multi-billion dollar acquisition. Instead, it has generally bought small companies and absorbed their talent. Jobs would have probably have tried to do the same in the audio and music streaming business, Crutchfield said. Rather than buying Beats, he would have tried to build a rival in-house.

　　收购Beats改变了这种情形。到目前为止，苹果还没有进行一笔几十亿美元的收购。相反，苹果只是购买了一些小公司，然后吸收他们的人才。克拉奇菲尔德表示，乔布斯可能曾经尝试开展音频与音乐流媒体业务。但他的选择不会是收购Beats，而是在内部为Beats培养一个竞争对手。

　　"I think Steve Jobs was Apple-centric, but Cook said instead, 'Let's buy a brand,'" Crutchfield said.

　　克拉奇菲尔德说：“我认为，乔布斯是以苹果为中心;相反，库克会说：‘我们去收购一个品牌吧。’”

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