为了迎来苹果的下一篇章苹果一直在改革

2014-09-25 16:05:33来源：可可英语

　　APPLE prides itself on constantly re-imagining thefuture, but even the world's leading gadget-makerlikes to dwell on the past too. Thirty years ago SteveJobs commanded the stage at the Flint Centre for thePerforming Arts near Apple's headquarters inCupertino to show off the new Macintosh computer.On September 9th Mr Jobs's successor, Tim Cook,held a similar performance in the same location tothunderous applause. Those invited were given achance to play with the gadgets presented onstage: two new iPhones and a wearable device,called the Apple Watch. “This is the next chapter in Apple's story, ” he said, sounding much likethe young Mr Jobs in 1984.

　　苹果公司以能够不断勾画未来蓝图而自豪，但即使作为世界上最顶尖的小型设备制造商，苹果也难免沉溺于过去。三十年前，史蒂芬·乔布斯在弗林特演艺中心(位于库比蒂诺的苹果公司总部附近)展示Macintosh电脑;今年9月，乔布斯的继任者，蒂姆·库克，在同一个舞台面对千万热情观众举行了一个类似的产品展示活动。被邀请到的人有机会试用展台上的设备：两台新款iPhone和一款叫做Apple Watch可佩戴手表。像当年的乔布斯一样，库克说：“这是苹果的下一篇章!”

　　It may well be true—but not for the reasons most people might think. Consumers, analysts andinvestors have been howling for proof that Apple can still do the magic tricks of the Jobs era;iPad sales have weakened in recent quarters and the iPhone, launched a tech aeon ago in 2007,still generates more than half of the firm's revenues. Yet lost in the maelstrom of snazzy newgadgets, applause and photos was an important shift: this week's announcements showedthat Apple's future will be less about hardware and more about its “ecosystem”—acombination of software, services, data and a plethora of partners.

　　这可能是真的——但原因并非大多数人想的那样。消费者、市场分析员、投资者一直都在极力试图证明苹果可以再创乔布斯时代的传奇;然而，iPad近几季的销量已有所下降，于2007年发布的iPhone掀起了一段科技狂潮，它至今仍然占据苹果公司收入的半壁江山。然而，在充斥着时髦的新产品、掌声、美图的狂潮中，被人忽略的是苹果的重大转型：本周发布会表示苹果未来的重心将从硬件转移到“生态系统”——一个集软件、服务、数据、众多合作伙伴于一体的有机系统。

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