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2000元迷你iPhone能让苹果中国份额翻三番

来源:财富中文网 编辑:shaun   可可英语APP下载 |  可可官方微信:ikekenet

Adding to the growing literature of sell-side analysts who think the answer to Apple's (AAPL) market valuation woes (down 35% since September) is a low-cost iPhone, MorganStanley's Katy Huberty has looked at China, the world's largest smartphone market, and done the math.

苹果(Apple)正面临着市值跳水的窘境,苹果股价从去年9月至今已下跌了35%。众多卖方分析师纷纷献计献策,现在甚至有人建议苹果推出廉价iPhone。摩根士丹利(Morgan Stanley)公司的凯蒂?休伯蒂对中国这一全球最大的智能手机市场进行了分析,并给大家算了一笔账。
She made several points in a note to clients Tuesday that struck me as new:
周二,她在给客户的一封信里提出了下面几个观点,令我耳目一新:
Contrary to the consensus view -- which assumes that smartphones in China will only get cheaper -- she cites research showing that the average selling price stablized last yearand has actually started to increase as Chinese users trade up to higher-quality smartphones.
人们大多认为,中国的智能手机只会越来越便宜。与此相反,她援引一些研究结果,表明去年中国智能手机的平均售价趋于稳定。同时随着中国用户开始购买品质更好的智能手机,售价实际上已开始走高。
That Apple could launch a 2,000 yuan ($330) iPhone mini and be competitive with flagship products from Lenovo, Huawei, ZTE and Coolpad.
苹果公司可以推出一款售价2,000元人民币(330美元)的迷你iPhone,这样就能和联想(Lenovo)、华为(Huawei)、中兴(ZTE)和酷派(Coolpad)的旗舰产品相抗衡了。
That even at a lower profit margin (say, 40%) and a 1/3 cannibalization rate (i.e. customers buy one third fewer full-priced iPhones), the cheaper iPhone would increase Apple'srevenue and gross profits (see her spreadsheet above).
就算利润率更低(比如40%),并且替代率为1/3(即全价iPhone的客户流失三分之一),低价iPhone也能提高苹果的营收和毛利润(见上表)。
That an iPhone mini and a LTE license from the Chinese government this year or next could finally persuade China Mobile (CHL), with 700 million subscribers, to cut a deal with Apple.
推出迷你iPhone后,加上中国今年或明年颁发LTE执照,就能最终说服拥有7亿用户的中国移动(China Mobile)和苹果签约。
If all this comes to pass, Huberty estimates that Apple's addressable smartphone market in China, which had dwindled to 10%, could triple to nearly 30%.
如果上述情况都变成现实,休伯蒂估计苹果在中国智能手机市场上已跌至10%的份额将会提高三倍,达到近30%。
This assumes, of course, that Apple can find a way to build a $330 iPhone with cheaper parts, a slower processor, a lower resolution screen and perhaps a plastic body, thatisn't, in the phrase Tim Cook used at a Goldman Sachs conference last week, "a crappy product."
当然,这得取决于苹果是否能设法用更便宜的零部件、更慢的处理器、分辨率更低的屏幕、以及也许是塑料机身来造出一部330美元的iPhone。而用蒂姆?库克上周在高盛公司(Goldman Sachs)一次会议上的话说,它决不能是个“低劣产品”。

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license ['laisəns]

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n. 执照,许可证,特许
vt. 允许,特许,

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resolution [.rezə'lu:ʃən]

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n. 决心,决定,坚决,决议,解决,分辨率

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margin ['mɑ:dʒin]

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n. 差额,利润,页边空白,边缘
vt. 使围

 
competitive [kəm'petitiv]

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adj. 竞争的,比赛的

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plastic ['plæstik, plɑ:stik]

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adj. 塑料的,可塑的,造型的,整形的,易受影响的

 
persuade [pə'sweid]

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vt. 说服,劝说

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contrary ['kɔntrəri]

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adj. 相反的,截然不同的
adv. 相反(

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phrase [freiz]

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n. 短语,习语,个人风格,乐句
vt. 措词

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consensus [kən'sensəs]

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n. 共识,一致,合意
n. [生理]交感

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screen [skri:n]

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n. 屏,幕,银幕,屏风
v. 放映,选拔,掩

 


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