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商业报道:iPhone降价,苹果手段

时间:2021-01-14 09:01来源:互联网 提供网友:nan   字体: [ ]
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Scripts:

Apple’s founder1 and CEO Steve Jobs's making a stunning2 reversal and apology tonight on that iPhone that was the talk of Tech-land. CNBC's Silicon4 Valley Bureau Chief Jim Goldman is live in San Jose. Hey, Jim?

Yeah, you know. call it iPhone fury with a major drama playing out today, angry iPhone users who paid full price for the device just two short months ago. And they feel gouged5 by a steep cut price cut announced yesterday. They peppered Steve Jobs himself with hundreds of emails and their furious voices were apparently6 heard, loud and clear.

And this is what the product looks like. In the midst of all the iPod hoopla, from the Apple event on Wednesday, Steve Jobs drops an iPhone bombshell. We are gonna price the 8 gigabyte model of the iPhone at just 399 dollars. A big price cut shocking hundreds of thousands of iPhone customers and not in a good way, many of whom waited hours even days to buy one for 200$ more just a couple of months ago. A 200-dollar price cut? What do you mean? They cut the price just then by 200 dollars. What?

But just a day later after hundreds of angry emails to Steve Jobs himself, thousands more on blogs all over the internet and a torrent8 of bad blood, Apple has yet another surprise.

Apple issues an apology along with a 100-dollar rebate9 to all iPhone customers along with a personal note from Steve Jobs quote: We wanna do the right thing for our valued iPhone customers. We apologize for disappointing some of you and, we are doing our best to live up to your high expectations of Apple.

I think it’s good because those things are too expensive, anyway.

With so much resentment10 toward a company where image is everything.

One of the 7 Wonders of the world.

Steve Jobs’s trying to answer the call trying to do right by its customers.

Now Apple’s quick response to the online iPhone fury is impressive. The question now for consumers and investors11 will be is it just too little, too late. Piper Jeffrey estimates the rebate will cost the company about 85 million dollars. Melissa back to you.

Oh, yeah, Wall Street is gonna love that. Jim stay with us, let's bring in our other Apple insiders, CNET editor at large Brian Cooley. Brian, does this mean to you that they priced it wrong in the first place?

They either priced it wrong or they overreached on the sales pays. Melissa, I’m not sure what to think about this, there is no way there was 200 dollars of margin12 in the iPhone, so they didn’t just decide to give back their profit in this, in the name of volume. That just doesn’t make sense. So are they taking a bath here because they priced it wrong and sales haven’t been as fast as expected. I don’t know, it’s possible. This's a stunning price cut. And the fact that Steve Jobs comes along is, with a mea culpa to go with it proved that yeah, this wasn’t some preordained plan, this was at loops.

Yeah, Jim, what about that? I mean it sounds like this was a mistake in pricing.

You know, I don’t necessarily agree with that, first of all , the margins13 on the iPhone if you believe all the third market research are spectacular. So I think there is some serious room to negotiate the price and still leave Apple with a pretty serious profit at the end of the day. As far as a mistake in pricing, you know, Apple could write its own ticket when this thing started and by stepping up today, I don’t necessarily think this is a big hoop7, I think

But Jim, I mean…

This is Apple realising that there was a problem and they stepped up and said ”Hey, you know what, we are gonna do what we can to do right by our customers. You don’t have to do anything, but we are gonna try to do something, and there wasn't like weeks of hand wringing14,wait wait wait.... ”

Are you sure they don't have to do anything, I mean it's only been two months they lowered the price 33% now they are doing a rebate the day later, I mean it sounds like you have a mistake.

No,no,no, this is the technology industry, I will grant you that the price cut happen a lot sooner than most people thought it was going to happen. But the fact is that prices fall and performance increases, this is Moore's law. You know, that's, That’s what happens with new gismos and gadgets15. The interesting thing here is that there wasn’t a bunch of hand wringing that lasted weeks and weeks and Focus group, and let’s meet with Wall Street to figure out what they are gonna say. You know what , Steve Jobs woke up , read some emails and said hey, you know what, enough is enough, let’s do something about it.

Brian, what happens from here?

But, there is something, there is something odd about the pacing here. Two months and the product did not rev3, Apple has never cut the price on a product that I can recall without revving16 it. This is a case of just saying, you know what, the existing product on the shelves, still new, something is wrong with the model, this is an unusual adjustment for Apple.

Time will tell, all right, gentlemen, Thanks so much for joining us tonight.

Thanks a lot.

Notes:

Handwringing: An excessive expression of distress

Hoopla: Boisterous, jovial commotion or excitement


点击收听单词发音收听单词发音  

1 Founder wigxF     
n.创始者,缔造者
参考例句:
  • He was extolled as the founder of their Florentine school.他被称颂为佛罗伦萨画派的鼻祖。
  • According to the old tradition,Romulus was the founder of Rome.按照古老的传说,罗穆卢斯是古罗马的建国者。
2 stunning NhGzDh     
adj.极好的;使人晕倒的
参考例句:
  • His plays are distinguished only by their stunning mediocrity.他的戏剧与众不同之处就是平凡得出奇。
  • The finished effect was absolutely stunning.完工后的效果非常美。
3 rev njvzwS     
v.发动机旋转,加快速度
参考例句:
  • It's his job to rev up the audience before the show starts.他要负责在表演开始前鼓动观众的热情。
  • Don't rev the engine so hard.别让发动机转得太快。
4 silicon dykwJ     
n.硅(旧名矽)
参考例句:
  • This company pioneered the use of silicon chip.这家公司开创了使用硅片的方法。
  • A chip is a piece of silicon about the size of a postage stamp.芯片就是一枚邮票大小的硅片。
5 gouged 5ddc47cf3abd51f5cea38e0badc5ea97     
v.凿( gouge的过去式和过去分词 );乱要价;(在…中)抠出…;挖出…
参考例句:
  • The lion's claws had gouged a wound in the horse's side. 狮爪在马身一侧抓了一道深口。
  • The lovers gouged out their names on the tree. 情人们把他们的名字刻在树上。 来自《现代英汉综合大词典》
6 apparently tMmyQ     
adv.显然地;表面上,似乎
参考例句:
  • An apparently blind alley leads suddenly into an open space.山穷水尽,豁然开朗。
  • He was apparently much surprised at the news.他对那个消息显然感到十分惊异。
7 hoop wcFx9     
n.(篮球)篮圈,篮
参考例句:
  • The child was rolling a hoop.那个孩子在滚铁环。
  • The wooden tub is fitted with the iron hoop.木盆都用铁箍箍紧。
8 torrent 7GCyH     
n.激流,洪流;爆发,(话语等的)连发
参考例句:
  • The torrent scoured a channel down the hillside. 急流沿着山坡冲出了一条沟。
  • Her pent-up anger was released in a torrent of words.她压抑的愤怒以滔滔不绝的话爆发了出来。
9 rebate GTIxY     
v./n.折扣,回扣,退款;vt.给...回扣,给...打折扣
参考例句:
  • You can claim a rebate on your tax.你可以要求退回部分税款。
  • Customers are to benefit from a rebate on their electricity bills.顾客将从他们的电费退费中得到实惠。
10 resentment 4sgyv     
n.怨愤,忿恨
参考例句:
  • All her feelings of resentment just came pouring out.她一股脑儿倾吐出所有的怨恨。
  • She cherished a deep resentment under the rose towards her employer.她暗中对她的雇主怀恨在心。
11 investors dffc64354445b947454450e472276b99     
n.投资者,出资者( investor的名词复数 )
参考例句:
  • a con man who bilked investors out of millions of dollars 诈取投资者几百万元的骗子
  • a cash bonanza for investors 投资者的赚钱机会
12 margin 67Mzp     
n.页边空白;差额;余地,余裕;边,边缘
参考例句:
  • We allowed a margin of 20 minutes in catching the train.我们有20分钟的余地赶火车。
  • The village is situated at the margin of a forest.村子位于森林的边缘。
13 margins 18cef75be8bf936fbf6be827537c8585     
边( margin的名词复数 ); 利润; 页边空白; 差数
参考例句:
  • They have always had to make do with relatively small profit margins. 他们不得不经常设法应付较少的利润额。
  • To create more space between the navigation items, add left and right margins to the links. 在每个项目间留更多的空隙,加左或者右的margins来定义链接。
14 wringing 70c74d76c2d55027ff25f12f2ab350a9     
淋湿的,湿透的
参考例句:
  • He was wringing wet after working in the field in the hot sun. 烈日下在田里干活使他汗流满面。
  • He is wringing out the water from his swimming trunks. 他正在把游泳裤中的水绞出来。
15 gadgets 7239f3f3f78d7b7d8bbb906e62f300b4     
n.小机械,小器具( gadget的名词复数 )
参考例句:
  • Certainly. The idea is not to have a house full of gadgets. 当然。设想是房屋不再充满小配件。 来自超越目标英语 第4册
  • This meant more gadgets and more experiments. 这意味着要设计出更多的装置,做更多的实验。 来自英汉非文学 - 科学史
16 revving bfb383654012624060e6af7a2c5dfba0     
v.(使)加速( rev的现在分词 );(数量、活动等)激增;(使发动机)快速旋转;(使)活跃起来
参考例句:
  • The team are revving up for next week's game. 这个队伍对下周的比赛跃跃欲试。 来自《简明英汉词典》
  • Since the introduction of new techniques, the production has been revving up. 自从新技术的引进,产量一直都在增加。 来自互联网
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