苹果公司在新产品上下赌注（在线收听）

苹果公司在新产品上下赌注

Apple significantly expanded its reach Monday, adding a new category - wearable tech - to its product line-up. Whether Apple shakes up the consumer market the way it did with its earlier smartphone and tech products remains to be seen. But either way, business experts say Apple is providing a road map for businesses on how to stay relevant.

Whether it’s a new way to pay for goods, a thinner, faster notebook or an entirely new product like the Apple Watch -- no other company makes a simple product announcement such a highly anticipated event. One thing Apple is good at is taking risks, says CNET editor Lindsey Turrentine.

无论是支付商品的新方式，还是更薄、更快的笔记本，还是像Apple Watch这样的全新产品，没有哪个公司能对这么众所期待的事件进行如此简单的产品发布会。CNET网站编辑林德赛·特伦丁说，苹果所擅长的一样本领就是冒险。

“There's a risk that people will say, 'I have a phone, why would I want some of those same features on my arm?' There's also the risk that battery life can be a really limiting factor," she said.

“会遇到的风险是，人们会说，‘我已经有了手机，为什么还需要在手臂上戴着具有手机同样功能的东西呢？’另一个风险是，电池的寿命可能是真正的局限因素。”

But risk has always been an important aspect of innovation. Some say CEO Tim Cook has succeeded in Apple's post-Steve Jobs era because he’s willing to exchange stability to stay relevant. That’s one of the main points in a new book by business motivation expert Kevin Paul Scott.

但风险总是创新的重要组成部分，有人说CEO蒂姆·库克在苹果的后乔布斯时代很成功，是因为他愿意通过放弃稳定来保持与时俱进，这也是商业动机专家凯文·保罗·斯科特新书中的主要观点。

“They’re [Apple is] saying, 'We could continue to do what we’re doing and do it well and survive,' but they’re saying we’re going to give up, we’re going to make some big bets on some big things - and they’re really pursuing significance. And that’s why Apple has continued to change the game again and again,” he said.

“苹果会说，‘我们将继续做现在所做的事情，并把它做好并存活下去，’但是他们也会说，我们准备有所放弃，准备在一些大的方面下赌注，他们确实在做些大事，因此苹果能继续一再改变游戏内容。”

But to be fair, Scott says Apple also has three things going for it.

斯科特说，老实说来苹果还有三大特点：

“Apple always tends to keep us in suspense, so it makes us want to watch," he said. "Number two, they don’t speak too frequently, so when they do, they say something that’s worth saying, and number three is, they have a cult-like following.”

“苹果一直让我们有悬念，所以能让我们期待看到新产品。第二，苹果不会讲得太多，所以宣传的时候总是只说值得说的东西。第三就是苹果有一群忠实的粉丝。”

With a price range starting at $350 for the Sport edition - all the way to $10,000 for the 18-karat gold edition - Apple’s cult-like following is probably enough to sell millions of the new watches when they go on sale April 24. Regardless of how well it does in the second quarter - John Silva, president of the National Association for Business Economics, says Apple’s success is proof that innovation sells - even in a tough economy.

苹果Sport版本的起始价为350美元，最贵的18K金版本要卖到一万美元，这样在苹果死忠粉丝的追随下，在4月24日新手表上市时，可能会卖到几百万台。无论第二季度业绩如何，全国行业经济协会主席约翰·瓦萨称苹果的成功证明了创新也能行得通，即使是在经济艰难时刻 。

“It [Apple’s success] tells us actually that innovation is actually quite strong relative to a lot of the negative sentiment that seems to be out there, and there is a lot of change going on in terms of entrepreneurship in the U.S. economy," he said.

“苹果的成功告诉我们，相对于目前存在的大量负面情绪，苹果的成功说明了创新确实很强大，而且目前美国经济中企业精神也发生了很大变化。”

Apple stock rose about half a percent after the announcement. Last week, the California-based company became the newest member of the Dow Jones Industrial Average... meaning that any ups and downs in the company’s fortunes will be reflected in the world’s most closely watched stock index.

发布会后苹果股票涨了0.5%，上周，这家总部在加州的公司成为道琼斯工业指数的新成员，这意味着该公司财富的任何变动都会反映在全世界最受关注的股票指数上。