蘋果在本周三推出了一年一度的iPhone系列產品，新一代手機的屏幕更清晰、芯片更快、電池連續使用時間更長。不過它們也附帶了這家科技巨頭最新的創新點：更高的價格。

蘋果利用新一代手機延續著他們去年開始采用的戰術。公司推測消費者愿意付出更多錢購買iPhone，盡管它們的價格已經比大部分競爭產品更高了。

最后，消費者果然樂意買單。

本周三，在加州庫比蒂諾舉行的年度發布會上，蘋果推出的最廉價款iPhone是iPhone XR。它有著6.1英寸的LCD屏幕，背面配有一個攝像頭，很像去年最廉價的機型iPhone 8（盡管后者屏幕更小）。新的XR售價749美元，較之去年的iPhone 8貴了50美元，售價提高了7%。

蘋果指出，XR的屏幕比iPhone 8、甚至起售價799美元的8 Plus更大。

蘋果還在本周三推出了售價更高的頂級機型iPhone XS Max。這款手機配備了6.5英寸的屏幕，起售價1,099美元，比去年的iPhone X貴100美元，售價提高了10%。誠然，iPhone X也沒有XS這么大的屏幕，但它也曾是蘋果公司最貴的手機。

統合考慮，定價達到新高的iPhone可以讓蘋果重復去年取悅華爾街的伎倆。盡管蘋果在2017年底和2018年初的iPhone銷售量比之前一年沒有增長，但更高的平均售價還是讓他們的收入增長了14%。

過去一年里，蘋果的股價增長了40%，部分原因就在于他們收入的增長和對公司產品價格進一步提升的預期。就在幾周前，蘋果成為了美國第一家市值達到1萬億美元的公司。

三星（Samsung）、LG、摩托羅拉（Motorola）等使用谷歌（Google）開發的操作系統的廠商沒有類似的提價之舉。無論原因是什么，這些公司沒有進行類似提價的意愿，或者是沒有能力這樣做。

蘋果于本周三發布的最新款智能手表也漲價了。Apple Watch Series 4的起售價為399美元，而去年的Series 3起售價為329美元。此外，擁有蜂窩網絡連接的款式起售價為499美元，較之去年的399美元同樣有所提升。（財富中文網）

譯者：嚴匡正

Apple debuted its annual lineup of new iPhones on Wednesday, with the usual sharper screens, faster chips, and longer battery lives. But those devices will also come with another more recent innovation by the tech giant: higher prices.

With the new phones, Apple is following a playbook that it successfully implemented last year. It bet that consumers would pay more for iPhones, despite them already being pricier than most rival smartphones.

In the end, shoppers were happy to pay up.

Apple’s cheapest iPhone introduced at its annual event in Cupertino, Calif. on Wednesday was the iPhone XR. It has a 6.1-inch LCD screen and a single camera on the back, much like last year’s cheapest model, the iPhone 8 (though it had a smaller screen). The new XR costs $749, $50 or 7% more than last year’s iPhone 8.

Apple points out that the XR’s screen is larger than the iPhone 8 and even the 8 Plus, which cost $799 last year.

Also on Wednesday, Apple introduced a pricier top-end phone—the new iPhone XS Max, with a 6.5-inch screen, that starts at $1,099. That’s $100, or 10%, more than the starting price of last year’s iPhone X. Again, the iPhone X didn’t have as big a screen, but it was the most expensive phone ever in Apple’s line up.

Taken together, the new higher priced iPhones could help Apple repeat a trick that pleased Wall Street last year. Although Apple didn’t sell more iPhones in late 2017 and early 2018 than it did a year earlier, the higher average sales prices led to a 14% jump in revenue.

Partly based on that gain and the promise of future price hikes, Apple’s stock price has risen 40% over the past year. Just a few weeks ago, the company became the first ever in the U.S. to reach a $1 trillion stock market value.

Competitors running software from Google, like Samsung, LG, and Motorola, haven’t been able to hike prices as much. For whatever reason, the companies mostly haven’t been willing-or able-to get away with the same kinds of price hikes.

Apple on Wednesday also raised the price of its newest smartwatches. The Apple Watch Series 4 will start at $399, up from $329 last year for the Series 3. And a model with cellular connectivity will start at $499, up from $399 last year.