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????蘋果已于28日中午發出了新品發布會的邀請函，此舉證實了一個月以來的各種傳聞，懸而未決的事件終于塵埃落定，公司股票也因此小有漲幅。 ????那么接下來要看蘋果的表現了。 ????公眾一如既往，對蘋果的發布會抱有很高的期望。不過這一次，蘋果的高管團隊也許因為自己的豪言，更加吊起了大眾的胃口。 ????今年5月，蘋果高級副總裁艾迪?庫伊將今年秋天的發布會描繪成他25年以來見到的“最棒的產品展示活動”。如果最后展示會乏善可陳，他可能會后悔說出這樣的話。 ????與此同時，蘋果的首席執行官蒂姆?庫克承諾公司將會推出新型產品，換句話說，即iPhone、iPad和Mac以外的產品。《華爾街日報》（Wall Street Journal）的記者若林大祐（Daisuke Wakabayashi）表示，庫克讓公眾保持耐心的一番言論，只會讓公眾的期望變得更高。 ????“你得花點時間才能把事情做好。我們的目標絕不是當最快的，而是當最好的。做出真正優秀的產品是需要時間的。你可以看到有許多產品在想法并沒有真正成熟的時候就進入了市場，最后的結果就是它們表現不佳。我們做的產品不多，如此一來，我們就能花時間推敲每個細節。蘋果在這一點上從未改變。我們多年來都是這么做的，現在也仍舊是這么做的。對我們即將發布的產品，我感覺棒極了。真的是非常出色的產品，從未有過的出色。” ????正確預測蘋果將于9月9日召開發布會的流言網站認為，蘋果有兩個系列的產品蓄勢待發： ????? 配備三星（Samsung）首倡的大屏幕的iPhone ????? 戴在手腕上的某種物件，可能是手表或腕帶，但與我們目前見過的智能手表絕不一樣。 ????《財富》記者JP?曼格林丹將會在蘋果總部庫比蒂諾用博客直播這一盛會。我則會在一個遙遠的地方，以更為慎重的節奏進行評論。我得花點時間才能把事情做好。（財富中文網） ????譯者：嚴匡正 |
????The invitations went out at noon, confirming month-old leaks, eliminating one uncertainty and giving the stock a little boost. ????Now it’s up to Apple to deliver. ????The bar is high — as it always is for this company — but this time Apple’s executive team may have been hoist on its own rhetoric. ????In May, senior vice president Eddy Cue described what’s coming this fall as “the best product pipeline” he has seen in 25 years, words he may regret if that pipeline is found lacking. ????Meanwhile, CEO Tim Cook promised that Apple would break into new categories — in other words, something beyond iPhones, iPads and Macs. Pressed by the Wall Street Journal’s Daisuke Wakabayishi, Cook begged for patience in a way that only raised the bar higher: ????“You want to take the time to get it right. Our objective has never been to be first. It’s to be the best. To do things really well, it takes time. You can see a lot of products that have been brought to market where the thinking isn’t really deep and, as a consequence, these things don’t do very well. We don’t do very many things so we spend a lot of time on every detail and that part of Apple isn’t changing. It’s the way we’ve operated for years and it’s the way we still operate. I feel great about what we’ve got coming. Really great and it’s closer than it’s ever been.” ????The expectation — fed by the same rumor sites that correctly predicted the Sept. 9 date — is that Apple has two families of products up its sleeve: ????? iPhones in the larger-screen formats that Samsung pioneered ????? Something — a watch or a band — worn on the wrist, but nothing like the smart watches we’ve seen so far ????Fortune’s JP Mangalindan will be in Cupertino, live-blogging the event. I’ll be doing commentary from a remote location and at a more measured pace. I want to take the time to get it right. |
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