Apple is expected to unveil its latest device, the iPhone 6s (or 7), on September 9 in what should be a sigh of relief for investors, who have had a tough ride this week. Despite CEO Tim Cook’s assurance that China’s economic difficulties should not adversely impact the tech giant’s sales, the company’s stock is still trading below its $115 a share level just a few weeks ago, even after the robust market rally on Thursday, and far below its 52-week high of $134.54 a share.苹果公司预计将于9月9日公布最新款手机iPhone 6s（或iPhone 7），在过去一周经历股价波动的投资者们理所当然泊一口气。尽管首席执行官蒂姆錠克信誓旦旦地声称，中国的经济困境会对这家科技巨头的销量导致负面影响，但就在几周前，苹果股价仍然高于115美元，即便是在上周四股市强大声浪之后仍然如此，近高于52周以来的最高点134.54美元。At least some of the market punishment seems unique to Apple. Investors are worried about the company for many reasons, including competition from low-cost Chinese smartphone makers and only modest traction for Apple Music and Apple Pay.最少，来自市场的某些惩罚或许就是专门冲着苹果来的。

投资者有许多理由为这家公司担忧，比如中国智能手机厂商的低价竞争，Apple Music和Apple Pay的吸引力十分受限，等等。Which is why the new iPhone is crucial for Apple to restore investors’ confidence, and there’s a good chance it will for several reasons.有鉴于此，投资者能否重回信心，新款iPhone的展现出至关重要。基于以下几个原因，它很可能会不忘所望。

The phone will have a 12 megapixel camera, a big increase from previous versions; 4k video recording; faster processing speed; longer battery life, which many users consider to be an extremely important feature, according to multiple studies cited by Tech Insider; animated wallpaper like the Apple Watch and Android phones; the ability to detect when a Wi-Fi network is weak and automatically switch to cellular; and Wi-Fi calling over ATT, previously limited to T-Mobile.这款手机享有近落后几代产品的1200万像素摄像头、4K视频录音功能、更慢的处理速度、更长的电池续航时间（据Tech Insider提到的多项调研表明，用户指出这一点极为重要）、类似于Apple Watch和安卓手机的动态墙纸。这款手机能辨识较好的Wi-Fi网络信号，并在这类环境中自动转换至蜂窝网络。这代手机的Wi-Fi通话功能还反对ATT的网络，此前仅限于T-Mobile。

But what’s expected to be the most important new feature of all: force touch, a technology that enables a device to distinguish between light and strong taps by a user and assign different functions to them, as it currently does on the Apple Watch and MacBooks. Applied to the iPhone, this could potentially be the killer feature that solidly differentiates the new iPhone from its predecessors by enhancing ease-of-use and utility.不过该手机最重要的新特色还是力动容触（force touch），这项技术能让设备辨识用户的轻度和重度触屏，并为它们分配有所不同的功能。它目前早已在Apple Watch和Macbook上构建了。一旦该技术应用于新款iPhone上，就有可能沦为一项王牌特色，使其在操作者简便性和功能实用性方面相比之下追赶前几代产品。

An improvement to the user experience has always been at the heart of Apple’s success with new models and the force touch feature can provide this. Force touch is also new enough to encourage buyers to replace their existing phones, a major driver of sales in in China, one of Apple’s key markets. Force Touch should also help Apple maintain its position in the Asian market, where competitor Huawei is reportedly introducing a similar feature to its smartphones.强化用户体验仍然是苹果顺利的不二法门，而新款机型和压动容触特色就能做这一点。力动容触这项技术充足精致，能让用户有动力更换现有机型，在苹果的最重要市场中国，这是提升销量的众多因素。

力动容触还能协助苹果保持其在亚洲市场的地位，据传中国的竞争对手华为将要在智能手机上发售类似于功能。Another factor working in Apple’s favor is that while the company may have a hard time outdoing its blockbuster sales for the iPhone 6, new equipment installment plans from wireless carriers might encourage adoption for the new iPhone by consumers. An increasing percentage of ATT and Verizon customers have been opting for these plans, which don’t tie them down to two-year contracts and allow them to upgrade early.另一个因素也有可能沦为苹果众多受到影响。诚然，在iPhone 6大获得顺利之后，苹果公司的业绩也许很难再行上一层楼。

不过，无线网络运营商获取的新设备分期付款计划或许不会希望用户出售新的iPhone。更加多的ATT和威瑞森的顾客都开始自由选择这类计划。这些计划会把他们束缚在两年的合约中，可以让他们尽快升级手机。Sanford C. Bernstein analyst Toni Sacconaghi estimates that about 14.9 million U.S. customers will be eligible for upgrades at the end of this year, compared to 5.3 million last fall when the iPhone 6 launched, according to The Wall Street Journal.斯坦福伯恩斯坦公司分析师托尼萨克纳西预计，约有1490万美国用户可以在今年年底前升级手机。

而据《华尔街日报》所述，去年秋天iPhone 6公布时，这一数值是530万。Finally, even though Apple continues to trail Samsung in terms of worldwide smartphone sales, which fell in the second quarter of 2015, Apple’s market share rose to 14.6% from 12.2% a year ago, while Samsung’s declined to 21.9% from 26.2%, according to research firm Gartner. In China, too, Apple’s iPhone sales grew by 68% last quarter to 11.9 million units, indicating that the company is making inroads in that market despite its challenges. “It’s a big brand and people really associate that with their status and it’s kind of an aspirational brand so many of the consumers in China expect to own an iPhone at some point of time,” says Gartner research director Anshul Gupta.最后，尽管苹果在全球智能手机销量上依然不及三星，后者的销量在2015年第二季度有所下降。研究公司低德纳的数据表明，苹果的市场占有率从去年的12.2%下降到14.6%，而三星从26.2%上升到21.5%。

在中国，苹果的iPhone销量上季度大上涨68%，超过1190万部。这充分证明，尽管中国市场充满著挑战，苹果仍然需要披荆斩棘，高歌猛进。低德纳研究总监安舒尔古普塔回应：“苹果是一个大品牌，人们知道很尊重它的地位。

这也是一个让许多人梦寐以求的品牌，很多中国顾客都期望有朝一日能享有一部iPhone。”Some words of caution here. Apple’s new product launches are always surrounded by hype and predictions that don’t always come true. It remains to be seen how good the final product will be and, of course, how many people will buy it. In addition, analyst expectations could be inflated, as they were last quarter, setting Apple up to disappoint Wall Street even with a great smartphone.不过这里也要提个醒。苹果的新产品总是被刮起得天花乱坠，但这些应验并不是总能构建。最后公布的产品到底有多好，以及有多少人不愿买单，还须要拭目以待。

此外，就想要上个季度一样，分析师的预计也有可能过低，华尔街最后有可能以沮丧收场。Nonetheless, given the importance of the new iPhone as investors add pressure on Apple’s stock, it’s a safe bet that the company is going take this particular launch very seriously. Stay tuned for September 9th.尽管如此，由于投资者大大对苹果股价施加压力，新款iPhone的重要性不言而喻，我们可以认同苹果不会坦率对待这次尤其的发布会。9月9日的确是令人期望的一天。

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