Business: The future of Apple, Shake it off
商业：苹果的未来，摆脱窘境
TRANSCRIPT
The World's most valuable company needs another mega hit. "Our product pipeline has amazing innovations in store," Tim Cook, the boss of Apple, declared on April 26th. (Q1) He hoped to sound reassuring after the company reported its first year-on-year quarterly revenue decline since 2003. But he was not convincing enough. (Q2) Shares of Apple fell by around 8% in the hours after its results emerged, erasing more than $46 billion in market value. (Q3) Investors' immediate concern is the popularity of the iPhone. (Q4) It accounts for the bulk of Apple's revenues and profits; sales were 18% lower than a year ago. The broader smartphone market is sluggish, says Mr. Cook. (Q5） Apple hopes that the flashy new features of the iPhone 7, which it is expected to introduce in September, will convince customers to abandon older models. Until then, the company will probably face a further fall in revenue. (Q6) The bigger question that Mr. Cook must answer is whether Apple will ever have another product as successful as the iPhone, the most lucrative in the technology business to date. Enthusiasm has waned for some of its other older products, such as iPads, and its newer ones remain niche offerings. The Apple Watch celebrated its first full year on the market on April 24th. It sold more in its first year than the iPhone did in 2007. But today's consumers are better primed to buy gadgets now than they were then; watch sales should be far higher. (Q7) The cost of the Apple Watch — which starts at $300 — puts people off. (Q8) So does its dependence on a smartphone for most activities, such as providing directions. The firm will sell a mere 8m watches in 2016, generating $4 billion in sales, thinks Toni Sacconaghi of Sanford C. Bernstein, a research firm. (Q9) One bright spot is Apple's services business, which is expected to grow steadily. As it sells more gadgets — over 1 billion devices are in use — it can also sell content and services, and gain revenue from music, its app store and more. In the second quarter Apple had $6 billion in services revenues, more than for Macs or iPads. What else could the firm come up with? (Q10) That Apple has been working on an electric car is one of the worst-kept secrets in the technology business. Reported disagreements with German carmakers over control of users' data may have halted a potential alliance. Many also expected Apple to disrupt television. But Apple TV, the firm's alternative to a set-top box and subscription, sells most shows and films à la carte, which becomes expensive very quickly. Its appeal is limited. The problem, says James McQuivey of Forrester, another research firm, is that it will be difficult for Apple to come up with another single product as central to daily routines as the iPhone. Collections of devices in connected homes will matter more instead. The exception may be augmented reality, but Apple's rivals already appear to be ahead. (Q11) Apple's biggest problem is its past success. It is the most valuable company in the world by market capitalisation because investors believe the firm can make new technologies popular. Mr. Cook, who took over as chief executive in 2011, soon before the death of the firm's co-founder, Steve Jobs, has led Apple competently. But there are lingering doubts about whether he can produce the sort of smash for which Jobs was so feted.
VOCABULARY
1. mega hit: 超级热门。例句：
The song was a mega hit last year. 这首歌是去年最热门的歌曲。
In a recent mega hit movie, I ran into my ex-girlfriend. 在最近一场很热门的电影院里, 我碰见我以前的女朋友。
2. sluggish adj. 懒洋洋的; 缓慢的; 有气无力的。You can describe something as sluggish if it moves, works, or reacts much slower than you would like or is normal. 例句：
The economy remains sluggish. 经济的发展仍然非常缓慢。
Circulation is much more sluggish in the feet than in the hands. 脚部的循环比手部的循环缓慢得多。
3. flashy adj. 俗艳的; 浮华的; 招摇的。If you describe a person or thing as flashy, you mean they are smart and noticeable, but in a rather vulgar way. 例句：
He was much less flashy than his brother. 他远没有他的兄弟那么招摇。
4. lucrative adj. 获利多的；赚大钱的。A lucrative activity, job, or business deal is very profitable. 例句：
Thousands of ex-army officers have found lucrative jobs in private security firms. 数以千计的退伍军官在私营保安公司找到了收入不菲的工作。
5. to date: until now 迄今为止；到目前为止；直到现在。例句：
To date, we have received over 200 replies. 到目前为止，我们已收到200多封回信。
The exhibition contains some of his best work to date. 这个展览有他迄今为止一些最好的作品。
6. wane v. to become gradually weaker or less important 衰落；衰败；败落；减弱。同义词：decrease, fade。例句：
Her enthusiasm for the whole idea was waning rapidly. 她对整个想法的热情迅速冷淡了下来。
7. niche n. （有自己特定的需求、目标顾客和产品的）小众市场，缝隙市场，利基市场; 商机。 A niche in the market is a specific area of marketing which has its own particular requirements, customers, and products. 例句：
I think we have found a niche in the toy market. 我想我们已经在玩具市场找到了一个商机。
Small companies can do extremely well if they can fill a specific market niche. 如果能填充特定的市场空白，小公司可以发展得相当出色。
8. prim adj. 极拘谨的；一本正经的；古板的。 If you describe someone as prim, you disapprove of them because they behave too correctly and are too easily shocked by anything rude. 例句：
We tend to imagine that the Victorians were very prim and proper. 我们倾向于把维多利亚时代的人想象得非常古板、中规中矩。
9. put sb. off: to make sb. dislike sb./sth. or not trust them/it 使反感；使疏远；使不信任。例句：
She's very clever but her manner does tend to put people off. 她人很精明，但态度令人反感。
Don't be put off by how it looks — it tastes delicious. 别看外表就讨厌它，这东西味道可鲜美。
10. linger v. 留恋；不愿离开；继续逗留。If you linger somewhere, you stay there for a longer time than is necessary, for example because you are enjoying yourself. 例句：
Customers are welcome to linger over coffee until around midnight. 客人尽可以喝着咖啡逗留到午夜左右。
I lingered on in Atlanta for a few days, spending much of my time with an artist friend. 我在亚特兰大又逗留了几天，大部分时候都和一位搞艺术的朋友在一起。
11. feted v. 赞誉; 欢迎; 敬慕。 If someone is feted, they are celebrated, welcomed, or admired by the public.
Anouska Hempel, the British dress designer, was feted in New York this week at a spectacular dinner. 英国服装设计师阿瑙斯卡•亨普尔本周在纽约出席豪华晚宴时大受追捧。
QUESTIONS
Listen to the news and mark the following statements T (true) or F (false). Correct any that are false.
1. The Apple Company reported its first year-on-year quarterly revenue decline since 2003.
2. Shares of Apple fell by around 8% in the hours after its results emerged, erasing more than $46 billion in market value.
3. The immediate concern of the Apple investors' is the popularity of the iPhone.
4. The iPhone accounts for the Apple's revenues and profits; sales were 18% lower than a year ago.
5. Apple hopes that the iPhone 7 will convince customers to abandon older models.
6. The bigger question that Mr. Cook must answer is whether Apple will ever have another product as successful as the iPhone.
7. People think that the Apple Watch is too expensive.
8. The Apple watch depends on a smartphone for most activities.
9. One bright spot is Apple's services business, which is expected to grow quickly.
10. The Apple has been working on an electric car, which is not a secret in the technology business.
11. The biggest problem of Apple is its past success.
KEY
| QUESTION | T / F | |
| 1 | T | |
| 2 | T | |
| 3 | T | |
| 4 | T | |
| 5 | T | |
| 6 | T | |
| 7 | T | |
| 8 | T | |
| 9 | F | One bright spot is Apple’s services business, which is expected to grow steadily. |
| 10 | T | |
| 11 | T | |
来源：刘立军