苹果CEO库克回应iPhone定价昂贵：大量创新和价值就有人买单

近日，Apple发布了三款iPhone新机iPhone XS、iPhone XS Max和iPhone XR。其中，iPhone XR售价为6499元，而顶配512GB版iPhone XS Max定价12799元，成为苹果迄今为止最昂贵的iPhone。（相关阅读：新款iPhone价格为什么都觉得贵？）

随后，苹果CEO库克（Tim Cook）在接受日媒《日经新闻》（Nikkei）采访时对价格作出了回应。

Apple 'wants to serve everyone,' says Tim Cook

Apple clearly intends to maintain its position in the high-end segment with the release of the iPhone XS and XS Max, but with price cuts for older models and the addition of the iPhone XR, CEO Tim Cook signaled designs on a bigger share of Asia's growing market.

"We want to serve everyone," Cook said in an interview with Nikkei. "We understand that there is a wide range of what customers are looking for and a wide range of prices that people will pay."

库克在采访时表示:“我们希望为所有人服务。我们了解到，消费者需要的商品种类繁多，人们愿意支付的价格范围非常广。”  

On Wednesday, the company announced price cuts for older models, including the iPhone 7 and iPhone 8, with the cost of the former now starting at $449 -- more in line with the midrange models of Apple's competitors.

On the premium side of the lineup, Apple now offers the 5.8-inch iPhone XS and the 6.5-inch iPhone XS Max, starting at $999 and $1,099, respectively. The XS Max has the largest screen on an iPhone yet, and both feature an organic light-emitting diode (OLED) display.

premium作形容词表示“高级的，高端的，优质的”，其中，“高价”可以说premium price/rate，如：

People are prepared to pay premium prices for quality products.

人们愿意出高价购买优质产品。

这里用了premium side，后文中时出现了premium feature.

作为名词，premium可以表示“保险费，附加费，额外费用”，如：insurance premiums 保险费

常用短语at a premium表示“奇缺，难以取得，求之难得”，英文解释为：“If something is at a premium, it is wanted or needed, but is difficult to get or achieve.”，如：space/time is at a premium

举个🌰：

During the Olympic Games, accommodation will be at a premium.

奥运会期间住宿会很紧张。

此外，at a premium也可以表示“以高价 (买、卖)”，英文解释为：If you buy or sell something at a premium, you buy or sell it at a higher price than usual, for example, because it is in short supply.

举个🌰：

He eventually sold the shares back to the bank at a premium.

他最终以高价将股票返售给了银行。

"We always thought ... that if you provide a lot of innovation and a lot of value, there is a segment of people who are willing to pay for it," Cook said. "For us, it's a large enough group of people that we can make a reasonable business out of it."

“我们一直认为，如果你提供了大量的创新和价值，就会有一部分人愿意为此付钱。对我们来说，这是一个足够庞大的群体，我们可以从中获得合理的收益。”

a wide range of prices

a segment of people

a large enough group of people

Apple has been struggling to increase its share of rapidly growing Asian markets, where cheaper models of local makers dominate.

During the April-June period, Huawei Technologies surpassed Apple and moved into second place in terms of global shipments. The Chinese manufacturer's models often provide premium features but carry lower price tags than the iPhone range.

surpass表示“超越，超过”，英文解释为“to be even better or greater than someone or something else”，如：

He had surpassed all our expectations.

他超越了我们所有的预期。

“突破自己，超越自己”可以说：surpass yourself (= do something better than you have ever done before)

Cook justified the higher prices of the newest iPhones by noting their enhanced capabilities.

"A lot of things you were buying are now so convenient in one [gadget] and it has taken those things so much further than they could have ever ventured as a stand-alone device," he said.

最后，当谈到目前在售iPhone机型的总体情况时，

"The role of the iPhone has become much larger in people's lives" than when it was first released in 2007, he argued.

库克表示“iPhone在人们生活中的作用越来越大了”，同时这也将为消费者证明 iPhone 的定价是合理的。

来源：Nikkei

中文参考：威锋网