Apple's new boss starts with big gamble on costly first folding iPhone
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Critics say Apple has not meaningfully changed the design of the iPhone since its initial release in 2007 John Ternus has entered his second week as Apple's chief executive and the company has revealed the first major change to the iPhone since it was released almost 20 years ago.
批评者称，自 2007 年首次发布 iPhone 以来，苹果并未对 iPhone 的设计进行有意义的改变 约翰·特努斯 (John Ternus) 进入了就任苹果公司首席执行官的第二周，该公司公布了 iPhone 自近 20 年前发布以来的首次重大变化。
Ternus, who took on Apple's top job after Tim Cook stepped down, was onstage on Wednesday at the company's annual product release event in front of huge images of the first foldable iPhone.
蒂姆·库克(Tim Cook)卸任后接任苹果公司最高职位的特努斯(Ternus)周三在该公司年度产品发布活动的舞台上，面前是首款可折叠iPhone的巨幅图片。
With a book-style format, the new iPhone, dubbed the Duo, is the largest ever size of the product.
被称为 Duo 的新款 iPhone 采用书本式设计，是迄今为止尺寸最大的产品。
And with a starting price of $2,000 (£1,475) going up to $3,200, it is also the most expensive. UK prices start at £1,999. Ternus said the Duo was "inspired by the iPad" but called the folding features "fluid and completely intuitive."
起价为 2,000 美元（1,475 英镑），最高可达 3,200 美元，也是最贵的。 英国起价为 1,999 英镑。 Ternus 表示 Duo 是“受到 iPad 的启发”，但称其折叠功能“流畅且完全直观”。
The foldable phone has been a work-in-progress inside Apple for several years.
这款可折叠手机多年来一直是苹果公司内部的一项研发工作。
When unfolded, the new Duo has the look of a small iPad.
展开后，新款 Duo 具有小型 iPad 的外观。
When folded in half, it has the look of a wider iPhone. Ternus said during the event that Apple wanted to avoid the look and feel of other foldable smart phones on the market, which he said "feel like two phones stuck together... making a larger screen feel much smaller."
对折后，它看起来就像更宽的 iPhone。 Ternus 在活动期间表示，苹果希望避免市场上其他可折叠智能手机的外观和感觉，他说“感觉就像两部手机粘在一起......让更大的屏幕感觉更小。”
The Duo, he said, is the "result of a series of remarkable innovations that we think will redefine the experience of using a foldable phone."
他说，Duo 是“一系列卓越创新的成果，我们认为这些创新将重新定义可折叠手机的使用体验”。
Ternus was directly involved in developing the foldable iPhone as he spent many years as a top executive inside Apple's hardware division before being tapped earlier this year as Cook's successor.
Ternus 直接参与了可折叠 iPhone 的开发，他在苹果硬件部门担任了多年的高管，然后在今年早些时候被任命为库克的继任者。
The new foldable iPhone can operate in two forms.
新款可折叠 iPhone 可以以两种形式运行。
Ben Wood, chief analyst at technology research firm FDM, said it was likely Ternus's promotion was timed specifically "to coincide with what will be arguably one of the biggest iPhone launches for many years".
技术研究公司 FDM 的首席分析师本·伍德 (Ben Wood) 表示，Ternus 的促销活动很可能是专门安排的，“与可以说是多年来最大规模的 iPhone 发布之一同时进行”。
"Nothing happens by accident at Apple," Wood added.
“在苹果公司，没有任何事情是偶然发生的，”伍德补充道。
Carolina Milanesi, an analyst at Creative Strategies who attended the Wednesday presentation, said the spotlight on Ternus made it feel "almost like he was a product himself."
参加周三演示的 Creative Strategies 分析师 Carolina Milanesi 表示，Ternus 受到的关注让人感觉“他自己几乎就是一个产品”。
Altering the design of the iPhone may address some criticism that Apple has yet to land a major product hit or truly exciting innovation since the first iPhone came out in 2007.
改变 iPhone 的设计可能会消除一些批评，即自 2007 年第一款 iPhone 推出以来，苹果尚未推出重大产品或真正令人兴奋的创新。
"The foldable risks becoming a premium-priced ornament in the portfolio, imparting badge value but not meaningful growth," said Dipanjan Chatterjee, an analyst at Forrester.
Forrester 分析师 Dipanjan Chatterjee 表示：“可折叠产品有可能成为产品组合中的高价装饰品，赋予徽章价值，但不会带来有意义的增长。”
Previously, the highest starting price of the newest iPhone was $900 (£664).
此前，最新款 iPhone 的最高起价为 900 美元（664 英镑）。
Apple also revealed on Wednesday the new iPhone 18 and 18 Pro, which start at $1,200 (£885) and $1,300 (£959) respectively. Chatterjee said the foldable iPhone could go the way of Apple's Vision Pro headset, which the company priced at $3,699 (£2,729) and has not been a hit with buyers.
苹果还在周三发布了新款 iPhone 18 和 18 Pro，起价分别为 1,200 美元（885 英镑）和 1,300 美元（959 英镑）。 Chatterjee 表示，可折叠 iPhone 可能会步苹果 Vision Pro 耳机的后尘，该公司这款耳机的售价为 3,699 美元（2,729 英镑），但并未受到买家的欢迎。
Or, he said, it could be the company's next Apple Watch which, while not as popular as the iPhone, is bought by millions of people each year. The way people have become accustomed to the way the iPhone operates is another potential hurdle to Apple seeing big sales of the new design.
或者，他说，这可能是该公司的下一代 Apple Watch，虽然不像 iPhone 那样受欢迎，但每年有数百万人购买。 人们已经习惯了 iPhone 的操作方式，这是苹果新设计大销量的另一个潜在障碍。
"Foldables are interesting devices", Milanesi noted.
“可折叠设备是有趣的设备”，米拉内西指出。
"A lot of people are intrigued by it, but the software and the learning curve that you have from moving from a traditional phone to a foldable is real." Wood noted that the current market for foldable smartphones from the likes of Samsung and Huawei make up only 2% of smartphone sales.
“很多人对此很感兴趣，但从传统手机转向可折叠手机的软件和学习曲线是真实的。” Wood指出，目前三星和华为等公司的可折叠智能手机市场仅占智能手机销量的2%。
Even with Apple's version likely driving interest and demand, sales are only expected to reach 4% of the total market in the next decade, according to data and analytics firm FDM. The iPhone has been Apple's top-selling product and accounts for more than half of the company's sales each year.
根据数据和分析公司 FDM 的数据，即使苹果的版本可能会推动兴趣和需求，但未来十年销量预计仅占市场总量的 4%。 iPhone一直是苹果最畅销的产品，每年占该公司销售额的一半以上。
In recent quarters, the company has boasted that the iPhone is more in-demand than ever, with the most recent version of the device becoming its most successful product launch.
最近几个季度，该公司宣称 iPhone 的需求量比以往任何时候都高，该设备的最新版本成为其最成功的产品发布。
The company also revealed more about the coming relaunch of its audio and chat assistant Siri, which it now calls Siri AI.
该公司还透露了有关即将重新推出的音频和聊天助手 Siri（现在称为 Siri AI）的更多信息。
Starting with the iPhone 18, the bot will now be able to go across information on a person's phone, like messages and emails, to find information, answer queries and take action on a person's behalf.
从 iPhone 18 开始，该机器人现在将能够浏览用户手机上的信息（例如消息和电子邮件），以查找信息、回答查询并代表用户采取行动。
Some Siri AI features will also be available on the new Apple Watch, including the ability to take notes of conversations and transcribe them, should a wearer enable that feature.
一些 Siri AI 功能也将在新款 Apple Watch 上提供，包括记录对话并转录它们的能力（如果佩戴者启用该功能）。
Ternus referred to new AI-enabled capabilities on the iPhone as an "intelligent personal hub", and admitted that Apple would be making use of "the most private details of your daily life."
Ternus 将 iPhone 上新的人工智能功能称为“智能个人中心”，并承认苹果将利用“你日常生活中最私密的细节”。
He insisted that all of it will remain private, with the AI features often running "on device", meaning not through third-party companies.
他坚称所有这些都将保持私有，人工智能功能通常在“设备上”运行，这意味着不通过第三方公司。
And when a third-party is required for a function, Ternus said it will remain private in a remote server, or cloud. "Others see that data as something to collect and store", Ternus said.
当某项功能需要第三方提供时，Ternus 表示该功能将在远程服务器或云中保持私密性。 “其他人则将这些数据视为需要收集和存储的东西”，特努斯说。
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