iPhone在中國銷量不樂觀！蘋果公司市值暴跌550億美元

Apple plummets $55 BILLION in value after firm is forced to slash its revenue predictions as Tim Cook admits there were "fewer iPhone upgrades" than expected

蘋果公司被迫大幅下調營收預期後，市值暴跌550億美元，蒂姆?庫克承認iPhone的升級換代數量低於預期

素材來源：每日郵報 翻譯：世界播

Apple has slashed its estimated revenue for the first quarter after the tech giant saw "fewer iPhone upgrades" than it expected.

科技巨頭蘋果公司下調了第一季度收入預期，原因是「iPhone的升級數量低於預期」。

In a letter to investors, CEO Tim Cook outlined why Apple was forced to lower its projected revenue to $84 billion - down from a range of $89 billion to $93 billion it called out in its previous earnings release in November.

在一封致投資者的信中，蘋果首席執行長蒂姆?庫克概述了蘋果被迫將預期營收降至840億美元的原因——11月發布的上一份財報中預期營收是890億美元至930億美元。

Cook cited economic weakness in China as one of the primary reasons behind the iPhone slowdown.

庫克稱，中國經濟疲軟是iPhone放緩的主要原因之一。

Other factors impacting the revised guidance were difficult comparisons due to Apple"s latest smartphone launches, as well as supply constraints, according to Cook.

庫克表示，由於蘋果最新發布的智能手機以及供應限制，其他影響修正後指引的因素是難以進行比較。

Shares of Apple plunged minutes after a halt on the stock was removed, with the stock sliding 7.5 percent to $146.23 in after-hours trading.

蘋果股票在暫停交易後幾分鐘內暴跌，在盤後交易中下跌7.5%，至146.23美元。

The stock"s plunge managed to wipe $55 billion off of Apple"s value, based on the company"s market cap at the end of Tuesday trading.

根據蘋果公司周二交易結束時的市值計算，該公司股價暴跌，其市值蒸發了550億美元。

The revised guidance is a rare move for Apple, one that it hasn"t made since more than a decade ago in 2002, experts noted.

專家指出，對蘋果來說，修訂後的業績指引是一個罕見的變動，自十多年前的2002年以來，蘋果一直沒有這樣做過。

"Today we are revising our guidance for Apple』s fiscal 2019 first quarter, which ended on December 29," Cook explained.

庫克解釋說，「我們今天正在修改蘋果2019財年第一財季（截至12月29日）的業績指引。」

"...Our revenue will be lower than our original guidance for the quarter, with other items remaining broadly in line with our guidance.

「…我們的營收將低於本季度的原始預期，其他項與我們的預期大體一致。」

"While it will be a number of weeks before we complete and report our final results, we wanted to get some preliminary information to you now. Our final results may differ somewhat from these preliminary estimates."

「雖然我們還需要數周時間才能完成並報告最終結果，但我們希望現在就能得到一些初步信息。我們的最終結果可能與這些初步估計有所不同。」

Aside from its lowered revenue guidance, Apple reduced its gross margin to 38 percent, down from its previous outlook of between 38 percent and 38.5 percent.

除了下調營收預估外，蘋果還將毛利率降至38%，低於此前預估的38% - 38.5%。

Operating expenses are expected to be $8.7 billion, lower from the range of $8.7 billion and $8.8 billion it previously projected.

預計運營費用為87億美元，低於此前預計的87億美元到88億美元之間。

Cook said economic weakness impacted the results at a much higher rate than Apple had anticipated.

庫克表示，經濟疲弱對業績的影響遠高於蘋果的預期。

"While we anticipated some challenges in key emerging markets, we did not foresee the magnitude of the economic deceleration, particularly in Greater China," he explained.

他解釋說，「雖然我們預計主要新興市場將面臨一些挑戰，但我們沒有預見到經濟減速的幅度，尤其是在大中華區。」

"In fact, most of our revenue shortfall to our guidance, and over 100 percent of our year-over-year worldwide revenue decline, occurred in Greater China across iPhone, Mac and iPad."

「事實上，我們大部分低於預期的收入，以及全球營收同比下降的100%以上，都發生在大中華區，覆蓋了iPhone、Mac和iPad產品。」

"As the climate of mounting uncertainty weighed on financial markets, the effects appeared to reach consumers as well, with traffic to our retail stores and our channel partners in China declining as the quarter progressed," he added.

他還說，「隨著不確定性加劇的氣氛對金融市場造成壓力，影響似乎也波及到了消費者，隨著季度的進展，我們在中國的零售商店和渠道合作夥伴的客流量有所下降。」

"And market data has shown that the contraction in Greater China』s smartphone market has been particularly sharp."

「市場數據顯示，大中華區智能手機市場的萎縮尤為明顯。」

Apple first warned that it might see a holiday slump when it reported its fourth quarter results in November.

蘋果在11月發布第四季度業績時首次警告稱，假日銷售可能出現下滑。

At the time, Apple cited macroeconomic uncertainty, foreign exchange headwinds and uncertainty around supply and demand balance.

當時，蘋果提到了宏觀經濟不確定性、外匯不利因素以及供需平衡方面的不確定性。

Patrick Moorhead, an analyst at Moor Insights, said he"s "not surprised" by Apple"s announcement as its suppliers had "been telegraphing the issue for a few months."

Moor Insights分析師穆爾黑德說，他對蘋果的聲明並不感到意外，因為蘋果的供應商幾個月來一直在發出這個問題的信號。

"Apple』s challenge is very simple - to keep its meteoric growth going it either needs to drive more iPhones at an acceptable profit level, raise prices on the same or less iPhone units, or grow new product or service categories that more than fills the lack of iPhone profit growth dollars," Moorhead explained.

「蘋果的挑戰是非常簡單的——要繼續飛速增長，它要麼以可接受的利潤水平驅動更多iPhone，提高相同或更少iPhone手機的價格，要麼增加新產品或服務類別，以彌補iPhone利潤增長的不足。」穆爾黑德解釋說。

"iPhone units are likely down and I believe prices on the more premium, higher priced phones are down due to holiday discounting.

「iPhone的銷量可能會下降，我認為，由於假日打折，價格越高、越貴的手機的價格就會下降。」

"The company is growing its services and 「other」 categories, just not enough to drive overall revenue growth.

「該公司正在擴大其服務和『其他』類別，只是不足以推動整體收入增長。」

"I am not concerned for the company, but it"s likely investors will not see the company value it was at until it can see a likely path to double-digit revenue growth," he added.

他還說，「我不擔心該公司，但投資者很可能看不到它的價值，除非該公司可能實現兩位數收入增長。」

Cook elaborated on Apple"s decision to issue revised guidance in an interview with CNBC.

庫克在接受CNBC採訪時詳細闡述了蘋果決定發布修訂後的業績指導。

"If you look at our results, our shortfall is over 100 percent from iPhone and it"s primarily in greater China," Cook told CNBC.

庫克對CNBC說，「如果你要看我們的業績，你會發現我們的iPhone虧損額超過100%，而且主要是在大中華區。」

"It"s clear that the economy began to slow there in the second half and I believe the trade tensions between the United States and China put additional pressure on their economy."

他說，「很明顯，中國經濟在下半年開始放緩，我認為美國和中國之間的貿易緊張給他們的經濟帶來了額外的壓力。」

Apple will report its first-quarter earnings on January 29th.

蘋果將於1月29日公布第一季度收益。

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