苹果中国市场遭挫库克预警折射深层次问题

<figure style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; line-height: inherit; margin: 32px -54.2188px 0px 0px; padding: 0px; vertical-align: baseline; clear: both; background-color: #ffffff;"><span style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 15px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><img alt="," src="https://ichef.bbci.co.uk/news/660/cpsprodpb/F006/production/_105064416_gettyimages-1001060448-1.jpg" width="976" height="549" data-highest-encountered-width="660" style="color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; user-select: none; width: 645.781px; display: block;" /><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 15px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">图片版权<span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.875rem; font-weight: inherit; letter-spacing: 0.25px; line-height: 1.14286; margin: 0px; padding: 3px 8px 1px; vertical-align: baseline; text-transform: uppercase; background: rgba(0, 0, 0, 0.6); bottom: 0px; position: absolute; right: 0px;">GETTY IMAGES</figure><p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; font-weight: bold; line-height: 1.75; margin-top: 28px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">苹果（Apple）公司日前突然发布收入预警，并称主要原因在中国市场，随即引发外界对全球第二大经济体贸易紧张局势和消费能力的担忧。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">但有分析人士表示，调低收入预期暴露出这家科技巨头长期存在的问题。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">在中国，iPhone手机的销售额一直呈下降趋势，同时苹果还面临与多个对手的激烈竞争。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">专家认为，这一预警凸显了苹果寻找新增长动力的必要性。<ul style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; line-height: inherit; margin: 18px 0px 0px; padding: 0px; vertical-align: baseline; list-style: none; background-color: #ffffff;"><li style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin: 18px 0px 0px 20px; padding: 0px 0px 0px 4px; vertical-align: baseline; list-style: square outside;"><a href="https://www.bbc.com/zhongwen/simp/business-46517846" style="border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: #dcdcdc; border-left-color: initial; border-image: initial; color: #222222; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: bold; letter-spacing: inherit; line-height: 1.75; margin: 0px; padding: 0px; vertical-align: baseline; text-decoration-line: none; -webkit-tap-highlight-color: rgba(17, 103, 168, 0.3);">中国法院给予苹果临时禁令，高通称或将申请强制执行</a></li><li style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin: 18px 0px 0px 20px; padding: 0px 0px 0px 4px; vertical-align: baseline; list-style: square outside;"><a href="https://www.bbc.com/zhongwen/simp/business-46300559" style="border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: #dcdcdc; border-left-color: initial; border-image: initial; color: #222222; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: bold; letter-spacing: inherit; line-height: 1.75; margin: 0px; padding: 0px; vertical-align: baseline; text-decoration-line: none; -webkit-tap-highlight-color: rgba(17, 103, 168, 0.3);">苹果公司股价大跌的四大原因</a></li><li style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin: 18px 0px 0px 20px; padding: 0px 0px 0px 4px; vertical-align: baseline; list-style: square outside;"><a href="https://www.bbc.com/zhongwen/simp/business-44817546" style="border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: #dcdcdc; border-left-color: initial; border-image: initial; color: #222222; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: bold; letter-spacing: inherit; line-height: 1.75; margin: 0px; padding: 0px; vertical-align: baseline; text-decoration-line: none; -webkit-tap-highlight-color: rgba(17, 103, 168, 0.3);">美中贸易战：iPhone逃过一劫　跨国企业面临窘境</a></li></ul><figure style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; line-height: inherit; margin: 24px -24.6484px 0px 0px; padding: 0px; vertical-align: baseline; clear: both; background-color: #ffffff;"><span style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 15px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><img src="https://ichef.bbci.co.uk/news/624/cpsprodpb/1614E/production/_105064409_apple_share_price_640-nc.png" datasrc="https://ichef.bbci.co.uk/news/320/cpsprodpb/1614E/production/_105064409_apple_share_price_640-nc.png" alt="," width="640" height="513" data-highest-encountered-width="624" style="color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; user-select: none; width: 616.211px; transition: opacity 0.2s ease-in; display: block;" /></figure><p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;"><a href="https://www.apple.com/hk/newsroom/2019/01/letter-from-tim-cook-to-apple-investors/" style="border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: #dcdcdc; border-left-color: initial; border-image: initial; color: #222222; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: bold; letter-spacing: inherit; line-height: 1.75; margin: 0px; padding: 0px; vertical-align: baseline; text-decoration-line: none; -webkit-tap-highlight-color: rgba(17, 103, 168, 0.3);">苹果总裁蒂姆·库克（Tim Cook）周三发表对投资者的公开信</a>，信中表示中国是苹果销售问题的主要原因。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">苹果近20%的收入来自包括香港和台湾在内的大中华地区。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">库克称，苹果没有预见到大中华地区的“经济减速程度”，表示美中贸易紧张局势损害了消费者的信心。<h2>价格更低的中国手机</h2><p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">但苹果在中国遇到的问题早已存在。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">他们在中国市场一直遭遇Oppo、华为及小米等对手更低价格的竞争。<figure style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; line-height: inherit; margin: 24px -24.6484px 0px 0px; padding: 0px; vertical-align: baseline; clear: both; background-color: #ffffff;"><span style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 15px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><img src="https://ichef.bbci.co.uk/news/624/cpsprodpb/13A3E/production/_105064408_apple_china_640-nc.png" datasrc="https://ichef.bbci.co.uk/news/320/cpsprodpb/13A3E/production/_105064408_apple_china_640-nc.png" alt="," width="640" height="513" data-highest-encountered-width="624" style="color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; user-select: none; width: 616.211px; transition: opacity 0.2s ease-in; display: block;" /></figure><p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">苹果的商业模式极度需要消费者购买新手机，而这需要公司不断革新技术。现在的苹果发现，想要吸引消费者很难。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">“在iPhone8之后，技术革新趋于稳定，因此消费者购买新iPhone的动力有所下降，”身在台北的技术分析师雷诺斯（Sam Reynolds）表示。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">雷诺斯称，苹果令人意外的收入预警“只代表眼下对苹果的处境”。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">“我不会将这视作美国或中国经济的反映，也不会看作是受贸易战影响，”他说。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">最近有消息称，苹果主要供应商减产，使得外界担忧由于售价较高，苹果从消费者群体中获得的动力不足。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">雷诺斯认为，在类似价格区间内，谷歌Pixel、Oppo Flagship X、一加手机6（OnePlus 6）及华为P20 Pro等安卓（Android）手机产品“更有趣”。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">科技咨询公司IDC分析师黄子兴（Will Wong）也认为，中国公司的竞争为苹果带来了挑战。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">他还表示，最近华为首席财务官孟晚舟被捕“激发了一阵爱国主义热潮”，这也会对苹果的业务带来麻烦。<h2>消费者减少支出</h2><figure style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; line-height: inherit; margin: 24px -24.6484px 0px 0px; padding: 0px; vertical-align: baseline; background-color: #111111; clear: both;"><span style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 15px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><img src="https://ichef.bbci.co.uk/news/624/cpsprodpb/7AD6/production/_105064413_gettyimages-1010347438.jpg" datasrc="https://ichef.bbci.co.uk/news/320/cpsprodpb/7AD6/production/_105064413_gettyimages-1010347438.jpg" alt="," width="976" height="549" data-highest-encountered-width="624" style="color: #bdbdbd; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; user-select: none; width: 616.211px; transition: opacity 0.2s ease-in; display: block;" /><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 15px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">图片版权<span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.875rem; font-weight: inherit; letter-spacing: 0.25px; line-height: 1.14286; margin: 0px; padding: 3px 8px 1px; vertical-align: baseline; text-transform: uppercase; background: rgba(0, 0, 0, 0.6); bottom: 0px; position: absolute; right: 0px;">GETTY IMAGES<figcaption style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 16px; vertical-align: baseline; visibility: visible;"><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 15px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image caption<span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.75rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.33333; margin: 0px; padding: 0px; vertical-align: baseline; display: block;">苹果近20%的收入来自包括香港和台湾在内的大中华地区。</figcaption></figure><p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">在上述问题出现的同时，中国经济增长也放满了脚步。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">最近几年来，苹果公司应对智能手机销量下滑的办法是提高手机售价，这帮助他们在行业普遍紧缩的情况下创造了新的营收记录。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">但随着越来越多的消费者减少支出，苹果优质产品的销售也越来越难，苹果的处境越发艰难。<p style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 1rem; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline; background-color: #ffffff;">黄子兴称，在经济发展遇到困难时，消费者对价格会更加敏感，这时中国手机制造商们更有价格竞争力的产品对消费者的吸引力也就越大。