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为什么现在的手机这么贵? – 译学馆
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为什么现在的手机这么贵?

THIS is why your phone is so damn expensive

The iPhone XS Max
iPhone Xs Max
gets up to more than $1,400.
售价超过1400美元
As a speecedout Galaxy S10 Plus
标配Galaxy S10 Plus
can reach $1,600.
售价1600美元
Samsung’s foldable phone is going to sell for $2,000.
三星折叠屏手机的售价将达2000美元
And Huawei has gone even higher with a foldable
而华为折叠屏手机价格更高
that’s going to start at close to $2,600.
将以2600美元左右起售
Phone prices have gotten wildly more expensive
在过去的几年里
in the past couple of years.
手机价格增势迅猛
Apple, Google, Samsung and others
苹果 谷歌 三星和其他品牌
now charge hundreds of dollars more for phones
如今手机的售价
than they did just a couple of years ago.
比前几年高出几百美元
And the upper limit on phone prices won’t stop growing.
并且手机价格的上限也会持续增长
If you’re trying to buy a phone,
如果你想买手机
this can be pretty intimidating.
这价格就令人却步
Why do these very necessary devices suddenly cost so much?
为什么这些必需品的价格突然升高
There are a few different reasons that phone prices keep going up.
手机价格持续走高是由几个不同原因造成的
Some good, some bad.
有的好 有的不好
I’m going to talk about three key pieces to this story.
下面我想谈谈这个问题的三个关键点
To understand why, we
想知道为什么
have to step back and look at the big picture.
我们必须退一步看整体情况
[the upbeat music]
[欢快的音乐]
Prices have been rising at pretty much every high-end phone company.
几乎所有高端手机公司的产品都在涨价
But for this video,
但这期视频里
I’m going to focus on Apple,
我们主要来看看苹果
particularly in the US,
特别是在美国
because its prices stayed consistent for a really long time.
它的价格在很长一段时间内始终不变
Also, the iPhone is just really popular here.
并且iPhone很受欢迎
So the first thing is phone prices used to be a lie.
首先 手机的价格通常是骗人的
You might remember getting
你或许记得曾用
a brand-new iPhone for $200, but in reality,
200美元买了全新iphone
that phone cost a lot more.
但实际花费更多
Probably closer to $650.
或许接近650美元
The cost was just hidden to you.
这就是隐藏花费
This is how phone sales worked in the United States for years.
这就是这些年苹果在美国的销售策略
And it kind of seemed like it would never change.
这看起来似乎永远不会改变
But then came T-Mobile’s boisterous,
但随后德国电信公司 活力满满
trash-talking CEO John Legere.
但废话很多的CEO 约翰•莱格尔出现了
“That is a complete crock of bullshit.”
“完全是一派胡言”
When Legere became CEO in 2012,
莱格尔2012年担任CEO
T-Mobile was in a bad place.
当时公司状况不妙
The carrier was in a distant last to Verizon and AT&T.
远远落后威瑞森和美国电话电报公司
It even had 20 million fewer subscribers than Sprint.
它的客户甚至比斯普林特公司还少两千万
Legere wanted to do something bold
莱格尔想通过
to get eyes back on T-Mobile.
大胆举措为公司博关注
So after just six months on the job,
所以在仅任职六个月后
he did something previously unthinkable.
他做了之前人们想都不敢想的事情
For a major US phone carrier:
作为美国主流手机运营商
he killed two-year contracts.
他停掉了两年期合约机
Now Legere’s kind of ridiculous,
莱格尔有点荒谬
and we make fun of him a lot.
我们经常嘲笑他
But this was a legitimately game-changing idea.
但这个改变游戏规则的想法是合理的
It made the carrier more consumer-friendly,
它让运营商对消费者更友好
and it allowed the company to lower prices.
并促使公司调低定价
A T-Mobile plan could easily be half the price
因此德国电信的套餐价格可以轻易减少到
of a Verizon or AT&T plan.
威瑞森和美国电话电报公司的一半
This had a huge effect
这一点对于
in turning T-Mobile around
公司翻盘影响深远
and making it the competitive
并奠定了今天
number three it is today.
三巨头之一的地位
But getting rid of contracts and lowering prices
但取消合同和降低价格
really meant getting rid of phone subsidies.
事实上意味着取消电话补助
Carriers had only been able to give you a $200 iPhone
运营商过去只提供200美元的iPhone
because they were quietly charging you
因为他们暗地收费
for the rest of the phone every single month
将手机的其他费用
as part of your bill.
作为每月账单的一部分
The iPhone was always about $650.
iPhone的价格通常约是650美元
You just couldn’t see it.
你不知道的是
Within two years, Verizon, AT&T,
两年内 威瑞森 美国电话电报公司
and Sprint all followed suit.
还有斯普林特公司都仿效了德国电信
The contract was dead.
取消合同制之后
And now what you saw was
现在你看到的是
the exact price of the phone
手机的真实价格
along with the monthly fee you’d
以及你购买它
need to pay in order to buy it.
所需的每月费用
So that’s part of the story.
这就是有问题的部分
And it brings phones from about $200,
这使价格从大约200美元
to about $650 in just a couple years’ time.
在短短几年内涨到约650美元
But this isn’t just a story about sticker shock.
但这不仅仅是一个价格冲击的问题
Phones really are getting more expensive.
手机真的变得越来越贵
And there’s been a big jump from $600,
近几年出现了一个巨大的飞跃
to well past $1,000 in just the last few years.
售价从600美元到1000美元
These price hikes aren’t just about what consumers want.
价格暴涨不仅是消费者想要的
They’re also about what companies like Apple need.
也是类似苹果这样的公司需要的
And that brings us to the second part of this story.
这就带我们来到了问题的第二部分
As weird as it sounds,
尽管听着很奇怪
Apple is running out of people to sell iPhones to.
但iPhone消费者确实在逐渐减少
When the iPhone 4S came out,
iPhone 4S上市时
around one in three
约三分之一美国人
Americans owned a smartphone.
拥有智能手机
Just five years later,
仅仅五年后
there’s a smartphone in the hand
拥有智能手机的人
of 3 out of every 4 Americans.
涨到了四分之三
The death of contracts has also
合同制手机的取消
made it harder to sell a phone.
让手机更难销售
Customers no longer have a good reason
消费者不再有充分理由
to buy a new phone every two years,
每两年换一部新手机
which means Apple isn’t
这表明苹果公司
guaranteed those biannual purchases.
不能保证半年一次的购买率
In fact, carriers have even
而事实上
started extending the time
运营商甚至已经开始
over which we pay for our phones.
延长付钱买手机的时间
AT&T defaults to splitting up costs over two and half years.
美国电话电报公司默认两年半分期付款期
T-Mobile does it over three.
德国电信公司是三年
All of this has had an impact.
这些都产生了影响
By 2017, Americans were holding on to their phones
到2017年 美国人使用他们现有的手机
for more that two and a half years.
已经超过两年半了
That doesn’t sound like a lot,
时间并不长
but it’d been closer to two years
但在一年之前
just the year before that.
一部手机只用两年
To see the real story,
想了解真实情况
you can just look at this chart.
你可以看看这个图表
Thanks to the success of the iPod,
由于iPod的成功
Apple had been setting company-best revenue records quarter after quarter.
苹果公司不断刷新公司的销售记录
When the iPhone came out, that only accelerated.
iPhone问世时 其销售量增长更迅猛了
Apple was on a 13-year record-setting streak.
苹果曾连续13年创下销售纪录
But then, this happened.
但后来发生了一些事情
In April 2016, Apple missed.
2016年4月 它没有刷新记录
For the first time in more than a decade,
十几年来第一次
Apple made less money in a quarter
与上一年相比
than it did the year before.
苹果在该季度的盈利减少了
Now, don’t get me wrong —
然而 不要误会
Apple still made a ton of money:
苹果公司仍然赚了很多钱
it got $50 billion in just three months
仅三个月就盈利500亿美元
But Apple lives and dies by the iPhone.
但苹果的生死存亡取决于iPhone
At the time, the iPhone
当时iPhone销量
made up 65 percent of Apple’s overall sales.
占总销量的65%
So Apple’s main goal was
因此 苹果主要目标是
to send that arrow back in the right direction.
增加iPhone盈利 让苹果公司回归正轨
And that means one of two things:
这意味着要二选一:
either selling more iPhones or selling more expensive iPhones.
以量取胜或以价取胜
And you know which one they chose.
你知道他们选了哪个
So everyone got cheap phones on a two-year contract.
于是大家当时通过两年合同买了便宜手机
Then those contracts died.
但之后合同被取消
People bought fewer phones, and prices had to go up.
人们买的手机越来越少 价格不得不上涨
It all sounds a little bit evil,
这听起来有些不道德
but there is a bit more to it.
但其实有很多这样的事
And that’s the third piece of this story.
接下来是问题的第三点
“It is the most advanced iPhone we’ve ever created.”
“这是我们创造出的最好的iPhone”
“We designed the world’s best camera,
“我们设计了世界上最好的相机
and put it in the world’s most helpful phone.”
用在世界最有用的手机里”
“Galaxy Fold is a device
“Galaxy Fold
unlike any that’s come before it.”
不同于之前任何产品”
But seriously, modern phones
但说真的 现在的手机
do have a lot more stuff and a lot nicer stuff,
尤其是高端产品
especially at the high end.
有更多更好的功能
There are larger screens, nicer display technologies,
更大的屏幕 更好的显示技术
multiple cameras, tons of RAM,
多摄像头 大内存
waterproof builds. It adds up.
防水结构 功能还在增加
If you count up how much every part
如果计算价格 把2010年
inside an iPhone 4 from 2010 costs,
iPhone4的每一部分的费用相加
it comes out to less than $200.
结果不到200美元
Do the same thing
同样的方法计算
for last year’s iPhone XS Max,
去年iPhone XS Max
and it’s closer to $400.
结果不到400美元
Now, yes, that is a lot less
是的 与iPhone定价相比
than Apple sells the phone for,
这已经很少了
but that’s just the cost of parts.
但这仅仅是零部件成本
It doesn’t include R&D, manufacturing, shipping, support,
不包括研发 制造 运输 支持
the salary of the Apple Store employee
和卖给你产品的苹果商店员工工资
who sold it to you, and a lot more.
还有很多其他成本
The prices for new iPhones haven’t necessarily gone up a ton.
新款iPhone的价格没有必要上涨很多
Apple charged $650 Apple charged $650
2011年 iPhone旗舰版售价650美元
With inflation, that’s now about $720,
由于通货膨胀 现在大约是720美元
which is close to the cost of an iPhone XR,
这接近一款稍贵一点的手机
a phone that likely costs a lot more to make.
iPhone XR的价格
So in reality, it’s less that
所以事实上
the iPhone got more expensive
不是iPhone涨价
and more that Apple has pushed
而是苹果公司
the boundaries on what the most expensive iPhone looks like.
打破了iPhone的最高价格界限
And it’s worth keeping in mind
你要记住
that if you buy a $ 1,000 iPhone,
如果你花1000美元买iPhone
you’re actually in the minority.
你实际上属于少数人
In the US, phones sell for $400 on average.
在美国 手机平均售价为400美元
And it’s even less worldwide.
低于全世界平均价格
You may need to spend a grand
你必须花很多钱
to get the absolute best out there,
买到最好的手机
but phones have gotten so good
但现在只用几百美元
that you can now spend a few hundred dollars
就能买到好手机
and get something that checks most of the boxes
就能享受手机里
one could reasonably need.
需要的众多功能
Even Apple will sell you
你甚至能用450美元
a brand new iPhone 7 for $450.
买到一部全新iPhone7
So yes, phone prices have risen a lot.
所以 手机就这样涨价了
You have to spend more to get today’s best phone
相对于几年前而言
than you had to spend to get the best phone
你现在必须花更多钱
just a few years ago.
买最好的手机
But the difference is that
但不同的是
you no longer miss out on quite as much
如果你选择花更少的钱
if you choose to spend less.
也不会错过很多功能
And the phone you do end up with,
并且你最终拥有的手机
you’ll probably hang on to for longer.
可能持有更长时间
So unless you’re still buying the best every two years,
所以除非你每隔两年都要买最好的手机
you might not end up spending all that much more.
否则你可能不会花那么多钱
Speaking of expensive phones,
说到昂贵的手机
if you haven’t seen them already,
如果你还没有见过
you should absulutely check out hands on vedios,
那你绝对应该看看我们拍摄的
with some of the first foldable phones.
有关第一代折叠手机的视频
These things are really cool,
它们真的很酷
and they’re one of the first things in a while
并且它们是第一批在短期内
to really redefined a phone can look like.
重新定义手机外形的设备
You can check those out.
你可以浏览这些视频
And be sure to like and subscribe for more.
点赞订阅观看更多视频

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视频概述

本期视频主要分析我们觉得手机的价格越来越昂贵的原因。

听录译者

收集自网络

翻译译者

Letheヴ

审核员

审核员_LL

视频来源

https://www.youtube.com/watch?v=cU_TMypuHXs

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