苹果期待已久的下一件大事即将到来
Apple’s(AAPL)FirstMixed-RealityHeadsetArrivesAfterYearsinDevelopment bloomberg.com/news/newsletters/2023-06-04/apple-s-aapl-first-mixed-reality-headset-arrives-after-years-in-development-lihfkxgw MarkGurman Apple’snextbigthingisfinallyhere,withthecompanysettoannounceitsmixed-realityheadsetatWWDConMonday.Also:AnexclusivelookatApple’splanstoexpanditsretailstoresinAsiaandremodellocationsintheUS,Europeandelsewhere. 苹果公ø的Q一个大Ïþ终于到来了，该公ø将于周一在WWDC发 _其混\Ā实头盔2ßp:独家报道苹果在Þ洲的ö售店扩张计划，以及在美ÿ1欧洲和其他地方的ö售店改造计划2 LastweekinPowerOn:Anearlyhands-onwiththeMetaQuest3,whichcouldbeoneofApple’searlyheadsetrivals. P周发表在PowerOn:MetaQuest3P的一篇文章，该产品ÿ能是苹果î期的耳机竞争对手之一2 TheStarters 开胃菜 Apple’sTimCookandCraigFederighiatWWDClastyear.苹果公ø的蒂姆· ß克和克÷格·费德Ý]去在全球开发者大会P Photographer:DavidPaulMorris/Bloomberg摄影:DavidPaulMorris/彭博社 Overthepasttwodecadesorso,AppleInc.hasreleasedanumberofindustry-shiftingproducts:theiPodin2001,theiPhonein2007,theiPadin2010andtheAppleWatchin2015. 在过去20þô的时间Ý，苹果公ø发_了一系列产业转型产品:2001的iPod，2007的iPhone，2010的iPad和2015的AppleWatch2 OnMonday,thecompanyhopestodoitalloveragain—thistimewithitsfirstmixed-realityheadset.WhilenoproductwilleverliveuptotheiPhone,theheadsethasthepotentialtousherinanewera:Itcouldkickofftheshifttoadifferentinterfacethatupendshowpeoplework,playgamesandentertainthemselves. 周一，该公ø希望再来一次——à一次，它将è出首款混\Ā实的耳机2虽然没p一款产品能PiPhone相媲美，但是à款耳机pÿ能迎来一个ð时代:它ÿ能会开启一个全ð的界面，颠覆人们的ý作1游o和娱乐方式2 It’salsoariskyendeavorthatcouldbackfireforApple.Mixed-realityheadsetsarestillanascentfield,andmanypeoplearehesitanttowearacomputerontheirface.TheAppledevicealsowill havedesignquirks,suchasanexternalbatterypack,andapricetagofroughly$3,000.Moreover,itmaynothavea<killerapp=whenitlaunches. à也是一个p风险的尝试，ÿ能会适得其反2混\Ā实耳机Ï然是一个ðt的领域，许多人都在犹豫是否要把电脑戴在脸P2à款苹果设备ßp一ß设计特点，比如外置电池组，ÿ格大þ在3000美元þô2l外，它启动时ÿ能没p<杀手ÿà用程序=2 ButIbelieve—likeApple—thattheheadsetcouldbethefutureofthecomputerandthatthecompanyneedstostartsomewhere. Whilethefirstmodelwilllikelybeaflopintermsofunitsales—atleastcomparedwithApple’sothercategories—thecompanycouldstillbecomethemarketleaderwithinamatterofquarters. 但q和苹果一样，认~耳机ÿ能是电脑的未来，公ø需要Ð某个地方着手2]管就销量而言(至少P苹果的其它产品相比)，第一款机型ÿ能是一次失败，但该公øÏpÿ能在几个季þ内p~^场领导者2 Moresignificantly,Iexpectthatfutureversionswillfixproblemsinthefirstmodel—suchasnauseacomplaints,performancehiccups,overheatingconcernsandalackofcellularconnectivity—andbringdowntheprice.Appleisalreadyworkingontwofollow-ups:aproversionandadownscalemodel. 更Þ要的是，q预计未来的版本将解决第一款机型的问题，并降Pÿ格2àß问题包括恶心的抱h1g能问题1过热问题和手机连接O足2苹果þ经在做两个后续产品:一个是专业版本，一个是P端版 本2 Whileitmighttakethreeorfiveyearsforaheadsettobecomeahit,it’shardtobetagainstthecompany’smarketing,engineeringandsalesprowess.Ifanyonecanmakethisproductcategoryasuccess,it’sApple. 虽然一款耳机ÿ能需要O到五的时间o能p~畅销产品，但是很难对该公ø的^场营销1ý程设计和销售能力Q赌注2如果p人能让à个产品类别取得pß，那一定是苹果2 TheheadsetannouncementwillbepartofApple’skeynoteaddressatitsWorldwideDevelopersConference,andit’slikelytobealongpresentation—morethantwohours—inordertojameverythingin.Beyondtheheadset,Applehastocovermyriadchangestoitssoftwareplatformsandthecompanyisexpectedtorolloutothernewhardware,suchasfreshMacs. à一耳机声明将是苹果在全球开发者大会(WorldwideDevelopersConference)P发表的题演讲的一部分，很ÿ能是一个长达两个多小时的演讲，以便把所p东西都塞进去2除了耳机，苹果ß必须覆盖其软þĀ的无数变化，预计该公øß将è出其它ð硬þ，如ð款Mac电脑2 Likelastyear,thekeynotewillbeaprerecordedvideoplayedoutsideattheAppleParkheadquarters,butthespacewillbeshadedandlarger,lettingthecompanyaccommodatemorepeople. Apple’s<StateoftheUnion=presentation,whichistargetedatdevelopers,willfollowthekeynote. 像去一样，题演讲将是在苹果公园总部外播放预先录制好的视频，但是空间将变得阴暗和更大，让公ø容纳更多的人2苹果针对开发者的<ÿ情咨文=演讲将紧随í发言2 I’mtoldthatApplehassetuptwodemonstrationareastoshowoffthenewproducts.OnespotwillbeinsidetheSteveJobsTheater,possiblytohighlightthenewMacs.Theotherwillbeatemporary structurethat’saroughly15-minutewalkaway—atoptheAppleParksoccerfieldandbyitsbasketballcourts—anditwilllikelyhousetheheadset. q被告知苹果公øþ经设立了两个展示区来展示ð产品2其中一个广告O将在ó蒂[·乔_ï剧院展出，ÿ能是~了突出展示ð款Mac电脑2另一个是一个临时建筑，m行大þ15分钟即ÿ到达，O于苹果公园(ApplePark)足球场和篮球场的顶端2à个建筑很ÿ能会安装耳 机2 Thisstructurehasbeenunderconstructionforweeksandisquitelarge.ItshouldallowAppletoshowofftheheadsetinaquieter,climate-controlledenvironment—foraselectgroupthatApplewantstoseetheheadset.ThecompanybuiltasimilarstructurefortheAppleWatchlaunchin2014. à个建筑þ经施ý了几个星期了，相当大2àà该能让苹果在一个更安静1气候ÿç的ÿ境中展示à款耳机ーー对于苹果希望看到à款耳机的特定群体而言2该公ø~2014苹果手表(AppleWatch)的发_设计了类似的结构2 We’llknowmoreonMondayat1p.m.Eastern/10a.m.Pacific,whenthekeynoteisslatedtobegin. q们将在周一东部时间Q午1点/z洋时间P午10点了解更多信息，届时题演讲将开始2 Hereareafewimportantprogrammingnotes: 以Q是一ßÞ要的编程注意Ï项: IhostedaTwitterSpacespreviewforWWDConFriday.Youq在周五~WWDC持了一个Twitter空间预览canlistentoithereÿ以在àÝ听. I’llbehostinganotherlivepreviewviaq会通过audioandvideoonDiscordO和谐音频和视频onSundayat7p.m.Pacifictime.Joinmethere.z洋时间周日Q午7点，和q一起去 OnMonday,ourliveblogon周一，q们的直播博客Bloomberg.comwillkickoffat8a.m.Pacificandrunthroughthekeynote.将于z洋时间P午8点开始，并进行题演讲 Ialsowillbelive-chattingMondayaboutthekeynoteintheWWDCchannelintheq也将会在周一在WWDC频道的题演讲P进行实况聊yPowerOnDiscordO和谐的力量.Ihopetotalktoyouallthere.2q希望在那ÝP你们所p人交谈 Butbeforethat,besuretoreadmy
