Tim Cook used the launch of a cheaper Apple iPhone to set out the principles behind its fight with the US government over encryption, as well as announcing new environmental and digital health initiatives.
In a rare move downmarket as it tries to stimulate growth, Apple cut the price of its Apple Watch Sport by $50 and introduced a new 4-inch iPhone at $399, $250 less than its flagship 6s model. Apple also unveiled a new 10-inch iPad Pro costing $599, $200 below the 13-inch productivity-focused tablet the company launched last year.
“We are always pushing forward and innovating and doing things that positively affect many people — something Apple has been doing for over 40 years,” Mr Cook said.
The new iPhone SE looks nearly identical to the 5 series first introduced in 2012 but includes its latest A9 chip, Apple Pay and a much improved camera module. The device is intended to appeal to customers buying their first smartphone in emerging markets, with around a third of 4-inch iPhone customers buying their first Apple handset, as well as consumers who prefer a smaller form factor.
“Many, many customers have asked for this,” said Mr Cook.
However, hype around Monday’s event has been more subdued than for many Apple product launches, ahead of a more substantial update for its flagship device in September.
Apple’s product launch has been partly overshadowed by its high-profile fight with the FBI over whether the company should be forced to help investigators break into the San Bernardino shooter’s iPhone. Monday’s event came just a day before Apple and the FBI will meet in court near San Bernardino, when a magistrate will hear evidence from security experts and law enforcement officials.
Moments after taking to the stage at Apple’s headquarters in Silicon Valley, Mr Cook positioned its legal battle with the FBI as a political one: “We get to decide as a nation how much power the government should have over our data and over our privacy.”
“We did not expect to be in this position — at odds with our own government?.?.?.?But we believe strongly that we have a responsibility to help you protect your data and protect your privacy,” he said. “We owe it to our customers and we owe it to our country. We will not shrink from this responsibility.”
Yet amid its privacy campaign, Wall Street remains more concerned about Apple’s sales.
Analysts have forecast that the new iPhone will provide only a modest boost to iPhone sales at a time when the company is under pressure from investors to deliver faster growth. Apple is expected to report its first quarter of declining iPhone sales next month, after units were flat year-on-year in the December quarter.
“Pricing is the most significant component of these announcements. Apple will always prioritise margins but we’re seeing Apple price more aggressively across all products and categories,” Geoff Blaber, analyst at CCS Insight.
蒂姆?库克(Tim Cook)利用廉价版苹果(Apple) iPhone的发布会阐明了该公司在加密问题上与美国政府抗争背后的原则，同时还宣布了新的环境和数字化健康倡议。
在为了刺激增长而采取的面向低端市场的罕见举动中，苹果将其Apple Watch Sport价格下调50美元，并推出了新款4英寸版iPhone，售价为399美元，较其旗舰版6s型号的价格低250美元。苹果还公布了新款10英寸的iPad Pro，售价为599美元，较其去年推出的面向工作的13英寸平板电脑的价格低200美元。
新款iPhone SE看起来与2012年首次推出的iPhone 5系列几乎相同，但是iPhone SE配备了最新的A9芯片、Apple Pay以及性能好得多的摄像头模块。该产品旨在吸引新兴市场的顾客购买其首部智能手机，并迎合那些更喜欢较小尺寸手机的消费者。约有三分之一的4英寸iPhone用户是首次购买苹果手机。
“定价是这些发布会上最重要的部分。苹果总是会优先考虑利润率，但是我们正看到苹果在所有产品和品类的定价上更加咄咄逼人，”CCS Insight的分析师杰夫?布拉波(Geoff Blaber)称。