2010-10-18 Apple Inc. (AAPL) Q4 2010 Earnings Call Transcript
Apple Inc. (NASDAQ:AAPL) F4Q10 (Qtr End 09/25/2010) Earnings Call October 18, 2010 5:00 PM ET
苹果公司（纳斯达克股票代码：AAPL）F4Q10（2010 年 9 月 25 日季度末）财报电话会议 2010 年 10 月 18 日东部时间下午 5:00
Executives 高管
Nancy Paxton - Senior Director of IR
南希-帕克斯顿--投资者关系高级总监
Peter Oppenheimer - CFO
彼得-奥本海默 - 首席财务官
Steve Jobs - CEO
史蒂夫-乔布斯 - 首席执行官
Tim Cook - COO
蒂姆-库克 - 首席运营官
Analysts 分析师
Richard Gardner - Citi 理查德-加德纳 - 花旗银行
Gene Munster - Piper Jaffray
Mike Abramsky - RBC Capital Markets
Mike Abramsky - 加拿大皇家银行资本市场
Benjamin Reitzes - Barclays Capital
Benjamin Reitzes - 巴克莱资本
Katy Huberty - Morgan Stanley
Katy Huberty - 摩根士丹利
Toni Sacconaghi - Sanford Bernstein
托尼-萨科纳吉 - 桑福德-伯恩斯坦
Shannon Cross - Cross Research
香农-克罗斯 - 克罗斯研究
Chris Whitmore - Deutsche Bank
克里斯-惠特莫尔 - 德意志银行
Operator 操作员
Good day everyone and welcome to this Apple Incorporated fourth quarter fiscal year 2010 earnings release. (Operator Instructions) At this time for opening remarks and introductions, I would like to turn the call over to Nancy Paxton, Senior Director of Investor Relations.
大家好，欢迎收听苹果公司 2010 财年第四季度财报发布会。(接线员指示）现在是开场白和自我介绍时间，我想把电话交给投资者关系部高级总监南希-帕克斯顿（Nancy Paxton）。
Nancy Paxton 南希-帕克斯顿
Thank you. Good afternoon and thanks to everyone for joining us. Please note that some of the information you'll hear during our discussion today will consist of forward-looking statements including, without limitation, those regarding revenue, gross margin, operating expenses, other income and expense, stock-based compensation expense, taxes, earnings per share, and future products. Actual results or trends could differ materially from our forecast.
谢谢。下午好，感谢大家的参与。请注意，在我们今天的讨论中，您将听到一些前瞻性陈述，包括但不限于有关收入、毛利率、运营支出、其他收入和支出、股票薪酬支出、税收、每股收益和未来产品的陈述。实际结果或趋势可能与我们的预测大相径庭。
For more information, please refer to the Risk Factors discussed in Apple's Form 10-K for 2009, as amended, the Form 10-Q for the first three quarters of fiscal 2010 and the Form 8-K filed with the SEC today along with the attached press release. Apple assumes no obligation to update any forward-looking statements or information which speaks as of their respective dates.
欲了解更多信息，请参阅苹果公司今天向美国证券交易委员会提交的经修订的 2009 年 10-K 表、2010 财年前三季度 10-Q 表和 8-K 表中讨论的风险因素，以及随附的新闻稿。苹果公司不承担更新任何前瞻性表述或信息的义务，这些表述或信息以其各自的日期为准。
And with that, I'd like to turn the call over to Apple's CFO, Peter Oppenheimer, for introductory remarks.
下面请苹果公司首席财务官彼得-奥本海默（Peter Oppenheimer）致开场白。
Peter Oppenheimer 彼得-奥本海默
Thank you, Nancy. Thank you for joining us. We're extremely pleased to report the conclusion of a great fiscal year for Apple with outstanding results for the September quarter. Our innovative product lineup is the best ever and customer response has been tremendous. As a result, we set new all-time records for Mac, iPhone and iPad sales in the September quarter, and we are thrilled to report the highest quarterly revenue and earnings in Apple's history.
谢谢你，南希。感谢您参加我们的会议。我们非常高兴地宣布，苹果公司本财年圆满结束，9 月份季度业绩出色。我们的创新产品阵容是有史以来最好的，客户反响也非常热烈。因此，我们在 9 月份创造了 Mac、iPhone 和 iPad 的销售历史新纪录，我们也非常高兴地宣布，本季度的收入和利润均创下了 Apple 的历史新高。
Revenue for the quarter was $20.34 billion, an increase of more than $8.1 billion over the prior September quarter's result, representing growth of 67%. The very strong growth was fueled primarily by record iPhone sales, the tremendous popularity of iPad and our best Mac quarter ever.
本季度收入为 203.4 亿美元，比上一季度增加了 81 亿美元，增长了 67%。这一强劲增长主要得益于创纪录的 iPhone 销量、iPad 的大受欢迎以及我们有史以来最好的 Mac 季度业绩。
Operating margin was $5.45 billion, representing 26.8% of revenue. Net income was $4.31 billion, which exceeded our previous quarterly earnings record by $930 million and represented 70% growth over the year-ago quarter's earnings. These results translated to earnings per share of $4.64.
营业利润率为 54.5 亿美元，占收入的 26.8%。净利润为 43.1 亿美元，比上一季度的盈利记录高出 9.3 亿美元，与去年同期相比增长了 70%。这些结果换算成每股收益为 4.64 美元。
Turning to the details of the quarter, I'd like to begin with our Mac products and services. We set a new quarterly record with sales of almost 3.9 million Macs, exceeding the previous record established in the June quarter by over 400,000. This represents 27% year-over-year growth, more than double IDC's latest published estimate of 11% growth for the market overall in the September quarter.
谈到本季度的详细情况，我想首先谈谈我们的 Mac 产品和服务。我们创下了新的季度记录，销售了近 390 万台 Mac，比 6 月份创下的记录高出 40 多万台。这意味着同比增长 27%，是 IDC 最新公布的 9 月份市场整体增长 11% 的两倍多。
We experienced strong double-digit growth in both Mac desktop and portable categories led by very strong sales of iMac which was updated in July and the continued popularity of the MacBook Pro and MacBook. Mac growth was strong in each of our geographic segments, led by Asia-Pacific at 56% year-over-year and Japan at 49%. We began and ended the quarter with between three and four weeks of Mac channel inventory.
在 7 月份更新的 iMac 的强劲销售以及 MacBook Pro 和 MacBook 的持续热销带动下，我们的 Mac 台式机和便携式产品均实现了两位数的强劲增长。Mac 在各个地区的增长都很强劲，其中亚太地区同比增长 56%，日本增长 49%。本季度开始和结束时，我们的 Mac 渠道库存都在三到四周之间。
Moving to our music products, we sold nearly 9.1 million iPods compared to 10.2 million in the year-ago quarter. In September, we announced a great new lineup of iPods for the holiday season, including our redesigned iPod Shuffle featuring clickable buttons, the reinvented iPod Nano with multi-touch and the new iPod touch with Retina display and FaceTime video calling.
在音乐产品方面，我们的 iPod 销量接近 910 万部，去年同期为 1020 万部。今年 9 月，我们发布了面向假日季的全新 iPod 产品系列，包括重新设计的具有可点击按键功能的 iPod Shuffle、具有多点触控功能的全新 iPod Nano 以及配备 Retina 显示屏和 FaceTime 视频通话功能的全新 iPod touch。
iPod's share of the U.S. market for MP3 players remains at over 70% based on the latest monthly data published by NPD. iPod also continues to be the top selling MP3 player and gained share internationally year-over-year in most of the countries we track based on the latest data published by GfK. We remain within our target range of four to six weeks of iPod channel inventory on a look-back basis.
根据 NPD 公布的最新月度数据，iPod 在美国 MP3 播放器市场的份额仍然超过 70%。根据 GfK 公布的最新数据，iPod 仍然是最畅销的 MP3 播放器，在我们跟踪的大多数国家，iPod 的国际市场份额同比均有增长。我们的目标范围仍然是，iPod 渠道库存保持在 4 至 6 周的水平。
The iTunes Store also had another strong quarter with revenue over $1 billion. In September, we launched iTunes 10, including a number of new features such as $0.99 TV rentals, AirPlay wireless music playback and Ping, which offers social music discovery to millions of iTunes users in 23 countries. We also introduced new Apple TV which provides a simple way to watch movies and TV shows on your HDTV for the breakthrough price of just $99.
iTunes Store 在本季度也表现强劲，收入超过 10 亿美元。9 月份，我们推出了 iTunes 10，包括一系列新功能，如 0.99 美元电视租赁、AirPlay 无线音乐播放和 Ping，为 23 个国家的数百万 iTunes 用户提供社交音乐发现服务。我们还推出了全新的 Apple TV，它提供了一种在高清电视上观看电影和电视节目的简单方法，突破性的价格仅为 99 美元。
I'd now like to turn to iPhone. We were extremely pleased to have sold 14.1 million iPhones compared to just under 7.4 million in the previous September quarter. This represents 91% year-over-year growth and is well ahead of IDC's latest published estimate of 64% growth for the global smart phone market overall in the September quarter.
现在我想谈谈 iPhone。我们非常高兴地看到，iPhone 的销量达到了 1,410 万部，而上一季度的销量只有不到 740 万部。这意味着同比增长 91%，远远超过 IDC 最新公布的 9 月份全球智能手机市场整体增长 64% 的预期。
Recognized revenue from iPhone handset and accessories sales was $8.82 billion during the quarter compared with $4.61 billion in the year-ago quarter, an increase of 92%. The sales value of iPhones alone was about $8.6 billion which yields an ASP of about $610.
本季度 iPhone 手机及配件销售确认收入为 88.2 亿美元，去年同期为 46.1 亿美元，同比增长 92%。仅 iPhone 的销售额就约为 86 亿美元，平均销售价格约为 610 美元。
At the end of the September quarter, we had iPhone distribution through 166 carriers in 89 countries. We continue to experience very strong year-over-year growth, particularly in Asia, Europe and Japan where iPhone sales more than doubled year-over-year. We were very happy to be shipping iPhone 4 in China as of the last day of the September quarter, and we've been very pleased with the customer response to date.
截至 9 月季度末，我们通过 166 家运营商在 89 个国家和地区销售 iPhone。我们继续保持着非常强劲的同比增长，特别是在亚洲、欧洲和日本，iPhone 的销量同比增长了一倍多。我们非常高兴地看到，截至 9 月季度末的最后一天，iPhone 4 已经在中国发货，我们对客户迄今为止的反应非常满意。
Last month, J.D. Power and Associates announced that for the fourth consecutive time, Apple ranks highest in its survey of customer satisfaction among manufacturers of smart phones, citing particularly strong performance and ease of operation, operating system, features and physical design.
上个月，J.D. Power and Associates 公司宣布，在其对智能手机制造商的客户满意度调查中，苹果公司连续第四次名列前茅，理由是苹果手机的性能和易操作性、操作系统、功能和外观设计都特别出色。
Adoption of iPhone within the enterprise continues to accelerate. In fact, since we've shipped iPhone 4, we've seen extraordinary growth from 60% to more than 80% of Fortune 500 companies deploying or piloting iPhone. Enterprise CIOs continue to add iPhone to their approved device list worldwide.
企业对 iPhone 的采用继续加速。事实上，自从我们推出 iPhone 4 以来，我们看到《财富》500 强企业中部署或试用 iPhone 的比例从 60% 增长到 80%。企业首席信息官们继续将 iPhone 列入他们全球认可的设备清单。
Most recently, Fortune 500 companies like Procter & Gamble, General Electric, Pfizer, Allstate, and Cardinal Health and Global 500 accounts such as Aviva Group, Total, Novartis, Roche and Sanofi-Aventis have made iPhone available to their employees.
最近，宝洁、通用电气、辉瑞、Allstate 和 Cardinal Health 等财富 500 强企业以及 Aviva Group、道达尔、诺华、罗氏和赛诺菲-安万特等全球 500 强企业都向员工提供了 iPhone。
We ended the quarter with about 3.3 million iPhones in channel inventory, a sequential increase of about 825,000 to support the launch of iPhone 4. We continue to have a sizeable backlog and believe we could have sold even more iPhones if we had been able to supply them.
在本季度末，我们的渠道库存约有 330 万部 iPhone，连续增加了约 82.5 万部，以支持 iPhone 4 的上市。我们仍然有大量的积压库存，而且我们相信，如果我们能够供应这些库存，我们本可以售出更多的 iPhone。
Turning to iPad, we're thrilled with its momentum. In just the second quarter of availability, we sold almost 4.2 million iPads with distribution in 26 countries by the end of the September quarter. We're seeing great enthusiasm for iPad from consumers, educators and businesses.
谈到 iPad，我们对它的发展势头感到兴奋。仅在上市的第二季度，我们就售出了近 420 万台 iPad，截至 9 月季度末，已在 26 个国家和地区销售。我们看到消费者、教育工作者和企业对 iPad 的极大热情。
Enterprise CIOs are adding iPad to their approved device list at an impressive rate. Since the launch of iPad, over 65% of the Fortune 100 is already deploying or piloting iPad. Some recent examples of companies approving iPad include, Procter & Gamble, Lowes, Hyatt, NBC Universal and Novartis.
企业首席信息官们正在以惊人的速度将 iPad 添加到他们认可的设备列表中。自 iPad 推出以来，财富 100 强企业中有 65% 以上已经在部署或试用 iPad。最近批准使用 iPad 的公司包括宝洁、Lowes、凯悦、NBC 环球和诺华等。
Recognized revenue from sales of iPad and iPad accessories during the quarter was $2.8 billion. The sales value of iPads alone was about $2.7 billion, which yields an ASP of about $645. We were able to increase the supply of iPads over the course of the quarter, building channel inventory by about 500,000 units to end the quarter with between three and four weeks of channel inventory below our target range of four to six weeks.
本季度 iPad 和 iPad 配件的确认销售收入为 28 亿美元。仅 iPad 的销售额就约为 27 亿美元，平均销售价格约为 645 美元。我们在本季度增加了 iPad 的供应，渠道库存增加了约 500,000 台，本季度末渠道库存为 3 至 4 周，低于我们 4 至 6 周的目标范围。
We are expanding U.S. iPad distribution to include Wal-Mart, Target, Verizon and AT&T stores. We are also expanding distribution internationally.
我们正在扩大 iPad 在美国的销售范围，包括沃尔玛、Target、Verizon 和 AT&T 商店。我们还在扩大国际分销。
Combining iPhone, iPad and iPod Touch, we surpassed cumulative iOS device sales by 125 million last month. During the September quarter, we released iOS 4.1, which builds on the innovations of iOS 4 bringing FaceTime video calling, multi-tasking, folders and Game Center to iPod Touch in addition to iPhone customers.
结合 iPhone、iPad 和 iPod Touch，我们上个月的 iOS 设备累计销量超过了 1.25 亿部。在 9 月份发布的 iOS 4.1 中，我们在 iOS 4 的基础上进行了创新，除 iPhone 用户外，还为 iPod Touch 带来了 FaceTime 视频通话、多任务处理、文件夹和游戏中心。
And in November, we plan to release iOS 4.2 which will bring many of the great new features of iOS 4 to iPad. iOS 4.2 will also include AirPrint, Apple's new printing architecture that automatically finds printers on local networks and enables printing from iOS devices over Wi-Fi without the need to install drivers or download software.
iOS 4.2 还将包括 AirPrint，这是苹果公司的全新打印架构，可自动查找本地网络上的打印机，并通过 Wi-Fi 从 iOS 设备进行打印，而无需安装驱动程序或下载软件。
The App Store continues to be an unparalleled success. There are now over 200,000 registered iOS developers who continue to bring outstanding and creative new apps to the iOS platform, including over 65,000 game and entertainment titles and over 30,000 apps designed specifically for iPad.
App Store 继续取得无与伦比的成功。目前有超过 200,000 名注册 iOS 开发者，他们不断为 iOS 平台带来出色和富有创意的新应用程序，其中包括 65,000 多款游戏和娱乐产品，以及 30,000 多款专为 iPad 设计的应用程序。
And we launched iAd in July, which provides marketers with the ability to place interactive ads in popular apps for iPhone, iPod Touch and iPad. We were very happy with results so far. Customers are loving the media-rich ads and marketers are very pleased with viewer engagement.
我们还在 7 月份推出了 iAd，让营销人员能够在 iPhone、iPod Touch 和 iPad 的流行应用程序中投放互动广告。我们对目前的效果非常满意。客户非常喜欢富媒体广告，营销人员也对观众的参与度非常满意。
I'd now like to turn to the Apple retail stores, which had a record-breaking quarter. Retail revenue was $3.57 billion compared to $2.04 billion in the year-ago quarter, an increase of 75%. Our stores sold a record 874,000 Macs compared to 670,000 Macs in the year-ago quarter, an increase of 30%. About half the Macs sold in our stores during the September quarter were to customers who had never owned a Mac before.
现在我想谈谈苹果零售店，本季度苹果零售店的业绩创下了历史新高。零售收入为 35.7 亿美元，去年同期为 20.4 亿美元，增长了 75%。我们零售店售出了创纪录的 874,000 台 Mac，去年同期为 670,000 台，增长了 30%。本季度，我们的专卖店售出的 Mac 电脑中，约有一半是售给从未使用过 Mac 的顾客。
We opened 24 stores during the September quarter, 16 of which were outside the United States, including spectacular stores in Beijing, Shanghai, London and Paris. Our new Beijing and Shanghai stores opened on the last day of the quarter, and first-day sales from both stores exceeded all previous store openings. Our four China stores are our highest traffic stores in the world and are among our highest performing.
我们在九月份开设了 24 家门店，其中 16 家在美国以外，包括在北京、上海、伦敦和巴黎开设的门店。我们在北京和上海的新店在本季度的最后一天开业，两家店的首日销售额超过了以往所有开业店的销售额。我们在中国的四家门店是我们在全球客流量最大的门店，也是我们业绩最好的门店之一。
We also entered our eleventh country, with the opening of stores in Barcelona and Madrid. That brings us to a total of 317 stores worldwide as at the end of the quarter, with 84 of them outside the United States. With an average of 301 stores opened during the September quarter, average revenue per store was $11.8 million compared to $7.8 million in the year-ago quarter, an increase of 52%.
我们还进入了第 11 个国家，在巴塞罗那和马德里开设了分店。截至本季度末，我们在全球共有 317 家门店，其中 84 家在美国以外。九月份平均每家店的营业额为 1180 万美元，与去年同期的 780 万美元相比，增长了 52%。
Retail segment margin was $917 million compared to $564 million in the year-ago quarter. We hosted a record 74.5 million visitors in our stores during the quarter compared to 45.9 million visitors in the year-ago quarter, an increase of 62%.
零售业务利润为 9.17 亿美元，去年同期为 5.64 亿美元。本季度，我们的门店接待了创纪录的 7450 万名访客，与去年同期的 4590 万名访客相比，增长了 62%。
As we look ahead to fiscal 2011, we see great opportunity to continue our retail growth with our focus on international expansion. In total, we expect to open 40 to 50 stores in our fiscal 2011 with over 50% of them outside the United States. We will also begin replacing several stores in the United States to get them right-sized for Apple's current product line and to meet our service goals.
展望 2011 财年，我们看到了零售业继续增长的大好机会，并将重点放在国际扩张上。我们预计在 2011 财年总共开设 40 到 50 家零售店，其中 50% 以上在美国以外的地区。我们还将开始更换美国的几家专卖店，使其大小适合 Apple 当前的产品线，并实现我们的服务目标。
Total company gross margin was 36.9%, which was 190 basis points above our guidance. About two-thirds of this favorability was driven by lower commodity and other costs, and the remainder was mostly attributable to a better-than-planned mix of iPhone sales.
公司总毛利率为 36.9%，比我们的预期高出 190 个基点。约三分之二的毛利率得益于较低的商品成本和其他成本，其余主要归因于 iPhone 销售组合好于计划。
Operating expenses were $2.07 billion and included $185 million in stock-based compensation expense. OI&E was $14 million and the tax rate for the quarter was 21%, about five points below our guidance, largely a result of two factors. First, we had a higher mix of foreign earnings than we planned. Second, we had some discrete one-time tax benefits in the quarter as well. Our tax rate for fiscal 2010 was about 24.5%.
运营支出为 20.7 亿美元，包括 1.85 亿美元的股票薪酬支出。本季度的运营支出和收入为 1400 万美元，税率为 21%，比我们的指导低约 5 个百分点，这主要是两个因素造成的。首先，我们的海外收益组合高于我们的计划。其次，我们在本季度还获得了一些独立的一次性税收优惠。我们 2010 财年的税率约为 24.5%。
Turning to cash, our cash flow short term and long term marketable securities totaled $51 billion at the end of the September quarter compared to $45.8 billion at the end of the June quarter, an increase of $5.2 billion. Cash flow from operations was $5.7 billion. The September quarter was the culmination of a monumental year for Apple. In fiscal 2010, we launched several new Macs; establishing record sales of over $13.6 million and achieving 31% year-over-year sales growth, significantly outpacing the growth of the overall pc market.
关于现金，截至 9 月季度末，我们的短期和长期有价证券现金流总额为 510 亿美元，与 6 月季度末的 458 亿美元相比，增加了 52 亿美元。运营现金流为 57 亿美元。对于 Apple 而言，9 月份是具有里程碑意义的一年。在 2010 财年，我们推出了多款新 Mac，创下了超过 1360 万的销售记录，销售额同比增长 31%，大大超过了整个 PC 市场的增长速度。
We introduced the tremendously popular iPhone 4 with breakthrough features including FaceTime and Retina display fueling full-year sales of 40 million iPhones, an increase of 93% over fiscal 2009. We launched the groundbreaking iPad, selling nearly 7.5 million to delighted customers in two quarters alone. We also brought great new features to iOS and iTunes, and continue to innovate with completely new designs for iPod.
我们推出了大受欢迎的 iPhone 4，它具有 FaceTime 和 Retina 显示屏等突破性功能，推动全年销售 4000 万部 iPhone，比 2009 财年增长 93%。我们推出了开创性的 iPad，仅在两个季度就售出近 750 万台，深受用户喜爱。我们还为 iOS 和 iTunes 带来了强大的新功能，并继续创新，为 iPod 提供全新的设计。
And as a result, we generated record revenue of over $65 billion, an increase of over $22 billion year-over-year or 52%. Earnings of $14 billion grew even faster at 70% year-over-year. To put this growth in a perspective, in fiscal 2010, Apple generated almost five times the revenue and more than 10 times the earnings it did just five years earlier in fiscal 2005.
因此，我们创造了超过 650 亿美元的创纪录收入，同比增长超过 220 亿美元或 52%。140 亿美元的利润增长更快，同比增长 70%。从这一增长的角度来看，在 2010 财年，苹果公司的收入和盈利几乎分别是五年前 2005 财年的 5 倍和 10 倍以上。
As we move ahead into the December quarter, I'd like to review our outlook which includes the types of forward-looking information that Nancy referred to at the beginning of the call. We expect revenue to be about $23 billion compared to $15.7 billion in the December quarter last year. We expect gross margins to be about 36% reflecting approximately $52 million related to stock-based compensation expense. We expect OpEx to be about $2.325 billion including about $250 million related to stock-based compensation.
在进入 12 月季度之际，我想回顾一下我们的前景，其中包括南希在电话会议开始时提到的各类前瞻性信息。我们预计收入约为 230 亿美元，而去年 12 月季度的收入为 157 亿美元。我们预计毛利率约为 36%，其中股票薪酬支出约为 5200 万美元。我们预计运营支出约为 23.25 亿美元，其中包括约 2.5 亿美元的股票薪酬支出。
We expect OI&E to be about $65 million. And we expect the tax rate to be about 25.5%. We're targeting EPS of about $4.80. In closing, we're thrilled with our record September quarter and fiscal year 2010 results. We're very enthusiastic about our innovative product line-up and our significant opportunities for growth as we head into fiscal 2011.
我们预计运营和维护费用约为 6500 万美元。我们预计税率约为 25.5%。我们的目标是每股收益约为 4.80 美元。最后，我们对 2010 财年 9 月份创纪录的业绩感到非常高兴。在进入 2011 财年之际，我们对创新的产品阵容和巨大的发展机遇充满热情。
And we remain extremely confident in our new product pipeline. Before taking your questions, I would like to turn the call over to our CEO, Steve Jobs.
同时，我们对新产品的开发前景充满信心。在回答大家的问题之前，我想请我们的首席执行官史蒂夫-乔布斯（Steve Jobs）发言。
Steve Jobs 史蒂夫-乔布斯
As most of you know, I don't usually participate in Apple's earnings calls since you are all in such capable hands with Peter and Tim. But I just couldn't help dropping by for our first $20 billion quarter. I would like to chat about a few things and then stay for the rest of the Q&A if that's alright.
你们大多数人都知道，我通常不参加苹果公司的财报电话会议，因为彼得和蒂姆都是你们的得力助手。但在我们第一个 200 亿美元的季度，我还是忍不住来了。如果可以的话，我想先聊几句，然后留下来听剩下的问答。
First, let me discuss iPhone. We sold 14.1 million iPhones in the quarter which represents a 91% unit growth over the year-ago quarter and was well ahead of IDC's latest published estimate of 64% growth for the global smartphone market in the September quarter. And it handily beat RIM's 12.1 million Blackberry's sold in their most recent quarter ending in August. We've now passed RIM, and I don't seem them catching up with us in the foreseeable future. They must move beyond their area of strength and comfort into the unfamiliar territory of trying to become a software platform company.
首先，让我谈谈 iPhone。本季度我们售出了 1,410 万部 iPhone，比去年同期增长了 91%，远远超过 IDC 最新公布的 9 月份全球智能手机市场 64% 的增长预期。这也大大超过了 RIM 在截至 8 月的最近一个季度中售出的 1210 万部黑莓手机。我们现在已经超过了 RIM，而且在可预见的未来，他们也不可能赶上我们。他们必须超越自己的强项和优势，进入陌生的领域，努力成为一家软件平台公司。
I think it's going to be a challenge for them to create a competitive platform and to convince developers to create apps for yet a third software platform after iOS and Android. With 300,000 apps on Apple's App Store, RIM has a high mountain ahead of them to climb.
我认为，对他们来说，创建一个有竞争力的平台，并说服开发人员为 iOS 和 Android 之后的第三个软件平台创建应用程序，将是一个挑战。苹果公司的 App Store 上有 30 万个应用程序，RIM 要攀登的是一座高山。
这个挑战到今天都是存在的，问题是什么样的敏感性看到手机操作系统的巨大机会？像巴菲特说的大量的能直接接触现实的基础性工作。
Well, what about Google? Last week, Eric Schmidt reiterated that they are activating 200,000 Android devices per day. And have around 90,000 apps in their App Store. For comparison, Apple has activated around 275,000 iOS devices per day on average for the past 30 days with a peak of almost 300,000 iOS devices per day on a few of those days. And Apple has 300,000 apps on its App Store.
那么，谷歌呢？上周，埃里克-施密特重申，他们每天激活 20 万台安卓设备。他们的 App Store 中有大约 9 万个应用程序。相比之下，在过去的 30 天里，苹果公司平均每天激活约 275,000 台 iOS 设备，其中有几天达到了每天激活近 300,000 台 iOS 设备的峰值。而苹果公司的 App Store 上有 30 万个应用程序。
Unfortunately, there is no solid data on how many Android phones are shipped each quarter. We hope that manufacturers will soon start reporting the number of Android handsets they ship each quarter. But today that just isn't the case. Gartner reported that around 10 million Android phones were shipped in the June quarter and we await to see if iPhone or Android was the winner in this most recent quarter.
遗憾的是，目前还没有关于每季度安卓手机出货量的可靠数据。我们希望制造商能尽快公布每季度的 Android 手机出货量。但如今情况并非如此。Gartner 报告称，六月份的 Android 手机出货量约为 1,000 万部。
Google loves to characterize Android as open, and iOS and iPhone as closed. We find this a bit disingenuous and clouding the real difference between our two approaches. The first thing most of us think about when we hear the work open is Windows which is available on a variety of devices. Unlike Windows, however, where most pc's have the same user interface and run the same app, Android is very fragmented. Many Android OEMs, including the two largest, HTC and Motorola install proprietary user interfaces to differentiate themselves from the commodity Android experience. The users will have to figure it all out. Compare this with iPhone, where every handset works the same.
谷歌喜欢把 Android 说成是开放的，而把 iOS 和 iPhone 说成是封闭的。我们认为这种说法有点虚伪，掩盖了我们两种方法之间的真正区别。听到 "开放 "这个词，我们大多数人首先想到的是 Windows，它可以在各种设备上使用。但与 Windows 不同的是，大多数 PC 都有相同的用户界面，运行相同的应用程序，而 Android 却非常分散。许多 Android OEM 厂商，包括最大的两家，宏达电和摩托罗拉，都安装了专有的用户界面，以区别于普通的 Android 体验。用户必须自己摸索。与 iPhone 相比，iPhone 的每部手机都是一样的。
相比于Google，微软更有能力统一规则，可能跟进入时间有关，也可能是号召力和实力不够。
Twitter client, Twitter Deck, recently launched their app for Android. They reported that they had to contend with more than 100 different versions of Android software on 244 different handsets. The multiple hardware and software iterations present developers with a daunting challenge. Many Android apps work only on selected Android handsets running selected Android versions. And this is for handsets that have been shipped less than 12 months ago. Compare this with iPhone, where there are two versions of the software, the current and the most recent predecessor to test against.
Twitter 客户端 Twitter Deck 最近推出了他们的 Android 应用程序。他们报告说，他们必须应对 244 种不同手机上 100 多个不同版本的安卓软件。多种硬件和软件迭代给开发人员带来了严峻的挑战。许多 Android 应用程序只能在运行特定 Android 版本的特定 Android 手机上运行。而这些手机的出货时间还不到 12 个月。与 iPhone 相比，iPhone 有两个版本的软件，一个是当前版本，另一个是最新的前代版本。
对现实的感受能力，Cook已经很不错，但是跟Jobs比较还是差很多。
In addition to Google's own app marketplace, Amazon, Verizon and Vodafone have all announced that they are creating their own app stores for Android. So there will be at least four app stores on Android, which customers must search among to find the app they want and developers will need to work with to distribute their apps and get paid. This is going to be a mess for both users and developers. Contrast this with Apple's integrated App Store, which offers users the easiest-to-use largest app store in the world, preloaded on every iPhone. Apple's App Store has over three times as many apps as Google's marketplace and offers developers' one-stop shopping to get their apps to market easily and to get paid swiftly.
除了谷歌自己的应用程序市场，亚马逊、Verizon 和沃达丰都宣布将为安卓系统创建自己的应用程序商店。因此，安卓系统上将至少有四家应用程序商店，用户必须通过搜索才能找到他们想要的应用程序，而开发者则需要与这些商店合作来发布他们的应用程序并获得报酬。这对用户和开发者来说都将是一团糟。相比之下，苹果公司的集成 App Store 为用户提供了世界上最易于使用的最大应用程序商店，每部 iPhone 都预装了该商店。苹果 App Store 的应用程序数量是谷歌市场的三倍多，为开发者提供一站式服务，让他们可以轻松将应用程序推向市场，并迅速获得报酬。
Even if Google were right, and the real issue is closed versus open, it is worthwhile to remember that open systems don't always win. Take Microsoft's PlaysForSure music strategy, which use the PC model, which Android uses as well, of separating the software components from the hardware components. Even Microsoft finally abandoned this open strategy in favor of copying Apple's integrated approach with their Zoom Player, unfortunately leaving their OEMs empty-handed in the process. Google flirted with this integrated approach with their Nexus One phone.
即使谷歌是对的，真正的问题是封闭与开放，但值得记住的是，开放系统并不总是赢家。就拿微软的 PlaysForSure 音乐战略来说，它采用的是 PC 模式，而 Android 也采用了这种模式，即把软件组件与硬件组件分离开来。甚至微软最终也放弃了这种开放式战略，转而复制苹果公司的集成式方法，推出了 Zoom Player，但遗憾的是，在这一过程中，他们的 OEM 厂商两手空空。谷歌曾在其 Nexus One 手机上尝试过这种集成方法。
In reality, we think the open versus closed argument is just a smokescreen to try and hide the real issue, which is, what's best for the customer, fragmented versus integrated. We think Android is very, very fragmented and becoming more fragmented by the day. And as you know, Apple's strives for the integrated model so that the user isn't forced to be the systems integrator.
实际上，我们认为开放与封闭的争论只是一个烟雾弹，它试图掩盖真正的问题，即什么对客户最好，碎片化还是集成化。我们认为，安卓系统非常非常碎片化，而且日趋碎片化。正如你所知道的，苹果公司致力于集成模式，这样用户就不会被迫成为系统集成商。
趋向于收敛？还是趋向于分散？这是Google两位创始思想所不及的地方。
We see tremendous value in having Apple rather than our users' be the systems integrator. We think this is a huge strength of our approach compared to Google's. When selling to users who want their devices to just work, we believe integrated will trump fragmented every time. And we also think our developers can be more innovative if they can target a singular platform rather than a hundred variants. They can put their time into innovative new features rather than testing on hundreds of different handsets.
我们认为，让苹果公司而不是我们的用户成为系统集成商具有巨大的价值。与谷歌相比，我们认为这是我们的一大优势。当我们向那些只想让自己的设备能正常工作的用户销售产品时，我们相信整合的产品永远胜过碎片化的产品。我们还认为，如果我们的开发者能瞄准一个单一的平台，而不是上百种变体，他们就能更具创新性。他们可以把时间花在创新的新功能上，而不是在数百种不同的手机上进行测试。
So we are very committed to the integrated approach, no matter how many times Google tries to characterize it as closed. And we are confident that it will triumph over Google's fragmented approach, no matter how many times Google tries to characterize it as open.
因此，无论谷歌多少次试图将其描述为封闭式，我们都将坚定不移地采用集成式方法。我们坚信，无论谷歌如何将其说成是开放的，它都将战胜谷歌的分散方法。
Second, I'd like to comment on the avalanche of tablets poised to enter the market in the coming months. First, it appears to be just a handful of credible entrants, not exactly an avalanche. Second, almost all of them use seven-inch screens as compared to iPad's near 10-inch screen. Let's start there. One naturally thinks that a seven-inch screen would offer 70% of the benefits of a 10-inch screen. Unfortunately, this is far from the truth. The screen measurements are diagonal, so that a seven-inch screen is only 45% as large as iPad's 10-inch screen. You heard me right; just 45% as large
其次，我想对未来几个月准备进入市场的平板电脑雪崩发表一下看法。首先，可信的进入者似乎屈指可数，算不上雪崩。其次，与 iPad 接近 10 英寸的屏幕相比，几乎所有的平板电脑都使用 7 英寸屏幕。让我们从这里开始。人们自然会认为，7 英寸屏幕的优势只有 10 英寸屏幕的 70%。遗憾的是，事实远非如此。屏幕的测量值是对角线，因此 7 英寸屏幕只有 iPad 10 英寸屏幕的 45%。你没听错，只有 10 英寸屏幕的 45% 大。
If you take an iPad and hold it upright in portrait view and draw an imaginary horizontal line halfway down the screen, the screens on the seven-inch tablets are a bit smaller than the bottom half of the iPad display. This size isn't sufficient to create great tablet apps in our opinion.
如果你把 iPad 竖起来，以纵向视角在屏幕的一半位置画一条假想的水平线，那么 7 英寸平板电脑的屏幕比 iPad 显示屏的下半部分还要小一些。在我们看来，这种尺寸不足以创建出色的平板电脑应用程序。
Well, one could increase the resolution of the display to make up for some of the difference. It is meaningless, unless your tablet also includes sandpaper, so that the user can sand down their fingers to around one quarter of the present size. Apple's done extensive user-testing on touch interfaces over many years, and we really understand this stuff. There are clear limits of how close you can physically place elements on a touch screen before users cannot reliably tap, flick or pinch them. This is one of the key reasons we think the 10-inch screen size is the minimum size required to create great tablet apps.
那么，我们可以提高显示屏的分辨率来弥补部分差异。除非你的平板电脑还包括砂纸，这样用户就可以把手指打磨到现在的四分之一大小，否则这毫无意义。苹果公司多年来对触摸界面进行了大量的用户测试，我们非常了解这一点。在用户无法可靠地点击、滑动或捏合触摸屏上的元素之前，你可以在多近的距离上放置这些元素是有明显限制的。这就是我们认为 10 英寸屏幕尺寸是创建优秀平板电脑应用程序所需的最小尺寸的关键原因之一。
回到平常心的定义，面对所有问题时能排除心理上的干扰，回到事物的源头思考问题，这种细腻程度的感受需要具备足够强大的安全感。
Third, every tablet user is also a smartphone user. No tablet can compete with the mobility of a smartphone, its ease of fitting into your pocket or purse, its unobtrusiveness when used in a crowd. Given that all tablet users will already have a smartphone in their pockets, giving up precious display area to fit a tablet in our pockets is clearly the wrong tradeoff. The seven-inch tablets are tweeners, too big to compete with a smartphone and too small to compete with an iPad.
第三，每个平板电脑用户同时也是智能手机用户。任何平板电脑都无法与智能手机的移动性相媲美，无法与智能手机轻松装入口袋或钱包相媲美，无法与智能手机在人群中毫不起眼相媲美。鉴于所有平板电脑用户的口袋里都会有一部智能手机，为了把平板电脑放进口袋而放弃宝贵的显示区域显然是错误的选择。七英寸平板电脑属于中庸之选，太大无法与智能手机竞争，太小又无法与 iPad 竞争。
Fourth, almost all of these new tablets use Android software, but even Google is telling the tablet manufacturers not to use their current release, Froyo, for tablets, and to wait for a special tablet release next year. What does it mean when your software suppliers does not (inaudible) to use their software in your tablet? And what does it mean when you ignore them and use it anyway?
第四，几乎所有这些新平板电脑都使用安卓软件，但连谷歌都告诉平板电脑制造商不要在平板电脑上使用他们目前发布的 Froyo，而要等待明年发布的特殊平板电脑。当你的软件供应商不（听不清）在你的平板电脑上使用他们的软件时，这意味着什么？如果你无视他们的要求，仍然使用他们的软件，这又意味着什么？
Fifth, iPad now has over 35,000 apps on the App Store. This new crop of tablets will have near zero.
第五，iPad 目前在 App Store 上有超过 35,000 个应用程序。而新款平板电脑的应用程序数量几乎为零。
And sixth and last, our potential competitors are having a tough time coming close to iPad's pricing, even with their far smaller, far less expensive screens. The iPad incorporates everything we have learnt about building high value products from iPhones, iPods and Macs. We create our own A4 chip, our own software, our own battery chemistry, our own enclosure, our own everything. And this results in an incredible product at a great price. The proof of this will be in the pricing of our competitor's products which will likely offer less for more.
第六，也是最后一点，我们的潜在竞争对手很难接近 iPad 的定价，即使他们的屏幕小得多，价格也低得多。iPad 融合了我们从 iPhone、iPod 和 Mac 中学到的制造高价值产品的一切经验。我们创造了自己的 A4 芯片、自己的软件、自己的电池化学成分、自己的外壳和自己的一切。这就造就了物美价廉的产品。这一点将在我们竞争对手的产品定价中得到证明，他们的产品可能会以更低的价格提供更多的服务。
尽可能少的外部合作，尽可能多的自己做。
These are among the reasons we think the current crop of seven-inch tablets are going to be DOA, Dead on Arrival. Their manufacturers will learn the painful lesson that their tablets are too small and increase the size next year, thereby abandoning both customers and developers who jumped on the seven-inch bandwagon with an orphan product. Sounds like lots of fun ahead.
这些都是我们认为目前的七英寸平板电脑将走向 "DOA"（死亡）的原因之一。这些平板电脑的生产商将吸取平板电脑太小的惨痛教训，在明年加大平板电脑的尺寸，从而抛弃那些以 "孤儿 "产品抢占七英寸市场的用户和开发商。听起来未来会有很多乐趣。
So thank you, and let me turn it back to Peter for the Q&A session.
谢谢，下面请彼得回答问题。
Question-and-Answer Session
问答环节
Operator 操作员
(Operator Instructions) And your first question will come from Richard Gardner with Citi.
(接线员指示）第一个问题来自花旗银行的理查德-加德纳。
Richard Gardner - Citi 理查德-加德纳 - 花旗银行
I had two quick ones, if I could. One is the supply constraints on iPad. Could you talk about how severe the supply constraints are on that product and how quickly you expect it to improve? And then a follow-up for Peter on gross margin please.
如果可以的话，我有两个简单的问题。一个是 iPad 的供应限制。你能谈谈该产品的供应紧张有多严重，以及你预计它改善的速度有多快？然后请彼得跟进毛利率问题。
Tim Cook 蒂姆-库克
Relative to iPad supply/demand, we’ve got into a balanced situation in September with the limited number of distribution points in the 26 countries where we sold the iPad. And so we exited the quarter in a supply position that allows us to expand distribution prior to the holidays as we've planned for sometime. And hopefully you've seen some of the recent announcements of added partners in the United States. We're also expanding internationally, and will be launching additional countries as the quarter goes on.
关于 iPad 的供应/需求，由于在 26 个国家和地区销售 iPad 的分销点数量有限，我们在 9 月份的供应/需求情况趋于平衡。因此，在本季度结束时，我们的供应状况允许我们按计划在假期前扩大分销。希望你们已经看到我们最近宣布在美国增加合作伙伴的消息。我们还在拓展国际市场，本季度还将在更多国家推出新产品。
Richard Gardner - Citi 理查德-加德纳 - 花旗银行
And then Peter, you mentioned several sequential tailwinds for gross margin during the September quarter. Could you talk about the headwinds in the quarter and what impact they had on gross margin sequentially, please?
然后，彼得，你提到了九月份毛利率的几个连续逆风因素。能否请您谈谈本季度的不利因素，以及它们对毛利率的影响？
Peter Oppenheimer 彼得-奥本海默
I'm sorry, Rich, for the September quarter?
对不起，里奇，是九月份的季度吗？
Richard Gardner - Citi 理查德-加德纳 - 花旗银行
For the September quarter, yes.
对于九月份的季度，是的。
Peter Oppenheimer 彼得-奥本海默
In our last conference call, we talked about several things that we thought would cause margins to come down some. And all those things did play out, but margins came down actually about half of what we thought that they would. And we did a bit better in the quarter because commodity and other costs were better than we thought, and we sold more iPhones than we had planned to.
在上次电话会议上，我们谈到了一些我们认为会导致利润率下降的因素。所有这些事情都发生了，但利润率的下降实际上只有我们预期的一半左右。本季度我们的业绩略好，因为商品和其他成本比我们想象的要好，而且我们售出的 iPhone 比计划的要多。
Operator 操作员
From Piper Jaffray, we have Gene Munster.
来自派杰的吉恩-蒙斯特。
Gene Munster - Piper Jaffray
If you can talk a little bit about the iPad opportunity you went through, and gave us some good insight in terms of the competitive landscape. But as analysts, we're here kind of trying to put some estimates out there and we're not doing a great job of trying to figure out this trajectory in the iPad.
如果你能谈谈你所经历的 iPad 机遇，并就竞争格局给我们提供一些很好的见解。但是，作为分析师，我们在这里只是试图做出一些估计，并没有很好地找出 iPad 的发展轨迹。
Can you help us understand how you think about the business a year or two years down the road in terms of size of your overall business, impact on enterprise, education, anything you can give to help us on that front? And then a follow-up question.
您能否帮助我们了解您对一年或两年后的业务是如何考虑的，包括整体业务规模、对企业的影响、教育，以及在这方面您能提供的任何帮助？然后是一个后续问题。
Steve Jobs 史蒂夫-乔布斯
Well, the iPad is clearly going to affect notebook computers. And I think the iPad proves, it's not a question of if, it's a question of when. And I think a lot of development and progress that will occur over the next few years. But we're already seeing tremendous interest in iPad from education, and much to my surprise, from business.
iPad显然会对笔记本电脑产生影响。我认为，iPad 证明了这一点，这不是一个 "是否 "的问题，而是一个 "何时 "的问题。我认为，在未来几年内，iPad 将取得长足的发展和进步。但我们已经看到教育界和企业界对 iPad 产生了极大的兴趣，这让我感到非常惊讶。
这是一个简单的事实，比笔记本电脑更方便的选择。
We haven't pushed it real hard in business, and it's being grabbed out of our hands. And I talk to people everyday in all kinds of businesses that are using iPads, all the way from Boards of Directors that are shipping iPads around instead of board books, down to nurses and doctors in hospitals and other large and small businesses.
我们还没有在企业中大力推广它，它就从我们手中被抢走了。我每天都在与使用 iPad 的各类企业的员工交谈，上至使用 iPad 代替板书的董事会成员，下至医院和其他大小企业的护士和医生。
So the more time that passes, the more I am convinced that we've got a tiger by the tail here. And this is a new model of computing which we've already got tens of millions of people trained on with the iPhone. And that lends itself to lots of different aspects of life both personal, educational and business.
因此，随着时间的推移，我越发坚信，我们已经如虎添翼。这是一种全新的计算模式，我们已经用 iPhone 培训了数千万人。它适用于个人、教育和商业生活的方方面面。
So, I see it as very general purpose, and I see it as really big. And the timing, one could argue about the timing endlessly, but I don't think one could argue that it's going to happen anymore.
因此，我认为它非常通用，而且规模很大。至于时机问题，人们可以无休止地争论，但我认为人们无法再争论它是否会发生。
Gene Munster - Piper Jaffray
Do you think this could be your second-biggest business in iPhone?
你认为这会成为 iPhone 的第二大业务吗？
Steve Jobs 史蒂夫-乔布斯
I try to not predict, I try to just report. So, we'll keep you posted. As you know, we're already shipping more of them than Macs after just a few quarters.
我尽量不做预测，只做报告。所以，我们会随时向你汇报。如你所知，仅仅过了几个季度，我们的出货量就已经超过了 Mac。
看上去这种文化已经死死钉在苹果的内核。
Gene Munster - Piper Jaffray
On the Flash side, any updates on your stance on Flash?
在 Flash 方面，您对 Flash 的立场有什么更新吗？
Steve Jobs 史蒂夫-乔布斯
Flash memory; we love Flash memory.
闪存；我们喜欢闪存。
Gene Munster - Piper Jaffray
Peter, just one quick question. Our tracks were that you had about three weeks lead-time in most of your countries on the iPhone throughout the quarter. You mentioned you could have sold more iPhones. How do you think about what the true demand could have been in the quarter?
彼得，问一个简单的问题。我们追踪到，在整个季度，你们在大多数国家的 iPhone 供货周期约为三周。你提到你们本可以卖出更多的 iPhone。你如何看待本季度的真实需求？
Tim Cook 蒂姆-库克
I think that which you're referring to is the quote that's on the Apple Online Store. What I would say is that the demand in all countries is absolutely staggering. And at this point I can't predict when supply will meet demand. I feel great about our ability to move the supply and the sales up from an 8 million kind of number to over 14 million. But it's clear, last quarter that wasn't enough. And we are obviously working on that, but it will take some time to increase further.
我想你所说的是苹果在线商店的报价。我想说的是，所有国家的需求绝对是惊人的。目前，我无法预测供应何时能满足需求。我对我们将供应量和销售量从 800 万台提升到超过 1400 万台的能力感到非常满意。但很明显，上一季度的成绩还不够。显然，我们正在努力，但要进一步提高还需要一些时间。
Gene Munster - Piper Jaffray
Were you more supply-constrained in the September quarter versus the June quarter? Totally different dynamics in the quarter, but any perspective on the two quarters?
与 6 月份相比，9 月份的供应是否更加紧张？这一季度的动态完全不同，但对这两个季度有什么看法吗？
Tim Cook 蒂姆-库克
It's clear that the iPhone 4 and the announcement of iPhone 4 and the demand for it took the demand to an entirely different level. And we had anticipated a very different level, but it's even higher than that.
很明显，iPhone 4 和 iPhone 4 的发布以及对它的需求将需求提升到了一个完全不同的水平。我们原本预计会达到一个非常不同的水平，但结果却比这还要高。
Operator 操作员
From RBC Capital Markets, we'll go to Mike Abramsky.
下面请加拿大皇家银行资本市场的迈克-阿布拉姆斯基发言。
Mike Abramsky - RBC Capital Markets
Mike Abramsky - 加拿大皇家银行资本市场
Steve, appreciate your commentary. You know, you are the tablet market right now. And this is I think the second time now you've come on to talk about or certainly at one time during your presentation to talk about competition. And I am just wondering, if much like Apple encroaching on whims, monopoly and enterprise, if you think that Apple's going to able to sustain share growth for tablets amid some of those new competitive headwinds?
Steve，感谢你的评论。你知道，你现在是平板电脑市场的领军人物。我想这是你第二次来谈论，或者说至少在一次演讲中谈论竞争。我只是想知道，就像苹果侵入了幻想、垄断和企业市场一样，你是否认为苹果能够在面临这些新的竞争逆风的情况下，保持平板电脑市场份额的增长？
Some of those players may try different things and strategies like tethering and Flash, multi-tasking, less content and app restrictions and subsidized pricing. And just wondered if you think that, that may create itself a more fragmented market and how you see that rolling out with regard to Apple?
其中一些厂商可能会尝试不同的东西和策略，比如系绳和 Flash、多任务处理、减少内容和应用限制以及补贴定价。我只是想知道，你是否认为这可能会导致市场更加分散，以及你如何看待苹果公司的发展？
Steve Jobs 史蒂夫-乔布斯
I have a hard time envisioning what those strategies you mentioned are. I mean, in terms of pricing, so far, the little we've seen, the tablets with far less functionality are having a hard time matching us in price. Flash hasn't presented any problem at all. As you know, most of the video on the web is now available in HTML 5. And having the iTunes media store and over 35,000 apps on the App Store for iPad dwarfs anything else. And we think we have a very good product here that's going to be hard to match, and we're not done. We're working on a lot of things for the future.
我很难想象你提到的那些策略是什么。我的意思是，就价格而言，到目前为止，我们所看到的功能较少的平板电脑在价格上很难与我们匹敌。Flash 根本不是问题。众所周知，现在网络上的大部分视频都是 HTML 5 格式的。而 iTunes 媒体商店和 iPad App Store 上超过 35,000 个应用程序的出现，让其他任何产品都相形见绌。我们认为，我们的产品非常出色，很难与之匹敌。我们还在为未来做很多努力。
没有哲学能力不能制定好的规则，没有好的规则就不可能打造一个好的生态。
So I don't know exactly what these strategies are. And we've priced iPad pretty aggressively. So we're out to win this one.
所以我不知道这些策略到底是什么。我们对iPad的定价非常激进所以我们一定要赢。
Mike Abramsky - RBC Capital Markets
Mike Abramsky - 加拿大皇家银行资本市场
And just lastly, the smartphones, do you see that as a zero sum game?
最后，智能手机，你认为这是一个零和游戏吗？
Steve Jobs 史蒂夫-乔布斯
Well, as you know the largest market of phones today around the world are non smartphones. And so over the next several years, many of those non-smartphones are going to convert to smartphones. And the pie is going to continue to grow, and I think there will be room for some number of companies to be successful. But eventually, as most of those phones do convert to smartphones, it will turn into a zero sum game or at least a lot closer to that.
大家都知道，目前全球最大的手机市场是非智能手机市场。因此，在未来几年里，许多非智能手机将转为智能手机。这块蛋糕会继续扩大，我认为会有一些公司获得成功。但最终，当大部分手机都转化为智能手机时，这将变成一个零和游戏，或者至少更接近零和游戏。
But I think right now it's a battle for developers and a battle for the mindshare of developers and a battle for the mindshare of customers. And right now iPhone and Android are winning that battle.
但我认为，现在是开发者之争、开发者心智之争和用户心智之争。现在，iPhone 和 Android 正在赢得这场战斗。
Operator 操作员
It's Benjamin Reitzes with Barclays Capital.
我是巴克莱资本的本杰明-雷茨斯。
Benjamin Reitzes - Barclays Capital
Benjamin Reitzes - 巴克莱资本
First, for Peter, can you just talk a little bit about gross margins? You have gross margin guidance of 36. With component prices still favorable and probably more iPhone's being sold sequentially, can you just talk about why margins would go down sequentially, which seems also that you released the revenue on the bumper program? And then I have a follow-up for Steve, if you don't mind.
首先，彼得，你能谈谈毛利率吗？你们的毛利率指导值是 36。由于组件价格仍然有利，而且可能会有更多的 iPhone 陆续售出，你能谈谈为什么利润率会连续下降吗？如果你不介意的话，我还要问史蒂夫一个问题。
Peter Oppenheimer 彼得-奥本海默
Ben, in providing our guidance we thought about each of those factors that you cited, and we do see a small sequential decline. This has been primarily driven by a higher than expected mix of new iPod's that we just recently announced, and more iPad sales, and which as Steve said, we've been very aggressive with our pricing and are delivering great value to customers. So it's the higher mix of those on a sequential basis that I see impacting the gross margin slightly.
本，在提供指导时，我们考虑了你提到的每一个因素，我们确实看到了小幅的连续下降。这主要是由于我们最近发布的新款 iPod 的组合高于预期，以及更多 iPad 的销售，正如史蒂夫所说，我们在定价方面非常激进，为客户提供了巨大的价值。因此，我认为是这些产品组合的连续性增长对毛利率造成了轻微影响。
Benjamin Reitzes - Barclays Capital
Benjamin Reitzes - 巴克莱资本
Okay. And then Steve, can you just comment on how your hobby is doing, Apple TV? You took the hard drive out of there, and it seems like Apple is moving more to a streaming model work, you know, potentially a lot of other things, and I was just wondering what your thoughts were for the Apple TV, maybe that kind of business model proliferating into more products. But I was wondering how Apple TV is doing and what's your thoughts going forward?
好的。那么史蒂夫，你能评论一下你的爱好，也就是苹果电视的情况吗？你从里面取出了硬盘，看起来苹果正在更多地转向流媒体模式，你知道的，可能还有许多其他事情。我只是想知道你对苹果电视的看法，也许那种商业模式会扩展到更多的产品中。但我还是想知道苹果电视的表现如何，以及你对未来发展的看法？
Steve Jobs 史蒂夫-乔布斯
Well, we don't talk about unannounced products, but I'm happy to tell you what I know about Apple TV. We have gone to streaming model on Apple TV; it's complete streaming. So all the content is rented from the iTunes store or is streamed from your computer, or soon to be streamed from your iPhone or iPad with AirPlay. And so how is our new model of Apple TV doing? Well, I can report that in just a very short amount of time we've already sold a quarter million of them, over 250,000, and we're thrilled with that.
好的，关于Apple TV，我可以告诉你一些已经公开的信息。我们已经将Apple TV转向了流媒体模式；它是完全的流媒体服务。所以所有的内容都是从iTunes商店租赁的，或者是从你的电脑流媒体播放的，或者很快就可以从你的iPhone或iPad通过AirPlay流媒体播放。那么我们新的Apple TV模式表现如何呢？我可以报告说，在非常短的时间内，我们已经售出了二十五万部，超过250,000部，我们对此感到非常兴奋。
I think that it's a great product and I think its $99 price point is very enticing. And I think when we get the AirPlay stuff in place before the end of this year, it's going to give another big reason for people to buy it. So we're really happy with how it's turned out.
我认为这是一款伟大的产品，99 美元的价位非常诱人。而且我认为，当我们在今年年底前把 AirPlay 的东西安装到位后，它将成为人们购买它的另一个重要理由。因此，我们对它的结果非常满意。
Operator 操作员
The next question will come from Katy Huberty with Morgan Stanley
下一个问题来自摩根士丹利的 Katy Huberty
Katy Huberty - Morgan Stanley
Katy Huberty - 摩根士丹利
First, for Peter, how much of the sequential decline in gross margin related to the iPhone in the September quarter and particularly the bumper program?
首先，对于彼得来说，毛利率的连续下降有多少与 9 月份的 iPhone，特别是保险杠计划有关？
Peter Oppenheimer 彼得-奥本海默
Katy, we've recorded a revenue deferral of just over $100 million in the September quarter for the bumper program. We would expect to record that in revenue in the December quarter. We did ship a number of bumpers in the September quarter, and that is reflected in our gross margin, as is the number that we expect to ship in the December quarter. That's reflected in our guidance as well.
凯蒂，我们已在 9 月份季度记录了一笔略高于 1 亿美元的收入递延，用于保险杠项目。我们预计将在 12 月份的季度收入中记录这一点。我们在 9 月季度确实装运了一些保险杠，这反映在我们的毛利率中，我们预计在 12 月季度装运的数量也是如此。这也反映在我们的指导意见中。
Katy Huberty - Morgan Stanley
Katy Huberty - 摩根士丹利
And just to be clear, is the iPhone the product segment that dropped the most sequentially as it relates to gross margins? I guess people are just asking what drove the sequential down tick which we haven't seen for some time.
为了明确起见，iPhone 是否是毛利率连续下降最多的产品部门？我想人们只是在问，是什么原因导致毛利率连续下降？
Peter Oppenheimer 彼得-奥本海默
You mean in the September quarter?
你是说九月份？
Katy Huberty - Morgan Stanley
Katy Huberty - 摩根士丹利
Yes, in the September quarter.
是的，在九月份。
Peter Oppenheimer 彼得-奥本海默
Well again, this was not a surprise to us. And we, on our last conference call highlighted that we would have a higher mix of iPhone 4 sales, and we were very aggressive with feature function there. So it had a different gross margin than its predecessor product. We also sold more iPads. Again, we were very aggressive there with our pricing. And we had the bumper program and some one-time items that occurred in June that we said wouldn't occur in September.
同样，这对我们来说并不意外。我们在上次电话会议上强调，iPhone 4 的销售组合会更高，而且我们在功能方面非常积极。因此，它的毛利率与前代产品不同。我们还销售了更多的 iPad。同样，我们在定价方面也非常激进。此外，我们还在 6 月份推出了保险杠计划和一些一次性项目，我们曾说 9 月份不会出现这些情况。
So these were sort of the factors we saw bringing down gross margin. To some extent, each of them did occur in the September quarter, but we ended up doing about 50% better than we thought as a result of the commodity market and selling more iPhones.
因此，这些都是我们看到的导致毛利率下降的因素。在某种程度上，这些因素都出现在 9 月季度，但由于商品市场和销售更多的 iPhone，我们最终的业绩比我们想象的要好 50%。
Katy Huberty - Morgan Stanley
Katy Huberty - 摩根士丹利
And then Steve, just as a follow-up. It seems like you fundamentally believe that Apple should be able to out-ship Android if you add up all the mobile devices over time. What are the key risks you're managing the company to make sure you don't lose that lead, whether it's distribution, or pricing, or features? What do you think the biggest risks are that you need to watch carefully?
史蒂夫，我想跟进一下。你似乎从根本上相信，如果把所有移动设备加起来，苹果应该能够超越安卓。为了确保不失去领先优势，你管理公司的主要风险是什么，是分销、定价还是功能？你认为需要仔细观察的最大风险是什么？
Steve Jobs 史蒂夫-乔布斯
Well, our goal is to make the best devices in the world. It's not to be the biggest; as you know, Nokia is the biggest. And we admire them for being able to ship the number of handsets that they do. But we don't aspire to be like them. They are good at being like them. We want to be like us, and we want to make the best ones.
我们的目标是制造世界上最好的设备。我们的目标不是成为世界上最大的公司；众所周知，诺基亚是世界上最大的公司。我们很钦佩他们能生产出如此多的手机。但我们并不渴望成为他们那样的公司。他们擅长做他们自己。我们希望像我们自己一样，制造最好的手机。
对自己有信心，坚持做好自己而不是模仿别人，如果能静下来想一想，根本不需要学这学那，或者去咨询别人，当下可以做的事很多，可以做好的事也有很多。
So in our part of the market, Android is our biggest competitor. They out-shipped us in the June quarter as we were transitioning to iPhone 4. They out-shipped us for the first time according to Gartner's numbers, which we think are pretty accurate. And so we're waiting to find out what happened in this quarter. We'll find out. I don't know how we'll find out, but Gartner will put out some new numbers, and maybe others will, so one of these days we'll eventually learn.
因此，在我们这部分市场，安卓是我们最大的竞争对手。在我们向 iPhone 4 过渡的六月份，他们的出货量超过了我们。根据 Gartner 的数据，他们的出货量首次超过了我们，我们认为这些数据非常准确。因此，我们正在等待本季度的结果。我们会知道的。我不知道怎么才能知道，但 Gartner 会发布一些新的数据，也许其他公司也会发布，所以总有一天我们会知道的。
And I imagine we'll be competing with them for quite some time. But we have very different approaches. And we believe in our approach very strongly is providing users products that just work. And we think there is lots of users that want that in the world, and their approach is very different than that. And there maybe lots of users that want that their approach as well. But we're going to pursue ours and we think that's the winning approach in the end.
我想，在相当长的一段时间内，我们都将与他们竞争。但我们的方法截然不同。我们坚信我们的方法是为用户提供能正常工作的产品。我们认为，世界上有很多用户都想要这样的产品，而他们的方法与我们截然不同。也许也有很多用户希望采用他们的方法。但我们会坚持我们的方法，我们认为这才是最终的制胜之道。
Operator 操作员
And that will come from Toni Sacconaghi with Sanford Bernstein.
这将由桑福德-伯恩斯坦公司的托尼-萨科纳吉报道。
Toni Sacconaghi - Sanford Bernstein
托尼-萨科纳吉 - 桑福德-伯恩斯坦
I guess this is for both Steve and Tim. I wanted to just better understand your aspirations for iPhone and iPad. Tim, I think I've heard you say, "Look, we think about the Mac business as being one where we make the best products, but we're competing against kind of strong income and power in Microsoft. And we don't aspire to have high market share."
我想这是写给史蒂夫和蒂姆的。我想更好地了解你们对 iPhone 和 iPad 的期望。蒂姆，我想我听你说过，"听着，我们认为 Mac 业务是我们制造最好产品的业务，但我们的竞争对手是收入丰厚、实力雄厚的微软。我们并不追求高市场份额"。
In your iPod business it was kind of the opposite. You had very high volume, you drove price points down to entry points in the marketplace. And you have more than 50% market share globally. I think when we've talked about it in the past, you've actually said that you view the iPhone business as being more akin to the iPod business in terms of your aspiration.
而你的 iPod 业务则恰恰相反。你的销量非常大，你把价格降到了市场的入门点。你在全球的市场份额超过了 50%。我想，当我们过去谈到这个问题时，你曾说过，就你的愿望而言，你认为 iPhone 业务更类似于 iPod 业务。
Steve, it sounded like that wasn't really consistent with what you said. You said very clearly, we don't want to be Nokia, we just to want to make good phone. So perhaps, you can help me better understand how we should think about your aspiration for both the iPhone and the iPad. Steve, you also made a comment about seven inch screens aren't going to cut it, and implying that you're not going to go down to those lower price points.
史蒂夫，听起来这与你所说的并不一致。你说得很清楚，我们不想成为诺基亚，我们只想制造好手机。因此，也许你能帮助我更好地理解我们应该如何看待你对 iPhone 和 iPad 的期望。史蒂夫，你还说过 7 英寸的屏幕不适合你们，并暗示你们不会降低价格。
Is your aspiration for iPhone and iPad to be volume players and market leaders? Or is it simply to make good products? And if you have smaller share like you do in Mac, that's fine. Can you help me with that, please?
你是否希望 iPhone 和 iPad 成为销量冠军和市场领导者？还是只想做出好产品？如果你们像 Mac 一样份额较小，那也没关系。能帮我解答一下吗？
Steve Jobs 史蒂夫-乔布斯
Sure, and I'll let Tim say what he's going to say too. First of all, Nokia makes $50 handsets, and we don't know how to make a great smartphone for $50. We're not smart enough to figure that one out yet, but believe me I'll let you know, when we do. So our goal is to make a really breakthrough great product. Make the best products in every industry that we compete in and to drive the cost down, while constantly making the products better at the same time. That's what we did with iPod.
当然，我也会让蒂姆说他想说的话。首先，诺基亚制造的是 50 美元的手机，我们不知道如何用 50 美元制造一款出色的智能手机。我们还没有足够的智慧来解决这个问题，但相信我，当我们解决这个问题时，我会让你们知道的。因此，我们的目标是制造出真正具有突破性的伟大产品。在我们参与竞争的每一个行业中，制造最好的产品，降低成本，同时不断改进产品。我们在 iPod 上就是这样做的。
We updated our products many times every year, with better functionality oftentimes at the same price, and sometimes at a lower price. And it was this relentless improvement, and in some cases a lower price that was able to beat our competition and yield the market share that it did. And as you know, we have a very low market share in the phone market in the single digits, in terms of all the handsets. And we have a very high market share now in tablets, because we're the first mover.
我们每年都会对产品进行多次更新，有时以相同的价格，有时以更低的价格提供更好的功能。正是这种坚持不懈的改进，以及在某些情况下更低的价格，使我们能够击败竞争对手，并赢得市场份额。众所周知，在手机市场上，我们的市场份额非常低，只有个位数。而在平板电脑领域，我们现在拥有很高的市场份额，因为我们是先行者。
But we don't think about it that way. The reason we wouldn't make a seven inch tablet isn't because we don't want to hit a price point, it's because we don't think you can make a great tablet with a seven inch screen. We think it's too small to express the software that people want to put on these things. And we think as a software driven company, we think about the software strategies first.
但我们不这么想。我们之所以不生产 7 英寸平板电脑，并不是因为我们不想在价格上有所突破，而是因为我们认为 7 英寸的屏幕无法生产出优秀的平板电脑。我们认为它太小了，无法表达人们想在这些东西上安装的软件。作为一家软件驱动型公司，我们首先考虑的是软件战略。
And we know that software developers they're not going to deal real well with all these different size products, when they have to redo their software, every time a screen size changes. And they're not going to deal well with products where they can't put enough elements on the screen to build the kind of apps they want to build.
我们知道，软件开发人员在处理这些不同尺寸的产品时，每当屏幕尺寸发生变化时，他们就不得不重新开发软件。他们也无法很好地处理那些无法在屏幕上放置足够元素来构建他们想要的应用程序的产品。
So when we make decisions on seven inch tablets, it's not about cost, it's about the value of the product when you factor in the software. You see what I'm getting at? So we're all about making the best products at aggressive prices. And that's what we will do and that's what we've done with the iPod, and that's what we will do with the iPad as well.
因此，当我们决定购买七英寸平板电脑时，考虑的不是成本，而是产品的软件价值。明白我的意思了吗？所以，我们就是要以最优惠的价格制造最好的产品。这就是我们要做的，这就是我们在 iPod 上所做的，这也是我们在 iPad 上要做的。
Toni Sacconaghi - Sanford Bernstein
托尼-萨科纳吉 - 桑福德-伯恩斯坦
Tim, maybe you want to comment, if I could push you on that Steve. So if the market starts to move towards somewhat lower functionality smartphones in that migration of non-smartphones to smartphones that you talked about. If the market starts to move to dramatically lower price points, you feel you can't make an appropriate product that is good at those price points, you will cede share under those circumstances. Do I hear you correctly?
蒂姆，也许你想发表一下意见，如果我能推动你的话，史蒂夫。所以，如果市场开始转向功能更低的智能手机，从非智能手机向智能手机迁移，这是你谈到的。如果市场开始大幅降低价位，而你认为自己无法生产出适合这些价位的产品，在这种情况下，你就会放弃份额。我没听错吧？
Steve Jobs 史蒂夫-乔布斯
You're looking at it wrong. You're looking at it as a hardware person in a fragmented world. You're looking at it as a hardware manufacturer that doesn't really know much about software, who doesn't think about an integrated product, but assumes the software will somehow take care of itself. And you're sitting around saying, "Well, how can we make this cheaper? Well, we can put on a smaller screen on it and a slower processor, and less memory." And you assume that the software will somehow just come alive on this product that you're dreaming of, but it won't. Because these app developers have taken advantage of the products that came before with faster processors, with larger screens, with more capabilities that they can take advantage of to make better apps for customers.
你的看法是错误的。你以一个硬件人员的身份来看待这个碎片化的世界。你把自己看作是一个对软件不太了解的硬件制造商，没有考虑过一个集成产品，却假设软件会自己解决问题。你坐在那里说，“嗯，我们怎样才能让这个产品更便宜呢？嗯，我们可以在上面放一个更小的屏幕，一个更慢的处理器，更少的内存。”你假设软件会以某种方式在你梦想的产品上活跃起来，但事实并非如此。因为这些应用开发者已经利用了之前更快的处理器、更大的屏幕和更多功能的产品，他们可以利用这些来为顾客制作更好的应用。
And it's a hard one because it throws you right back into the beginning of that chicken and egg problem again to change all the assumptions on those developers. Most of them will not follow you, most of them will say, "I'm sorry, but I'm not going to go back and write a watered down version of my app just because you've got this phone that you can sell for $50 less and you're begging me to write software for it."
这是一个棘手的问题，因为它又把你推回到了那个先有鸡还是先有蛋的问题的起点，要改变所有对开发者的假设。他们中的大多数人不会跟随你，他们会说：“对不起，我不会回去写一个削弱版的我的应用程序，仅仅因为你有一部可以便宜50美元的手机，你就求我为它编写软件。”
乔布斯的个性中无法容忍愚蠢。
Toni Sacconaghi - Sanford Bernstein
托尼-萨科纳吉 - 桑福德-伯恩斯坦
One more if I may, please, Steve? You now have more than $50 billion in cash. You're generating more than $20 billion a year in cash; it rests very comfortably on your balance sheet, earning less than 1% interest. What is your aspiration for that cash? And why are you not more open to returning some of that cash to shareholders in the form of buybacks or dividend?
请允许我再问一个问题，史蒂夫？你们现在有超过 500 亿美元的现金。你们每年产生 200 多亿美元的现金；这些现金在资产负债表上安安稳稳地躺着，利息不到 1%。你对这些现金的期望是什么？为什么你不更愿意以回购或分红的形式将部分现金返还给股东？
Steve Jobs 史蒂夫-乔布斯
Of course that's been suggested to us. We strongly believe that one or more very strategic opportunities may come along that we're in a unique position to take advantage of because of our strong cash position. And I think we've demonstrated a really strong track record of being very disciplined with the use of our cash. We don't let it burn a hole in our pocket, we don't allow it to motivate us to do stupid acquisitions.
当然，也有人向我们提出过这样的建议。我们坚信，可能会出现一个或多个非常具有战略意义的机会，由于我们的现金状况良好，我们有独特的优势来利用这些机会。而且我认为，我们在使用现金方面表现出了非常严谨的态度。我们不会让现金成为我们口袋里的窟窿，也不会让现金促使我们进行愚蠢的收购。
And so I think that we'd like to continue to keep our powder dry because we do feel that there are one or more strategic opportunities in the future. That's the biggest reason. And there are other reasons as well that we could go into. But that's the biggest one.
因此，我认为我们希望继续保持干劲，因为我们确实觉得未来会有一个或多个战略机遇。这是最大的原因。还有其他原因，我们也可以细说。但这是最大的原因。
这一点不是事实，是被Google刺激的结果。
Operator 操作员
From Cross Research, we'll hear from Shannon Cross.
来自克罗斯研究中心的香农-克罗斯将为我们带来报道。
Shannon Cross - Cross Research
香农-克罗斯 - 克罗斯研究
Steve and Tim, could you talk a little bit about the corporate opportunity? And what I'm looking for is sort how you're thinking about Apple as it's been positioned over the last several years, sort of more of a consumer focused, SMB focused company, but clearly there is a huge opportunity here with the iPad and the iPhone and probably at some point the Macs into the corporate world.
史蒂夫和蒂姆，你们能谈谈企业机遇吗？我想知道的是，你们是如何看待苹果公司过去几年的定位的，苹果公司更像是一家以消费者为中心、以中小型企业为中心的公司，但很明显，iPad 和 iPhone 以及 Mac 进入企业界将带来巨大的机遇。
So how do you think about your position from a marketing standpoint, a sales standpoint? Any changes you need to make, or how are you sort of addressing that?
那么，从营销和销售的角度来看，你是如何看待自己的位置的？你是否需要做出任何改变，或者你是如何解决这个问题的？
Tim Cook 蒂姆-库克
On the iPad, there have been some comments about this earlier, but just to give you some stats here, about two-thirds of the Fortune 100 are deploying or piloting iPad. And I don't know about you, but I've never seen an adoption like this in my life in enterprise. Enterprise is historically much slower moving on adoption. We're also seeing the iPad begin to pick up interest in K12 which is another market that historically adopts very, very slowly. And so the early data points look great. And as a matter of fact, we have built and are building additional capacity internally in the sales organizations, to call on businesses and obviously we have a huge amount of sales people already there calling on education institutions.
关于 iPad，之前有一些评论，但我只想给大家提供一些统计数据，《财富》百强企业中约有三分之二正在部署或试用 iPad。我不知道你是怎么想的，但在我的人生中，我从未见过企业采用 iPad 的情况如此之多。从历史上看，企业采用 iPad 的速度要慢得多。我们还看到，iPad 在 K12 领域也开始受到关注，而这是另一个历来采用速度非常非常慢的市场。因此，早期的数据看起来很不错。事实上，我们已经在销售组织内部建立并正在建立额外的能力，以拜访企业，显然我们已经有大量的销售人员在拜访教育机构。
We're also enabling in training our carrier partners to do the same. You probably saw a announcement last week with AT&T, and that's a direct result of customers wanting to buy the iPad on a postpaid type plan. And so we're putting a lot of energy in those. iPhone has followed a trajectory that gets into same kinds of numbers as I pointed on iPad where, or a little bit higher by now, is 85% of the Fortune 100 are deploying are deploying or piloting iPhone.
我们还在培训我们的运营商合作伙伴，使他们也能这样做。你可能看到了上周 AT&T 发布的公告，这是客户希望通过后付费计划购买 iPad 的直接结果。因此，我们在这些方面投入了大量精力。iPhone 的发展轨迹与我在 iPad 上指出的数字相同，或者更高一点，《财富》百强企业中有 85% 正在部署或试用 iPhone。
And so this isn't a hobby or something we're doing lightly. We put enormous energy in the company, in engineering, in software to build a number of enterprise features in the OS. You've seen that, it gets better and better as we step through the different OS releases. And we're building the sales capability for those groups as well. It's clear that both the phone and the iPad have an enormous opportunity.
因此，这不是我们的业余爱好，也不是我们随便做的事情。我们在公司、工程和软件方面投入了巨大的精力，在操作系统中构建了大量的企业功能。你们也看到了，随着我们发布不同的操作系统，它变得越来越好。我们也在为这些团队建立销售能力。显然，手机和 iPad 都拥有巨大的商机。
The Mac is also increasingly getting pulled into an enterprise where the employees are able to select. And of course, this is a trend that we like to see, and that we think will continue in larger ways. But when people are given the choice, they would prefer a Mac, so Macs are being pulled in as well.
Mac 也越来越多地进入企业，员工可以在其中进行选择。当然，这是我们乐于看到的趋势，而且我们认为这种趋势还会继续扩大。但是，当人们可以选择时，他们更愿意选择 Mac，所以 Mac 也被拉了进来。
We don't have as much distribution effort on that, but as we see if it gets any larger, we will move accordingly. The great thing is that we're maintaining our focus on the consumer, and the consumer is a forefront on thinking of all our products. And it's these consumers in the enterprise so to speak that are pulling these products in.
我们在这方面的分销力度还没有那么大，但如果我们看到分销规模扩大，我们会采取相应的行动。最重要的是，我们将继续关注消费者，消费者是我们所有产品的首要考虑因素。可以说，正是企业中的这些消费者在推动这些产品的发展。
And so we're not developing two different lines like many companies do and have enterprise versions and consumer versions. This is another part of our simplistic approach to things that I think will pay us great dividend and is already starting to do so.
因此，我们不会像许多公司那样开发两条不同的产品线，既有企业版，也有消费者版。这是我们简化方法的另一部分，我认为这将给我们带来巨大的红利，而且已经开始这样做了。
搞不懂zoho的产品线，也搞不懂有企业微信，这是最近的感受。
Shannon Cross - Cross Research
香农-克罗斯 - 克罗斯研究
And I had a follow-up for Peter, I am getting substantial questions, as I am sure everybody on the call is, just about gross margin. So one of the questions I have is, as you're seeing the increase in volume, is there any kind of a change in terms of sort of the scale leverage you have from a manufacturing standpoint? I know you guided to lower gross margins, but the Street of course was higher?
我有一个后续问题要问彼得，我相信电话上的每个人都在问，就是关于毛利率的问题。我有一个问题是，随着产量的增加，从制造角度来看，你们在规模杠杆方面是否有任何变化？我知道你们指导的是较低的毛利率，但市场当然预期更高？
So, just anything you can give us in terms of color on the gross margins with the iPhone 4 in terms of how that's panning out and how we should think about start up costs that were associated with, both that as well as the iPad, just any color would be great?
那么，你能不能告诉我们 iPhone 4 的毛利率情况如何，以及我们应该如何考虑与 iPad 相关的启动成本？
Peter Oppenheimer 彼得-奥本海默
We don't provide product specific gross margins but we are always working aggressively to lower our costs whether it's the iPhone or any of our other products. I think we have a very good track record in this regard. And we were happy with our gross margins in the September quarter, they were ahead of what we thought. And we see them being just down slightly in the December quarter as we ship more iPods where we've been quite aggressive and continue to ship more iPads as well.
我们不提供具体产品的毛利率，但无论是 iPhone 还是其他产品，我们一直在积极努力降低成本。我认为，我们在这方面有着非常良好的记录。我们对九月份的毛利率感到满意，超出了我们的预期。我们认为，随着我们积极出货更多的 iPod，以及继续出货更多的 iPad，12 月份的毛利率将略有下降。
Operator 操作员
And our next question will come from Chris Whitmore with Deutsche Bank.
下一个问题来自德意志银行的克里斯-惠特莫尔。
Chris Whitmore - Deutsche Bank
克里斯-惠特莫尔 - 德意志银行
I am interested in understanding demand from new carriers to take up iPhone 4 and whether or not you're seeing any pressure on subsidies as you look to expand your distribution networks on the phone business?
我很想了解新运营商对 iPhone 4 的需求，以及在你们寻求扩大手机业务分销网络的过程中，是否看到了补贴方面的压力？
Tim Cook 蒂姆-库克
Chris, the pressure that I am getting is on supply. Virtually everyone we're doing business with wants more supply. So that's the pressure that I feel.
克里斯，我所面临的压力是供应方面的。几乎所有与我们做生意的人都希望增加供应量。这就是我感受到的压力。
Chris Whitmore - Deutsche Bank
克里斯-惠特莫尔 - 德意志银行
Can you give us some color, sorry if I missed this, I jumped on late, but some color in terms of where you are from a number of carriers with iPhone 4, how did you end the quarter? Do you have targets for the December quarter in terms of carrier penetration with existing relationships?
如果我错过了，很抱歉，我来得太晚了，但你能给我们提供一些信息吗？你能给我们提供一些有关 iPhone 4 运营商的信息吗？在现有合作关系的运营商渗透率方面，你们有 12 月份的目标吗？
Tim Cook 蒂姆-库克
We have, if you count at the country level, we have about 166 relationships that we ended the quarter with in about 89 countries. And so that's a significant expansion across from last year as we in many countries went from a single carrier relationship to more than one carrier.
本季度结束时，我们在 89 个国家拥有约 166 项合作关系。与去年相比，这是一个显著的扩展，因为我们在许多国家从与单一运营商的合作关系扩展到了与多个运营商的合作关系。
The latest country that we have done that in or that we've announced that in is Germany and we will be launching both with Vodafone and O2 together with our existing partner T-Mobile in Germany later this month.
本月晚些时候，我们将与沃达丰和 O2 以及我们的现有合作伙伴 T-Mobile 一起在德国推出新产品。
Chris Whitmore - Deutsche Bank
克里斯-惠特莫尔 - 德意志银行
And all 166 of the carriers have the phone 4 by year end, is that the target?
到今年年底，166 家运营商都会推出手机 4，目标是这样吗？
Tim Cook 蒂姆-库克
With iPhone 4, we're in 85 of those 89 countries. And I believe that we will be in all 89 by the end of the year.
凭借 iPhone 4，我们已经进入了 89 个国家中的 85 个。我相信，到今年年底，我们将进入所有 89 个国家。
Chris Whitmore - Deutsche Bank
克里斯-惠特莫尔 - 德意志银行
And what is your experience then when you've gone non-exclusive from a subsidy and margin standpoint on the phone, have you had to give anything up in the past?
那么，从补贴和利润的角度来看，你在手机上采用非独家经营的方式时有何经验？
Tim Cook 蒂姆-库克
We don't give specific information out on the margins. But I think you can look at our ASPs and see that they've generally stayed above $600, and that's despite opening up several markets from an exclusive market to a non-exclusive market.
我们不提供利润率的具体信息。但我认为，你可以看看我们的平均销售价格，它们一般都保持在 600 美元以上，尽管我们开拓了几个市场，从独家市场变为非独家市场。
Chris Whitmore - Deutsche Bank
克里斯-惠特莫尔 - 德意志银行
Steve, you discussed competitors not matching Apple's price point so far on the tablet space. Why do you think you have an advantage on the price point for iPad versus the PC manufacturers?
史蒂夫，你谈到了竞争对手迄今为止在平板电脑领域无法与苹果的价位相匹敌的问题。你为什么认为你在 iPad 的价位上比 PC 制造商更具优势？
Steve Jobs 史蒂夫-乔布斯
Well, I think part of it is because we engineer so much of it ourselves. The A4 chip inside it is an Apple creation; everything, again, as I mentioned from the battery chemistry to the enclosures. And we've learned a lot. We've learned a lot from the miniaturization we've done on iPods and iPhones. And we're a very high volume consumer electronics manufacturer.
我认为，部分原因是我们自己设计了很多东西。它内部的 A4 芯片是苹果公司的杰作；同样，正如我提到的，从电池化学到外壳，所有东西都是苹果公司的杰作。我们学到了很多。我们从 iPod 和 iPhone 的微型化中学到了很多。我们是一家非常大批量的消费电子产品制造商。
So I think we've learned a lot. We've developed a lot of our own components where other have to buy them on the market with middlemen, getting their cut of things. I think we're systems architects and know how to build systems in a very efficient way. So I think this is a product we've been training for, for the last decade.
因此，我认为我们学到了很多。我们开发了很多自己的组件，而其他公司则需要通过中间商从市场上购买，从中分一杯羹。我认为，我们是系统架构师，知道如何以非常有效的方式构建系统。因此，我认为这是我们过去十年来一直在培训的产品。
Nancy Paxton 南希-帕克斯顿
Thanks to everyone for joining us today. A replay of today's call will be available for two weeks as a podcast on the iTunes Store, as a webcast on apple.com/investor and via telephone. And the numbers for the telephone replay are 888-203-1112 or 719-457-0820. And the confirmation code is 1034928. These replays will be available beginning at approximately 5 p.m. pacific time today.
感谢大家参加今天的会议。今天电话会议的重播将在两周内以播客形式在 iTunes Store、apple.com/investor 网播和电话形式提供。电话重播的号码是 888-203-1112 或 719-457-0820。确认代码为 1034928。这些重播将于太平洋时间今天下午 5 点左右开始。
Members of the press with additional questions can contact Steve Dowling at 408-974-1896. And financial analysts can contact Joan Hoover or me with additional questions. Joan is at 408-974-4570. And I am at 408-974-5420. And thanks again for joining us.
媒体记者如有其他问题，请拨打 408-974-1896 联系 Steve Dowling。金融分析师如有其他问题，请联系琼-胡佛（Joan Hoover）或我。琼的电话是 408-974-4570。我的电话是 408-974-5420。再次感谢您的参与。
Operator 操作员
Ladies and gentlemen, that does conclude today's presentation. We do thank everyone for your participation.
女士们，先生们，今天的发言到此结束。感谢大家的参与。
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