蘋果公司（Apple）9月7日的發(fā)布會(huì),，在許多人的意料之中： 公司推出了新款iPhone手機(jī),。但有些東西并沒有如期出現(xiàn)，這同樣值得關(guān)注的,。

9月7日在舊金山比爾·格雷厄姆市政禮堂舉辦發(fā)布會(huì)之前,，關(guān)于蘋果公司發(fā)布會(huì)的內(nèi)容，已經(jīng)有各種版本的謠言滿天飛,。有人猜測(cè),，發(fā)布會(huì)的重點(diǎn)是iPhone 7（確實(shí)如此），Apple Watch也會(huì)迎來升級(jí)（同樣如此）,。此前也有報(bào)道猜測(cè),，蘋果iPad會(huì)有升級(jí)版本，公司還會(huì)推出新款Mac電腦,。但在九月初的這次發(fā)布會(huì)上,，并沒有出現(xiàn)iPad和Mac的消息。

但缺席發(fā)布會(huì)的不止這兩款商品,。事實(shí)上,，在此次iPhone手機(jī)發(fā)布會(huì)上，蘋果公司發(fā)布的內(nèi)容和沒有發(fā)布的內(nèi)容,，同樣值得關(guān)注,。因此，《財(cái)富》雜志列出了下列讓外界期望落空的項(xiàng)目清單,。

與往常一樣,，蘋果還是給人們留下了更多的期待。

1. 跟耳機(jī)插孔說“再見”

發(fā)布會(huì)前許多傳言和小道消息的猜測(cè)變成了現(xiàn)實(shí),，iPhone 7和iPhone 7 Plus將取消耳機(jī)插孔,。為了證明取消耳機(jī)插孔的決定是正確的，蘋果公司表示,，取消耳機(jī)插孔證明了公司的“勇氣”,，并且公司認(rèn)為無線耳機(jī)才是未來的技術(shù)。多年以來,，人們一直通過耳機(jī)插孔來聽音頻,。這一決定無疑會(huì)引起爭(zhēng)議。

2. Apple Watch依舊沒有LTE模塊

許多Apple Watch購買者期待已久的LTE連接支持功能,，在此次發(fā)布會(huì)上并沒有出現(xiàn),。如果在Apple Watch內(nèi)加入LTE模塊，在iPhone手機(jī)不在身邊的時(shí)候,，這款可穿戴設(shè)備也可以獨(dú)立使用,，等于變成了一部可連接蜂窩網(wǎng)絡(luò)的手機(jī)。雖然Apple Watch Series 2中加入了GSP模塊,，這是好消息,，但公司顯然還沒有準(zhǔn)備在其中加入一塊LTE芯片。

3. 沒有無線充電

蘋果一直以來向外界表達(dá)的觀點(diǎn)都是：無線連接是前沿技術(shù),。但雖然它在發(fā)布會(huì)上提出了無線耳機(jī)的理念,，卻并沒有表現(xiàn)出支持iPhone或Apple Watch無線充電的任何跡象。許多競(jìng)爭(zhēng)對(duì)手,，包括主要競(jìng)爭(zhēng)對(duì)手三星（Samsung）在內(nèi),，都在高端設(shè)備上提供了無線充電功能，但蘋果卻依舊在頑固地堅(jiān)持日益落伍的線充,。

4. 新款Mac電腦缺席發(fā)布會(huì)

蘋果發(fā)布會(huì)沒有發(fā)布新款Mac電腦,，這讓許多分析師更加堅(jiān)信，蘋果會(huì)在下個(gè)月額外舉辦一次新Mac電腦的發(fā)布會(huì),。長(zhǎng)期以來,，蘋果的Mac產(chǎn)品線，包括臺(tái)式機(jī)和筆記本,，一直急需一次升級(jí)換代,。有報(bào)道稱，蘋果正在開發(fā)新款MacBook Pro,，可能在鍵盤上方添加一個(gè)觸摸條,，并可能增加Touch ID支持，用于增強(qiáng)安全性和支持蘋果支付,。但新款Macebook Pro在周三的發(fā)布會(huì)上并未出現(xiàn),，因此許多人在猜測(cè)它的發(fā)布時(shí)間（或者是否會(huì)發(fā)布）。

5. 對(duì)電視和Apple TV只字未提

去年,，Apple TV擺脫了“業(yè)余愛好”的身份,，但在此次發(fā)布會(huì)上并沒有它的身影。雖然有傳言稱,，蘋果公司正在研發(fā)電視流媒體服務(wù),，而且公司會(huì)在今年發(fā)布新款A(yù)pple TV，并將增加其存儲(chǔ)容量，但這些傳言未能成真,。目前尚不確定蘋果將在今年晚些時(shí)候還是明年,，發(fā)布Apple TV的升級(jí)版。

6. 價(jià)格超貴的黃金版Apple Watch Edition沒有了

去年,，蘋果公司發(fā)布了一款黃金版Apple Watch,，引起了轟動(dòng)。這款腕表名為Apple Watch Edition,，售價(jià)高達(dá)17,000美元,。但在周三的發(fā)布會(huì)之后，蘋果公司的官網(wǎng)顯示,，黃金版Apple Watch Edition已被發(fā)布會(huì)上發(fā)布的陶瓷款取代,。陶瓷款A(yù)pple Watch Edition起售價(jià)為1,249美元——遠(yuǎn)遠(yuǎn)低于黃金版的高昂售價(jià)。

7. 必不可少的革命性產(chǎn)品

蘋果通過發(fā)布會(huì)推出必不可少的新型革命性產(chǎn)品的日子,，恐怕一去不復(fù)返了,。蘋果的創(chuàng)新速度過于遲緩，很難給其iPhone手機(jī)帶來較大的升級(jí),，所以,，我們可能要在2017年，才能迎來一次重大的更新?lián)Q代,。有傳言稱,，蘋果公司有意參與其他行業(yè)，包括電動(dòng)車,、醫(yī)療保健和虛擬現(xiàn)實(shí)等,，但公司并未確認(rèn)這一傳言的真實(shí)性。

此次發(fā)布會(huì)上,，蘋果的產(chǎn)品沒有走出舒適區(qū),，這些產(chǎn)品可以給公司帶來大量的現(xiàn)金，幫助公司盈利,。從財(cái)務(wù)的角度,，這樣的做法無可厚非，但蘋果發(fā)布會(huì)給人們帶來的那種興奮,，早已消失不見,。而且，早在幾個(gè)月前,，所有人都已經(jīng)猜到了它要發(fā)布的內(nèi)容,。（財(cái)富中文網(wǎng)）

譯者：劉進(jìn)龍/汪皓

Apple’s press event on Sept. 7 was what many had expected it to be: a place for the company to talk about its new iPhone. But it was also notable for what it didn’t announce.

Prior to Apple’s Sept. 7 press event at the Bill Graham Civic Auditorium in San Francisco, rumors were flying fast and furious about what the company might announce. There was rampant speculation that the event would center on the iPhone 7 (which it did) and that Apple Watch could get an update (which also happened). However, there were also some reports that Apple’s iPad could get an upgrade and the company could deliver new Macs. Both the iPad and Macs were conspicuous omissions from Apple’s early September show.

But they weren’t alone. Indeed, the company’s iPhone event was just as notable in what Apple didn’t announce as it was in what it did. So, Fortune has compiled the following list of items some had hoped or expected to hear that never materialized.

True to form, Apple still left people wanting and waiting for more.

1. Say “So Long” to the Headphone Jack: As several rumors and leaks had suggested prior to the event, the iPhone 7 and iPhone 7 Plus will not come with a headphone jack. Apple tried to justify its decision to eliminate the port that people have relied upon for years to listen to audio by saying that it’s showing “courage” and believes going wireless is the future of technology. Needless to say, it’s a controversial decision.

2. Still No Apple Watch LTE: The feature many Apple Watch buyers had hoped would be announced wasn’t: support for LTE connectivity. With LTE built into an Apple Watch, it would be possible to use the device without having an iPhone nearby, effectively turning the wearable into its own phone that can connect to cellular networks. While it was nice to see Apple bundle GPS in the Apple Watch Series 2, the company is not yet ready to turn over an LTE chip.

3. You Won’t Find Wireless Charging: Apple talked at length about its view that wireless connectivity is bleeding-edge technology. And yet, as the company pitched the idea of wireless earbuds, it didn’t show any signs of supporting wireless charging for its iPhone or Apple Watch. Although several competitors, including its chief rival Samsung, offer wireless charging in their top devices, Apple is stubbornly sticking to the increasingly old-fashioned tethered charging.

4. There Wasn’t a New Mac in Sight: Apple didn’t announce new Macs at its press event, buttressing some analysts’ belief that Apple could hold another event next month focused on new Macs. Apple’s Mac line, which includes both desktops and notebooks, has needed an overhaul for quite some time. There have been reports that Apple is working on a new MacBook Pro that would feature a touchbar above its keyboard as well as possible Touch ID support for additional security and Apple Pay. It wasn’t unveiled on Wednesday, which has some wondering when (or if) it’ll make an appearance.

5. There Was No Talk of TV and Apple TV: The Apple TV was able to shed its status as a “hobby” last year, but it was a no-show at this year’s event. Despite rumors that Apple is working on a television-streaming service and the company would offer more storage in a new Apple TV it would launch this year, such announcements never materialized. It’s unclear whether an Apple TV update will be saved for later this year or next year.

6. The Wildly Expensive Gold Apple Watch Edition is Gone:Last year, Apple made waves by announcing a gold Apple Watch it called the Apple Watch Edition that cost up to $17,000. After its event on Wednesday, however, Apple revealed on its website that the Apple Watch Edition has been replaced by the ceramic version it announced during the show. The ceramic Apple Watch Edition starts at $1,249—a far cry from its gold predecessor’s price tag.

7. That Must-Have, Revolutionary Product: The days of Apple using its press events to unveil a new, must-have, revolutionary product may be behind us. The pace of innovation is simply too slow for Apple to deliver major upgrades to its iPhone, which is likely why 2017 will be the year when we’ll get a big update. Apple is rumored to have interest in other industries, including electric cars, healthcare, and virtual reality, but it hasn’t confirmed that’s the case.

At the event, Apple stayed in its comfort zone with products that generate boatloads of cash and help it line its pockets. That’s not a bad financial move, but the excitement of Apple events is giving way. And in its place, we’re getting announcements we all knew were coming months ago.