上周二，蘋(píng)果公司公布第二財(cái)季財(cái)報(bào),。讓分析師和股東大跌眼鏡的是,，iPhone當(dāng)季的銷(xiāo)量同比下跌1%,，降至5080萬(wàn)部。盡管如此,，由于平均售價(jià)提高,，iPhone為蘋(píng)果帶來(lái)的營(yíng)業(yè)收入還同比小幅增長(zhǎng)1%，增至3320萬(wàn)美元,?？傊琲Phone產(chǎn)品線(xiàn)的業(yè)績(jī)低于市場(chǎng)預(yù)期,。

乍一看，iPhone市場(chǎng)略顯疲軟,，可能令人擔(dān)心競(jìng)爭(zhēng)過(guò)于激烈,。而蘋(píng)果表示，iPhone用戶(hù)一直很忠實(shí),，只是近來(lái)關(guān)于新款iPhone的流言過(guò)多影響購(gòu)買(mǎi),。

在蘋(píng)果財(cái)報(bào)發(fā)布后的電話(huà)會(huì)議上，蘋(píng)果的首席執(zhí)行官蒂姆?庫(kù)克解釋稱(chēng)：“我們發(fā)現(xiàn)iPhone購(gòu)買(mǎi)出現(xiàn)停滯,，相信原因是之前反復(fù)出現(xiàn)很多關(guān)于新款iPhone的報(bào)道,。”

過(guò)去幾個(gè)月,，有關(guān)蘋(píng)果計(jì)劃對(duì)iPhone 版本升級(jí)的流言甚囂塵上。傳聞稱(chēng),，今年蘋(píng)果可能發(fā)布三款新機(jī)型,，其中兩款是對(duì)iPhone 7和iPhone 7Plus略有更新的iPhone 7s和iPhone 7s Plus。第三款手機(jī)最吸引眼球,，傳言稱(chēng)之為iPhone 8、iPhone X或是iPhone Edition,，據(jù)稱(chēng)該款將在去年款的iPhone基礎(chǔ)上重大升級(jí),。

對(duì)可能命名為iPhone 8的最新款手機(jī)，蘋(píng)果方面未置評(píng),。據(jù)一些傳聞報(bào)道曝光,，iPhone 8可能采用曲面屏幕設(shè)計(jì)，屏幕內(nèi)嵌Touch ID指紋傳感器,，可能會(huì)支持無(wú)線(xiàn)充電。

和蘋(píng)果可能推出的兩款iPhone 7s相比,，iPhone 8可能大幅提振需求,，因?yàn)榘磻T例7s產(chǎn)品線(xiàn)通常只會(huì)小幅更新設(shè)計(jì)和零部件。

在本周二致投資者的報(bào)告中,，BMO分析師湯姆?龍表示,，他認(rèn)同庫(kù)克所說(shuō)，iPhone銷(xiāo)售“近來(lái)下滑的原因可能是早前對(duì)新款iPhone的報(bào)道太多,。”他還預(yù)計(jì),，只要新款iPhone今年晚些時(shí)候如期推出,，近期銷(xiāo)售的問(wèn)題就不會(huì)影響iPhone的需求。

然而,，蘋(píng)果還得再撐幾個(gè)季度,。新款iPhone將至，相關(guān)流言只會(huì)愈演愈烈,。只要消費(fèi)者都相信,，應(yīng)該多等些時(shí)候買(mǎi)有重大升級(jí)的新款iPhone,，蘋(píng)果就幾乎沒(méi)辦法吸引他們關(guān)注市面上的iPhone,。其實(shí)iPhone 7和iPhone 7Plus都很不錯(cuò)，可消費(fèi)者顯然更愿意買(mǎi)新款,。

蘋(píng)果并未確認(rèn)籌劃推出iPhone 8,，最近一些報(bào)道卻披露了iPhone 8可能具有的新特色，比如運(yùn)用新技術(shù)有機(jī)發(fā)光二極體（OLED）的屏幕,，但新技術(shù)可能導(dǎo)致iPhone 8的上市日期推遲,。也許iPhone 8的發(fā)布日會(huì)從往年的9月延至10月,，甚至11月,。消費(fèi)者還可能會(huì)嚇到：功能更先進(jìn)的iPhone 8售價(jià)可能要漲到1000美元左右,。

蘋(píng)果承認(rèn)iPhone出現(xiàn)購(gòu)買(mǎi)停滯也體現(xiàn)出傳言纏身的升級(jí)版iPhone需求可能相當(dāng)大。熱切期待新款iPhone的消費(fèi)者可能已經(jīng)準(zhǔn)備好排長(zhǎng)隊(duì)購(gòu)買(mǎi),，或者一推出就立刻上網(wǎng)預(yù)訂,。

說(shuō)這么多，前提是真有iPhone 8,。（財(cái)富中文網(wǎng)）

翻譯：Pessy

審稿：夏林

Apple on Tuesday announced its fiscal second-quarter earnings. And much to the surprise of analysts and shareholders, the company's iPhone unit saw unit sales slip 1% year over year to 50.8 million. Apple's iPhone revenue was up by just 1% to $33.2 billion, thanks to a higher average sales price. The iPhone division's performance was below consensus.

At first blush, it might appear as though there's softness in the iPhone market or perhaps some concern with stiff competition. But Apple says iPhone customers remain committed to the company and are simply responding to a recent surge in iPhone rumors.

"We're seeing what we believe to be a pause in purchases on iPhone, which we believe are due to the earlier and much more frequent reports about future iPhones," Apple CEO Tim Cook said during his company's earnings call on Tuesday.

Over the last few months, rumors have been flying about Apple's reported plans for a future iPhone update. Those rumors suggest Apple (aapl, -0.74%) could release three new handsets this year—including two minor updates to the iPhone 7 and iPhone 7 Plus—called iPhone 7s and iPhone 7s Plus. A third model—which is catching all the attention—could be known as the iPhone 8, iPhone X, or iPhone Edition, and come with major updates over last year's models.

While Apple hasn't commented on what its iPhone 8, the placeholder name generally used for the handset, might look like, a slew of reports suggest it could come with a curved screen, a display that nearly entirely covers the handset's face, and a Touch ID fingerprint sensor baked into the screen. The iPhone 8 could also support wireless charging.

Compared to what Apple is expected to offer in the iPhone 7s line—small updates to the design and components—the iPhone 8 could attract significant demand.

In a note to investors on Tuesday, BMO analyst Tim Long said that he agrees with Cook that "earlier and more frequent rumors may be behind the current slowdown" in iPhone sales. He added that the recent sales troubles won't affect iPhone demand when the handsets are expected to be released later this year.

Still, Apple will need to weather the next couple of quarters. As new iPhones near, rumors surrounding them only intensify. And it'll be nearly impossible for Apple to distract customers and attract them to existing iPhones when they ostensibly believe it makes sense to wait until later this year and get a big new update. As nice as the iPhone 7 and iPhone 7 Plus might be, customers apparently believe they'd rather have whatever might be coming next.

However, Apple hasn't confirmed that it's planning an iPhone 8. Some recent reports have suggested advances that the handset could offer, including a new screen technology called organic light-emitting diode (OLED), which could be pushing its manufacturing schedule back. And it's possible that the iPhone 8 could be delayed from a typical September launch date to October or even November. Customers might also get some sticker shock: the advanced features could push the iPhone 8's price to around $1,000.

Apple's acknowledgment of iPhone user behavior also suggests demand for the company's rumored iPhone update could be exceedingly high. Those interested in getting the handset, then, should be ready to wait in long lines and move quickly on the pre-order button.

That is, if the iPhone 8 even exists.