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Apple Inc. is a master at creating buzz around its product launches. But as the popular iPhone approaches its official debut in China -- the world's largest mobile-phone market -- consumers here seem anything but excited.
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蘋果公司(Apple Inc.)在為自己的產品發布造勢方面十分高明。但廣受歡迎的iPhone手機即將在中國正式推出（中國是世界最大的手機市場）之際，這里的消費者似乎一點也不興奮。
The buzz-killer is price. China Unicom (Hong Kong) Ltd., which will start selling the device Friday, is offering a version of the 32-gigabyte iPhone 3GS for 6,999 yuan ($1,025) without a service contract, which is the most popular way for people to purchase phones in mainland China. That compares with about the $800 consumers pay for the same product in nearby Hong Kong, which has different wireless carriers.
扼殺消費者情緒的是價格。中國聯通將于10月30日開始銷售iPhone，其提供32G的iPhone 3GS，不含服務合約的價格為人民幣6,999元（合1,025美元），這是中國大陸消費者購買手機最普遍的方式。同樣的產品在香港只需800美元。iPhone在香港的無線運營商并非中國聯通。
When wrapped together with a service plan, as is generally done in the U.S., the phone will cost Chinese subscribers at least $3,120 over two years, compared with the roughly $2,600 cost for the same period for customers in the U.S.
如果像美國通常的做法那樣與服務計劃打包，中國用戶要在兩年時間里為iPhone付出至少3,120美元，而美國用戶同樣時間內所付出的成本大約在2,600美元。
'It's too expensive,' says Marco Bai, a teacher in Beijing. He currently uses a smart phone -- a handset with souped-up functions like email and video -- made by a Chinese domestic brand that cost him about $205. 'There are many smart phones with similar functions' to the iPhone in China, he says. 'And they are all cheaper.'
北京的教師Marco Bai說，這太貴了。他現在用的是一款國產品牌的智能手機（即帶有電子郵件和視頻等高級功能的手機），花了大約205美元。他說，中國有很多跟iPhone功能差不多的智能手機，而且都比iPhone便宜。
China has an estimated 710 million mobile-phone subscribers, according to government figures. But the average customer pays less than $15 for monthly service and only 7.5% of the handsets sold in the country last year were smart phones like the iPhone. The average smart phone in China costs about $350, estimates research firm IDC.
政府數據顯示，中國手機用戶估計有7.1億。但平均每名用戶每個月的手機費用不到15美元，去年中國銷售的手機只有7.5%是像iPhone一樣的智能手機。研究公司國際數據公司(IDC)估計，中國一般智能手機的價格在350美元左右。
But China's smart-phone market is growing quickly, as all three Chinese carriers this year have deployed new third-generation, or '3G,' networks. The higher transmission speeds of 3G enable functions like wireless video that are well suited for smart phones.
但中國智能手機市場正迅速發展，因三家中國運營商今年都采用了新的3G網絡。3G更高的傳輸速度令適合智能手機的無線視頻等功能得以實現。
The market is also becoming more competitive, with a host of new devices being released, including several that run Google Inc.'s Android software. And Nokia Corp., which sells more than a third of all cellphones in China, has been focusing on making devices more affordable, an effort Nokia executives say is designed to 'democratize' the smart-phone market.
手機市場的競爭也日漸激烈，發布了許多新機型，其中包括幾款運營谷歌(Google Inc.)Android軟件的手機。占了中國逾三分之一市場份額的諾基亞(Nokia Corp.)將重點放在讓手機價格更低廉上，諾基亞管理人員說這一舉措旨在令智能手機市場更親民。
A successful iPhone roll out would raise Apple's profile in China, where despite the market's enormity it has only one store and where its Macintosh computers make up less than 1% of all unit shipments. Unicom, long a laggard to rival China Mobile Ltd., is a less savvy marketer than many of the carriers Apple is used to dealing with, analyst say.
iPhone如能成功推出，將提升蘋果公司在中國的影響力。雖然中國擁有龐大的市場，但蘋果在中國只有一家門店，蘋果的Macintosh電腦也僅占中國電腦發貨量的1%不到。分析師們說，與蘋果以前合作的許多運營商相比，長期落后于競爭對手中國移動(China Mobile Ltd.)的中國聯通在營銷方面顯得不太精明。
On Tuesday, Unicom ran a plain-text announcement in Chinese newspapers for its planned launch party Friday with black text under a red headline. The ad resembled the type of official government notice that many Chinese readers usually ignore.
周二，聯通在中國報紙上就周五的發布會發表了一篇純文字公告，標題為紅色，下面是黑色正文。這份廣告很像許多中國讀者經常忽略的那種政府通告。
Dennis Chen, chief executive of Shanghai-based dopod Communications Corp., which sells dopod branded smart phones made by HTC Corp., says the iPhone's entry won't roil the local market. The Unicom iPhone's 'price is very high -- higher than in many other places,' he says. 'It's a bit different from what consumers were hoping . . . . It won't have a big impact on us.'
多普達通訊有限公司(dopod Communications Corp.)首席執行長陳敬宏(Dennis Chen)說，iPhone的進入不會打亂本土市場。多普達總部位于上海，銷售宏達國際電子股份有限公司(HTC)生產的多普達品牌智能手機。陳敬宏說，聯通iPhone的售價非常高，比其他很多地方都高，這跟消費者的期待有一定差距。我們不會受到大的影響。
China's three mobile operators, all of which are state-owned, don't control handset sales the way U.S. carriers do. Instead, users have typically been able to buy whatever phones they want, and use them with whichever service. That means that users can easily buy iPhones that are sold overseas and brought into China for resale, though not 3G models. Those gray-market devices sell for as much as 30% below the price Unicom plans to charge.
同為國有企業的中國三大移動運營商，并不像美國運營商那樣控制手機的銷售。相反，用戶通常可以隨便買自己想買的手機，然后按照自己的意愿選擇運營商。這意味這用戶可以很容易地購買從海外購進帶回中國轉賣的手機，只不過不是3G型號。這個灰色市場里的手機，售價比聯通給iPhone的定價最多可以低上三成。
What's more, the Unicom iPhones have been modified to remove the Wi-Fi function to meet Chinese government regulations on wireless Internet technology in cellphones. Gray-market phones have Wi-Fi.
而且，為滿足中國政府對手機移動互聯網技術的監管要求，聯通iPhone去掉了Wi-Fi功能。灰色市場上的iPhone手機有Wi-Fi功能。
Already, an estimated two million iPhones are in use in China, according to analyst Fang Meiqin of BDA China Ltd. The research firm estimates that two million to three million more iPhones will be sold in 2010, including those from Unicom and those sold on the gray market. 'Given the high prices of China Unicom's iPhone, I'm afraid the smuggled ones might still be very popular,' she says.
BDA中國(BDA China Ltd.)的分析師方美琴估計，中國已經有兩百萬部iPhone手機在使用。這家研究公司估計，包括聯通和灰色市場銷售的iPhone在內，2010年還將有兩百萬到三百萬部這一手機被賣出。方美琴說，考慮到中國聯通手機的高昂價格，恐怕走私貨將繼續受到非常熱烈的歡迎。
It's unclear how much of the price Unicom is charging was decided by the Chinese company and how much by Apple. China Unicom didn't respond to requests for comment. Apple also didn't respond.
聯通iPhone的售價多大程度由中國聯通決定，多大程度由蘋果公司決定，尚不得而知。中國聯通沒有回應置評請求。蘋果也沒有回應。
Many analysts had expected the iPhone to give Unicom a leg up on larger rival China Mobile in attracting customers. When Unicom announced the iPhone deal in August, its president, Lu Yimin, said the Chinese company aimed to take more than a third of China's 3G wireless market next year. But Unicom has revealed little about its strategy for the device.
很多分析師曾預計，在吸引消費者方面，iPhone將有助于聯通與規模大過它的對手中國移動競爭。聯通在8月份宣布達成iPhone協定的時候，其總經理陸益民表示，未來一年，該公司的目標是要在中國3G移動市場中占據三分之一以上。但聯通對其在iPhone方面的策略一直透露甚少。
Apple products have bucked normal price expectations before in other markets, although it has lowered prices on the iPhone several times since its U.S. debut in 2007. Analysts say Unicom may have decided to target the high end initially to gauge demand and avoid the risk Apple's supply can't meet local market demand.
過去在其他市場，蘋果產品的價格都超過了一般預料，但iPhone于2007年在美國上市以來，其售價被多次下調。分析人士認為，聯通可能決定iPhone在上市初期先瞄準高端市場，以此來估測需求，并避免出現蘋果公司的供應滿足不了中國市場需求的情況。
The Unicom iPhone 'is a device that is aimed at people who absolutely must have an iPhone here,' said David Wolf, chief executive of Wolf Group Asia, a Beijing-based marketing strategy firm. 'I think they're counting on the fact there's enough pent-up demand.'
伍爾夫集團亞洲(Wolf Group Asia)的首席執行長伍爾夫(David Wolf)說，中國一些人肯定必須擁有一部iPhone，而聯通iPhone針對的就是這批人。伍爾夫說，我認為他們所指望的，是中國存在足夠大被壓抑的市場需求。伍爾夫的公司總部位于北京，提供營銷策略咨詢。
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