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发布时间:2017-08-13     来源:未知 查看:打印  关闭
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2017-08-11 18:00 起源:聚英考研网 经济学人

原题目:每日一篇 | 《经济学人》读译参考 Day69

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TEXT 69

经济学人:苹果从iPhones到iCars

Business: Apple From iPhones to iCars

商业:苹果,从iPhones到iCars

Apple is entering the auto business, but the roadahead could be rough.

苹果进军汽车业,但前路艰苦。

Having redefined the personal-computer and mobile-phone industries, Apple has set its sights on a new,moving target.The darling of the tech industry is aiming to debut an electric car in 2019, according to a reportby the Wall Street Journal.For years there had been speculation that Apple had auto ambitions.It has been hiring swarms of engineers to work on the project, code-named Titan, which nowemploys around 600.

译文

在重新定义了个人电脑业和手机业以后,苹果又将眼光聚焦于全新的、移动的目标。据《华尔街日报》报道,科技行业的宠儿苹果公司方案在2019年首次推出电动汽车。多年来,外界一直预测苹果对汽车行业野心勃勃。苹果已经雇佣了一群工程师启动了代号为“泰坦”的汽车项目,现在约600名雇员参加研发设计。

With around $200 billion stored up, Apple certainly has enough cash to spend on a newventure.Its legions of fans are always eager to see it launch a new offering that makes a splash.Its most recent product, the Apple Watch, has not been the massive hit some analystsexpected, and Apple's launch event earlier this month was rather dull, showcasing mainlytweaks to existing products.Launching a car would be far more daring and, in theory, highly lucrative.Global car sales were worth around $2 trillion last year.

译文

苹果公司拥有约2000亿美元的资金贮备储藏,蕴藏,这保障其投资这项商业冒险的充分资金。长期以来众多的“果粉”翘首以盼,希望能看到苹果发布惊动一时的新品。但是苹果公司最新发布的产品--苹果腕表,并没有如剖析家预期地那样造成壮大的冲击。而在本月早些时候,苹果举行的发布会则是相当无聊--主要是展示对已有产品进行的一些改良。苹果公司推出汽车是更为勇敢的举措,从理论上讲,能有更高的收益。去年寰球汽车销售金额高达约2万亿美元。

However, there are many things about the car business that make it quite unlike peddlingphones.The replacement cycle for an iPhone is a mere two years.Consumers hold on to their cars for far longer.To make business sense, Apple's cars would need to earn returns comparable to those of itsexisting products.But gross profit margins like Apple's current 40% or so are something most large-scalecarmakers can only dream of.At BMW, one of the most profitable of these, such margins are around 20%.

译文

然而,汽车产业的许多特色使其与手机的销售大不相同。一般iPhone的更新周期仅为两年。客户应用汽车的时间更久。贸易要更好地运作,苹果研发的iCar就要赚取高于它现有产品的利润。但苹果现有的总利润率为40%左右,这是大多数大型汽车制造商梦寐以求的。宝马是利润率最高的汽车制造商之一,但是也只能到达20%左右。

An even more important factor is that, as demonstrated by all this week's attention onVolkswagen, cars are more heavily regulated than consumer electronics.Compliance with safety standards and emissions rules is likely to be more rigorously enforced infuture.That is a tricky prospect for even the most experienced carmaker, let alone an industry newbie.

译文

正如这周大众对大众汽车的关注证明,汽车业相比消费类电子产品面临更严格的监管,这是更为重要的影响因素。在未来会更加严格地执行相关办法--知足平安标准、相符排放规矩。即使对最有经验的汽车制造商而言,前景依然艰巨,更不用说行业新手了。

The firm's capabilities in mobile devices will be an advantage, as cars become ever moreconnected to the internet.But the risks associated with connected cars are of a different order to those with mobilephones.This week it was revealed that malware had infiltrated some of the smartphone apps sold inApple's store, including two of the most popular apps in China.This was embarrassing but not disastrous.If similar malware got into an Apple car, the results could be deadly.

译文

随着汽车与互联网的关联愈发亲密,苹果在移动装备上的才能将会成为一个优势。但是如果产生危险,联网汽车比联网手机的成果更加严重。本周占有关消息,有歹意软件入侵了苹果商店贩售的部分智能手机应用,其中包含两款在中国最风行的应用。这使得苹果陷入窘况,但不至于损失惨重。假如相似的恶意软件入侵的是苹果汽车,那么成果将是致命的。

Such concerns are not enough to discourage tech firms from driving at full speed into the carbusiness.Leading the way is Tesla, a maker of upmarket electric vehicles set up by Elon Musk, asuccessful tech entrepreneur.Google is working on a self-driving vehicle and an operating system for cars, and recently hireda former motor-industry executive to run its autonomous car project.Apple's decision to enter the motor industry may be fuelled in part by not wanting to leaveGoogle with control of the dashboard and cars' operating systems.Their rivalry is turning into a road race.

译文

这样的担忧并不足以阻拦众多科技公司全力以赴进军汽车业。这条路上的引领者是特斯拉--一家由胜利的科技企业家埃隆。马斯克树立的高端电动汽车制造商。谷歌正在研发自主驾驶汽车和汽车的操作系统,并在近日聘任了一位前汽车行业的执行官来运行这个自主经营的汽车项目。苹果之所以进军汽车业,原因之一可能是不想将对汽车仪表盘和汽车操作系统的掌握权交予谷歌。他们的竞争正在转向汽车业。

注释

1.the auto business 汽车行业

例句:Jerry's background is highly unusual for the auto business. 杰里的个人背景对汽车业来说也是极不寻常的。

2.self-driving vehicle 主动驾驶汽车

例句:Your money now backs a prototype self-driving vehicle. 你们的钱现在资助着一辆无人驾驶汽车的样车。

3.in theory 实践上讲

例句:In theory, the buyer could ask the seller to have a test carried out 理论上,买方可以要求卖方进行一次测试。

4.let alone 更不必说;更别提

例句:This kind of animal is rare anywhere in the world, let alone in china. 这种动物慢说国内少有,在全世界也不多。

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