Apple's newest phones will ship with a new operating system, dubbed iOS 7. The company said it would be releasing the software as a free upgrade to customers with some older-model iPhones and iPads on Sept. 18.
苹果的新款手机都将使用新操作系统iOS 7。该公司说，一些旧版iPhone和iPad的用户将可以从9月18日开始免费升级至新操作系统。
The question for Apple now is whether a one-two punch of the new software and hardware can help it regain market share. Apple sold more than 380 million iPhones, but it has slipped from the world's most popular smartphone to second place behind devices made by Samsung, which represented more nearly 32% of world-wide sales in the second quarter, up from about 30% a year earlier, according to industry researcher Gartner. Apple, meanwhile, represented about 14%, down from nearly 19% a year prior.
苹果现在面临的问题是，发布新软件和硬件的组合拳是否能够帮助其收复市场份额。苹果虽然出售了逾3.8亿部iPhone，但已将全球最受欢迎智能手机地位拱手让给三星制造的手机，退居其次。据行业研究公司Gartner称，第二季度三星智能手机销量占全球智能手机总销量的比例接近32%，高于上年同期的30%左右。与此同时，苹果的这一比例从上年同期的接近19%下滑至14%左右。
After the announcement, Apple shares traded down about 2%, at $496.09.
发布会后，苹果股价下跌约2%，至496.09美元。
On stage, Mr. Schiller joked about the product leaks that meant there were few surprises during his presentation. 'Some of you may have seen some shots on the Web, and that is cool, because people are excited,' he said.
席勒在台上开玩笑说，产品信息的泄露意味着他演示的时候没什么惊喜了。他说，你们中的一些人可能已经在网上看到过某些镜头，那很好，因为人们非常兴奋。
Among the technology improvements in the iPhone 5S are Apple's new 64-bit A7 processor, which the company says has up to twice the performance of previous models.
iPhone 5S的技术升级包括苹果新的64位A7处理器。苹果说，该处理器的性能可达此前机型的两倍。
It also features an 8-megapixel camera that can take 10 frames a second in 'burst' mode, and a new chip to capture movements as customers carry the phone around to help with fitness tracking, among other things.
这款手机还有一个800万像素的摄像头，在连拍模式下每秒可拍摄10张照片，还有一个新的芯片，可以感知运动，在顾客随身带着手机时帮助记录健身情况等。
Brian Marshall, an analyst an ISI group, said he believes the iPhone 5C is impressive, but he questions whether the new device will have the total cost, and gross margins necessary, to help it hit mass market.
一家ISI组织的分析师马歇尔(Brian Marshall)说，他认为iPhone 5C令人印象深刻，但质疑这款新设备能否具备必要的总体成本和毛利润率，从而帮助它打入大众市场。
'I don't think it's a lowbrow phone,' said Mr. Marshall. 'People were worried Apple would bring in a clunky product. That doesn't look to be the case.' However, he added, 'the key question is what the carrier subsidy is.'
马歇尔说，我并不觉得它是一款浅薄的手机。人们担心苹果会推出一款笨拙的产品。看上去并非如此。但他补充说，关键问题是运营商补贴如何。
At the launch event, Apple CEO Tim Cook positioned Apple's software as a major advantage. Its new iOS7 software, which includes a new look and features to deter thieves and more easily share files between devices, was first shown off in the summer.
在发布会上，苹果首席执行长库克(Tim Cook)将苹果的软件视为重大优势。苹果新的iOS7软件今年夏天首次亮相，该软件包括新的外观，还有阻止窃贼以及实现设备之间更简便的文件分享等功能。
App developers have said iOS 7 is one of Apple's most important software releases, and it will likely define the company's success with customers for the foreseeable future.
应用开发人员说，iOS 7是苹果最重要的软件发布之一，它可能将决定该公司在可见的未来能否成功赢得客户。
When Apple released its first iPhone, the device's software was lauded for its ease of use. Over time, however, the iPhone's user interface has begun to look stale next to competitors such as Google Inc.'s GOOG +0.07% Android operating system, which powers the majority of the world's phones, and Microsoft Corp.'s MSFT +2.32% Windows Phone software.
苹果发布第一代iPhone时，其软件就因便于使用而备受赞誉。然而随着时间的推移，在谷歌的安卓(Android)操作系统和微软的Windows Phone软件等竞争对手面前，iPhone的用户界面开始显得陈旧。全世界智能手机大多数采用安卓操作系统。
Apple did have one software surprise up its sleeve: It is making its iWork, iPhoto and iMovie mobile productivity apps free. The move ratchets up competition with Microsoft, maker of the Surface tablets, in the lucrative business market.
苹果的锦囊中确实有软件方面的惊喜：该公司将免费提供iWork、iPhoto和iMovie等工作类应用。此举加大了与微软在利润丰厚的商务市场的竞争。微软生产Surface平板电脑。