As a technology firm, Apple spends much of its time reimagining the future, but it also likes to pay tribute to its past. Back in 1984 Steve Jobs, with a luminous mane of black hair, double-breasted suit and green bowtie, commanded the stage at Flint Performing Arts Centre near Apple’s headquarters in Cupertino to show off the new Macintosh computer. On September 9th Mr Jobs’ successor, Tim Cook, balding and in blue jeans, held his own performance in the same location. It was the most significant showcase of Apple’s determination to wow the world since 1984. To thunderous applause, Mr Cook showed off two new iPhones, one of them is a wearable device, which it calls the Apple Watch.

作为一个科技型公司，苹果花费了太多的时间来重新设计未来，但对过去的产品，他们依旧充满万分的敬意。回想起1984年的史蒂芬•乔布斯，一头乌黑而又明亮的头发，穿着绿色纽扣、双排扣西装的他，在库比蒂诺市，位于苹果总部附近的弗林特表演艺术中心的舞台上向世界展示了麦金塔电脑。在今年九月九日，乔布斯的继承者，“聪明绝顶”的蒂姆•库克，穿着一身蓝色的牛仔裤，还是在这个地方，完成了属于他的表演。这对苹果的命运而言，意义重大的展示，在1984年之后，又一次震惊了世界。在雷鸣般的掌声下，库克像我们展示了两款全新的苹果设备，其中一款便是可穿戴的苹果手表。

It has been four years since Apple introduced a breakthrough product, the iPad. Consumers, analysts and investors have been howling to see proof that Apple can still do the magic tricks of the Jobs era. iPad sales have weakened in recent quarters and the firm has become increasingly reliant on the iPhone, which was launched in 2007. Last year, Apple's smartphones were responsible for more than half of the firm’s revenues.

在苹果公司设计出iPad，这种突破性的产品已经过去了四年后的今天，无论是消费者，分析师，抑或是投资者，都在呼喊着、等待着苹果公司能够再一次创造出可以媲美乔布斯时代的奇迹来证明自己。iPad的销售量在最近几个季度中正在逐渐减少，而更令苹果公司担忧的是，他们对自从2007年就已经投放市场的iPhone的依赖程度只增不减。就拿上一年度来说，苹果智能手机的销售，占了超出一半的公司收入。

However, while Apple is the dominant smartphone company in America, some analysts worry that it is losing market share elsewhere. Companies like Samsung, Huawei, Lenovo and LG, which make cheaper phones, and Google’s Android operating system, which runs on 71% of the world’s smartphones, have been luring consumers away from Apple's more-expensive products. The average cost of a new iPhone is $609, compared with $249 for smartphones globally, according to IDC, a market-research firm. That is good for profits, but it places Apple’s future in a luxury niche, traditionally occupied by companies such as Hermès.

但是，当苹果在美国依旧是智能手机的主宰者的同时，一些令人堪忧的分析却显示他们在其他的地方正逐步丢失着市场份额，诸如三星、华为、联想和LG等公司正制造着更加廉价的手机，谷歌的开放式安卓系统，以其能在全世界71%的智能手机上完美运行的优势，正吸引这越来越多的手机消费者开始放弃价格相对较高的苹果产品。现今，一台新iPhone的平均售价是609美刀，而根据一个名为IDC的市场研究公司统计数据显示，一台智能手机全球平均价格仅仅只有249美刀。苹果的定价固然对公司利润有益，但是这却将苹果的未来局限在了诸如爱马仕等传统名牌混迹的奢侈品领域。

The Apple Watch will cater mostly to high-end consumers as well. With a starting price of $349, and only usable alongside an iPhone, it is unlikely to be a product with mass appeal. It is certainly a triumph of design: the tiny device contains sensors that measure the user’s pulse to help in fitness activities, and people can communicate by sending their heartbeat as a new sort of expressive message to other watch-wearers. But another world-beating product it probably is not.

苹果手表诞生的目的就是为了能够同时迎合普通消费群体和高端消费群体。349美刀的起价，并且需要与iPhone连接使用的它，可能不具备太多的大众吸引力。但是它依旧不失为一次成功的设计创新：小巧的设备装有一个可以测量使用者脉搏的传感器，可以帮助使用者完成健身活动，并且人们可以通过发送他们的心跳频率作为一种全新的情感表达方式，与另一位苹果手表的穿戴者进行交流与沟通。对于其他世界一流的产品而言，这一点在目前还是无法做到的。

High-quality watches have long been defined by their ability to keep unfailingly accurate time, and Apple Watch is no exception. It uses multiple technologies in conjunction with your iPhone to keep time within 50 milliseconds of the definitive global time standard. And it can automatically adjust to the local time when you travel. Apple Watch also presents time in a more meaningful, personal context by sending you notifications and alerts relevant to your life and schedule.

高级手表向来以计时精准为本，Apple Watch 更是如此。它采用多种技术，配合你的 iPhone，与全球标准时间的误差不超过 50 毫秒。当你跨时区旅行的时候，它会自动调整到当地时间。Apple Watch 还会根据你的日常生活和日程，向你发送相关通知和提醒，更贴近你的需要。

Apple Watch is right there on your wrist, so it makes all the ways you’re used to communicating more convenient. And because it touches your skin, we were able to add a physical dimension to alerts and notifications — you’ll feel a gentle tap when you receive an incoming message. Apple Watch also allows you to connect with your favorite people in some new, spontaneous ways not possible with any other device.

Apple Watch 就在你的手边，它让沟通变得更简单、更方便。我们根据它紧贴你肌肤的特点，特意为提醒和通知加入了触觉层面的沟通，例如，在收到信息的时候，你会感觉到来自表背的轻微触动，就像手表轻轻 "戳" 了你一下。另外，为了你和亲朋好友之间的紧密沟通，Apple Watch 还开创了多种新奇、自然的全新沟通方式，有别于其它个人设备。

Apple Watch gives you a more complete picture of your all-day physical activity because it measures more than just the quantity of your movement, such as the number of steps you take. It measures the quality and frequency as well. The three rings of the Activity app show your progress at a glance, and provide all the motivation you need to sit less, move more, and get some exercise. There’s also a separate Workout app for dedicated cardio sessions. Over time, Apple Watch can use what it learns about the way you move to suggest personalized daily fitness goals and encourage you to achieve them. So you can live a better day and a healthier life.

Apple Watch 让你更全面掌握自己的身体在一天之中的活动情况，它不仅测量行走步数之类的运动数据，还能测量你的运动质量和频率。活动 app 用三道圆环显示你的身体活动情况，一目了然，最大程度激励你少坐、多动、常锻炼。此外，更有一款体育锻炼 app 专门用于有氧锻炼时使用。Apple Watch 还会自己日积月累，根据你的身体活动情况，为你量身打造每日健身目标，并全力助你达成，让你每天都更好、更健康。
When Mr Cook unveiled Apple’s new products, he said they represented the “next chapter in Apple’s story”. But many people still doubt the future of Apple.Apple, under new leadership, may be at the cusp of its own Reformation.

当库克为苹果新的产品揭开面纱的时候，他指出，此次苹果产品的革新，昭示着苹果的传奇进入了新的篇章。但是依旧还是有很多人质疑着苹果的未来。苹果，在新的领导团队之下，可能还在自身改革的风口浪尖之上。